Can marketing influence buyers’ decisions?

Well executed marketing should be done on in-depth consumer behaviour analysis. The behaviour of consumers is the foundation of their decision making and action taking abilities. It’s the behaviour of your consumers that drive them to choose your product over another. Being widely studied and analysed, we have the ability to influence their buying decisions.

It’s known that consumers’ base their purchases on reasoning and emotions. The ability to influence consumers’ relies on research and a marketing strategy that is based on the factors that make your clients choose your product over others.

Examples where marketing influences consumers’ decisions

When people are feeling ‘lost’ and are unsure of what to do, they’ll look at the people around them and how they are behaving. They will then base what the proper course of action should be based on what they see. Sounds crazy, but we see it every day. For example:

  • When consumers would rather wait for an hour to be served in a heaving restaurant rather than go to an empty one.
  • When given multiple options, choosing the product with the highest reviews and star rating.
  • When you decide to follow somebody on social media based on the number of followers they have.

Top Four Marketing Techniques

1. Promotions and Offers

Studies have shown that consumers, when presented with offers, can and will quickly change their mind. Even if they have strong opinions, they can be easily changed with a strong promotion or offer. Offers are incredibly attractive and can alter people into taking action where under other normal circumstances they wouldn’t. Perhaps your offer could include a sale or a discount? So what makes an offer good enough to influence a consumer?

  • A commitment. For this type of promotion to work, the consumer shouldn’t have any second thoughts on what value they are getting.
  • A proposal. Providing a solution to one of the consumers’ key inconveniences is often a strong technique for marketing.
  • A benefit. Ensuring that the benefit of the offer outweighs the cost.

2. Establishing yourself as an authority.

Consumers are easily influenced by authorities. One important factor when establishing yourself as an authority is to make sure you associate yourself with the thing they consider to make somebody an authoritative figure or brand. This could be expensive clothing, an impressive job title, a luxury car or other possessions. People, generally speaking, will believe it if they see it.

Becoming an authority online is slightly harder. What people consider important factors change. For example, a large social media following, publications on high authority sites and so on. If you can get these points established, you’ll easily leverage consumers to take actions based on recommendations or instructions you provide. To have the most effect, focus your efforts on the authority points your audience recognises.

3. Make your consumers curious

It’s getting harder to get the attention of consumers and engage with them for long enough to influence them into making a purchase. While it might be harder, it’s not impossible. The most effective method for this is the curiosity technique, this refers to the need to fill any blanks in his or her knowledge.

The concept is based on when a person realises they don’t know about something, they’re compelled to fill the gap in their knowledge. It’s easily leveraged when writing headlines or social media updates.

4. Using effective words

One of my favourite techniques for marketing campaigns is effective language. It easily affects consumers’. Simple but effective words like “You”, “Cheap”, “Cost”, “Sale, “Because” are all words used to make consumers take action. For example:

  1. The New Secret of Making People Like You Rich.
  2. Save 20% on Two Cans of Cranberry Sauce — Limited Offer
  3. Peak District SEO, our summer sale is now on! Get SEO at cost.

Using words such as You, Your and Yourself creates that personal connection for building rapport. Cheap indicates that something is affordable and within budget. Free suggests an incentive and keeps consumers interested for longer. New builds curiosity. Because gives them a reason to take action.

When you’re using your marketing strategy to persuade consumers to buy or take action make sure you focus on helping them make informed decisions. You need to find out as much as possible about your audience. If you know your audience, you can use their mindset to influence their decision and hopefully make a sale!

There are many alternative techniques, however, these are the four key points we take into account when creating a marketing campaign. If you need help, don’t hesitate to get in touch with me.