Effective content marketers are often great observers — they understand the evolving consumer psychology and the science behind buyers’ behaviours.
It’s not enough to just create content. You need to understand how your target audience behaves in different scenarios. In fact, this very understanding of consumer behaviours can affect the design of your content and marketing message.
That’s why, we at Atomic Reach, always emphasize the importance of data and statistics when understanding consumer psychology and building robust marketing campaigns.
In this post, we’d like to share three data-driven techniques to help you conceive more intuitive content strategies and boost your conversions.
Great Storytelling Can Drive Conversions
It’s no secret that storytelling is a great way to capture the attention of your niche audience.
But, did you know your content could affect your audience the same way as it would if they were experiencing the event firsthand?
According to Lifehacker, Neuroscientists have established that storytelling, especially written words, activate critical areas in our brains, triggering a memorable experience.
Leo Widrich, the founder of Buffer, says, “a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.”
In fact, the Buffer founder himself has seen impressive growth in sign-ups by marketing his product through stories.
Great storytelling is an effective way to boost your content marketing strategy. Here’s why:
- Stories help brands create a connection with their audience. Successful brands like Apple have shown how to tap into consumers’ emotions and connect with them.
- Stories are unforgettable when told in graphic detail. They resonate with the audience long enough to influence their brand perceptions.
- Stories are the best form of word-of-mouth marketing as consumers tend to share stories that resonate with them.
Recommended Reading: 5 Examples of Powerful Brand Stories to Use For Your Business
Customer Reviews Can Boost Conversions
No matter how popular a brand is, at the end of the day, their customers still choose a product based on user reviews.
Whether you’re a B2C or B2B company, you can’t afford to undermine the importance of social proof, customer testimonials, and reviews.
A recent survey by Podium found a staggering 93% of the consumers tempted to buy a product with positive online reviews.
Not just that, here are some eye-openers for those who believe online reviews affect only B2C businesses.
- 82% of the consumers read reviews before making a purchasing decision.
- 60% of the consumers look at reviews at least once a week.
- 68% of the consumers wouldn’t mind paying 15% higher than the going rate if they got a positive experience.
In B2B content marketing, where buying a product can require a long-term commitment, positive customers feedback (especially from industry influencers) can significantly boost your conversion rates.
Recommended Reading: How to Leverage Customer Testimonials and Reviews to Create Content
Loss Aversion is a Great Tool to Push Conversions
Avoiding an impending loss or failure always prompts us to put our best foot forward.
This is a basic human psychology that guides our behaviors in everyday life. Needless to say, it also spills over into our buying decisions as well.
As a matter of fact, B2C buyers are as much loss-averse as B2B buyers are risk-averse, thanks to the high stakes involved in many decisions.
What does this actually mean?
When B2C consumers are repeatedly told they’d miss out on a great opportunity if they didn’t buy a certain product, they’d go out of their way to buy the product.
Likewise, B2B consumers won’t invest their money on products they don’t easily trust.
A study conducted by marketing and communications agency Fahlgren Mortine found that B2B marketers are playing it too safe.
However, both B2B and B2C consumers share a commonality here. They want to avoid a potential loss or failure.
Renowned psychology professor and Nobel Prize winner, Daniel Kahneman, has stated how marketers leverage risk aversion bias to drive their marketing campaigns.
In B2B marketing, this aversion to loss/failure works as an effective tool to drive home your marketing message.
Whether you’re offering a free trial or running a seasonal discount, you can incorporate risk aversion bias to boost your conversion rates.
There are several ways to tweak your message to address the risk aversion of B2B buyers. Here are some examples:
- Our Free Trial will Save Your Countless Hours!
- Save $100 on Your Next Order with Us!
- Your Free Trial Ends Today; So Does Our Lifetime Best Offer!
Recommended Reading: Selling Saas Software to Enterprise: Challenges, Benefits and Best Practices
Just as you wouldn’t launch a product without conducting market research, you shouldn’t produce content without understanding the psychology of your niche audience. It’s always better (and smarter) to back your content decisions with proven techniques rather than following your gut.
About the Author
Susanta Sahoo is founder and chief content marketing strategist at Top League Technologies, a digital marketing start-up in Bhubaneswar, India. By offering SEO consulting services, he helps SMB’s build their online presence and boost ROI. Follow him on Twitter: .