- 10 Oct
Visual Language Can Spell Success for Your Next Marketing Campaign
by Erin McCoy
By now there should be no argument. Visual content is now an absolute necessity for marketing success. In fact, 94% of first impressions of your brand are based on visual design.
And, so your marketing content must delight and your visuals need to engage your audience at very first glance. But, if not, they’re likely to move on to the next thing. And will do so in a matter of seconds.
You Still Might not be Reaching Your Full Marketing Potential
While your brand guidelines are critical for providing general direction, each campaign is different. So each campaign needs its own visual language. And to help you take your visual marketing content to the next level, in this article from the HubSpot blog, Erin McCoy explores what a visual language is, and how you can develop one for your next campaign. Read the full article now . . .
- 31 Aug
The State of the Marketing Industry in 2019: 7 Trends to Watch Out For
by Clifford Chi
If you work in marketing, you know of content marketing. And if you work with content marketing, you probably know that it is a booming growth and ever-evolving ecosystem. And you know that it constantly forces us to be on the lookout for the next big thing.
The Never Ending Cycle
One day we’re creating pillar pages and topic clusters to please the Google gods. And then the next, we’re overhauling our entire social strategy because another Facebook algorithm update will flatten our organic reach even more than before.
That said, trends come and go every year. But we believe that there are seven core trends that seem to be here to stay. Read the full article to learn about the marketing trends that could move from hype to reality in 2019 at HubSpot.com
- 20 Aug
How to Create Compelling Brand Stories in a Noisy World
from Jeff Bullas’ Blog
Storytelling has long been considered an art form. But now, it has become a business imperative as well.
Emotions are the Sherpa in the Buyer Journey
Market studies tell us that brands with interesting, original and engaging stories can sell more than their blander competitors. And the reason? Well, stories touch upon emotions. And this is not simply conjecture. In fact, neuroscience shows that human beings make decisions based mostly on emotions. And not on logic. And surprisingly, that is the case even in the B2B space that has assumed only logic prevails.
The human brain is hardwired to be fascinated by good storytelling. And your business can benefit from that wiring. To learn how, read the full article on Jeff Bullas’s Blog.
- 18 May
The Ultimate Guide to Community Management
In today’s digital, hyper-connected society, it’s been found that people are increasingly feeling disconnected from others. With so many people who communicate online, behind screens, this connected world is actually a rather lonely place at times. And this goes for personal relationships as well as business relationships.
“One is the Loneliest Number . . . “
So, what is it that has people feeling a disconnect to others and the companies they do business with? It all comes down to a lack of a sense of community. The “human connection” that we all instinctively need is missing. And that’s why so many brands today are beginning to invest in the creation of communities. They are doing this for their customers, employees, and fans, all as part of a process called community management.
What is the purpose of community management?
Community management has become increasingly popular and recognized by all types of businesses — however, it’s still largely undefined. So, what makes it so special? Why should your business adopt it? To answer those questions, read the full article at HubSpot.com to learn the main reasons why community management is critical to your success as a brand today.
- 20 Feb
Cognitive Marketing: 5 Psychological Tools to Boost Your Marketing ROI
As marketers, we should understand the decision-making process of our customers. As the economy grows and the choice of products increases exponentially, it’s more important now than ever to know why the customer chose a brand. Was it random? Was it pricing, location, the color of packaging? Or all of those things?
Classical economic theories explain human behavior in a rational, mathematical way. In that theory, it claims that customers choose the product that brings them the most utility. They tend to pick the one that is best for them and the cheapest one among its competitors. As marketers, we know that’s at least not always the case. Otherwise, advertising wouldn’t be as effective as it is. But psychologists know more. They know this is absolutely wrong. They know people are irrational, unreasonable and impulsive. And, most of all, they are horrible at maths, unlike what economists assume.
To learn some cognitive biases people rely on when making a decision, and a peek at which marketing ideas you can apply after discovering these biases, read the full article at Jeffbullas’s Blog.
- 06 Feb
The Psychology Behind Viral Marketing Videos
by Clifford Chi
In 2007, brothers Chip and Death Heath rose to prominance. They did that when their book Made to Stick: Why Some Ideas Survive and Others Die climbed to the top of both The New York Times and Wall Street Journal bestseller lists.
Their book was able to achieve this level of success because it taught their model for making ideas “sticky”. Or, in other words, how to make ideas digestible, memorable, and compelling, something we all want to do in our marketing. But, their ideas also explain a lot about the psychology behind what makes a marketing video go viral.
The Heath Brothers noticed that a “sticky” idea usually follows six principles. And by applying these principles to our marketing videos, they will become that ‘golden ticket’ to the viral video hall of fame. And to see some examples of how this works and some tips on how you can use them, read the full article at HubSpot.com
- 23 Jan
Emotions Matter: Why Your B2B Marketing Must Connect Before It Can Convert
Do Emotions really matter in a B2B purchase decision? Or is it always simply a matter of logic and not emotions?
“Just the facts ma’am. Nothing but the facts . . .”
For B2B marketing, the trick is in making an emotional connection without making your case emotionally. We can’t “chew the scenery,” so to speak. We simply don’t have an audience that is as passionate about our services as consumers are about trucks or chocolate or puppies and kittens in need of forever homes … But we do need to make sure we’re connecting with our audience on a level other than “just the facts, ma’am.”
Even with the necessity of a more restrained approach, we do need to create opportunities for our prospects to feel their decision rather than just think it. How do we do this? To find out read the full article at TargetMarketingMag.com
- 08 Jan
Six Neuroscience Principles to Supercharge Your Marketing Campaigns
by John Pucci
People today are being bombarded by messaging. But, as a marketer, trying to navigating this digital world can feel a little like living in Times Square. And this sensory overload poses a challenge to all brands.
So, the questions remain. How can you find ways to get your messages across? And, how can you break through all the noise?
Neuroscience may be a field that has a lot to offer marketing
But marketers and brands can benefit from a deeper understanding into how the brain drives human behavior that neuroscience can offer. And you can do this by integrating neuroscience principals into marketing. It can help you can achieve the messaging stickiness you need, even in a world of deafening digital noise.
Here are six neuroscience principles that brands can use to supercharge their campaigns at MarketingProfs.com
NOTE: A Free MarketingProfs Registration pop-up opens on this site. And a Free Registration is required to read this article.
- 07 Jan
The Bandwagon Effect: 5 Ways to Use the Power of the Crowd to Supercharge Your Conversions
We‘ve all heard it before. It is a well-worn phrase.
But, what exactly is the Bandwagon Effect?
It refers to people’s propensity to do something based upon a “follower principle.” They do it because a lot of other people are doing it. And, this is regardless of whether what is being done aligns with their original beliefs.
The bandwagon effect has been shown to be extremely powerful. Its effect has been observed in politics, public policy, and marketing. And countless studies have shown that the bandwagon effect influences people’s willingness to not only use an item but to also pay more fore it.
So, how do you leverage the bandwagon effect to boost your conversions? Here are some ideas at HubSpot.com
- 19 Sep
The Ultimate Guide to Emotional Marketing
by Allie Decker
By now, we are all well aware that today’s consumers are better educated. And they are better equipped to research what they don’t already know. But they’re also flooded with advertisements on a daily basis.
In such a busy marketing world, how can you make sure your company stands out?
Here’s how. By tapping into another major component of the consumer’s attention span and purchase decision. You can do it through emotions.
To learn what makes emotional marketing so powerful and how you can leverage it to connect with your audience and encourage them to act, read the full article at HubSpot.com.
- 18 Sep
7 Scientifically Proven Ways to Get More Clicks on Your Content
As marketers, before we can create interest and compel action, we must get our audience’s attention. And when it comes to content, that’s the job of the headline copy, which can take many forms. It can be the subject line of an email. It can be the title of an article or press release. Or, it can even be the first sentence of hand-written note.
The headline is the most important sentence on the page
“On average, five times as many people read the headline as read the body copy,” said David Ogilvy, the Father of Modern Advertising. “When you have written your headline, you have spent eighty cents out of your dollar.” Point being, make your first words good. Make them so good — so relevant and valuable — that they can’t be ignored.
This is the only way to ensure that the rest of your message gets consumed. But, how to make your first words too good to ignore? To learn how, read the full article at HubSpot.com.
- 04 Sep
5 Psychological Principles You Can Use To Convert More Website Visitors Into Customers
from Jeff Bulla’s Blog
Occasionally we all make a purchase, only to wonder after why we bought that. In most cases that’s what is called an impulse purchase. And it is something that doesn’t just happen by accident. A lot of research and science has gone into the human psychology of purchasing. And if you have ever stood in a check-out line at your local grocer you get a front row seat on how it works.
The answer is rather simple
Those types are purchases are made because there has been some type of psychological influence to do so. In fact, that influence was so powerful that they did so when they didn’t even want to. Now, there’s a greater implication here. After all, if it’s possible to convince uninterested people to buy a product, then it’s definitely possible to convince interested people at a much higher rate.
The trick lies in understanding the hurdles that your target market needs to jump before buying and then helping them make those leaps. To get you started, here are five psychological principles that will do just that on Jeffbullas’s Blog.
- 16 Apr
14 Highly Effective B2B Marketing and Sales Tactics Based on Emotions
by Bob Oord
For a long time, B2B marketers assumed that business decisions were based primarily on rational motivations. The prevailing logic was that emotion was an exclusive territory for B2C marketers. However, it’s becoming increasingly apparent that emotion plays an important role in B2B as well.
Feel or Think? They are not Mutually Exclusive
Emotion and reason are two human traits. And together, sometimes in agreement, but sometimes in conflict, lead to decisions. It’s not one or the other, black or white. And, after all, humans are what you are selling to even in a B2B transaction. And, so even in B2B marketing, different emotions trigger different behavior.
So, to influence buying decisions, you can consider the following 14 marketing tactics at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 23 Feb
How Emotional Marketing in B2B Drives Customers
by Tamar Weiss
In the world of marketing, there’s a perception that B2B marketing is serious and logical. Whereas, B2C marketing is fun and creative. And yet, the role that emotions play in both B2B and B2C marketing is strikingly similar.
“Most of us think of ourselves as thinking creatures that feel, but we are actually feeling creatures that think” – neuroanatomist Dr. Jill Bolte Taylor
To gain a clearer understanding of the concept, Tamara Weiss recently interviewed Jonathan Kahn. He is the co-founder and creative marketing hacker at creative agency JM Consulting. Additonally, she talked with Michal Zarankin, head of digital marketing at in-app engagement platform Insert.
In the interviews, they shared their thoughts on the role of emotions in B2B marketing. And, to read a few of those insights, read the full article at MarketingProfs.com
NOTE: A Free Registration pop-up opens on this site. Registration is not required to read the article.
- 22 Dec
How To Use Cognitive Biases For More Effective Marketing
- Dec 22, 2017
- Dan Hoff
- Behavioral Marketing, Lead Generation, Marketing Psychology, Marketing Strategies, Website Conversion Strategies
by Peter Yang
As consumers, we desperately want to believe that we have freedom of choice and the ability to make informed decisions. However, this is rarely, if ever, the case. Yes, the human brain can do amazing things. But, it does have bugs and glitches. Some that can even prevent it from behaving rationally. Psychologists like to call these flaws ‘cognitive biases’.
Cognitive biases are defined by Wikipedia as
‘the systematic pattern of deviation from norm or rationality in judgement, whereby inferences about other people and situations may be drawn in an illogical fashion’.
These biases open the gateway to a plethora of modern-day techniques that marketers can use. So, here are a few cognitive bias techniques that you should consider applying in your own business. So, read the full article on Jeffbullas’s Blog to see them all.