HOW TO LEVERAGE THE BRAIN’S PERCEPTION CAPABILITIES WITH VIDEO ADS
Every self-respecting marketer knows that video is more engaging than text. That’s almost a given!And well, when you put this statement next to some facts from the world of neuroscience, it’s no wonder marketing experts are saying, “video has never been THAT HOT!”
This is no wonder, though, because the brain processes video 60,000 times faster than text,and over 90% of the sensory information transmitted to the brain is visual.This means that if you want your prospective customers’ attention and engagement then you MUST use videos as a core part of your marketing strategy.And frankly, what is a better way to do that, thanthe good ol’ video platform we know as “YouTube”?
Yeah, you might have heard it – YouTube ads are expensive. And that’s true! But have you ever thought about the fact that it may be expensive for a reason?
Here’s Why YouTube WORKS!
That reason is that, well, it works! Why does it work the way it does, you may ask?Well, it’s very simple – For starters, it is a huge,popular, trustworthy platform where people spend a good chunk of their wake time, DAILY.
With more active users on the platform comes more potential eyeballs for your ads. And, you guessed it- More highly active users on a trustworthy platform means… Better conversions! So think of YouTube advertising not as an expense but rather as an investment in your business. You invest in data to see what works and what doesn’t so that you can double down on the things that work.
This is how you scale your business.
How To Approach YouTubeMarketing
Yes, the above-said does make sense, and it is true,but that doesn’t mean YouTube will give you sales,automatically. You have to still put in the work and follow a specific process and do good on your creatives. So how is it that you can approach YouTube marketing, even as a complete beginner?
Understanding the psychology behind which customers make buying decisions can give you a great edge over your competition. You can then use consumer psychology to promote your brand and to increase conversions.
By knowing what goes through the mind of customers through different buying stages, you can anticipate their behavior and provide them with what they need. This in turn can go a long way towards building your brand and securing loyal customers.
Let’s take a closer look at 6 psychological strategies to boost your sales.
The likelihood of impulse purchases
We have all been there where we’ve convinced ourselves that there will be no more unplanned spending only to see something that we liked and completely neglected our resolutions. We went ahead and bought that item.
Businesses can take advantage of the obsessive-compulsive behavior in humans to increase sales by promoting impulse buying.
For instance, one clever way you do this is to use the word “now” in your advertisement. This creates urgency in the minds of the potential customers and causes them to think that if they do not act now they will miss out on any deals.
Asking for small requests
Keep in mind here that we are focusing on asking customers for a small request. The importance of this is that if customers agree to do something small for the business, they are more likely to agree to something else.
This is called the “foot in the door technique”.
By asking potential customers to sign up for a new trial, or for an email request, they are more likely to agree to a larger request such as making a purchase.
Look at it this way… instead of going from step 1 to step 10, you take the customer through the various small steps until they finally purchase your products.
And after all, there are 5 steps to making a purchase. These are recognition, information search, alternative evaluation, purchase, and post-purchase evaluation
Visually stimulating marketing
Naturally, our brains are better able to process video as compared to texts. This is not surprising in this age of social media as research has shown that posts that include video are 650% times more likely to result in reader engagement than those that only have text.
Secondly, it is important to understand how the different colors affect the human psyche and ultimately buying decisions. Colors play a significant role in impulse decisions and purchases so including the right colors in your products can make all the difference.
Another way to use visually stimulating marketing is by the use of language. Savvy marketers will use words such as guaranteed, 100% original, certified, loyal and authentic in their ads. This immediately causes a sense of trust and can prompt choppers to make impulse decisions.
Evoke emotions the right emotions your customers
Humans react strongly to feelings such as joy, sadness, and excitement. The clever marketer can use this to their advantage by crafting ads that stimulate such strong emotions in favor of the business.
This can result in impulsive purchasing.
Secondly, self-esteem is important to everyone. By boosting people’s self-esteem, you can increase sales and promote impulse buying. For instance, marketers can help customers feel worthy and important. One easy way you can do this is to promote memberships and then offer privileges to members.
Marketing is all about understanding customer psychology and what drives them to make purchases. The savvy marketer can then use this information to trigger impulse buying. Done the right way, it can greatly increase sales and conversions and improve the bottom line.
When live chat first came out, it revolutionized service delivery. It was now easy for customers to get an agent and receive support and the customers felt heard. Because of this, they reported higher levels of satisfaction.
This is the power of a conversation. The great thing is that it is also being utilized in other areas of marketing.
But what is it?
What is conversational marketing?
Conversational marketing encompasses all methods used to engage with the customers in a dialogue or conversation. This can include live chat, SMS messaging, and live video call on social media.
Why your business should use conversational marketing
There are some key advantages to conversational marketing that goes over and above the more traditional marketing methods such as online contact forms and email marketing.
You are better able to understand your customers’ needs
Having a conversation with a potential customer is the best way to build a good rapport and relationship. Via conversation you are also able to better assess your customers’ pain points and which solutions they are looking for.
With the information gathered through conversation, you can improve the product, tailor marketing campaigns, and create content that best appeals to the needs of your customers.
The potential for more sales
Traditional methods of lead generation have one flaw—lag time. Often there is time between a customer filling out a form and a marketing agent reaching out to them, or before sending an email and getting a response.
During this time the customers could lose interest and switch over to a competitor.
With conversational marketing tools such as live chat, you can respond to a customer as soon as they reach out. In fact, many customers will opt for such tools due to their quick response to any other tools.
No, we don’t mean offering support here. What we mean is that when it comes to online shopping, customers do not have access to a salesperson to help them during the shopping experience.
The downside to this is that in case the customer has a bad experience, they are likely not to return to your online store.
With conversational marketing tools such as live chat, a customer and ask questions and ask for support and receive both within an instant. If a customer is shopping during odd hours chatbots allow them to still receive assistance as it mimics the human experience.
Tips to utilize conversational marketing
Install live chat
Live chat is the quickest way to utilize conversational marketing in your business. Often businesses will include chat boxes that offer fast assistance to customers while also providing them with the option of talking to a live agent.
Offer personalized messages
If you opt for chatbots, it is important to keep in mind that customers prefer speaking to a live person. You can use this to tailor your chatbot messages to sound just the way you do when answering questions.
Ensure that the chatbot feels natural by altering the time and the responses to sound as if a live person is responding.
Combine conversation marketing with digital marketing
While conversational marketing is a great way to offer a more personalized experience for your customers it is important to say that you do not neglect other digital marketing options for relationship building.
Whether it’s social media marketing or email marketing. They should complement your conversational marketing plans.
Conversational marketing opens new doors to lead generation and customer retention. It also offers opportunities for better understanding the customer. The information you gather through conversational marketing can help improve the bottom line.