Introduction
The most useful and extensive introduction to online marketing that you’ll find anywhere.-
Why We Wrote This GuideThe thing about online marketing is that the field really isn’t that new. Marketing and consumer psychology are concepts that are centuries old. The Internet is simply a new communication medium that has reinvented the wheel.
Online marketers are obsessed with traffic acquisition numbers and conversion rates. It’s easy to forget that your consumers are real people on the other side of the computer screen. In addition to chasing numbers, marketers need to understand and speak to people.
That’s why we created this guide — to show you why psychology is mission-critical for traffic acquisition and conversion optimization.
There’s plenty of stuff out there that talks about consumer psychology, but there are few resources that provide actionable insight and ‘next steps’. This guide closes that gap. In addition to sharing our own perspectives and experiences, we’ve assembled case studies, writings, and insights from other smart marketers who are leaders in this field.
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Who This Guide Is ForThis guide was written for all levels of marketers who are looking to build stronger relationships with customers and prospects. You might also be a small business owner or someone who is managing a marketing team. This guide is a resource that you can share with your organization to help develop a conversion-centered culture.
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How Much Should You Read?As much or as little as you would like! If you’re a pro with content but want to learn more about color theory and conversion tactics that you can implement today, feel free to jump around. Every chapter is designed to be a standalone module and self-contained lesson. Read whichever sections will maximize your opportunity to learn.
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Chapter One The Mind Of Today’s Consumer
Today’s consumers are driven by research. By the time they’re
ready to reach out to your company, they’re already far along in their
shopping journeys. To succeed, businesses need to empower their
audiences with information. Stop trying to sell, and focus on helping
your customers learn.
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Chapter Two The Power Of Emotions
Emotions are crucial for building long-term relationships with
your customers, stakeholders, and audiences. Focus on building bonds
instead of driving sales. Appeal to what your audiences are feeling in
addition to what they’re thinking. These bonds will help your company
thrive in the long term, beyond short term gains.
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Chapter Three The Psychology Of Online Consumption
Brands are pouring six-to-seven figure marketing budgets into
content. There has been a significant growth spurt among companies
launching blogs, producing extensive guides (like this one),
creating videos, and promoting infographics. It’s expensive,
time-consuming, and hard work. But it’s worth it. Content marketing is
the most high-yield marketing there is. Here’s why.
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Chapter Four The Psychology Of Color
Color has value beyond aesthetics. Yes, we all have preferences,
but why? The answer to that question will directly affect your online
marketing and conversion optimization strategy. Color is something
that’s always around us, but we rarely think about how it impacts us. In
this chapter, we’re going to overthink it. Everything you’ve ever
wanted to know about color will be captured in these 20+ pages.
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Chapter Five Small Tactics With Big Results
Marketers are well aware that little changes can make a world of
difference. Take social media or blogging, for instance. A small change
in your headlines can amplify your share counts. Similarly with PPC, if
you’re able to boost your click-through rates by just one or two
percent, you can dramatically increase your web traffic volumes. This
chapter will walk you through subtle tactics that can dramatically
impact your traffic acquisition and conversion rates.
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Chapter Six The Psychology Of Pricing
For many business leaders, pricing is something practical. You
choose numbers that will pay employee salaries and keep the lights on.
You pick numbers that will be extremely competitive with the market —
after all, it’s your buyers that will keep your company afloat. There’s a
key dimension to pricing, however, that your business may be missing.
You guessed it — it’s buyer psychology.
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Chapter Seven Avoiding Points Of Friction
Friction is any variable, website quality, or user behavior trend that is slowing down (or entirely halting) the progression of your company’s sales cycle. This chapter will teach you how to (1) stop it and (2) overcome it.
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