In IT marketing, psychological persuasion is key. Don’t be over-zealous, but don’t undersell things, either. Achieve balance. To understand the art behind persuasion, it’s integral to first get an idea the sort of science involved. Following, several tips to facilitate persuasion will be explored:
Returning the Favor
An IT marketing campaign that does favors for clients will put the onus on them to properly reciprocate. For most, this is a psychological imperative. It’s something especially true of East-Asian cultures. The giving of gifts virtually demands returning the favor.
With your marketing outreach, give something to clients that you can afford to give. Oftentimes, value-rich content arming them with knowledge to solve problems can function in this psychological niche; but don’t be afraid of discounts, rebates, or freebies, either–just work them into your business model.
Engagement Leads to Commitment
When prospects are engaged, they’re much more likely to commit to conversion. Your marketing materials should effectively engage prospects. Engagement can have much variety. For example, a white page only accessible through leads providing email addresses can be perfect. Working with SEO agencies that serve MSPs helps identify effective engagement tactics.
The Pack Mentality, Scarcity, Like Persuasion, and Authority
Humans are social beings, meaning they’re apt to follow the “herd” or “pack”. Marketing of the IT variety should fulfill this natural human drive in one way or another through demonstrating how popular what you do is, how necessary it is, or how refraining from it will leave a business in your demographic behind. Also, incorporate legitimate scarcity exposition (Moore’s Law is a great tool here; it shows how tech keeps changing). Present to clients using “like” marketers, and make yourself an authority in the field.
An IT marketing strategy that plays on human psychological realities like engagement, pack mentality, scarcity, authority, and returning of favors will likely induce increased conversion. If your outreach doesn’t include incorporation of human psychology, finding ways to incorporate it may yield increased conversion.