Psychology: Why It Must Be An Important Consideration For Every CMO

Be it a few decades ago, or be it today – you’ll always find marketing that makes use of the images of friends and family bonding with each other. Why does this continue to be the subject of so many advertisements? Why is it a proven formula to connect with people, and win their empathy? The answer is simple: Marketing has to be crafted in a way that makes it seem like your brand is bringing people together.

Fact is, humans are all coded to look for connections with other human beings. And when it comes to marketing, this is an aspect of human nature you can easily tap into. Uniting people and establishing connections will always remain a solid marketing tactic. How did I come to this conclusion? How did I realize these emotions are easy to evoke, and how exactly they can be brought out? Through psychology!

The science behind the human brain, or psychology, makes it pretty clear that humans treat emotional connections as a physical need. The requirement for connection is hard-wired into the brain. We’re not just motivated by self-interest, but also by the craving to seek emotional connections with other people. It’s also true that negative as well as position interactions with other people end up evoking physical sensation. This goes to show how strongly humans need emotional connection. If you’ve been that cynic who thinks it’s only money or resources that motivate us to seek connections with others – psychology says otherwise! In fact, the quest for emotional connections does not require any ulterior motive.

This aspect of psychology has many uses when it comes to marketing and the world of business. It can be used to connect with customers on an emotional level, by delineating a subject or event they feel passionate about. It can be used to put a face and ideology behind your brand, so that it seems more than just a company and a logo. With the use of psychology in marketing, you can establish a long-term image for your brand that people associate with a particular emotion or feeling.

What exactly can marketers do to utilize this aspect of psychology? How can they use it for successful marketing tactics? Here are some key points:

Building An Engaged Community.

Building an engaged, interactive community is one of the best long-term as well as short-term investments you can make for your brand. In this era of the digital world, it is easy to use online groups or forums to connect your consumers, allowing them to meet like-minded people with similar interests, and create opportunities to bond with each other. All under the banner of your brand! This helps set up a base of dedicated followers for your brand who can use word-of-mouth to promote your brand even more.

You don’t need to have an explicit marketing agency when it comes to these forums. It would be best to avoid any form of explicit advertisement. This way, the space you have provided continues to look natural and allows the community to speak for itself. The ideal approach would be to allow your forum to be used only for connecting your customers and having no underlying advertising agenda.

Crafting Shared Experiences

Making a space for your consumers to come together and share a moment together is always a great way to evoke emotions in your consumers, and having them remember you forever! Moments like these have often been used to attribute positivity to a brand – be it coming from diversity, inclusion, body positivity – or anything else.

With the use of social media being widespread, moments like these often also go viral and get loads of attention online – hence allowing people who didn’t share the experience to chime in still and be a part of the movement. All of this can be very effective in establishing a positive brand image and sustaining older customers, as well as converting prospects quicker.

There’s a real chance to add a twinge of spontaneity and delight when a bunch of people are brought together. A properly thought out and well-executed event like this can be extremely effective at forming real-world connections among clients, as well as with your brand. The ideal kind of marketing event evokes strong emotions and demonstrates a practical lesson. Your brand also has to be tied in somewhere with the event, to make the whole thing more cohesive and natural.

Highlighting Social Proof

Social proof can be one of the most primary incentives for people to try out your brand. Be it in the form of testimonials or recommendations – seeing that other people have benefited from your product or service can be a huge motivating factor for prospects. As humans, we all have the inclination to view any action as more appropriate when it’s being done by others too. Highlighting opinions from the outside world can make a significant increase in your sales by raising your brand’s credibility. Keep in mind, however, to not be conspicuously blocking out negative reviews. Also don’t make the mistake of having only five star ratings visible on your website, as it puts a dent on your credibility.

Be it celebrities, influencers or experts – positive recommendations from a third party can replace any work you have to do to convince your prospects.

If your company happens to be collecting testimonials, make sure they’re highlighted all over your website so as to encourage newcomers to try out what you’re offering. Moreover, influencers are all the rage today and help promote brands through social media as well as other online channels.

The relatability factor that gets added with the help of influencers or any other third party testimonial is extremely powerful. All of this counts as social proof for your new customers, and will inevitably be treated as a significant factor when the purchase decision is made.

All of us — brand advocates, product developers, and consumers alike — crave connection. It’s basic human nature. So lean into that desire and provide your audience with the means to interact. Chances are good they’ll respond in kind, making connections with your brand that can bring you the next level of success.

Learn how to implement psychology in marketing by reading How You Can Use Emotional Marketing in Every Step of the Customer Journey