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6 Mindsets You Need to Adopt to Reach Your Marketing Goals

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Understanding the fundamentals of marketing psychology can help entrepreneurs create effective customer experiences and build customer loyalty. It can sound a bit complicated if you’re new to the term — and don’t get me wrong, it is — but in this article, I’ll break down the six key mindsets every entrepreneur must adopt to maximize the power of marketing psychology and reach their goals.

Marketing psychology, sometimes called “neuromarketing,” is the practice of understanding consumer behavior and utilizing psychological principles to influence that behavior. It’s based on the belief that consumers’ buying decisions are influenced by a variety of factors, including personal experiences, beliefs, preferences, motivations and emotions.

By understanding how these elements affect decision-making processes, marketers can create effective campaigns to reach their target audiences (even if those target audiences don’t necessarily behave logically). Here are six key mindsets I believe every entrepreneur needs to reach their business goals:

Related: The Intersection of Psychology and Marketing

1. Empathy

Being able to put yourself in your customer’s shoes is essential when it comes to understanding what they want and need from your business. Empathy allows you to understand how your customers think, feel and behave so you can create experiences tailored to them.

It also helps you understand why they make certain decisions, which can be invaluable when it comes to developing effective marketing campaigns.

2. Storytelling

Telling stories is a great way to captivate your audience and draw them into your narrative. Stories are an effective tool for creating emotional connections with customers because they allow you to show rather than tell why people should care about your product or service.

Additionally, stories are memorable and can help differentiate your brand from competitors by making it stand out in customers’ minds.

3. Curiosity

Being curious about your customers’ needs helps you better understand what drives them and how best to engage with them on an individual level. Asking questions allows you to further develop relationships with customers and discover opportunities for improvement within your business model or customer experience strategy.

Additionally, curiosity helps spark creative ideas, which can provide new insights into how you deliver value through your products or services.

Related: 6 Ways You Can Leverage Consumer Psychology to Drive More Sales

4. Brand authenticity

When it comes to building trust with potential customers, authenticity is key as people want genuine interactions with brands they interact with online or in person.

It’s important for entrepreneurs to be honest about who they are as a brand and what value they offer their customers so that those looking for solutions know exactly where to turn when making purchasing decisions. This also ensures that any content created reflects the true essence of the brand instead of generic messaging that won’t resonate with its target audience.

5. Experimentation

Nothing beats testing different strategies when trying something new or evaluating existing tactics used by competitors. The more data gathered during experiments, the better-informed decisions entrepreneurs can make regarding their own offerings.

Experimentation also provides valuable insight into customer preferences, which helps inform further marketing strategies down the line.

6. User experience

Ultimately, user experience is at the heart of successful marketing campaigns, as people are more likely to buy from brands they trust and find easy to use. Focusing on creating positive experiences throughout every interaction builds loyalty among customers, increases engagement and boosts conversions over time.

Taking the time necessary to ensure users have a seamless journey across all touchpoints pays off in spades over time.

Related: 5 Insights Into Human Behavior That Will Boost Your Sales and Marketing

The key mindsets discussed above form the foundation for any successful entrepreneur’s use of marketing psychology in their business pursuits. By adopting these mindsets, entrepreneurs will be one step closer to reaching their goals as each mindset provides unique insight into understanding customer behavior, engaging effectively with current or potential clients, delivering exceptional user experiences and ultimately providing valuable solutions through storytelling or experimentation.

With these six essential mindsets at hand, entrepreneurs will be well on their way toward leveraging marketing psychology effectively within their businesses!

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Entrepreneurship

Your Company’s Responsible Guide to Staying Profitable in a Recession

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The recent trend of easy money and exorbitant valuations has skidded to a halt amid recent economic volatility. Understandably, many companies rode that wave as long as they could, but in doing so many prioritized growth over sustainability and sound leadership. Layoffs continue to ripple through the tech ecosystem, so employees both in this sector and elsewhere are feeling the consequences.

Having to let go of staff members is all but unavoidable in a company’s lifecycle, but there is always more that can be done to keep businesses afloat while preserving morale. Strategies can include responsible budgetary decision-making, thoughtful and prudent responses to external pressures and transparent dialogue with employees, to name a few. Such actions can help companies remain healthy, productive and profitable, even as they navigate challenging waters.

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This is What You Need in Your 5-Year Marketing Plan

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We’ve all heard the interview question, “Where do you see yourself in five years?” Marketers routinely take that question and apply it to their marketing strategies. They figure out what they want to achieve and then develop actionable steps to get there. Keep in mind, these plans aren’t designed to be all-encompassing. They serve as a guidebook for different scenarios while getting the team thinking about what they’d like to accomplish long-term.

Your five-year plan is a way to build an overarching metric for how you’re doing — or how you plan to do over the next half-decade. There are many things to consider when building your plan — here are a few to look at carefully:

The 3 key buckets

A successful five-year marketing plan should fixate on three main questions:

  1. What assumptions can you make about the next five years within your company?
  2. What goals do you want to achieve?
  3. What are the metrics you’ll use to measure those goals?

Assumptions are what you think won’t change in the business over the next five years. For example, you might assume that you will continue using particular vendors or that packaging costs will remain stable. From there, you can determine your goals — like boosting sales by 50% or converting 10,000 new customers. The metrics that measure your progress might be units sold or your company’s market share. It’s essential to include both readily-accessible metrics — such as website views — and brand metrics that might be a bit harder to come by, such as the associations your customers have made with your products or company.

Importantly, there’s no “right” or “wrong” when it comes to answering these questions. Every business has its own vision, resources and position, which all influence its marketing strategy. The aim is to develop a plan that will produce the most desirable outcome for you, rather than worrying about what other businesses have the capacity to do.

Related: Use These 5 Steps to Create a Marketing Plan

Narrowing your focus

Just like consumer preferences, marketing tactics are constantly shifting. Social media demonstrates this well. Because social media platforms have skyrocketed over the past two decades, marketers no longer rely solely on traditional platforms such as print or television ads. And even within social media, things aren’t constant. TikTok has become one of the fastest-growing platforms, quickly overtaking Facebook.

With so many options, your marketing plan must keep a narrow focus. For some companies, TikTok doesn’t matter. They can’t yet measure the return they’re getting from the platform, so this isn’t exactly a feasible opportunity. Don’t be tempted to try everything or be everywhere. It’s a matter of isolating what you practically can use to give you the insights that will help you.

Two questions will help focus your strategy:

  • How do your goals compare to last year?
  • What are you striving for (e.g., enhancing the brand vs. increasing brand awareness)?

How you answer those questions will help you identify where and how to focus your efforts so you don’t get lost in a bunch of small, irrelevant tactics.

Using your budget

Most people think of budgets as being stable or hard data — but almost all companies work with unknowns. In reality, the best they can do is come up with an educated guess that seems to make sense – a ballpark range. Because nobody can plan with certainty for every scenario — and because it’s so easy to become overwhelmed with an infinite range of outcomes — it’s advisable to lean on a few key financial assumptions and build a strategy around those.

Once you have a budget figure to work with, create high and low projections for everything you want to do. Let’s say the aim is to get to 50% brand awareness. What would your plan look like if you exceeded that and got to 75%? Alternatively, what would you do if awareness went down to 25%? Creating these high and low projections will let you design a more flexible approach and avoid being caught too off guard.

As you come up with your main scenarios and high-low projections, think about the key internal drivers you’ll need to address next year. Consider the risks, and assess whether you’ll have the data, technology and skills to develop and maintain what you expect to put forward. Keep in mind that it’s more important to pivot when issues come up than to predict what’s going to happen accurately.

Related: 4 Tips for Developing a Marketing Plan That Will Actually Grow Your Business

Paint flexibly within your broad strokes

A five-year marketing plan paints a broad, long-term picture of how you’ll communicate with your audience while giving details about your projected products or services. It includes assumptions and factors that aren’t necessarily static, so you have to approach it with a grain of salt and be ready to shift gears if the plan doesn’t work.

Even so, if you stick to three key buckets (assumptions, goals and metrics), keep your tactical focus narrow and incorporate multiple projections in your budget, you should end up with a strategy that blends the data and flexibility needed to strive in a changing world. Because annual marketing plans need to connect to your long-term marketing vision, let the annual marketing meetings serve as check-in points to keep your longer-term marketing plan relevant and viable.

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Lauren Sánchez Is Heading to Space on a Girls Trip

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Sorry, Jeff — this one is for the girls.


Jeff Spicer / Stringer I Getty Images

The Amazon executive chairman’s girlfriend, a former journalist who collaborates with him on philanthropy, is bringing a girl gang to space

Jeff Bezos’ girlfriend, Lauren Sánchez, said in a new interview with the Wall Street Journal that she planned to take an all-female trip to space with the Amazon founder’s space manufacturing company, Blue Origin.

Five women will join her on the journey.

“It’s going to be women who are making a difference in the world and who are impactful and have a message to send,” she told the outlet.

The mission is set for early 2024, and the passengers’ names will be announced at a later date.

The WSJ’s report was Sánchez’s first solo interview, the outlet noted, since her relationship with Bezos went public in 2019, shortly after his divorce announcement from now ex-wife, MacKenzie Scott.

The interview also talks about Sánchez’s relationship with Bezos and the business advice he’s given her (keeping meetings under an hour, speaking last as a boss).

Sánchez is a former broadcast journalist and a helicopter pilot who founded her own filming company Black Ops Aviation, per Insider.

“Right now, I’m immersing myself in philanthropy and strategic giving,” she told the outlet. She also has a new production company, Adventure & Fellowship.

Bezos and Sánchez also work together on picking the winner for the Bezos Award for Courage & Civility, which was awarded to Dolly Parton in 2022, giving her $100 million to dole out to charities as she pleased.

But don’t expect Bezos to crash the girls’ trip. “He’ll be cheering us all on from the sidelines,” Sánchez said, adding that Bezos is “excited to make this happen with all of these women… He’s very encouraging and excited, and he’s thrilled we’re putting this group together.”

Sánchez’s nonprofit work includes This Is About Humanity, which helps give supplies to kids separated from their parents at the U.S.-Mexico border, supporting the Bezos Earth Fund, which fights climate change, and working with the Bezos Academy, a system of free Montessori schools.

Bezos told CNN in an exclusive that aired in mid-November that, like many other billionaires have pledged to do, he would give away most of his money.

Ex-wife Scott, meanwhile, has donated over $14 billion since 2019, much of it coming from the settlement with Bezos.

Bezos has always planned on giving his money away, Sánchez told the outlet.

“Jeff has always told me since I’ve known him that he’s going to give the majority of his money to philanthropy,” she said.

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