How To Use Buyer Psychology To Drive Your Content Strategy
17th January 2017 Will Humphries
The most effective marketing strategies are those in which planners have a thorough understanding of how buyer psychology impacts decisions.
To optimise sales leads through content marketing and user experience, get in the minds of your customers and consider how they engage with your content.
The following is a look at several specific techniques to help you understand your buyers to improve your sales leads.
Establish Authority and Credibility
Due to something that is known as the “Halo Effect”, consumers tend to associate positive feelings toward a brand with all facets of the business.
Therefore, especially during initial connections with prospects, focus on establishing desirable attributes like authority and credibility.
We all realise that the first stage of the buyer journey is awareness.
During this phase, prospects are most interested in getting necessary information about possible methods to resolve a problem.
So offering thorough, in-depth and well-supported content, and a quality user experience, you can establish your company as a credible resource.
That credibility is valuable as your prospect moves through the buyer journey.
Supply the Desired Information
People have a natural desire to seek out information when faced with problems or uncertainty.
This desire inspires a standard approach to a content marketing strategy that involves researching to understand the typical problems your market faces.
The next step is to attract prospects by stoking their curiosities.
Often, people don’t realise there is a void or gap until nudged by suggestion.
As you strategize how to attract sales leads, consider opportunities to demonstrate problems your solution addresses to prospects that may not yet realise a need exists.
Graphics showing a decline in performance of business equipment, followed by stats on how your solution resolves the issue, are a good example.
Leverage Visual Influence
Amplify the impact of quality copy through visual appeals.
Not only do effective colour schemes and imagery give content aesthetic appeal, but they can also influence a buyer’s thinking through a psychological process known as priming.
Because people naturally associate certain products with colours based on their experiences with using them or seeing them in the past.
Integrating particular colour schemes into your design can affect the subconscious way your target market interprets the message.
Play on Social Trust
UGC experts Bazaarvoice consistently report that the majority of buyers trust user-generated content more than brand content.
Albeit that they concentrate in the B2C space, it is still highly relevant messaging. Because as I reported previously in this post, more and more millennials are moving into the decision-making process.
Millennials are especially likely to believe messages from peers, with 84 percent indicating UGC influences their purchasing decisions.
And the message from this psychological data on buyer influence is clear; people want to know what others in a similar position think about your brand.
Therefore, your job is to generate UGC through social media, and through powerful testimonials and case studies that you can share on your website and in your content.
The Science of Persuasion
In his books (and the video below), Dr Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University has a worldwide reputation as an expert in the fields of persuasion, compliance, and negotiation.
His video is aimed at people like you & I in general, and not specifically at a B2B level. However, in the first of his six steps of the science of persuasion, he talks about reciprocity and how people feel obliged to give back to others when they have received something for free.
He uses an example based on tipping in restaurants, but this also works in a B2B capacity. Because we’re all human after all.
Just think of companies such as Moz and Rand Fishkin, WordStream’s Larry Kim, KISSMetrics and marketing expert Neil Patel.
These companies shared their in-depth knowledge and freely offered it to the rest of us. They taught us how to be better at what we do. They invited us to become part of their communities.
All of these pieces are firmly interwoven into Maslow’s Hierarchy of Needs and demonstrates how these organisations integrated buyer psychology into their content marketing strategies.
If you’ve not seen this video before, I highly recommend you watch it.
Leveraging buyer psychology in your content strategy to generate sales leads is simply a matter of coming alongside the people you want to reach.
But don’t fight the flow; position your message to align with what people naturally want to know.
Define your processes and connect with sales leads through an impactful content strategy.