Our behaviors as consumers are driven by an array of internal and external influences. Empirical research shows that consumers are influenced by psychological and behavioral elements including compulsion, habit, reason, emotion, and desire, timing, and convenience, among other factors.
Consumer psychology studies provide evidence for the power of persuasion, and the various underlying factors that make consumers susceptible to marketing tactics. Peer influence is a powerful phenomena and with the rise of the digital age and technology topspin, history shows that consumer behavior is shaped by social influence—so don’t let the voices of your “everyday” customers take the back seat of your marketing scheme. Engaging your customers through social channels and encouraging positive buzz builds momentum behind your brand.
Research-driven insights can help you understand what makes consumers tick—and triggering such factors will likely yield the intended outcomes of your targeted marketing strategy. Using this insight, you can predict the reactions, perceptions, and behaviors of consumers and tailor your marketing approach accordingly. Adjusting your marketing strategy to fit the consumer mold will route your target audience along the buyer’s journey, rather than the road less traveled.
And maintaining updated intel is necessary to adjust your marketing tactics so that your brand stays relevant to the audiences you’re trying to reach. As the target audience, its values, priorities, needs etc., or social trends shift, so should your marketing tactics.
Personas. Consumer profiles or personas provide the road map to navigating your content marketing strategies. These profiles help optimize your targeted marketing tactics by reaching your audience in the most effective and efficient way—but reaching your audience is only one pit-stop along the consumer road trip. To engage and elicit the outcomes you desire, your marketing strategy need to facilitate the buyer’s journey. To create this kind of momentum, you have to know what drives or motivates your buyers—and this is where consumer intel provides valuable insight. Identifying and understanding each of your target audiences is key to influencing their attention and action in support of your brand—adding more fuel to the value of persona profiles. Tapping into the motivating factors of your target audience shapes the personas that can be used to best drive them down the purchasing path.
Consider these motivating factors when designing audience personas:
- Consumer psychology (emotion, feeling, perception, connection)
- Behavior (habits, impulse, preferred ways and receptiveness of what types of communications/channels, etc.)
- Needs (priorities, values; reason, logic)
- Convenience (reliability, accessibility, time)
- Incentives (discounts, price, associated benefits, status)
- Influencers (industry leaders, who audience follows, listens to, respects; social listening)
- Social (peers, social responsibility, trends, buzz)
Compelling content. Your content can serve as the cue for consumer progress along the buyer’s journey with your brand. You should create or repurpose your content tailored to each persona or target audience to ensure you’re optimizing your content strategy. Content-driven experiences are what facilitates your audience into the buying fast lane. Compelling content causes consumer cruise-control.
Delivery. Another tactic to specify when creating and using personas is your intended message—and just as equally important—the manner in which you convey the message. You should communicate your brand ‘s messaging should cater to the preferences of each of your target audiences. This includes the channel, platform, type of media and packaging, and timing, among other delivery details.
The tone and language used to engage a specific audience with convenience as a motivating factor and low cost as a priority would be relatively different than the style and terminology aimed at an one with appearance as a motivating factor and quality as a priority—two different targets, two different tactics.
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