Your click-through rate: Everyone says it’s important (and it is), but how do you improve it?
It turns out that psychology may be one of the best tools to utilize to increase your click-through rate for content marketing in 2020. After all, these techniques are at play, working their magic on you each time you open your web browser. So why not use them yourself?
It’s easy to get the ball rolling while considering how to increase click-through rate when you simply think about what makes you want to click on an ad campaign. What compels you to click instead of scrolling on by?
We’ve compiled a list of seven psychological techniques that will help you increase your click-through rate using tried and true tricks of the human mind.
- Create a sense of urgency. There’s a reason why text such as “Limited time offer!” or “Act now and save!” draws your eye (and click.) While content marketing in 2020, create the feeling that customers will miss out on something special if they don’t click your ad right this second. Doing so prevents potential readers or customers from assuring themselves that they’ll find your ad campaign later (which they won’t) and instead, encourages them to click right now.
- Choose colors wisely. Use resources such as this guide to influence which colors you choose to utilize in your marketing. There is a psychological aspect to all colors, and they impact your click-through rate immensely!
- Use images that portray something people want. Content marketing in 2020 utilizes this to its fullest, and you should, too! Here is how: Instead of inserting an image of a cold drink in your ad, for example, use an image of a fit, smiling person cracking open a cold beverage after an amazing workout. This tells potential clickers that, not only is your beverage cold and tasty, but is used by people who are happy, fit, and healthy. This generates the thought in your viewer that if they want to be happy, fit, and healthy, they should purchase your beverage. This makes them much more likely to click on your ad (and buy your product or service, read your blog post, etc…!)
- Don’t use click-bait. If it seems to good to be true, it probably is, and your audience knows it. While it may seem that the most important thing is getting potential customers to click on this ad this time, using misleading words or phrases in your ad campaigns (“Lose 100 pounds in 30 days with this awesome trick!”) will ultimately destroy the trust between your brand and your audience and prevent them from clicking on your ads in the future. Not to mention, once they see they have been tricked, they will likely navigate away from this campaign right away, anyhow. Use the psychology of trust to show your audience that your ads are true, worth their time, and safe, and you will receive more clicks now and in the future, as well establish yourself as an authority figure in your industry.
- Use “call to action” language. Instead of writing “This blog has information on saving money,” in your ads, tell your audience exactly what to do in order to compel them to act: “Read this blog post and start saving money instantly.” Language such as this will help guide your audience to do exactly what you want them to, which is click your ad.
- Utilize emotion. Advertisements made for content marketing in 2020 play on our emotions every day (abused animal commercials are a great example,) and they work! Use phrases such as “make a difference” along with photos that evoke an emotional response to encourage your audience to click on your ads. This makes them feel as if, by clicking your ad, reading your post, or purchasing your product, they have done something productive and good. It’s a win-win!
- Don’t underestimate the impact of grabbing your audience’s attention. If no one notices your ad, no one will click it. Catching attention induces curiosity, which compels your audience to act. Think about how many times you’ve clicked on an ad or link because they utilized a great infographic or compelling video. You can do the same to influence others, generating more clicks and racking up more views.
These techniques, especially when combined with one another, can greatly improve your click-through rates. Content marketing in 2020 is not easy – after all, there is a lot of competition – but utilizing already tested methods of ad campaigning that focus on the psychological effects of ads on the human mind can make it much more simple.
Comment below if you plan to try out any of these methods to improve your click-through rate, or with any other suggestions you’d like to recommend to our community.