Applying the psychology of human behaviour in Inbound Marketing
Let’s get down to basics with inbound marketing
Inbound marketing is a methodology where prospective customers find you on their own rather than you trying to get their attention. If done right, it can save you a lot of money. In inbound marketing, customers come to you because they are curious, looking for information or wanting to make a purchase.
It’s a process where you put your efforts in getting pre-qualified leads instead of pushing out your content to an audience that is not even interested. The key is to provide a path to your customer, gradually answering all their questions along the way. And when that happens, for customers, you were there at the right time to provide all the answers. Basically, you’re mapping out your customer’s journey.
While there are many common elements in inbound marketing, brands sometimes fail to look at the basic factors that customers are looking for, the human element.
Inbound marketing requires certain aspects of digital marketing to be able to do a little storytelling. However, the whole idea is behind the content. So while, we need components like social media, landing pages, search engine optimisation, online ads, lead nurturing etc, the thought behind it has to be carefully crafted. There is lot more that goes into getting inbound marketing right.
While we just listed out platforms, which are a means of reaching out to the end user, let’s get down to the basics, one that involves reading into psychological and human behaviour.
Here are four basics we can tap:
Generally, websites try to reflect their content basis the customer’s needs. Whether you are looking for engagement, sign-ups, traffic, and colour can play an important role. Branding and colour play a crucial role in marketing. So with so many websites playing on different colours, how do you stand out? The key is to understand the role that each colour plays. Colour choice should resonate with website usability. Apart from that, it’s important to strike a good balance with colours. But which colour should we choose for our website? It’s important to balance colours with your logo and branding colours. If applied carefully, they can go a long way.
People today don’t want to be interrupted; they want to be lead to the right place. Getting to their pain points first and using that to come up with a solution, instead of just focusing on what the customer wants, will draw in customers on their own. So it’s more about what the customer doesn’t want. Let’s say for example you are looking to garner leads, and your landing page offers several levels of memberships from free/trial to premium. However, when a user tries to sign up for a free plan, he realises that he has to register his credit card in order to get a trial service from you (of course he will only be charged once the plan expires), but that is a pain point for the user. Customers are sceptical in sharing sensitive information. With such a process, you will only drive them away. A great way to get them to sign up is to give out something for free. Compile all your blogs and turn it into an e-book and make it available for users to download free of cost, they only have to sign up for it.
UI & UX
One other way to get users to do what they want is by hinting at gestures, for example, using emoticons on call to action buttons makes the process interesting and fun, which results in the users spending more time with your content. These gestures will provide context to an action without causing any disorder. Whatever your product or service, adding visuals that show what action to expect is a great way of adding walkthroughs for good user interface and user experience.
Another great way is to go live on social media. When a brand is live, it brings a feeling of authenticity to their customers. Live streaming can bring out an excitement of behind the scenes, new features, outlets, products that are coming up. It is a way of showing customers the genuinity behind your effort, that you are not afraid to show your real self and that there are actually people behind all that work.
The advantage of inbound marketing and digital marketing is the data and analysis. When we treat this data as just numbers, we are just marketing. However, when we use this data to understand their behaviour, that’s when we’re connecting on a human level. So what we should be doing is paying attention to the little things, it will save you time, money and you’ll end up spending your energy into what will and won’t work.
If you have any questions about Inbound marketing or Digital Marketing, you can contact us and we would be happy to assist you.