As is the case with any marketing strategy, there is always a psychological element behind it. Since humans are (for the most part) predictable and susceptible, they can be persuaded to buy into specific brands. Today, we talk about the psychology behind clicks, looking at various aspects that can cause people to take action online.
Social Media Plays an Undeniable Role
With a plethora of social media platforms, it has become an online force that drives influence, sales, and marketing opportunities for brands around the world. Social media users tend to follow their interests, which can include brands, their favourite celebrities, and their favourite sports teams to name a few examples.
The psychological aspect that usually make people take action on social media platforms is multifaceted. The first part is seeing a user posting something that other users are constantly reposting. This can be referred to as the leader/follower concept, which can be very effective. The second part is called social proof; where users post their personal experiences with specific products/services. Social proof can convince other users to take action, based on others’ personal reviews.
Supply and Demand
The supply and demand concept has always been one of the most crucial psychological factors when it comes to marketing. This applies to online marketing as well. If you can convince an online user that they need your product or service, they are more likely to take action to get it for themselves. When there is only limited stock or availability to a specific product, users will add more value to it.
An excellent example is golden circle tickets to a live music event of an international act. People must have these tickets to get the best experience at such a show, which is why golden circle tickets usually sell out first. By following this example, you should always add a sense of exclusivity, rarity, and value to your products/services.
Authenticity is Pivotal
The online world is full of scams, misleading information, and false advertising to lure people in. Although users still fall for such scams, the majority of internet users seek authenticity when shopping online. You want to ensure users that you are an authentic business, selling authentic goods or offering authentic services. This will give them peace of mind to spend their hard-earned money on your products and services.
Applying Psychological Elements to Your Online Marketing Strategy
This starts with intensive research on your target audience. Once you gain a solid understanding on the demographic that is interested in your brand, products, or services, you can cater to this specific group of people and give them what they expect. It is always good to test if such a strategy resonates with your target audience. This can be done via key performance indicators (KPIs).
When it comes to your website’s KPIs, there is a variety of datapoints and metrics that can be tracked. These include website bounce rates; average time spent on specific pages; likes, shares, and comments on social media platforms; and lead and conversion tracking. Nothing is cast in stone either. You should allow for trial and error until you find that sweet spot with your online marketing campaigns.
Clickwise Agency can be your solution to effective online marketing for your business. Please contact us today if you are interested in our professional services.
