3 Psychology Biases That Can Make or Break Your Online Marketing
What is the exact decision process that happens in the minds of customers who click, buy, or share your products? According to The Advertisement Mind, neuromarketing is the root of making decisions. This blog gives you 3 Psychology Biases That Can Make or Break Your Online Marketing.
The way we respond to ads, products, or brands is driven by the subconscious mind and not the conscious. It decides ultimately all our buying decisions.
Marketers need to be aware of the main psychological traits that influence customer’s perception of brands, products, and advertising. Here are three unconscious psychological triggers that affect online marketing and offer solutions on how to leverage them.
The Halo Effect
An effect that influences our overall impression of a person or brand based on previous experiences we’ve had with them is known as the Halo Effect. It constitutes the main Psychology Bias that can make or break your online marketing.
When an initial impression of the brand or product is formed in the customers’ minds, all their future impressions can be influenced by it. It becomes a problem when the first impression is negative or not up to the mark. The first impression should be impressive and memorable for customers. Marketers should aim for such an experience and carry it throughout their sales funnel.
For a great perception of your brand, an endorsement from powerful influencers or celebrities can have a great impact.
A single product that is amazing can often influence the perception and sales of the rest of the products
Provide good customer service. If a customer calls for the first time make sure to be extra polite, friendly, knowledgeable, and helpful.
Give potential customers an insight into the brand, your office, and staff to build a pre-existing trust in them.
When conclusions sound extreme, outrageous or unbelievable customers tend to immediately reject it. This is termed as belief bias. It might even happen when people are presented with logical statistics.
Even if you have an impressive claim on your landing page backed with logical facts and data, customers may just not believe it.
On many occasions, it may be better to sound realistic than back up your argument with more information.
Rather than highlighting statistics, try and use testimonials to back up your claims. Customers’ responses may be better to other people endorsing your product than the random numbers that they think are outrageous.
Customer reaction strongly influences their decision to purchase products. Appeal to customer emotions rather than trying to convince using pure logic.
The Framing Effect
People are more likely to take risks when an outcome is presented as a loss. They also tend to avoid the same risks, if the outcome is presented gain. This is known as the framing effect. The framing effect is one of the crucial 3 Psychology Biases That Can Make or Break Your Online Marketing
Marketers naturally tend to jump towards the benefits of the brand or product while creating marketing collateral or online advertising. However, try and frame the same depending on the target market, their desires, and subconscious fears. Try to switch things up by presenting it as an avoided loss rather than a direct gain.
Try giving your customers insight into how much they save by purchasing your product.
Call to actions or titles that are coined as a way to avoid pain or loss can be really effective.
Highlight the unique selling point of your products by subtly comparing it with the products of competitors.
The Anatomy of Successful Social Media Campaigns
How to Target Your Social Campaign
Social networking is an outstanding segmentation tool because it gives an easy view of the different groups and their interaction level. Platforms are pretty much intended to get to know people, and built-in insight resources are easy to use even though you don’t have an ad budget). Understanding the lifestyle, habits, and desires of the consumers is key to effective segmentation and targeting.
Define Goals and Objectives:
When you’re campaigning on social topics, note that this is in the lead generation and visibility process, ensuring that you’re exposing yourself to them in the social movement. Having a list of your successful customers would encourage you to break certain users into another group. Using Consumer Lifetime Value (CLV) as a benchmark can also help you appreciate various categories’ total value. CLV is only one example of a primary performance measure (KPI) you want to use as part of your goals.
Understanding your target demographic with your Customer Relationship Management (CRM) tools in tandem with your social analytics can help segment social ads.
Define Your Language:
When you figure out your targeting profiles, make sure to give them something in a popular language. Your style should represent the tastes of both your brand and your audience. You can also select social media directly from your viewer section (s).
E.g., the under-25 set is likely to see a funky Instagram Story video featuring emojis and fun graphics. Simultaneously, a shoe company targeting the over-50s might choose to showcase adventure or good health with a higher-budget commercial tailored for TV, Twitter, and Facebook.
Define Your Channels:
The cross-channel promotion has to be handled strategically, if at all. It can be beneficial when meeting a range of groups and individuals in different stages of the purchaser’s path. You will want to ensure the continuity of the brand across networks. But if you’re tempted to reuse the same material on different platforms, don’t do that. It’s safer to use one channel well than to use a hundred non-strategic networks.
Authenticity and Timing:
Wealthsimple, an automated trading tool, did a decent job by leveraging cross-channel ads to catch the 30-year-old urban audience’s interest. Their hashtag, #investingforhumans, was an easy way to get the fear out of first-time investors who were potentially tempted to use the AI-based site to test out initial investments. Using a multitude of outlets, their campaigns were focused on crucial points from real-life interviews. Then they shared the money stories in a frank, real-life video that was shared both on TV and through multiple networks. This attention to credibility was certainly behind their immense popularity on YouTube, with one video reaching 1.8 million viewers and thousands of views per Instagram interview.
Make It Visual and Action-Oriented
The iconic banana brand, Chiquita, has used the last solar eclipse to spark off one of its latest ad promotions, showing the value of aligning the campaigns with events that are simultaneously newsworthy and significant, makes it important anatomy of social media campaigns. They made an introductory video to display the banana sun and used this concept to share gifs, and even a real-life banana was revealed the day before the New York eclipse. The result was thousands of new followers on Twitter, millions of hits on videos, and a massive boost to engagement.
Home and hardware store Lowe’s (alongside BBDO New York) ended up winning a variety of industry awards with a campaign that used a strategic mix of visual content across channels including Instagram, Vine, and Snapchat to cater to the budget-focused DIY set. Specific hashtags (#hypermade #LowesFlipSide #LowesFixInSix) were used to highlight different video series related to the DIY “fix it” series, which featured people using their DIY products.
One of their Facebook series gave viewers easy access to a 360 video explaining how to do DIY ventures. They have used stop-motion animation to cater to the vintage-loving audience and unreleased iPhone clips as authentic-looking scenes. These unique, actual, and unforgettable visuals were fascinating to see and informative and useful to almost everyone who loves DIY.
The reason this was effective is that Lowe’s isn’t exactly a DIY store – they’re selling items to make things, so they’re not selling finished merchandise. Sharing informative and factual, step-by-step videos of making stuff cheap is something that almost everyone can get behind. Their popularity rests mainly because they went another step forward, showing what customers can do with the shop’s items.
Highlight Social Responsibility
Some organizations use social problems and activities to demonstrate either their offerings or their mission and ideology. And it’s becoming increasingly common for consumers to help brands that do more than sell goods, making it important anatomy of social media campaigns. When it comes to branding, you must guarantee that your social campaigns genuinely highlight your worldview’s core aspect to communicate with your consumers at an emotional level.
This unusual (yet simple) term ended up attracting enough interest to not only doubling their target of providing food to 100,000 dogs by donations, but they also saw sales four times as a result of the promotion. They ended up touching 500,000 users on Facebook and had so much good engagement overall that there was no question that the advertisement helped improve the satisfaction of the customer’s lifetime.
This kind of campaign illustrates how, if anything speaks to your heart and takes you off balance, it’s very likely to be unforgettable. Often, promoting the purpose and cause instead of the individual product served to foster faith and care for the company itself.
For any business to make it to the top, sales is very crucial. The digital age and modern-day scenario requires the company to be digital so it can be successful. SEO is an essential part of digital marketing, and in this article, we give you 7 Ways to Increase Sales Using SEO.
The success rate of E-commerce has been steadily increasing over the years and is expected to keep rising as well. If you want your business to succeed in the context of e-commerce, it is crucial to have a robust search engine optimization strategy.
Being aware and implementing cutting-throat SEO techniques will give you an edge in the e-commerce business. The chances of getting noticed online are very high, and you also have the edge of finding the right potential customers.
Keywords play a crucial role in the equation. If you don’t have the right keywords, your website and business will get lost among the millions of other similar sites in the search engine.
Your business must analyse and use the relevant keywords related to your company and implement them in your:
- Web Pages
- Page Titles
- Image Descriptions
Google AdWords is a great place to start researching keywords. When you have the right keywords, you can connect with the right audience for your product.
If you have great content in your website, you can use it as a tool to convert prospectus and use it as a shareable resource to reach new and broader audience.
When potential customers search for a product or information about any service online, they will have a a lot options on like social media pages, blogs, websites and a lot of similar content that can answer their question or is related to their search. When you have authoritative and the most engaging content of the lot, chance of customers finding and reaching your brand at the top of their search list is very high.
You should engage audiences with a variety of great content:
- User-generated content
- Product Reviews
- How-to guides
Content is the centre of inbound marketing. Content can help increase sales using SEO. With engaging content that quips the interest of potential customers and has been optimised with the right keywords, there is a high chance of increasing your sales.
Social media is a fast-growing strategy and a comprehensive element of modern SEO. The growth is because of the most massive audience turning to these platforms to purchase products they like.
Social media platforms give you a huge platform to find new potential customers, build new relationships with customers.
Social media is most helpful as it can be used as a direct marketing method. It gives life and vibrance to your product and the ways it can be used.
MOBILE AND LOCAL CONTENT
Going local and going mobile has become two significant changes to SEO. These two go hand in hand.
Local SEO is essential as many customers use mobile devices to search for a business. 30% of all searches have a local intent, and 70% of the searches visit the local places they search for.
So if you want customers to physically visit your business or drive to it, local SEO and being mobile-friendly is the way to go.
To increase your sales, you must pay attention to on-page SEO. It makes your site user-friendly and makes it easier for search engines to index your page. On-page SEO increases your site’s ranking and will help you focus on optimizing essential skills like visuals.
Here are the essential steps of on-page SEO optimization:
- Creating unique title tags
- Increasing load speed of page
- Writing keywords optimized alternative text for images
- Optimizing headings with keywords
- Using sensible and easy to read URLs
- Writing meta descriptions to improve visibility
MANAGE YOUR REPUTATION CAREFULLY
Reputation management is an essential element that should not be ignored when talking about SEO. Reputation management is controlling what people see when they look for your business and its website online. It is a very important way of increasing sales using SEO.
It is all about putting your best foot forward online when customers are looking for you.
Reputation management can be done by:
- Being professional at all times
- Regularly reviewing online reviews
- Responding to negative reviews politely and professionally
- Encouraging positive reviews from satisfied customers
If you want SEO to boost your sales, you must make it your full-time commitment. SEO doesnt work if you do it part-time or with fewer efforts.
You must be intelligent, dedicated, and have a solid strategy to leverage the best out of SEO.
Get a team in place and make them familiar with all the nuances of SEO. They can examine the goals of your company and suggest and plan a long-term strategy to achieve them.
It is always best to give yourself a break and look at the long term plans. Do the present goals of your company fit it’s long term objectives? What will be the new trends and technologies that might change the way we do business? We give you 6 E-commerce Strategies That Will Future Proof Your Business.
Studies say the global e-commerce market is going to increase by over 246% by 2021. To be a part of this humongous growth, you must anticipate and plan ahead for what’s coming.
Here are 6 E-commerce Strategies That Will Future Proof Your Business:
A recent report on Internet trends said that people are skeptical about sharing private information online; however, they are ready and comfortable with personalization and recommendations.
When personal data is managed properly to target recommendations and curated product discoveries, there are sure to benefit.
If the data is mismanaged, it only turns into scandals.
Customer satisfaction is highly improved when personalization with the right data is good.
Personalization is a critical topic when it comes to the growth and success of the company.
Personalization is an important factor that has led to the growth of online subscription services.
Spotify has achieved over 48% subscriber growth over a year by leveraging user data and converting free service users to paid and premium subscriptions.
Reports show that subscription e-commerce sales have more than just doubled every year.
The rise in the subscription is not just in media, but products as well.
An increasing number of customers are subscribing to receive some curated goods and products on a monthly or recurring basis.
Social media is an important platform to market products and well as generate traffic to your website. The platforms present people with products they would buy in the future.
Reports suggest that over 55% of people who view products only actually go-ahead to purchase them online.
Social media’s significance as a referral to e-commercial businesses continues to keep increasing over the upcoming years.
Multi-Channel and Omni-Channel Retail
Your product and the company need to be everywhere the customer shops or research the product.
It will seem like managing a multitude of selling channels requires a massive undertaking and a lot of resources and time. Being understocked can be critical in terms of revenue, and so do overstock.
Fortunately, some platforms provide the infrastructure needed for multi-channel or omnichannel retail. The multi-channel retail must guarantee consistency across platforms, gather data from all channels, and manage the inventory.
Engaging content is a huge drive for e-commerce. It is one of the best ways a customer can learn about your product.
Lately, custom content seems to be the future of marketing.
Great content and a good strategy can increase the number of people that follow your brand and increase outreach significantly.
E-commerce marketers look to interactive content as a part of the strategy to increase traffic and outreach.
Sometimes an image or video of the product can improve sales. Videos are shown to be the better option as they give a direct insight into how the product needs to be used. There is also a higher chance of purchasing the product after watching a video.
Artificial Intelligence has helped customers perform shopping online without the use of their hands. They can buy products by describing them verbally while performing other household chores.
Voice search is very different from the standard typed question.
The “who “what” and “how” questions suggest that the customer is closer to buying the product than a question related to comparison or definition.
The future of web content seems to incline towards context and semantics rather than keywords.