As a small, local business, you know how important it is to attract a steady stream of new customers. One of the best ways to attract customers is to utilize your website; however, it’s not always clear what you should do besides put a website up.
Ultimately, the way you’ll attract new customers, online or otherwise, is to demonstrate that you understand what they most want and that you can fulfill those desires. Small and local business marketing is mostly persuasion — if you can convince people that they need what you’re selling, you’ll make sales. Here are a few things you may want to consider in order to encourage customers to make a purchase.
4 Psychology Hacks to Encourage Customers to Make a Purchase
1. Show that you have the same values as your customers.
Over 64% of customers prefer to develop relationships with brands that have the same core values as they do. For example, customers who value sustainability are more likely to develop relationships and buy from companies that are committed to positive environmental practices.
There are several ways you can show your customers that you understand their values, whether it’s the environment, social issues, such as workplace equality, or more abstract values such as integrity.
- Stand for something and make sure your commitment shines through with all your web content. If you’re into sustainability, put a graphic into your header announcing that you use only recycled materials or that you keep packaging to a minimum. If you value customer service above all else, make sure you talk about that.
- Have an About Us section that contains your mission and story. Don’t hold back here–write passionately about what you care about and why you started this business.
These online marketing ideas will attract customers who share your values. This is important because customers are loyal to companies that they feel are like them and care about the same things they do. So if you do a good job of demonstrating shared values, customers will choose you over the competition even if other local businesses have the same products and pricing that you do. Showing that you share your customers’ values can also help you stand out from competing local businesses that may not explicitly state the same values.
2. Sell differently to different types of buyers.
There are three types of buyers in the world: Those who love spending money and don’t mind paying more for great service, average buyers who spend whatever they need to, but would prefer to spend less whenever possible and those who are reluctant to part with any money at all and spend the bare minimum to meet their needs.
Understanding this helps you market more efficiently to all three types of buyers. Each buyer type responds differently to your offers. For example, those who love to spend will be more likely to buy a bundle package that costs a certain amount per month, while those who hate to spend might only want a service if they can pay for it once and then forget about payments for the rest of the year.
Vary your content to reach all three types of buyers. For example, re-frame offers to appeal more to those who hate spending by saying they cost “$10 per month” instead of “$120 per year” so that it sounds like less money to them.
3. Give specific calls-to-action.
Your calls-to-action should make buyers feel like it’s urgent to act right away so that they won’t put off checking out your sale or buying something new. Urgency isn’t enough, though; research shows that you also need to give specific instructions so that customers know exactly what to do. Otherwise, they’ll be confused and might not do anything except feel bad that they aren’t acting on your offer.
Make your calls-to-action very specific to eliminate this problem. For example, don’t just say “Tell your friends about us within 24 hours and get 10% off your next spa visit.” Instead, send a coupon offering a 2 for 1 deal if they and a friend visit your spa together. The next day, send a reminder email with instructions about how to redeem their coupon. Frequent follow-ups combined with initial urgency gets results, while urgency with no follow-ups usually gets nothing.
4. Build a sense of community though package names.
According to behavioral studies, people tend to conform to labels given them. For example, people labeled as politically active are 15% more likely to vote in elections than people who are not.
You can use this principle when naming your spa or massage packages. For example, offer a “serenity” package for people who are ee themselves as becoming peaceful and want to use your service to help them get there and to meet other people like the one they hope to become. Offering this type of package will make people who hunger for serenity more likely to buy, and afterwards feel like they belong to a community of serene people. This sense of belonging to a community that has common values and goals can encourage people to keep buying from you, while generic names, especially names reflecting prices such as “lowest level package” or “most expensive package” discourage people from buying from you.
The Secret to Online Marketing: Think Like Your Customers
In order to find new customers, you have to thinking like a new customer. Appeal to their values, budgets, sense of urgency, and desire for community in every aspect of your marketing and you’ll find yourself with more customers than you know what to do with.
Converting clicks into purchases is one of our specialities. Learn more about the LocBox platform by signing up for a free marketing assessment and product demo.