5 Marketers Reveal How They Understand & Influence Consumer Behavior

As Elle Woods once said, “Whoever said orange is the new pink was seriously disturbed.” If you haven’t seen Legally Blonde, Elle was referring to an attempt made by a brand to influence consumer behavior. However, its attempt fell short because the fictitious company failed to align with its target audience. According to Salesforce, 76% of consumers expect companies to understand their needs and expectations.  In other words, customers want companies to understand their behavior. That’s why understanding and influencing consumer behavior is essential for a marketer. Below, let’s discuss the theory of consumer behavior, then review some expert strategies for understanding and influencing customers. The Theory of Consumer Behavior Consumer behavior is the study of how people spend their money. This is typically studied by economists so we can better understand how personal taste and income shape the economy. However, marketers also use this information to market their products. To study consumer behavior and learn more about your buyer persona, consider the answers to these questions: How do your customers feel about certain brands[…]

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Subheadings: What They Are & How to Craft Great Ones

If you’re in marketing, you know that headlines are important. But did you know that subheadings are just as important? Sure, the headline is responsible for capturing a visitor’s attention. But then what? To give you a better sense of how it all works, I’m not only going to explain what a subheading is, but I’ll also detail a process that you can follow to use them to inspire action.  Once you’re done reading this article, you’ll know exactly how to unleash a killer headline, subheading, and CTA combo that will make people see, want, and click on your site.  What is a subheading? First off, let me explain what I mean by subheading, which is also often called a subheadline. A subheading is text placed under a headline, often with a smaller font, which expands on what the headline says. For example, a headline could announce the launch of a new product and a subheading could give more specific details about the product’s features. Here’s a good definition from Wiktionary: A smaller, secondary headline[…]

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Bing PPC Ads: How They Work (and Compare to Google Ads)

If Googling has ever let you down, you may have come across another search engine called Bing. This search engine is powered by Microsoft and strives to outdo Google at every turn. Bing wants to revolutionize digital search and rival the industry’s long-standing powerhouse. It’s an ambitious goal, but one place where Bing differentiates itself is through its Pay Per Click ads or PPC. According to our guide. Pay Per Click ads are, “a form of search engine marketing (SEM) where the advertiser pays for clicks on an ad.” The advertiser has to pay the publisher whenever a visitor interacts with the ad. In exchange, the ad is added to the search engine’s database, which displays the ad whenever the content matches a visitor’s searched keyword. While Google Ads offers a popular PPC feature, Bing’s has unique advantages that distinguish itself from the search engine giant. And, if you’re the owner of a small- to medium-sized business, you may be more interested in Bing’s PPC benefits than Google’s. In this post, let’s break down how[…]

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