Good marketing begins with how people react to product and services on different scales, today we’re going to go through how to prepare your targeted audience efficiently and effectively, which involves using a lot of patterns psychological theories in Digital marketing and gathered data throughout the process of UX personas creating or certain psychologically based Technics!
The 5 Psychological theories in Digital Marketing that will help you the most!
Social proof :
One of the psychological theories in Digital marketing is social proof. This theory can be used in different ways but the most important ones are:
1- User-generated content
Content made by followers or users: like video, written testimonials, good review and social mentions, all are great far pieces.
2- Sharing buttons & sharing counter
Adding social plugins or sharing buttons to your blog will display the number of shares a piece of content has. If visitors can see that people have shared your post already, they are more likely to share more. And we all know the meaning of this one!
The decoy effect
This decoy effect has a psychological occurrence, which means the consumers are more likely to change the way they decide between 2 options if you bring them a third less appealing option and you place it on top as a first choice! for example, think about a subscription for a fashion news magazine that you have to get a lot of subscribers for, without changing the prices of the most wanted deals, you can simply add a non-appealing deal, in which the new subscribers will pay more and benefit less, they will automatically pick the old 2 ones and convert more that way! It was proven right by the New York Times!
When creating a product page for your business, you can always take advantage of the decoy effect by using the same principle for your pricing strategy, or even in your articles content, same topic, a long worded blog post and a short Facebook post that has the same information but shorter, can convert better in this case.
In this, it all comes to Michael Masterson’s theory of 4 U’s, which is used for creating effective headlines that should be unique in the way their crafter, rather than written!
Urgent (conveying a sense of urgency),, Unique, Useful and Ultra-specific, so when a headline is made using the 4U’s, test out a veriaty of options until you reach a combination that uses each U at a rate of 25%. It’s proven right by an online local tv, that uses Facebook posts headlines for more clicks towards their websites, that leads to a higher reach and clicks + higher revenue on ads.
This theory is where people seek out information that supports their views, whilst looking away from evidence that proves them wrong or that doesn’t supply their pre-conceptions or self-hypothesis! Therefore, many people are biased in their selection of supporting evidence.
The confirmation Bias theory can be used if we can gather all the possible data about the positive perceptions that your followers or customers hold about your services/products and produce high accurate content on your blog or as posts or tweets or Hash-tags to support then.
In this case you have to tackle every negative aspect about your e-reputation or product/service reputation and all claims against you with hard facts and research, if you use unfounded opinions or untrusted sources, you may struggle winning the costumers to believe in you. Think of this like the KFC formula of spices, we all know that the ingredients can be found online and it’s not a secret, but their secret can be found in the confirmed bias that everyone has.
Paradox of choice
The paradox of choice created by Barry Schwarz, suggests that providing customers with a limited range of choices has psychological benefits because it reduces their anxiety, so when applied to digital marketing of products/services, using social media, it comes back to your content and how you introduce it, for example if you give them a wide range of themed posts or blog articles about your business, that will give your followers or readers too much freedom of choice that can have a bad effect of leading them towards disorientation. Barry suggestion is based on limiting your introductions (posts as stated above) to a certain theme, or a unique graphical design.
Improve your marketing strategy With experts, using the psychological theories in Digital marketing to understand or consider how your prospects think and what might work as a result, can improve the way your market yourself online. We are living in an information driven universe, where there is a lot of data being shared every day and anything that can help you cut through it and help you better understand your customer will pay off with sales conversions or more clicks, while playing the long game strategy.