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Most people visit your site because they want something. Your ability to give them that something determines whether they take up your offer and your landing page converts. A while back, I talked about the importance of reading your customers’ minds to improve conversions, but you can go one better, by understanding not just their minds but their emotions.
According to Psychology Today, there’s a strong emotional component to the way people evaluate brands and potential purchases. And it’s not just about feeling good about your ad (though that’s important, too); it’s about what’s going on inside their brain....
Consumers will only pay attention to you when they’re motivated to do so. Interaction and education along the buyer’s journey is the best way to gain their attention and keep it. Obviously, you need to understand your target consumers before you can offer something valuable or helpful to them, but, once you’ve gained their permission to market to them, you can be strategic about guiding them along the buyer’s journey and positioning offers at just the right moment.
What is the Buyer’s Journey?
The buyer’s journey includes the steps that consumers take in the buying process. After buyers become aware of their needs and begin researching solutions, they generally proceed to three additional stages: Consideration, Recommendation and Purchase. These buyer journey stages map closely to the Lifecycle Marketing stages within the Sell phase: Educate, Offer and Close....
Buffer is an excellent example that supports this ideology. During their development phase, they began by tweeting, the two-page MVP to get their first share of validation from customers. They further shared the pricing model within their community, just to make sure that people would actually buy the product. Over time, they have made many course corrections to the product. In fact, they have explained the detailed process in this interesting post.
Creating a MVP is difficult and many may want to introduce only the best product to users. But believe me this will not help you in any way....
When you’re desperate to spread the word about your ecommerce site and get visitors clicking on products, your first thought may be to blast out a coupon to everyone on your contact list. While coupons definitely work, they’re not the only marketing tools you have in your toolbox. Several other techniques exist and have been proven to work. Try some of the following tactics and watch your conversions grow.,,,
Some 58% of consumers in the United States say they have shopped online while watching TV, according to a recent report from Blackhawk Engagement Solutions.
The report was based on data from an April 2015 survey of a nationally representative sample of 2,608 adults in the United States.
The most popular time for online shopping is between 4 PM and 9 PM, local time, with 48% of respondents saying that's when they do so. Some 37% of consumers admit to shopping online while at work; 18% say they do so often, and 19% say they do so sometimes.
In-Store Behavior - 40% of respondents say they use their smartphone camera to demo, share, and compare products they find in-store. - 19% have purchased a product from a competitor on their smartphone while being in-store. - 38% say Amazon.com is their first choice for comparing prices on their smartphone....
Altimeter group in 2012 came up with an interesting study and a framework for accessing Content Marketing performance and success. The framework can help analyze your current positioning, what you can do better and help understand who does content marketing well. Here are some details on the framework, that you can use as a ready-hand reference for your own brands.
The age of “my brand, my way” is here.
Consumers want to be known individually, and they no longer accept blanket statements. People are distinct in their preferences and their values. They identify with their uniqueness and expect the brands they care about to notice it, too.
Successful brands will not only take notice, but also discover ways to speak creatively and strategically to the individual — rather than simply categorize individuals as part of a group.Here are four trends that harness the power of the individual to create greater engagement between consumers and brands....
Disrupters are no longer chomping away at your market with lower priced alternatives. They are fundamentally changing the rules and dynamics of industries and creating new markets and economies. They attack markets with new business models that are agile and scalable. And they let their customers do their marketing, creating ripples across industries and redefining customer expectations.
Looking at the key characteristics of disrupters and the implications they have on the market, disrupters are fundamentally different to traditional competitors. They develop their products through rapid low-cost experimentation utilising popular platforms. Products are marketed to all customer segments immediately, enabling them to trial and perfect their products as they learn about their users. As a result, the adoption of product and services is significantly accelerated....
... Q. What senses are heightened online because some senses can’t be used online?
Very good question, indeed. I think, obviously, the visual senses are high. We have found this particularly with young people, the digital natives, young people who have grown up not knowing a non-digital world. They may not be as literate in the traditional sense as people of my generation, but they are visually very literate, indeed.
They are able to interpret visual imagery at much greater speed and often much greater accuracy than older respondents. It’s due to playing video games. It’s due to MTV; it’s due to having to process pop videos....
Deanie Elsner, former EVP and CMO of Kraft Foods Group, made a compelling statement about the state of marketing. And she made the point that top marketers and even CEOs are a potential ball and chain, keeping a company stuck in a state of perennial indecision. Her presentation at Tapad's Unify Tech 2015 conference in New York got into a lot of marketing must-dos.
Who understands the dizzying changes in the digital space, making up 50% of all media consumption, over half of which is on mobile? Not too many people, and fewer as you get up to a company’s C-suite region. And few understand digital as a holistic program mixing data with coordinated brand strategy.
“When you ask marketers to define digital strategy, they will give you ‘random acts of digital,’ rather than an holistic strategy informed by data, with KPIs and data points that prove success.”...
We can shortcut the path to trust and sell more products by leveraging certain behavioral psychology principles called cognitive biases and heuristics. Cognitive biases and heuristics are mental models (sometimes irrational or flawed) used to reduce the time or energy for a task when making judgments.
While there are over 100 cognitive biases and heuristics, I want to focus specifically on ones that give your product instant trust in the eyes of the consumer.
Hence trust hacking.
But first, a warning: I am in no way promoting black hat persuasion tactics for the sole purpose of getting money from people. You must first have a good product that will genuinely help consumers. These tactics will help get your product into more of the right hands. If that is not you, stop reading right now. Onward....
As innovators, we are always chasing that question: What will cause someone to buy?
To get the right answer, you first have to be asking the right questions.Jobs-to-be-done is a theory, developed by Clayton Christensen at Harvard, that helps you ask the right questions.[Note: I’m broadly using the words products to include services and purchase to include “use” in the case of ad supported services and products.]
First let’s start with some examples....
When it comes to your business website, your customers may not even register how specific colors of your product package, website elements, or overall site design are influencing them. That’s why it can be difficult to get accurate customer feedback on your color scheme.
But we can draw some general conclusions about colors and their psychological effects. For instance, green suggests wealth, while blue builds trust, which is one of the reasons why you’ll see a lot of blue-based headers on professional services websites (lawyers, etc.).
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The future is exciting, with new technologies opening up ways to understand your customer better than ever before. The ability to stretch the picture of your customer from how they transact to how they interact with you through hundreds of touch-points; the complete journey of seeing, thinking and doing that leads to that final purchase - and repurchase - and where they might abandon is critical to understand, according to a white paper from loyalty specialist Ikano Insight.
In this context the paper, entitled 'The future: Omni-channel or overwhelming?', defines 'omni-channel' as a focus on a seamless approach to the customer experience, using all available customer-facing channels, and argues that how a customer engages with a brand is equally as important as the channel interactions they make - and this is the challenge that omni-channel presents for marketers. 64.180.55.243 This article is copyright 2014 TheWiseMarketer.com.
New technology creates new ways of serving targeted offers to specific points in the customer journey; in-store micro-location offers, and HTML5 dynamic banners serving personalised messages across all devices and browsers mean that the Place and Promotion elements of your marketing mix are more advanced and exciting than ever before....
You’re pumping all that content out on social media channels but do you know what is working and not working?
Are your tweets reaching the right audience? Are your Facebook updates driving relevant traffic to your site?And more importantly……
Is this driving revenue for your business?
Every so often it’s useful to take a step back and assess if your strategy is working.
And of course….There are some tools that can help....
The press is replete with doubters. A prominent NPR host complained about whether or not he would be able to engage in the famous Oreo “twist, lick, and dunk” ritual.
ABC News even conducted a side-by-side comparison of the two cookies rating them on size, twistability (the thin ones broke 75% more often), dunkability (the thin ones took 18 seconds longer to get appropriately soaked), nutrition (the thin ones fared only slightly better), and taste (the regular ones had more of a nice chocolatey taste), with the original version clearly coming out on top.
On top of that, the new Oreo Thins—albeit the company doesn’t talk about it—comes with a 42% price premium over the regular “double-stuffed” Oreo cookies (i.e., a pack of Oreo Thins weighs 10.1 ounce and is priced at $5.49, a regular Oreo pack weighs 14.3 ounce and is priced at $5.49).
So would people buy the over-priced, under-stuffed new Oreo Thins? We think chances are that many people will; here’s why....
If you’re feeling overwhelmed by the fast-paced changes occurring in digital marketing, you’re not alone. But you don’t have to enroll in a two-year program or a certificate course just to keep your head above water. There are dozens of marketing experts who are eager to share their knowledge with you – for free.
We’ve compiled a list of our seven favorite ebooks that everyone working in the digital marketing space should read. They range from four page whitepapers to 20+page guides, and they all offer valuable insights from some of the top leaders in the industry.
You’ll notice three particular trends in these ebooks –They emphasize customers, data and content. And that’s no accident – these are the three trends shaping the future of digital marketing.
In no particular order, here are our picks for the top seven ebooks every digital marketer should read....
Design is an important part of shaping the user experience, but it's the strategy behind the website that will make it work. Before you start creating design concepts, there are a few fundamental questions to consider first.
Taking the time to discuss these big-picture considerations with your sales, marketing, customer service and leadership teams will ensure everyone is on the same page before you start creating new pages. Here are seven essential questions that should be part of that discussion....
The average American family uses about 150 products, according to marketing consultant Jack Trout. When you consider that supermarkets today carry close to 47,000 items, it makes you wonder where that leaves the other products vying for space in American kitchens.
Consumers are notoriously tough to convert, and getting their attention is a challenge. For CPG brands, this all adds up to an incredibly tough environment for new product launches.In fact, launching a CPG product is among the most difficult business endeavors facing brands today. It requires a rigorous cross-channel strategy to differentiate the product and encourage consumers to give it a try. In other words, successfully bringing a new product to market demands a relevant brand marketing conversation.
Making sure that conversation goes as planned requires expertise and an understanding of the latest and greatest tools and strategies. Here are five tips for successful product launches from the experts at Product of the Year....
According to a new study by Marketo, consumers are fed up of the generic messages brands repeatedly blast at them.
The study, which surveyed 2,200 global consumers, found that a whopping 63% of respondents said they are highly annoyed by the way brands continue to blast out generic messaging repeatedly, and 78.6% of consumers say they will only engage with a brand’s coupon or offer if it directly relates to how they have interacted with brands previously.
Marketo found that the two things brands should do to make advertising more appealing to their audience were show ads less often, and make content more personalised and relevant based on consumer behavior across other channels and interactions....
Today, every brand focuses on the age group of 18-to-34-year-olds – “millennials.” What makes millennials such a coveted cohort? According to a Forbes article by Dan Schawbel, we have 80 million millennials in the U.S. They comprise nearly one-fourth of the total population.
With an annual buying power of $200 billion, they are currently the most lucrative market.It’s not easy to capture the millennial mindshare —definitely not with old, worn-out marketing tactics. A 2014 survey, Engaging Millennials: Trust and Attention Survey, reveals that a majority (84 percent) of millennials don’t trust traditional advertising. Here lies the real reason as to why marketing to millennials is exceedingly difficult for brands to nail....
For social media marketers, creative selection is influenced by granular audience segmentation and “shareability,” as well as traditional concerns like target audience and desired effect.
Nowhere is this a more complex decision-making process than in the case of video, which has a great deal more variables to consider than image-based advertising (e.g. music, length, editing) but also a good deal of evidence validating its effectiveness.
It’s this efficacy that is drawing more advertisers to video, and notable new developments in the space have helped codify best practices to the benefit of advertisers still determining whether to invest in the medium.
Examining these improvements, along with how some of Nanigans’ (my employer) most successful customers are using the format, should provide advertisers with some valuable insights in terms of campaign management and creative choice....
Don't miss out on growing your customer or client base. Below are the four trends that shine a light on the future of marketing.
As consumers' lives become more saturated with technology, marketers have to work harder to retain their audience. But one may be shooting blindly, however, without the right kind of knowledge on the trends driving the evolution of marketing. Below are some of the trends that experts believe would continue to exert a bigger influence on the world of marketing this year and beyond....
We dug deep into our data and found the 33 most effective (by claims and redeems) mobile coupons our members offered in 2015. We then divided them into three main types to make it easier for you to find coupons you may want to try yourself.
And don’t miss your bonus—four extra-smart hacks we added at the end.So, sit back, relax, and take a look at the wide range of effective coupons you can create yourself in just a few minutes....
One of the biggest challenges of a new branding project is ensuring your design is consistent across all platforms, touch points and territories. The worst mistake you can make is to create a brand that is impossible and impractical for the client to implement and use.
So how do you do create the perfect branding in an increasingly complex world? Here are five tips from leading designers…...
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Whatever your niche, your customers probably have some of the same questions - can you answer them?