the power of this combination – WAU
Learn how to use Neuromarketing techniques to Content Marketing and get impressive results for your company!
Digital Marketing is so intense that, every moment, concepts and strategies emerge seeking attention and validation as the “new formulas for success”.
While we keep an eye out for various misleading methodologies and false promises, we cannot help admiring and applying really useful tactics, such as Content Marketing.
A new term that has been gaining ground in the midst of digital transformation is neuromarketing.
Have you heard of it?
It is a new way of understanding and approaching potential consumers with the help of science.
It may seem too complicated, but you will see how neuromarketing works and, more importantly, in what ways it is possible to apply it now in your business to achieve better results.
What is neuromarketing?
Neuromarketing is nothing more than the junction between neuroscience and marketing.
The principle behind neuroscience is to understand how the human brain works.
So, neuromarketing means using scientific discoveries about how people react to different stimuli to create smarter and more effective marketing strategies.
Decision making, which we often think is logical, is actually the result of a series of chemical reactions in the brain, which only make sense when analyzed scientifically.
In other words, what we consider to be conscious choices can only be the result of manipulating our senses. It is no wonder that sensory marketing is so successful out there.
In practice, science can help determine why consumers prefer one brand over another, or how it makes more sense to act to encourage customer loyalty.
So why not make more use of this resource in the search for your audience’s attention?
Here are some simple ways to do this:
9 ways to apply neuromarketing to your business
There are many ways to apply neuromarketing without difficulty in your business.
It is very important to remember this, because we often remember complicated calculations and complex analyzes when we think about science.
Here the opposite is the case.
See how some changes in the way you communicate and position your brand can completely change consumers’ perception of it:
1. Use color psychology
Believe me: color psychology is not bullshit.
It may seem that it has nothing to do with your brand’s color palette with people’s perception of it, but that is the purest truth.
What happens is that we have the habit of associating certain colors with feelings. Because of this, it makes sense to study well what each tone means and use it according to your purpose for the page or material in question.
The big brands carefully consider the effect of each color on their packaging, promotional materials, etc., and it is worth doing the same in your business.
2. Bet on mental triggers
Mental triggers are factors that lead us to make decisions “automatically”, a way that our brain finds to stay healthy amid so many decisions that we face.
That is, when faced with certain stimuli, the brain understands that you need to act quickly.
These stimuli, when used in marketing, usually lead to conversion.
Some of the main ones are:
- social proof: showing how many people visit your blog or have already purchased your product will motivate those who have now come to do the same. After all, we tend to follow the majority;
- scarcity: Limited editions are the perfect example of how creating a scarcity effect can be positive. The brain understands that it needs to act fast so as not to miss the opportunity;
- urgency: following the same principle of scarcity, urgency drives a person to act on impulse. Does it work? Black Friday proves that it is;
- exclusivity: people love being part of select groups or gaining early access to products and services, as the feeling of exclusivity makes them feel important.
3. Perform A / B tests
So far we’ve talked about the use of colors and mental triggers. But how do you know if the colors and triggers you choose are really the ones that convert the most?
For making comparisons between them, and that is exactly where A / B testing comes in.
The goal is to create different versions of the same page, with minimal changes, and see which one brings the best results.
For example, you can change the background image of a landing page or the color of a CTA button.
The public will be automatically divided between the 2 versions and, in the end, the one that generates the best results remains.
4. Apply price anchoring
Our brain has great difficulty in thinking about price based on the isolated value of a product, that is, for what it really does for us.
Instead, it is easier to base prices on similar products and see if the offer in question is expensive or cheap.
Thus, the price of a cell phone is considered high or low more for the price of competitors that offer the same functions and configuration than for the benefits it will bring to the owner.
The most famous example comes from fairs and markets, with the famous “2 by 1” and “5 by 3”.
The consumer may not need 3 items, but he considers it an “economy”, since if he bought the 3 separately, he would pay more.
5. Offer value before placing an order
As the inbound marketing best practices manual says, you need to try to help before trying to sell. What does that mean?
Instead of reaching out to push your product or service to anyone who shows minimal interest, show yourself ready to help.
This can be done by asking questions, offering practical advice on how to act and giving suggestions on which product would work best for the person.
Do this even if it is not the most advantageous for you or the product in question is not part of your catalog.
If you do that, people will have confidence in your brand, and the principle of reciprocity will come into play. The customer will be more likely to repay the help by buying from you.
6. Master the art of storytelling
The art of telling stories in a captivating way makes a big difference when it comes to winning customers.
Everyone likes to be entertained with quality content, and this creates a closer relationship between your company and the public.
In addition, well-produced content is more persuasive and has a powerful effect on generating conversions, whether it is time to subscribe to a simple newsletter or buy the solution that your business offers.
7. Repeat ideas and concepts strategically
“Repetition is the mother of retention.”
This saying has a special place in the heart of those who do marketing, believe me.
The repetition of ideas and concepts in a strategic way makes your message more powerful and persuasive.
Over time, even someone radically opposed to your ideas can change their mind if they listen to them long enough.
8. Capriche in the design
The design of your website, blog and even printed elements (such as packaging and business card) must be impeccable and in accordance with the other principles that we highlight here.
The better the design, the more people will have to explore what your business can do for them, in addition to increasing their confidence in their ability to deliver the expected value.
Just as a clean, smelling and well-dressed person makes a better impression than someone who is dirty and sloppy, the pleasant, easy-to-understand design is infinitely superior to one without form and function.
9. Offer few choice options
Finally, it is very important to understand that one of the functions of neuromarketing is to help us not only know what to do, but also what to put aside.
A very common mistake that you should avoid based on scientific findings has to do with the amount of options you offer your customers.
We have always learned that when it comes to offering a product catalog, the more the better. Really?
According to neuroscience, this statement is not always true.
According to a Columbia University study, too many options can cause paralysis in consumers. Not knowing what the right choice is, many end up avoiding the decision altogether.
The best way out is to strike a balance, and to present options in a way that does not have a paralyzing effect on customers. In this case, another popular saying goes: “less is more”.
Applying neuromarketing in your company is not something out of reality. As was clear from the tips shown here, it is easier than it looks.
Adopting basic neuroscience principles in your digital channels and actions will be enough to bring results and encourage positive actions in your customers.
Want to learn more about how science can help you attract and retain customers? So see now how human behavior can be combined with your inbound marketing strategy!