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How can you stand out from competitors using consumer behavior and psychology?

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Consumer behavior and psychology are the keys to understanding what motivates your customers, what influences their decision-making, and what makes them loyal to your brand. By applying some of the principles and techniques from these fields, you can create more effective and engaging marketing campaigns that stand out from your competitors. In this article, you will learn how to use consumer behavior and psychology to:

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Akshay Bansal

AI Strategist | Helping Businesses Unlock Exponential Growth through Custom AI Solutions.
Collins E.

Passionate Marketing Operations Strategist | Marketing Automation | Transforming Ideas into Impactful Campaigns |…
April Anderson

Division Chief Marketing Officer at Providence | Strategist, Futurist, Maximizer | MBA - Global Business

1 Identify your ideal customer

Before you can tailor your marketing strategy to your target audience, you need to know who they are, what they want, and what they need. You can use various methods to segment your market, such as demographics, psychographics, behavior, and values. You can also create buyer personas, which are fictional representations of your ideal customers, based on your research and data. Buyer personas help you to empathize with your customers and craft messages that resonate with them.

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Akshay Bansal

AI Strategist | Helping Businesses Unlock Exponential Growth through Custom AI Solutions.
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Behavioral marketing & Neuromarketing are the terms marketers are now learning and adopting, By leveraging their understanding and the data, marketers are now working with AI models + intuition, Brands like Apple & Nike are following their gut and data to stand out, you can do it by analyzing data, segmenting the audience, personalizing messages, evoking emotions, creating compelling stories, testing strategies, refining based on feedback, You can leverage AI tools for behavioral marketing: - Google Analytics: Forecast behavior, - Barilliance: Tailor content, - Conversational AI: Address needs, - Kissmetrics: Understand the journey, - MonkeyLearn: Extract insights, - Optimizely: Enhance the user experience.

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April Anderson

Division Chief Marketing Officer at Providence | Strategist, Futurist, Maximizer | MBA - Global Business
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Customer research and buyer personas can be done quickly and affordably using existing AI tools. You can try this by going to ChatGPT and entering "Create five personas for my coffee stand that's located in downtown Portland. Give them names, as well as demographic and psychographic data." Then, proceed to ask each of your personas questions about what matters most to them, what offers would be most appealing, etc.

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Travis Davis

TEDx Speaker | Cerebral Palsy Advocate | Writer | Business Strategist | Podcast Host | Certified ADA Coordinator
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Creating an “avatar” is a good way to look at this. However you come up with your “ideal customer” it’s important to have that identified before you move into other facets of your business. That will steer the ship.

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2 Understand the customer journey

The customer journey is the process that your customers go through from becoming aware of your brand, to considering your offer, to making a purchase, and to becoming loyal advocates. You can use a customer journey map, which is a visual tool that shows the steps, touchpoints, emotions, and actions of your customers along the way. A customer journey map helps you to identify the pain points, opportunities, and moments of truth that influence your customers' behavior and satisfaction.

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Collins E.

Passionate Marketing Operations Strategist | Marketing Automation | Transforming Ideas into Impactful Campaigns | Creating Connections that Drive Results.
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Brand Storytelling: Create a narrative that resonates with your target audience's values and aspirations. By aligning your brand's story with consumers' self-identities, you create a sense of connection that goes beyond functional benefits. This emotional bond can make your brand more memorable and preferred.

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3 Apply the principles of persuasion

Persuasion is the art of convincing your customers to take a desired action, such as buying your product, signing up for your newsletter, or sharing your content. You can use the principles of persuasion, based on the work of psychologist Robert Cialdini, to increase your influence and credibility. For example, people tend to return favors and feel obligated to repay what they receive (reciprocity). Additionally, people value things more when they are rare or limited (scarcity). People also trust and follow experts and credible sources (authority), and prefer to act in accordance with their previous commitments and values (consistency). Moreover, people like to do business with those they like and relate to (liking), and look for social proof and follow the behavior of others (consensus).

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Travis Davis

TEDx Speaker | Cerebral Palsy Advocate | Writer | Business Strategist | Podcast Host | Certified ADA Coordinator
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As someone with a physical disability, it can be difficult to persuade others to change things or procedures for accessibility reasons. For example, a business may not see the "why" behind accommodations or hiring someone with a disability. In my experience, sharing my personal story and educating others on why the ADA exists or how the business can have a more significant ROI can break down the barriers that were in place before the conversation.

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4 Trigger emotional responses

Emotions play a crucial role in consumer behavior and psychology, influencing how people perceive, process, and remember information. You can use emotional triggers, such as words, images, sounds, or stories that evoke specific feelings in your customers, to capture their attention and influence their actions. For instance, fear can be used to make people avoid pain, loss, or danger; greed can be used to make people gain more benefits, rewards, or advantages; curiosity can be used to make people learn new things, solve problems, or satisfy their curiosity; guilt can be used to make people avoid regret, blame, or shame; and pride can be used to make people boost their self-esteem, status, or reputation.

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5 Optimize your website and content

Your website and content are the main channels where you communicate your value proposition, showcase your products or services, and persuade your customers to take action. To optimize your website and content for usability, readability, and conversion, you can leverage consumer behavior and psychology. For example, use clear and compelling headlines, subheadings, and calls to action. Additionally, make sure to use simple and concise language, avoiding jargon and technical terms. Incorporate images, videos, graphs, or charts to illustrate your points and break up the text. Also consider colors, fonts, layouts, and white space to create contrast and hierarchy. Finally, include testimonials, reviews, ratings, or badges to provide social proof and credibility. Doing so will allow you to create more relevant and personalized marketing campaigns that appeal to your customers' needs, wants, and emotions. You can differentiate yourself from competitors and build trust with customers too! How do you use consumer behavior and psychology in your marketing? Share your tips and experiences below!

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Travis Davis

TEDx Speaker | Cerebral Palsy Advocate | Writer | Business Strategist | Podcast Host | Certified ADA Coordinator
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I had the opportunity to attend the National ADA Symposium a few years ago. During that time, I was exposed to the wide world of accessibility. One of the seminars I attended was on website accessibility. I learned how much a website can help or hurt someone who is low-vision or blind. Having an accessible website can bring in more customers, but it's the right thing to do.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you stand out from competitors using consumer behavior and psychology?

1

2

3

4

5

6

1 Identify your ideal customer

2 Understand the customer journey

3 Apply the principles of persuasion

4 Trigger emotional responses

5 Optimize your website and content

6 Here’s what else to consider

Marketing

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How can you stand out from competitors using consumer behavior and psychology?

1

2

3

4

5

6

1 Identify your ideal customer

2 Understand the customer journey

3 Apply the principles of persuasion

4 Trigger emotional responses

5 Optimize your website and content

6 Here’s what else to consider

Marketing

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