Marketers Tips: Going Down The Rabbit Hole Marketing

Is your current marketing strategy focused on ‘going down the rabbit hole’ to explore your customer base more deeply?

If not, this article is for you. In it, we will examine how you can tailor your campaigns to gain insight into customer preferences and buying journeys. We will also examine how the psychology of the brain fits into marketing today and why it’s time to think before you act.

Fools Rush In

An old adage reminds us to take a breather before executing even the best-laid-out plans from a business viewpoint. We all know the saying:

“Fools rush in, where angels fear to tread.”
Pope Alexander 1711

Yet, marketers today appear to be in a race against time to please their clients without deep thought into how they will add natural, lasting value. Competition for marketing services is coming from everywhere, including web development companies, SEO specialists, and traditional ad firms, so the supply of marketers is outstripping the demand for the service.

For example, many traditional advertising and PR firms have morphed their repertoire to include digital marketing and its variants, like blog content submissions and SMM, to survive the death of advertising. Their clients, however, have not been so quick to adapt, and their mindset is that they want instant results similar to what they’re used to from transactional advertising campaigns like TV and radio advertising.

Plus, some types of online marketing are hard to grasp for businesses used to spending a dollar to earn three dollars within a concise time frame. For example, a question often asked is: What is the point of content marketing if it does not result in sales?

Content and Customers

With many online marketing strategies, it is hard to show a direct correlation between the campaign and an actual sale or article submissions to blogs. This is an example of an overall strategy that is prevalent. Yet, many customers wonder what the point of it is.

However, your explanation could be as simple as this: all websites need organic traffic and referral traffic, i.e., visitors coming to your client’s site from another site.

Visitors referred to a site are likelier to stay on it longer and share personal data like an email address than if they just happened upon it from a keyword search.

Customer Awareness

Therefore, today’s fundamental marketing component is connecting with and sharing information that proves your awareness of customers’ needs. Use strategies like writing and sharing content, such as blog posts, whitepapers, ebooks, and social media posts, to gain trust and a deeper understanding of customers’ preferences.

Going Down The Rabbit Hole

Effective sales campaigns can transpire with the correct foundation of personalised customer data. Still, the process starts with delving deeper into understanding customers’ pains, which takes more knowledge of marketing psychology, i.e., going down the rabbit hole.

Typically, this process can be challenging and, therefore, frustrating at first, as it will provide more questions than answers and need some time before you get the information you need to move forward with your marketing campaigns to deliver sales leads. Therefore, your client’s expectations must align with your own to successfully complete this process.

Commit to learning more about the customer and their triggers, and share with your client how it works so they can be part of the buyer’s journey to a sale.

When expert marketers can showcase this process in all its glory, they will secure a more profound commitment from their clients, relieving the pressure valve of needing to perform marketing miracles in unrealistic timeframes.

Psychology Of The Brain In Marketing

Knowing how the brain reacts to influence decisions is 101 of the psychology of the brain, and expert marketers train to learn as much as they can so they can use this information constantly in their data capture and subsequent sales campaigns.

The brain is complex, and it’s a topic fit for a series of articles in its own right. However, to show its relevance in marketing, focusing campaigns to meet primary needs like avoiding danger, eliminating fears, or providing security first are the core tricks of marketers and advertisers today.

The lizard brain is the first responder to information. Hence, as a marketer, you must get past the ‘gatekeeper’ before the modern brain takes over to digest and reason with the data.

Summary

Consumers are firmly in control of their buying journeys, and businesses are delving deeper into understanding their customers’ relevant and thriving preferences. Marketers keen to prove their worth need to show their expertise in being part of buyers’ journeys.