What is the top goal of a content marketer? You’re not the only one who would increase organic traffic. It’s also wrong. It is incorrect.
Content can influence consumer behavior and drive more website traffic than it does. It converts that traffic into actual leads and sales to brand advocates.
Quick Take-Aways
Three motivating factors can influence consumer behavior: psychological, social, and personal.
For decades, marketers have used the six principles of persuasion to influence consumer behavior.
Personas centered on customer goals and actions significantly impact behavior more than those focused on individual traits.
For consumers to be more responsive, strong calls to action can be the best way to influence their behavior.
Social proof is a powerful influencer in consumer purchasing decisions. Shareable content can increase instances of social proof.
By leveraging the natural fear of loss, scarcity marketing can influence consumer behavior.
What’s the link between content and consumer behavior?
Consumer behavior studies why people make certain decisions and act during buying. Marketers have studied it for many decades.
Let’s first look at how content can affect consumer behavior. This is why it is essential to understand the fundamental principles of influence and consumer behavior.
Motivational factors that influence consumer behavior
We know there are three main types of motivating factors that influence consumer behavior.
Psychological factors: Individual perceptions, attitudes, and life perspectives of people
Personal factors are identity factors such as age, culture, and location.
Social factors are the preferences and expectations of people’s social group (family, friends or neighbors, coworkers, etc.).
Marketers must identify the factors influencing consumer behavior to impact it. It is essential to understand that marketing is not a one-size fits all approach. You will only be able to get them to take action if your message resonates with them.
The 6 Principles of Persuasion
Dr. Robert Cialdini published Influence: Psychology of Persuasion nearly forty years ago. After years of working in marketing, sales, and public relations, he posed as a new employee to learn how companies convince customers. These six principles of influence were the main findings of his research.
