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Marketing Psychology Techniques That Work

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Any good marketing tactic will be informed somewhat by psychology. Marketing is the art of understanding and selling to an audience. Without knowing a little about typical human behaviours, you may struggle to target your techniques and make them effective. We’re going to share a few simple techniques which can help to boost the success of your marketing campaigns.

Use Knowledge Of Typical Human Behaviours To Your Advantage

Psychology is the study of the mind and human behaviours. Knowing what makes people ‘tick’ gives you an advantage. Psychology looks at everything from early human development, to social behaviours, to mental health and more. If there’s a way to analyse the way the mind reacts to something, chances are that there’s a recognised psychological study surrounding it.

Neuromarketing

Some people refer to psychology-backed marketing techniques as neuromarketing. You can anticipate thought patterns and tailor your marketing material to give you the best chance of getting the outcome you want.

We’re going to share a few marketing psychology techniques which you might want to use to inform your strategies.

The Anchoring Effect

Humans have a habit of believing that the first piece of information that they obtain is the most reliable. It’s a form of bias, because our judgement is skewed towards this piece of information, known in this case as the anchor.

You’ve probably seen the anchoring effect in practice before, and you may have recognised it. Most commonly, the anchoring effect is triggered by sales and discounts. If you are told that an item is worth £100, that will become your anchor. When you’re then told that the item is now reduced to £75, you believe you’re getting a good deal, because your brain is anchored to the higher price.

This can have the opposite effect as well. If a customer sees a reduced price for a product during their first interaction, they may believe the full price to be unreasonably high.

Some products and services will be subject to preexisting ideas of what ‘should’ be. This could be a specific price point, a number of items received or anything else that is an accepted norm in the industry. If you stray from these anchors, you risk alienating your customers – unless you’re offering them a better deal.

Paradox Of Choice

We’ve all been confronted with too much choice before. A great example is an intimidatingly large restaurant menu, offering too many tempting options for you to make a quick decision. This is called the paradox of choice. Even if your business has multiple different offers for customers to choose from, you’ll probably see an increase in uptake if you can reduce your main offering to just a few choices.

The theory is that if you display too many things to a consumer, they might get overwhelmed. This could lead to them not making any decision at all. By offering up a small selection, people are more likely to develop a stronger connection to one thing, and make a choice.

Our web designers recommend that your main menu sticks to the ‘golden rule’ of no more than 7 main items. You can have dropdowns within these main items, but a menu with more than 7 main options is overwhelming and bad for UX (user experience). If your website is currently clogged up with too many menu items, consider reorganising and reducing them, and see if it makes a difference.

The Law Of Least Effort

Let’s be honest, most humans are lazy. That’s not to say that everyone is a couch potato, but most consumers need to be fed information in a direct and simple way. If it takes too long or is too complicated to get to the end goal, you risk losing your audience.

To comply with the law of least effort, your call-to-action should be clear, easy to access and direct. If you’re able to offer a free trial without needing users to submit too many details, you may find that you’ll get more conversions. Why? Because it takes very little effort for a user to benefit from your product. This means they build confidence in your product without having to take in too much content or make lots of steps towards the end goal.

If you can’t offer a free sample, you can still ensure your website aligns with the law of least effort. Your phone number should be clear and easy to see. If you have a contact form, ensure that the user only needs to submit a few simple details. Make things as simple as possible for your users, and you may see an uptick in interest.

Social Proof

Social proof is a powerful tool, and it absolutely should be used in digital marketing strategies. The theory goes that people are more attracted to, and more likely to trust products that other consumers are also happy with. Reviews and ratings contribute to this, and increase the social proof of a product or service. Nowadays, influencers also play a part. When your favourite Instagram user or celebrity endorses a product, you may be more inclined to buy it.

Another way of showing social proof is to associate yourself with other trusted brands. For example, if you’re on Checkatrade you should put their logo on your website. You can also add brands that you work with, this could be from your suppliers or customers of yours. We would recommend that you only put a few of these logos on your website, and choose the biggest, most trusted names which will resonate most with your users.

Try Out Some Marketing Psychology Techniques

There are many more psychological theories and techniques which could be used to inform a marketing campaign. The above is merely a small selection of things. After all, we wouldn’t want to overwhelm you with a paradox of choice!

Now that you know a little more about some of the ways your audience think and behave, it’s time to put your knowledge to use. Take some of the ideas we’ve shared above, and see how you can implement them into your current strategy. You don’t need to make huge changes to have an impact. You could see some interesting results from a few minor tweaks.

Written by Alice Farley

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