Deepen your knowledge by discovering the psychology behind Inbound Marketing! – WAU
This article was written by a clinical and organizational psychologist, who ventures into studies on Inbound Marketing. My name is Marcos Faria, and I believe that when studying inbound, I look for goals similar to you, for example, to increase sales, generate more leads and improve the relationship with customers. Am I right? In my studies, I realized […]
This article was written by a clinical and organizational psychologist, who ventures into studies on Inbound Marketing.
My name is Marcos Faria, and I believe that when studying inbound, I look for goals similar to you, for example, to increase sales, generate more leads and improve the relationship with customers. Am I right?
In my studies, I noticed strong relationships between Inbound and psychology. I believe it was inevitable, because Inbound develops people at all levels, and psychology studies people.
You and I are looking to improve our inbound strategies, and the purpose of this text is to help you with that!
Psychology is invaluable in transforming our beliefs and attitudes and my intention is that this content contributes exactly that way.
Read on and you will discover how these insights from psychology can help you improve the way you do Inbound Marketing!
The psychological essence of Inbound
An element that catches my attention a lot in Inbound is that it has an essential difference when compared to other marketing and consumer relationship strategies.
Inbound seems to be much wiser when it comes to this relationship.
Have you ever thought that any type of business necessarily implies having to establish a relationship with the customer? O Inbound has an extraordinary approach to this.
Do you know why? Because he understands very well that all decisions involved in the purchase process and conversions are the consumer!
And so it becomes clear to the company what the best role to be played to attract customers and what type of relationship will be enriching for the customer!
But then, what role is that?
Inbound recognizes that customers have a need, just like any other methodology.
However, it goes far beyond that, offering much more value to consumers. Do you agree that educating and informing the customer throughout the purchase process is part of inbound?
Offering knowledge and learning to consumers is a key part of inbound. We do this through Blogs, Ebooks, Videos, Infographics, etc.
And while educating the customer, we are also persuading and compelling him to our products! But it is not an arrogant persuasion, it is a persuasion that offers a whole apparatus and content for the client to be able to make his decision in the best possible way.
Do you notice how Inbound draws a sensible limit and you know that the decision belongs entirely to the customer? And yet, is it not passive in the process? Inbound is actually more assertive than other marketing models.
In terms of psychology, it is consistent to say that Inbound expands the possibilities of customers’ existence.
Imagine that you need a product or service. The first thing you do is search on Google, right? You’ll find lots of information and possible ways to solve your problem – and some of these, you didn’t know before.
That is, you now have a vast horizon of alternatives, which you did not have before researching. You have already gained something in your customer journey.
That is to extend the existence: extend the horizon of possibilities and increase the likelihood of benefits.
In the end, as a consumer interested in purchasing the solution, you will tend to give preference to the company that informed you about the various possibilities. Or are you going to choose another one that didn’t help you at all?
Empathy is soul to the inbound
Empathy is a rare quality in our society. Most people know the concept, but do not practice it on a daily basis.
Do you know what it’s like to be an empathetic person? If you seek to genuinely understand the difficulties, needs, joys or experiences from other people’s point of view, you are likely to be an empathic person.
Can you see this in the inbound? I, particularly, when I realized the importance of empathy in inbound, I was very pleased that my company was betting on it. But let’s get to the point: where is the empathy in inbound?
If you know the inbound sales process, you are familiar with the Sales Funnel and its steps. You must also know the Customer Journey, right? Can you see that the Journey is the Funnel, however, from the customer’s perspective? It’s the customer’s point of view! To put yourself in the customer’s shoes is to be empathetic with them, do you agree?
Can you see how the Sales Funnel is a kind of empathy tool? And this is very valuable, I will explain why.
When we try to see the world through someone else’s eyes, we are able to access what is important and what is need for them.
That is essential to develop better products and content!
For when we put ourselves in the other’s shoes, we have a better understanding of what will solve their needs.
Therefore, I conclude that, since Funil and Jornada are the main guiding axis of the inbound, empathy is as if it were the soul of it all.
I believe that if a company adopts inbound strategies, it considerably increases its chances of developing better products and services – in addition to improving the relationship with the customer.
Because, analyzing and understanding the customer’s perspective is fundamental for this – that is, being empathetic.
The mutual and continuous learning provided by inbound
Human learning and development are also areas of psychology. I will discuss an important insight into these aspects and the Inbound methodology below.
I have already spoken about the educational character that Inbound has. Did you know that it is not just the customer who learns and adds knowledge to their Customer Journey? The content producing company is also experiencing this.
You see: in inbound, it is essential to produce relevant and qualified content that will really deliver something valuable to the customer – so far we have the customer’s learning.
In this content production process, it is also necessary that the author of the content is continuously qualified about what he writes. After all, qualified content can only be produced by a qualified author, right?
Can you understand the learning process that companies – which adopt Inbound – are undergoing? Research for content development and solutions is required in order to produce relevant content.
But you might be wondering why this is beneficial for anyone who adopts inbound. I will explain the reason.
Being continually attentive and keeping researching the best solutions to share your content with your customers are attitudes that will be converted into continuous improvement of your business’s own products and services – in addition to increasing the quality of the content progressively!
So, if you care about producing relevant content, it means that the solutions you sell are also subject to improvement.
All knowledge acquired becomes living potential.
This means that the knowledge you assimilate in research for content production will inevitably be passed on within your business.
Proximity to the customer and decision making for conversion
Let’s talk now about customer decision making, and how Inbound encourages people to choose companies that adopt this strategy over those that do not.
By choosing Inbound as a marketing strategy, you are also choosing the way that will relate to your customers. It will be a relationship in which you will continually offer value to them.
In doing so, you are inviting them into a close relationship. You want them to have constant contact with you – ask for their email, ask them to trust your company to apply the tips you give to your content, etc.
In other words, you are giving them reasons to trust you through inbound practices.
That way, you will conquer the close relationship!
And there are a lot of feelings and emotions involved in relationships like this – keep this idea in mind, we’ll get back to it soon.
Now I will deal with how this has to do with decision making and choosing your product.
Did you know that feelings and emotions play a crucial role in decision making?
We don’t just analyze our choices rationally.
And, in fact, all the information we get through our 5 senses, passes through the emotional part of the brain first and only after that the rational part decodes the information.
Every rational conclusion is contaminated by the emotional, and there is nothing to be done to avoid this, as it is a neurobiological mechanism.
This means that when the customer chooses to relate to you through your content, and proceeds towards the bottom of the funnel – converting and generating leads – there are emotions associated with his decisions that lead him to purchase.
And when you can offer ways to help him in his life, you are touching his feelings and emotions in a positive way, which is why he returns to your blog, website, facebook page, etc.
By doing so, you strengthen his emotional ties to your company – yes, simply through relevant content – and so it greatly encourages his choice of products and services!
Understanding the psychology of Inbound is strengthening marketing strategies
You may be thinking: Okay. I understood the psychological mechanisms of inbound. But how does it help sales?
The answer is simple, but first we need to remember the points covered in this article:
- Inbound delivers possibilities to customers, and broadens the horizon of solutions for them;
- Adopting Inbound means having greater empathy with your customers and their needs;
- Learning to produce content is a way to improve your services;
- Strong tendency for the customer to choose you, as a result of the relationship that Inbound makes possible.
So, come on, how does it help you?
- Knowing that the content you write for your customers can broaden your horizons of knowledge and problem solving, you can explore this guideline, and make it a criterion for your content. For example, with the question: Is this new content broadening the horizons for my client or is it something conventional “more of the same”?
- Knowing that Inbound implies empathy, you can develop this skill in yourself. That way, you will better understand your customers’ point of view and needs, and so writing your content with this empathic eye will improve their quality.
- Write content with purpose and get to know your products and services in depth. This will allow you to think about improvements for your business with each new search for content production.
- Inbound provides the customer to have a closer relationship with you. There is no secret here, you will simply enjoy the preference of customers for being able to establish this close relationship of trust.
So, what did you think of these insights from psychology? Interested in finding out more?
Get in touch and leave your comment!
* Content produced by Marcos Faria, Founding Partner of EIDEA.