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How Does Marketing Influence Buyers to Choose Your Brand?

By Alex Williams

As a business owner, the trend of impulse buying is your best friend. Why? Well, because it is momentary, emotional and completely subjective. Think about it, in a world where every purchase is made rationally and after a careful consideration, most people would only buy essential items and even these would be purchased at the lowest price. This means that your business would either get all the customers or none of them, and the latter option is far more likely.

In order to get the most out of your brand, you need to learn how to portray it in the best light, which requires you to develop a well-conceived marketing campaign. One of the most radical, yet efficient, ideas that a lot of businesses turn to is including their HR into this process and using their vast knowledge of basic human behavior patterns to sway more people their way. All in all, here are a few ideas that might be useful later on.

1.      Increasing your traffic

There are two factors that determine the success of an online business: the traffic and the conversion rate. Of course, there are always those who claim that traffic is merely a vanity metric, however, there is not much logic to this claim. You see, even the highest of conversion rates won’t bring you in much profit if your traffic is too low. For instance, an average of 2.35 percent is not the same for 10 and for 100 people. In other words, by bolstering your potential client base, you are already making a huge increase in your profit even if you don’t follow up with any other action. Later, when you learn how to boost your conversion rates, high traffic will allow your profits to skyrocket.

2.      Boost your conversions

Another thing you need to learn is how to boost your conversion rate and this is not nearly as simple as you may believe it to be. Here, you need to learn how to be direct. What you want is to start off by introducing your business and your product to the customer. According to one survey, having your audience watch an introduction video before presenting them with a call-to-action (CTA) button will drastically increase your odds (by as much as 144 percent).

Aside from this, you need to keep in mind that everything you do about your CTA button matters. For instance, a red CTA button has a 21 percent higher conversion rate than its green counterpart. Some people doubt the ability of a color to make your conversion rates one-fifth more effective but this all comes down to basic psychology. This is yet another reason why it might be a good idea to talk to your HR representatives and include them into your marketing campaign. The main reason behind this is their keen knowledge of the nature of human psychology and many such quirks that might be turned to your favor.

3.      Be opinionated

The next thing you should do in order to enhance the effect of your brand loyalty is get people to notice you by creating opinionated content. Now, this is a bit of a slippery slope, seeing as how it will cause people to develop a polarized opinion about your brand and the values it represents. Some will strongly agree, while others will strongly disagree. The first ones might quickly turn into qualified leads, while the latter might become some of your harshest critics.

Still, trying to avoid posting about controversial topics and always staying on the safe side is bound to leave the greatest majority of people completely indifferent. Nonetheless, strong and opinionated shouldn’t mean offensive. This is one more thing you can ask your HR about.

4.      Going beyond digital

Finally, you need to keep in mind that although the digital methods seem to be far more effective than the traditional ones in 2017, they are in no way mutually exclusive. This also means that the best way to use them is in a symbiosis that will give you the strongest effect. For instance, there is a company for industrial design from Melbourne that uses the latest digital trends to enhance your physical marketing props such as packaging, retail display units and banners. This way, you are using high-end digital tools to go one step beyond the digital. The most curious thing here is that it will be nearly impossible to tell where your digital marketing efforts end and traditional techniques start.

As you can see, swaying the public opinion your way may not be nearly as difficult as you might have feared. On the other hand, it requires a lot of change and finding a way to constantly be in the spotlight. However, shamelessly self-promoting your business will only take you so far. What you need is for this to become a part of a larger strategy that leads directly towards all of your long-term goals. Those who manage to pull this off are bound to learn that no obstacle is too difficult to overcome.



My name is Alex Williams. I am a journalism graduate, and a rookie blogger trying to find my luck. Blogs are the perfect opportunity for presenting yourself to wider audience, getting the chance to showcase my expertise and receiving recognition. I am a regular contributor at Bizzmark Blog  “”. 



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