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After experiencing MozCon Virtual for the first time in 2020, I jumped at the chance to sign up for MozCon 2021. I knew the sessions were going to be great and I eagerly awaited the first day. I wasn’t disappointed. The lovely Flavilla Fongang took the “stage” for the first session and opened my eyes to neuromarketing. I had heard of it before, but not like this. Two of my greatest loves, psychology AND marketing, working together? I was hooked.
Naturally, I decided to go down a rabbit hole of what neuromarketing is and how it’s useful, specifically for SEO. Let’s jump right in.
The name speaks for itself. Neuromarketing is the combination of neuropsychology and marketing research. It’s where marketers, like me, take consumers’ cognitive responses to marketing stimuli and apply them to digital efforts. But, how do you collect and measure someone’s cognitive response to something online?
The most important aspect of neuromarketing is understanding your target audience. If you don’t know who you’re talking to, the content you create online isn’t going to get you anywhere in terms of goals and conversions. Ask yourself the following questions:
Starting off with these questions can help you begin to incorporate neuromarketing into your digital strategy. It’s important to remember to always, always focus on your target audience and their needs. Don’t make it about you!
There’s a lot that goes into understanding your target market and the science of purchasing behavior, and you can certainly gather a lot of this information from talking directly with your consumers, holding focus groups, etc.
But one of the best ways to start to understand your audience better is by A/B testing. What tactics align better with your consumer? Do they respond better to email or text? Would they rather make a purchase on their desktop or their phone, directly on your website or through social media? Answering these questions will take time but it’s important to test these out.
Google Optimize is a great tool to A/B test content on your landing pages. You can also A/B test directly on ad platforms like Google Ads, Facebook Advertising, etc. Google Analytics and HotJar also give great insight into how users journey through your site and where they exit the most.
Before you go, I wanted to share some simple yet effective tips and tricks for implementing neuromarketing strategies within your digital space.
Whatever content or CTA you deem as most pertinent to a consumer should be placed both at the beginning of your content (i.e., the header) and should be repeated again at the end. This reinforces the importance to your user.
We’ve all heard this saying a million times: “A picture is worth a thousand words.” Include imagery in your marketing that makes your audience feel something. Think about what kinds of pictures will resonate with your audience the most. Don’t just throw in a stock image and call it a day. People purchase products and services that make them feel something. When creating a landing page or ad, direct users to an important CTA through images that use “the gaze”. A user is more likely to be drawn to whatever the person in the image is gazing at.
In addition to sight, incorporate the senses of hearing, touch, smell, and taste. Do this through descriptive language and video.
Keep your marketing spicy! If you commit to innovation and are consistently going above and beyond to surprise your customers, their loyalty to you will be unmatched. If you’re too predictable and you only do the bare minimum, they’re more likely to wander off to a competitor. Go beyond what’s expected of you to meet your customers’ goals.
There’s so much more that goes into neuromarketing but I hope the above sparked your interest in how you can incorporate psychology into your digital marketing tactics! Partnering with an agency like Ironistic can take this type of heavy load off of your plate. Contact us today and let’s chat about how we can work together to incorporate neuromarketing into your digital strategy.
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