Understanding Psychology of Consumer Behavior in Marketing Part 1

Summary

In this video, Jacqulyn Green breaks down the marketing funnel and explores the psychology behind moving prospects through it. She emphasizes the importance of creating awareness through consistent branding, storytelling, and emotional connections. Jacqulyn highlights strategies such as partnering with influencers, visual consistency, and interrupting the flow of your audience's attention to build recognition. She explains that the goal is not immediate sales but to establish familiarity and trust with your brand, preparing prospects for the next stage: consideration. Stay tuned for the next video on how to effectively guide prospects through the consideration phase.

Takeaways

• 😀 Consistency is key to building brand awareness. This includes consistent messaging, logo placement, and brand colors across all marketing efforts.
• 😀 Awareness is the first step in the marketing funnel, and it can be achieved through various strategies like social media, podcasts, and media appearances.
• 😀 People are more likely to purchase from brands they recognize and are familiar with due to repeated exposure.
• 😀 Storytelling is an effective way to build awareness. Telling stories that resonate with your audience's pain points can capture their attention.
• 😀 To successfully use storytelling, it’s important to understand the audience’s struggles and pain points, which will drive them through the marketing funnel.
• 😀 Visual branding (logos, colors, etc.) plays a huge role in recognition and retention of brand awareness.
• 😀 Partnering with others who already have access to your target audience can help build awareness. This could include influencers, vendors, or industry partners.
• 😀 Interrupting the flow of someone’s typical content consumption can grab their attention. A surprising message or visual can disrupt their thought process and make them stop and engage.
• 😀 Emotions tied to pain points (like frustration or fear) can be leveraged in marketing to create a stronger connection with your audience.
• 😀 The goal during the awareness phase is not to sell, but to create familiarity and trust. This is the foundation for later stages in the marketing funnel, such as consideration and acquisition.

Q & A

What is the primary goal of the marketing funnel as discussed in the video?

The primary goal of the marketing funnel is to move prospects through different stages, starting with creating awareness and ultimately guiding them to make a purchase.

Why is consistency crucial in the awareness stage of the marketing funnel?

Consistency is important because it helps reinforce brand recognition, allowing consumers to repeatedly encounter your brand, logo, colors, and messaging, making it easier for them to remember and trust your brand.

What is the psychology behind why people buy from brands they know?

The psychology is based on familiarity. People are more likely to buy from brands they recognize because repeated exposure to a brand builds trust and comfort, making them more confident in their purchasing decision.

How does storytelling play a role in building awareness for your brand?

Storytelling is powerful because it engages the brain, making people want to know the 'why' behind the story. By telling a compelling story, businesses can connect with their audience on an emotional level, helping them relate to the brand and its values.

What should businesses focus on when crafting a story for their audience?

Businesses should focus on solving a problem for their ideal client. The story should address a real pain point the audience is facing, which will help move them from awareness to consideration and ultimately to acquisition.

What is the importance of visual branding in the awareness stage?

Visual branding, such as consistent use of brand colors, logos, and messaging, is crucial in helping people recognize and remember your brand. This consistency increases the likelihood that your audience will retain the information and recognize your brand in the future.

How can partnerships help in building brand awareness?

Partnerships with influencers, vendors, or others who already engage with your target audience can help increase brand visibility. By collaborating with these partners, businesses can tap into an existing audience, broadening their reach.

What is affiliate marketing, and how does it relate to building awareness?

Affiliate marketing involves promoting another brand's product or service to your audience in exchange for a commission on sales made through your promotion. This is a way to build awareness while generating income through partnerships.

What does 'interrupting the flow' mean in the context of building awareness?

'Interrupting the flow' refers to creating content or messaging that captures attention in a way that disrupts a person’s usual routine, such as scrolling through social media. The goal is to surprise or intrigue them enough to pause and engage with your content.

Why should marketers tie their messaging to emotions in the awareness stage?

Tying messaging to emotions is effective because emotions drive action. By understanding the emotions associated with the pain points of their audience—whether it's frustration, anger, or happiness—marketers can craft messages that resonate and motivate action.