How To Exploit Social Psychology In Your Sales Funnel
One of the greatest challenges an online marketer or business owner has to tackle, is using human psychology aspects to convince their target audience to take actions. Essentially, one is literally a mind reader who can pick up exactly why customers think and act they way the do. However, there are some things in common that apply to the average buyer that you may have to consider and use to your benefit.
A sales funnel, in case you are not aware of this meaning, is a multi-step pattern where a prospect visitor ultimately makes a purchase from you and becomes a repeat customer. To achieve this ultimate goal and make people reach that point of the funnel, you have to be aware of what goes through their mind in each phase. Here is what you should keep in mind:
- The history and characteristics of your target audience e.g where do they shop from.
- Social media research and persona-making
- Using everything relevant you find about your customers e.g they are likes, interests, and preferences to customize your marketing campaign and target them so they consider you as a good solution to their problems.
So the question is, what does social psychology matter in all of this?
Let’s define first what social psychology is. Social psychology is a progressive observation of the mental aspects that make human behavior. In simpler words, it is what makes us think and act the way we do in our daily personal and interpersonal/social lives. Everyone goes through a series of mental stages until they finally decide to act. A good marketer will consider all these mental stages to their advantage so they make someone buy something. It is essentially a strategy of influence and gentle pushing–we can’t force anyone to purchase our product. What we can do though is mentally influence them and guide them to take an action. The social behavior basics of each client are very important in determining the direction of our marketing and customer-targeting efforts. In real life and in-person sales, even body language matters can influence the decision of a buyer to purchase something or not.
It’s not a one-way process. The customers give you clues on what their problem or need or lack is, and based on these, you offer them a solution. It’s a win-win scenario. However, you have to consider your customers needs and mental stages properly or otherwise, you will fail to make a sale. Here are some strategic aspects to keep in mind:
- Avoid pushing your client out of their comfort blanket. Whether we want to admit it or not, most people, are used to the same patterns and routines and it will be hard to convince them of making drastic changes. What you can do here though, is offer the customer a good reason to finally make a change, something that they can’t easily refuse. Promote the product or service in such a way that it makes it irresistible to the eyes of the client.
- Reciprocity/Giving back. When someone does something really good for us, most of us feel the duty or desire to return back the favor, right? The same principle applies to the online business world. The more you honor your client by giving them more value, the more likely they are going to return the favor and keep making business with you. For example, you could award them with loyalty points, special email discounts after making a purchase, or even a free gift or sample.
- Use social proof. The vast majority of people who look up services and products online, will also look for the opinions and experiences of others before them. They are hesitant to buy something from someone that has zero or negative reputation online. If people are already expressing satisfaction with your services e.g in online reviews sites, onsite testimonials, forums, the word will spread and you will most likely get more business.
- Test your sales funnels. Although there are some basic sales funnels that everyone aims to follow, this doesn’t mean that every sales funnel you use will get you results. Use the A/B version testing principle and make a comparison to evaluate what really works for you and what doesn’t. If, for example, you get enough traffic but no conversions, then something’s is probably off during the last stage of decision process. Check your online stats and examine the popularity of your products or services and adjust anything that doesn’t seem to work for you.
- Be selectively persistent but not pushy. Many companies do the mistake of blasting ads of their products or services so much, that customers eventually get annoyed and mark them as spam. However, if you are using ads selectively to target customers that have already shown some interest on what you’re offering, your chances of convincing them to act will definitely increase.