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How Good Are You at Consumer Psychology?
2
NOVEMBER 2017

5 Tips for Grasping What Your Clients Need and Going for It

What metrics do you use to assess the success of your content marketing efforts? In 2016, over 80% of B2B marketers rated sales lead quality, sales, and conversion rates as their most important metrics. This means the main goal of your content marketing strategy should be not to simply increase your website traffic, but to target a particular audience segment, answer its needs, and convince it to buy from you and recommend you to others. The only way to accomplish this is to become a consumer psychology guru.

Luckily, it is easier than you think. After all, you only need to understand your audience, not everyone out there. Moreover, there are numerous tools and tactics that can help you. Some work better than others, and I’ve included the best below.

Why Is Consumer Psychology So Important?

You audience visits your website and/or reads your posts hoping it will meet their needs and expectations. If it doesn’t, they will walk away. If you live up to some of their expectations, they may return and give you another chance. If you disappoint them, you lose them for good.

Consumer psychology is all about understanding what drives your audience to act the way it does, anticipating your audience’s reactions, and acting in such a way as to ensure positive reactions. If you succeed, you will convince your readers to become loyal content consumers, engage with your content and promote it to their peers, and buy your products and/or services and recommend them to others.

 5 Tips for Understanding the Psychology of Your Consumers and Use It to Your Advantage

1. Use Tools to Find Out What Your Audience Is Looking for

Buzzsumo is such a tool and is very easy to use. You just type in your topic or niche, and you get to see what the influencers in your niche have published, and what type of posts and topics received the most attention and engaged the most readers.

Google Keyword Planner can help you find out what search queries your audience uses. This will help you come up with an efficient set of short and long tail keywords to attract the respective audience to your website. Just make sure the content you publish is helpful and relevant for the keywords in question, otherwise, you risk disappointing and chasing away your readers.

2. Use Surveys to Find Out What Engages and Convinces Your Audience

You can organize your own surveys, using tools like SurveyMonkey or simply asking your clients/readers for feedback, or you can use the available surveys in your industry. You’ll find survey results in newspapers, magazines, industry trends reports, or on your industry influencers’ websites.

For example, to find out what the trends for this year’s content marketing were and what B2B marketers want, at Iris Content, we use sources like the 2016 Benchmarks, Budgets, and Trends report issued by Content Marketing Institute and MarketingProfs or Hubspot’s Marketing Statistics.

3. Use the Social Media to Spy on Your Audience

I don’t expect you to connect to thousands of people and follow their social media activity, but you can join groups related to your niche and see what type of content members publish and appreciate. You’ll need those groups to promote your content later on anyway.

You can also “listen” to your audience on social media using specific tools, like Gnip and Datasift. They let you track several platforms to spot social media trends and even obtain reliable analytics and statistics.

4. Create Expectations and a Sense of Urgency among Your Audience

Are you familiar with the placebo effect (placebo pills have beneficial effects in many users)? The most common theory claims that these beneficial effects appear due to the users’ expectations. You too can use this effect on your audience.

If you manage to convince your audience that you publish quality content and sell worthy products and/or services, when they get to actually read the content or try the products and/or services, they will probably like them.

The key is to convince your audience that you have the solution to their problems, show them how your solution will solve their problems, without actually providing them with the solution from the beginning. You need to make them want it, need it, expect it, to convince them that if they don’t act immediately, they will lose their chance at obtaining it.

Why do you think people are so willing to sleep on sidewalks to get the newest iPhone, or tickets to a music concert? The marketers behind those events convince them that the effort is worth making, that getting one of the first products or participating in a particular event will make them feel special and help them rise above others.

Even if the event or product does not live up to the expectations the marketers created, most participants or buyers will still congratulate themselves for succeeding. Of course, this does not mean you should make your audience anxiously expect breakthrough news and deliver unfunded gossip, or promise a high-end gadget and deliver a useless plastic toy. Always deliver on your promises!

5. Keep Your Audience Hooked

If you’ve managed to engage your audience with one post, don’t imagine they will keep reading everything you publish and buy your products and/or services indefinitely for the same reason. You need to continue to amaze them, engage them with special offers and surprising posts, to show them you care and you keep struggling for their satisfaction.

Just think of the latest Marvel hero movies: have you noticed how they always leave a loose end to make sure they have something to build on for the new series? They always bring a new character to the spotlight, and they make everyone look forward to the new release with captivating trailers, full of mysteries and special effects. They merely tease their audience and you need to do the same.

Don’t Neglect the Basics!

I don’t know if you’ve realized it by now, but one thing matters more than your audience psychology knowledge and the tools or tips you use to improve it. It is the value of your content. This value is the sum of its quality, originality, usefulness, attractiveness, SEO optimizations, and shareability.

If you don’t feel ready to write such content, or you want a glimpse of how the pros do it, contact us! At Iris Content, we live to create valuable content, and we have all the consumer psychology knowledge, skills, tools, experience, and resources to help you create and engage your audience.

Annie Ianko

Chief Content Officer

Annie has 20 years of experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

If you need a professional to handle all your content during the hectic festive season, Iris Content is launching a few holiday packages that you can take advantage of. Reach out to us and we will help your business shine this holiday season!

Contact Annie to learn how you can take advantage of our holiday packages.

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