Think of all the times in your life when first impressions mattered the most. Perhaps you were on a first date, being interviewed for a job you really wanted, or you had a business meeting with a new client whose custom would produce a significant sales boost? In all of these scenarios how you present yourself counts, from your clothes to what you say and how you say it. In the world of digital marketing, this rule still applies, indeed in some cases even more so.
Whether B2B or B2C, your company needs to grab your target audience to make a lasting connection, and the best way to do this is to impress them immediately.
Before we delve into the psychology behind visual impression, and why you need to understand it to market your brand effectively, let’s start with the most obvious benefit of making a good first impression – professionalism.
Whenever a potential customer views your digital content, whether it be via a website, blog, or social media profile, the way in which your brand, product, or service is presented is what immediately engages the viewer. If, for example, your website seems outdated or quickly slapped together without much care, a potential customer will infer that your business operates in a similarly careless fashion. It’s all about confidence in what you produce, and if your content doesn’t instil a message of quality and relevancy, then your sales will suffer as a consequence.
Your digital content needs to have an air of professionalism about it. Of course, your brand might have a fun, casual tone associated with it as part of your marketing strategy, but even in that case your content will still need to create a sense of consumer belief in what your company provides.
Psychology of Style
Numerous studies have shown that human beings automatically judge others and situations quickly. It’s a survival mechanism, allowing people to assess a threat without much thought; however, this same process works against business interests. Why? Because if a bad first impression is made on consumers, they tend to maintain that negative perspective about a brand, product, or service.
In a recent poll a massive 48% of consumers said that any loyalty they gave to a company was predicated on a great first impression during the buying process or service. 10% of consumers even went as far as to say that their loyalty depended on their experience of a product or service before purchase. The most startling fact to take away from this poll is that only 1% of consumers believed that a good time to attract their loyalty was when rival businesses tried to compete for their attentions; effectively, a good first impression lasts and is a much better way to create fruitful relationships with customers rather than trying to lure them away from your competitors.
Defining Your Business and its Style
A successful business must therefore understand that consumers are affected by psychological factors which can deter or encourage them to make a purchase; and that marketers must do everything they can to make as powerful a first impression as possible with each consumer and during each interaction.
Contact one of our digital marketing experts if you would like to learn more about how Appache can create a lasting first impression for your business to help increase both your sales and customer loyalty.