How neuromarketing can act within inbound marketing?

Did you know that psychology techniques and neuromarketing can be used by marketers to attract customers?

Brands even came as far as using flirting techniques to interact with their potential audience online.

When we think about online consumer psychology we know there is no magic formula that can be followed to recognize the pattern of interest of new visitors and keep them interested in your products or services – that’s why we talk about flirting.

Some rules for “courting” your visitors:

How neuromarketing can act within inbound marketing

1) The First impression remains

The first impression is fundamental and often decisive when it comes to building the image of your brand inside the head of new visitors.

To do this, one must use the right words and make a good first impression.

What we mean is that with Inbound Marketing strategy it is no different.

Just like in flirting, the first impression of the site is what it makes the user decide whether to stay or not.

In the digital world, this first impression is even more important because it is not possible to “make up” if something goes wrong. It’s a matter of seconds for a visitor to decide they did not like your site and find another place to relate to.

But then, how to make a good first impression?

The answer is simple: your landing pages need to be in order, transparently showing what the visitor will find on your site. Also, your site needs to answer a crucial question: the question the user typed to get to you.

If the web page does not answer this question and is heavily polluted, for example, the user will decide that there is nothing good there for him and then leaves.

2) What is your motivation?

This is the moment where the individual decides whether he wants to be loyal or to go through just one more experiences.

And who is involved always want to know what motivates the other.

The same is true when we are talking about brands.

You need to understand your audience – remember the first impression?

Here it is important to know the audience to make a good first image. By knowing the audience, you can fill out your site with information that will really interest.

3) Do not be egocentric: it’s not all about you!

We have already talked a few times that in Inbound Marketing it is no use to post only institutional or commercial content.

It’d be like going to a meeting where the other person just keeps talking about herself. Whoever is with her will not only be bored, but will become distrust of her. Is the story true or is the person counting the advantage to impress?

Brands go through the same situation. It is not possible to adopt a speech in which you talk only about yourself all the time, or how your products and services are spectacular.

In fact, polls show that the more the brand talks about your product and praises it, the more the public is likely to trust the message.

However, you need to take care of how you get your message across, not just offering a business speech, but something useful and relevant to your audience.

4) What should you say on the “first date”?

Use your channels to show a little, but do not overdo it. Highlight the really important parts, but be modest on other questions. Let your visitors find out more about you over time. Let them curious to click, do not give away everything! Use neuromarketing to create emotions and create triggers that make you want to know more about your brand.

5) You should treat your visitors friends well

In a relationship, it’s nice to have a good impression with the people around. In Inbound Marketing is not much different. When it comes to flirting, if you do not need attention to your boyfriend friends, he starts getting annoyed and sooner or later somebody will complain.  Few brands realize the importance of friends because they are the ones their visitors trust the most. Consequently, your visitor’s friends trust him.ds are just as important as the person you are trying to sell. But how to win them? This is what we will see in the next item.

6) How to win the friends of your visitors?

As we mentioned, do not talk about yourself, however much you want to sell the products of your brand. Do not focus on selling, focus on making them happy so they talk about you in a positive way. To do this, try to find out what motivates them, what makes them happy, and then with that information, you can make them feel comfortable and soon they will be selling your products to you, as brand evangelists.

How neuromarketing can work in Content Marketing

We describe how neuromarketing can work within Inbound Marketing, but we know that content is 90% of the Inbound strategy. So we will now turn to how to use neuromarketing to improve your content marketing strategy.
When we think of ways to improve and refine our content marketing strategy, we probably do not think in the field of neuroscience.  However, despite being an academic discipline, it offers many insights on how to market a product or service – offers so many ideas that, in fact, it has become a field of its own. This is what we call neuromarketing, tha is, how to take advantage of the wealth of information gathered to measure brain electrical fluctuations and drive a positive engagement with marketing messages to your visitors and potential customers.
Obviously companies will not hire a neuroscientist to analyze the effectiveness of their content marketing strategies. But if you stop to think, there are several types of feedback, information and advice that we can take from existing neuromarketing surveys. These surveys can help you build more targeted, results-driven content marketing plans. So let’s list the three most important ways to use the insights of the field of neuromarketing to improve and refine a content marketing strategy:

1. Use the emotions to wake the brain: Research shows that our brain works at high speed when we are stimulated by powerful and intense emotions. If a visceral emotion we feel is a positive experience our brain awakens us so we can enjoy the pleasurable aspects of the experience. But, if the visceral emotion we feel is negative, our brain also wakes us up. In this case, to actively frame a way to protect ourselves and isolate us from that negative experience. Thus, content that triggers strong emotions (positive or negative) plays a key role in activating our brains, which, in turn, makes us more likely to absorb and retain the content that is in front of us.
2. Appeal to the selfish instincts of the brain: Our brain can also react selfishly. In fact, it was a survival instinct that kept us alive and helped us to feel good about ourselves. in this sense, content marketing pieces that caress the readers’ ego and make them feel valuable and well with their own emotional, physical and mental condition, are more likely to be well received.
3. Feed the brain’s desire for familiarity: The reason the brand is so powerful in the marketing world is because of our brain’s desire for consistency and comfort in the interactions it has with the world and the people around it. So when we recognize patterns and trends that are familiar to us, our brain responds by producing the neurochemical dopamine, which is inductive of pleasure. In the world of content marketing, these familiar patterns include the fonts, images, graphics and color choices that we can use in producing content and induce readers to enjoy.

How to make your content recognizable wherever it appears
With neuromarketing in the sense of familiarity, it is critical that you make your content recognizable wherever it appears. For this, there are some actions that can be taken as:
1. Use the color that refers to the emotions you want your readers to feel when interacting with your site;
2. Use fonts that help your readers focus on the message rather than the design;
3. Lay out your content so that scanners can easily understand it without having to read it completely;
4. Suggest actions with images;
5. Show that you are confident, and your readers will be confident in your content and products;
6. Post positive content to win positive readers;
7. Help your readers to understand what they do not know;
8. Write headlines that inspire action.

Was this post useful to you? Have you ever thought about using flirting tips in your content marketing? We hope you use the Contentools Platform, so that in 2017 you have a good management and can put into practice all our neuromarketing tips! Want to know more? Contact one of our experts!