Who Are Your Leads Really?
Let’s face it, there’s a major shift in who a customer is, what their needs are, where he or she may be, and how to reach them. Despite technology improving constantly with powerful insights across various touch points, simply implementing the latest technology isn’t enough. We can get a pretty accurate picture of your lead based on their online activity, such as their gender and purchasing activity, however technology is only a piece to the puzzle of ROI.
Who your customer is and what they are thinking is an essential component to solving that puzzle. The answer to some of these questions can be surprisingly found using Psychology by bridging the gap of offline behavior. Look beyond the data. If you understand how your user’s mind works, you can optimize your brand and persuade leads to make a purchase.
Don’t be overwhelmed, we don’t have to know if your customer is more right-brained or left-brained (although it might help). You don’t need to book an appointment for a psychologist either. You do need to evaluate your customer’s omnichannel journey (the how) and the reasoning behind their decisions (the why). Studying consumer behavior helps you understand how your leads decide between products that differ in their level of importance or interest level.
Understanding How They Think
The amount of effort a consumer puts into searching depends on a number of factors such as the market (The level of competition, differences between brands) and product characteristics (How important is this product? How complex is the product?). According to Nobel Prize in Economics winner and author, Daniel Kahneman, “A general ‘law of least effort’ applies to cognitive as well as physical exertion. The law asserts that if there are several ways of achieving the same goal, people will eventually gravitate to the least demanding course of action. In the economy of action, effort is a cost, and the acquisition of skill is driven by the balance of benefits and costs. Laziness is built deep into our nature.”
Using What You Know
Since we usually go with the option that requires the least effort, keep it simple. Emphasize how your product is an easy time-saving solution, and focus on making it intuitive.
Does your lead understand what it is that you are trying to accomplish? Psychologist Ellen Langer found in her Xerox experiment that people are willing to do more for you if you give them a reason, even if the reason is completely arbitrary. People standing in line to use a photocopier were 34% more likely to let someone cut in front of them, even when their reason was as meaningless as “because I have to make some copies.”
Explain why your customer should click on your ad, follow you on twitter, or like your Facebook page for instance. What may seem obvious to you may never have been considered by your customer. Will they get exclusive access to content or events? Transparency helps build trust.
At this point you might be wondering how does this apply to me? Good question. How did your leads discover your product, was it via organic search, an ad, or word of mouth? Was price a more significant factor than usability?
Understanding the psychology of your customers will lead to more personal and influential content and help your brand stand out. Have a clear message and evaluate why your customer made their decision in addition to how. The goal should be to foster brand relationships in addition to increasing revenue. Deliver value and solve your customer’s problems instead of sending them a generic message. Data is your friend, use it wisely and gain some psychological insight on how your leads tick.