There is more to inbound marketing than meets the eye. Whether you realize it or not, marketing psychology principles influence the way every campaign is conducted.
Behind every hashtag or headline, core concepts, like the power of emotion, are used to trigger consumers’ actions. Although all this may seem complex, you don’t need to be a Ph.D to understand and implement these five psychology principles.
How Marketing Psychology Principles Attract Customers
It may not be often advertised, but brands have long used marketing psychology to appeal to a target audience. By applying certain simple principles, you too can now benefit from these powers of persuasion.
Leverage the Power of Emotion
Although it’s tempting to tout the latest features of your new product or service, studies have shown an emotional appeal to its benefits delivers greater results. For example, a blogging campaign that demonstrates how massage services improve mood tends to be more persuasive than one that details the types of massages available.
Marketers today often aim to influence consumers buying habits by explaining how a product or service will improve consumers’ lives.
Assert Credibility
Public perception can also influence whether or not your company is successful. Since people tend to do business with those they know and trust, a common marketing psychology trick is to build credibility.
Although this takes time and effort, the rewards of earning public trust are more than worth it. For example, a respected brand, like Apple, can sell millions of smartphones before its release date, because of a strong reputation for producing quality products.
Promote Exclusivity
Since everyone likes to feel special, marketing campaigns typically have great success selling exclusivity. Today, it’s a popular business practice to create loyalty programs where members can receive special offers and discounts.
For example, Hilton Hotels sometimes offers reduced room rates to members of its HHonors club. This effective marketing strategy may not only increase sales but also create brand loyalty.
Highlight Scarcity
It’s human nature that people want more of items that are harder to find.
Brands frequently use the scarcity principal to raise demand for products. They may produce smaller quantities or sell items for only a limited time. By creating a sense of urgency, potential customers who may be considering a purchase are often persuaded to buy.
Be Likeable
Likeability is another factor in many purchasing decisions.
Today, social media marketing is an effective way to connect on a personal level with your target audience. Many top companies now use social media platforms, like Facebook and Snapchat, to show a relatable side of their business. Whether you share about your charity involvement or your employees’ accomplishments, you can win fans just by being more human.
Although it may seem like online marketing is all about clicks and ‘likes,’ marketing psychology principles like these work behind-the-scenes to make your brand more valuable.
