Admit it, you’ve lurked. In fact, the majority of people cruising around the Web are lurking on sites, soaking in the visuals, the blogs, and the information never to really act. But this behavior isn’t what you’ve invested time and money on digital marketing for. So what is it that makes people want to click on your call to action… is it because your products or services are the best thing to ever come along? Perhaps. Or is it something deeper?
Make them hungry
The psychology of persuasion plays a large role in getting people to act, so the key with your digital marketing is to provide that push, the impetus to commit. Examine some of the psychological theories and you’ll see that motivation is biological. According to Clark Hull’s Drive Reduction Theory, the biological need to perform in a certain way is driven by an internal state of arousal or tension that needs to be released.
Provide your potential customers or your audience with a message that feeds into relieving their fears (not having what they are craving, or what everyone else has.) In other words, give them the solution to their perceived need. Craft your messages around not only your offering, but around why it’s so important/helpful/life-changing.
Have a drive-through option
Consider how many people are simultaneously watching a movie on their tablet, surfing sites on their phone, and all the while checking or updating their Facebook page. Mashable reports that 80% of smartphone users multi-task while watching tv. One reason some people lurk and don’t act is, it’s just too complicated. With myriads of information at their fingertips, and less inclination to engage in any one activity for too long, people are looking for the quick and easy route. Determine what behavior you want them to perform, whether it’s to fill out a form, share, or purchase, and make that action simple to complete.
Do you want fries with that?
Once you have them on your site, take the opportunity to up sell, or to group purchases. Every time you purchase something on Amazon, you get suggestions… “others who bought product abc also purchased product xyz”. Well isn’t that convenient? It appeals to our desire to fit in, or be like others. It also makes the shopping process easier, and you come away thinking the company is helpful.
So when you’re crafting a digital marketing campaign, and driving people to your site… don’t forget to get in their heads and focus on what makes them click.
For information on developing an attention getting, motivating digital marketing plan, contact us now.