Conversational marketing is an effective way to guide leads down your sales funnel and increase your overall number of successful conversions. But why does it work so well? What’s the psychology behind it? Here’s what to know.   

The Power of Personalization

Personalized content is reaching more customers than ever before. In fact, customers now expect personalization as part of their online shopping experience, according to Forbes magazine. Over 70% of consumers report being frustrated by a lack of personalization when browsing for products online, and nearly all of them say they’re more likely to make a purchase with a brand that offers personalized messaging

The Importance of Social Proof 

Social proof — like customer testimonials or media interviews — can help to build trust with potential leads as they move through the buyer’s journey. Visibility is critical for brands to be successful and offering social proof at every stage allows clients to feel confident in their purchases. 

The Role of Emotions 

A huge part of effective marketing is appealing to human emotion. Many people make buying decisions based on the way they feel at a given time rather than whether or not a purchase is logically beneficial or necessary. 

HubSpot reports that a survey of 1,400 advertising campaigns found that those that were emotion-based performed twice as well as others. Of the emotional campaigns, 31% of customers converted, compared to only 16% of customers who interacted with other ads.  

The Impact of Scarcity 

Scarcity marketing is a form of emotional advertising that plays on a customer’s fear of not being able to buy a product before it’s no longer available. Scarcity is used every day by nearly every brand to advertise every type of good or commodity there is. You’ve probably even seen a scarcity ad within the past several hours. 

Good examples are the “today only” sale or messaging that says “while supplies last.” These phrases imply that there is only a limited amount of time or product and customers should act now if they want to make a purchase. 

Conversational messaging can be used to let customers know about flash sales or special discounts in ways that feel more organic and personalized than banners and or pop-up ads. For example, users who are signed up for text marketing alerts can be sent customized SMS campaigns letting them know their favorite products are on sale. 

The Psychology of Color 

Color psychology is the study and practice of using colors to influence people’s thoughts and emotions. It’s one of the oldest forms of marketing and capitalizes on the way different colors shape a consumer’s perception of a particular product or brand. 

For example, yellow and orange are often used in food marketing because they are traditionally associated with warmth, cooking, and sharing food with family and friends. Blue is frequently used for medical and business advertising, while green is often used for brands that specialize in finance and money.   

How To Use the Psychology of Conversational Messaging To Drive Meaningful Engagement and Sales 

If you’re not already using conversational messaging and text marketing to reach your clients and prospects with personalized content, now is a great time to start. Meeting your customers where they are — mentally and emotionally — is essential for building trust and promoting loyal, long-term relationships with repeat buyers.

Omnichannel messaging platforms like Mitto can help your business reach customers everywhere your brand is online, from your website to social media and beyond. By providing leads with interactive and engaging content personally tailored to relate to them, you can grow your brand and increase sales substantially year over year.