To persuade effectively, without overpowering, using non-intrusive tactics, or generating rejection towards your brand, it is necessary to update your persuasion strategies so that they are in line with new consumer habits and with the new two-way communication protocols between companies. consumer. Therefore, in this post, we want to talk to you about persuasion as a fundamental factor in your marketing campaign.
What is persuasion? Why does it have a negative connotation?
Persuasion is the intention of convincing a person to get them to do something for your benefit and, seen this way, it is not a very positive ability. However, persuasion does not have to involve deception, blackmail, or coercion; Whether a person ends up reacting the way we want can also be the result of our communication skills, empathetic thinking or creativity when proposing different persuasion strategies: that is why we say that persuasion is an art.
And from a marketing point of view, what is persuasion?
From the marketing point of view, persuasion refers to the process of influencing the attitudes, beliefs and behaviors of potential consumers with the aim of motivating them to convert, which is not only the purchase but also many other actions such as: obtaining leads, a follow on social networks, subscribing to a newsletter or downloading an app. These are just some examples of the conversions that we can achieve thanks to persuasion strategies that we will see in this post.
Persuasion in marketing involves the use of strategies and techniques to convince consumers that a product or service offers greater value than the competition. During this process, rather than trying to convince or deceive, you must demonstrate: that is, you must provide evidence, data, stories… that confirm that the product meets the user’s needs.
What are the most interesting and innovative persuasion techniques that we are targeting?
In an environment that is increasingly saturated with advertising messages, it is very important to know the correct persuasion techniques and direct them to each target profile. It is important that you recognize who your potential clients, your new clients and your already loyal clients are, because for each of them a different loyalty strategy will be designed.
Furthermore, the most effective persuasion strategies, which no one is immune from, are those that rely on new technologies, the great allies of persuasion, since, with artificial intelligence and data, we can create algorithms and attribution models with high segmentation.
Learn 5 persuasion strategies to get what you want from your audience:
- Algorithmic personalization and recommendations: Companies use user behaviour and preference data to personalize advertising and product recommendations – this creates a more relevant experience for the consumer and increases the likelihood of conversion.
- Influencer Marketing: Collaborating with social media influencers who have a like-minded audience. Influencers can promote products or services in an authentic and effective way, reaching an engaged audience.
- Interactive content: Creating interactive content, such as surveys, quizzes, virtual reality, or augmented reality experiences, engages consumers more actively and engagingly.
- Immersive Storytelling: Brands are adopting immersive narratives, such as virtual reality experiences or transmedia storytelling, to engage consumers in deeper, more immersive stories that connect emotionally.
- Native advertising and sponsored content: Advertising that is naturally integrated into the content consumers consume online. This can be less intrusive than traditional ads and can generate more engagement.
- Gamification: turning the customer experience into a game or challenge, where consumers earn rewards or gratifications for their participation. This can increase customer engagement and loyalty.
- Simplified user experiences: simplify the purchase or registration process as much as possible to make it quick and hassle-free. This reduces friction and can increase conversions.
- Interactive video advertising: Allow viewers to interact with video content, such as choosing their own path in a story or clicking on products to learn more.
- Cause marketing: Associate the brand with a social or environmental cause and communicate your commitment. Consumers often respond positively to brands that support causes they identify with.
- Voice technology: Leverage the technology of virtual assistants like Alexa or Google Assistant to create shopping and advertising experiences through voice commands.
Why is it so important to learn persuasion techniques if you work in the marketing and sales sector?
In a highly competitive and ever-changing market, the ability to persuade potential customers to choose your brand or product is crucial. If you are in the field of marketing or sales, you will have a great advantage over your competitors if you focus on knowing persuasion techniques. Above all, if you work in the commercial department, you will be able to significantly increase your influence on purchasing decisions and will help you build strong relationships with customers, fostering long-term loyalty.
Do you dare to continue learning more about marketing and persuasion and sales strategies? Stay reading the Educa.Pro blog with us!