A Lesson in the Psychology of Digital Marketing

Digital marketing is a necessary component in the running of nearly any business these days. Whether you’re investing a lot of money or a little into digital marketing, there’s a good chance your business has some sort of digital footprint. To experience the best return on your marketing investment, it’s important to recognize one thing: Marketing is not just the business process of planning and strategizing; it’s also a science that’s deeply rooted in psychology.

The most successful marketers know that understanding the consumer psyche is what truly lays the foundation for a high performing marketing campaign. It’s all about people—your potential customers—and understanding their behavior.

Here’s how you can make use of psychology in the key aspects of your marketing efforts.

In the digital age, consumers are willing to spend little (if any) time on online experiences that aren’t tailored to them. The reason for this is simple: There are just so many options online to choose from. If your business doesn’t fit a particular consumer’s situation, that consumer will look elsewhere.

Beware of targeting a large, blanket audience in an attempt to attract more customers . This technique typically doesn’t work; in fact, it often alienates those consumers who really are in your target demographic.

Instead, create a personalized experience. This can be done in a few simple ways.

• Ensure your website is aimed at your target demographic, not the consumer-at-large
• Develop landing pages specific to your audience segments
• Run targeted ads specific to certain segments of your demographic
• Keep your CTA’s (call to action) message clear and distinct

You don’t have to be a marketing wizard to know that consumers are looking for solutions to their problems. It doesn’t matter how much you tout your services and products , if you’re not answering questions or addressing problems, your would-be customers just won’t be engaged.

Use the knowledge you have about your customer base—their questions, their motivations, and their problems areas—and apply it throughout your marketing plans.

Don’t be afraid to address specific issues and offer solutions on your website, in your blog, and in your social media posts. Explain how you can fix certain problems or create new experiences. Tell your potential customers how you can change their lives for the better.

The need for honesty and authenticity is something we can all relate to. No one wants to deal with someone who is disingenuous, nor do they want to do business with a company they can't trust.

Today’s consumers are too smart to fall for shady marketing tactics . At best, they’ll just keep scrolling. At worst, the consumer will have a lasting negative impression of your brand.

Be upfront and clear about the services you can provide and the issues you can fix. Be forthcoming with your company’s mission and goals. Make this part of your branding message and include it consistently throughout your marketing efforts.

As humans, we’re naturally cautious when faced with something new. This goes for any manner of things, especially where and how we spend our money. But there’s a little something that makes us feel instantly better—testimonials from our peers.

Whether it’s a review by someone we know personally or simply someone who is in our general demographic, customer feedback and testimonials help guide us in making purchasing decisions.

You can, and should, encourage customer reviews on a variety of platforms, including your Google Business Profile, social media, and professional directories like Houzz or Angie’s List. For maximum effect, funnel those valuable testimonials directly to your website using a tool like Locallogy’s Review Builder.

Always invite your customers to leave a review. And don't be afraid of the results. Sure, positive reviews are great, but negative reviews can be useful, too. Positive reviews reinforce the idea that you provide good service; negative reviews give you a chance to turn a bad experience into a good one.

We know that psychology plays a big role in marketing, from start to finish. Fortunately, you don’t need a degree to apply these concepts to your marketing plans.

Understanding your customer base, doing business in a trustworthy way, and employing some common sense and decency will help you connect with the psyche of your target customer.