Emotional Marketing Archives -

Want more views on your LinkedIn posts? Here are 10 tips to help you generate maximum views.

Neural Impact — Mon, 16 May 2022 23:55:14 +0000

Reading Time: 3 minutes

Want more views on your LinkedIn posts? Here are 10 tips to help you generate maximum views.

How many professionals in the ocean of your LinkedIn network did you reach with your last post? Chances are your super content and important messages may not be getting as much attention as you’d hope. Of the 88 million estimated users (as of December 2021), 57% access the website on their mobile device, and for an average of 7-11 minutes per day. That means you don’t have long to inspire interest, plus you’re competing against a lot of other content – an estimated 2 million posts, articles and videos are publisheddaily ! So, how do you grab the attention of your professional network?

Short and sweet is key – make sure your core message is concise and shows up in the main scannable area of the post, without having to click on the ellipsis to expand and “see more”. That headline needs to be so compelling that your reader feels compelled to click to expand on the message and read further. Although there’s no fixed character limit (like Twitter), we’d recommend keeping the headline to 140 characters or fewer to ensure LinkedIn doesn’t visually cut the core content and require the reader to to expand to read your whole message.
Get outside of yourself and focus on your audience. The first sentence should be about THEM, not YOU. Our brains are hard wired to only pay attention to information that is relevant to our survival. How will reading your post help them achieve their goals? As an example, “Neural Impact is speaking at the Directions conference” is far less compelling than “Want to Double your Dynamics Revenue? Come see Neural at Directions”
Opening provocative questions or lists work well to compel action. Either ask an opening question that resonates with your audience, or state clearly what they will gain or learn if they read or convert e.g., “Want to know how to double your revenue?” or “Learn 8 Way to Double Your Revenue.”
Use an attention-grabbing image that invokes emotion or is surprising e.g., happy faces. It’s proven that the brain releases dopamine when you see a photo of someone smiling. Or use a visual image or infographic that tells the story of your message. If you’re not able to compel someone to read all of your content, your image can help get your message across immediately. As they say, a picture tells a thousand words.
Again, conciseness is crucial: keep your total post under 900 words.
Post on optimal viewing days and times: Tuesday or Wednesday between 8am-3pm, Thursday between 9am-2pm and Friday between 9am-12pm. Avoid weekends.
Getting discussion and comments going on your posts boosts your post even more with the LinkedIn algorithms, so if you have members of your team or friendly customers or partners who you can ask to comment, this will help increase the reach of your post (and likely the engagement). You might want to try some posts that simply ask a question of your audience e.g. ‘What was the one technology change you made this year that made the biggest impact on your business?”’
Surprisingly (or perhaps unsurprisingly) posts with call-to-action links do not perform as well as posts that are about promoting a website. The objective of LinkedIn is to facilitate community engagement and discussion. It works better to post your call to action link in the first comment underneath your post, rather than in the body of the copy. This may also help fuel additional comments.
Leverage hash tags – below is a list you can copy and paste. But don’t overdo it – stick to a maximum of 5 for every post.
Use video where possible. Video gets much higher engagement than images or just plain text. That said, LinkedIn videos should be short – no longer than 90 seconds – and should be designed to be easily viewed with the sound off (as many people scroll through LinkedIn in between meetings at work), i.e.. ideally you should add subtitles to your videos

Want to Know how to Create Emotionally Engaging Videos?

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What the fudge is Neuromarketing?

Neural Impact — Fri, 22 Sep 2023 20:52:49 +0000

Reading Time: 3 minutes

Understanding Neuromarketing: A Confluence of Disciplines

In the ever-evolving landscape of marketing, Neuromarketing stands at the intersection of economics, neuroscience, consumer behavior, anthropology, social science and cognitive psychology. Yes, that’s a mouthful. This cutting-edge new discipline harnesses the tools, learning and power of modern neuroscience to craft marketing that resonates on a deeper level with consumers. In this article you will learn about the world of neuromarketing, understand its foundations, tools, and potential, and understand how it can reshape the way you can connect with their audiences.

Unlocking Consumer Minds: The Power of Neuromarketing

Thanks to innovations in modern neuroscience, over the past decade, we have learned more about how the human brain works than we have in the past 100 years. Neuromarketing refers to the application of neuroscience in the development of marketing strategies that are more appealing and engaging to consumers (Morin c. 2011). It is far more than a buzzword; it is a scientific approach that uses neuroimaging techniques and tools to gain insight into the emotional and cognitive processes that drive consumer decisions. At its core, neuromarketing aims to tap into the subconscious emotions that shape buyer behavior and decisions, ultimately informing marketing approaches that resonate with consumers on a primal level.

The Brain’s Role in Decision Making

The crux of neuromarketing lies in understanding that human buying behavior is more emotional than logical. Instead of meticulously analyzing pros and cons, our brains often rely on shortcuts to speed up the decision-making process (Thomas et al., 2017). This insight is invaluable to you as a marketer, as you can leverage it to create campaigns and messaging that evokes the right emotions at the right time. As Daniel Ariely and Gregory Berns (2010) note, neuromarketing allows us to deliver advertisements that speak directly to consumers, adjust product offerings to be more appealing, and foster designs that cater to human compatibility.

Tools of the Neuromarketing Trade

Neuroimaging techniques like EEG (electroencephalography), fMRI (functional magnetic resonance imaging), PET (Positron Emission Topography), and TMS (Transcranial Magnetic Stimulation) are some of the key tools being used by neuromarketers. These technologies enable researchers to measure cognitive processes, emotions, attention, memory, recognition, excitement, and engagement in response to marketing stimuli (Nyoni & Bonga, 2017). This wealth of data provides a window into your consumers’ minds, guiding you to create campaigns that resonate and drive results.

Neuromarketing’s Impact on Society

Neuromarketing is not just about boosting sales; it has far-reaching implications for society as a whole. By understanding how the brain responds to different marketing techniques, businesses can continuously improve their products and services to better cater to customer needs. Moreover, governments can leverage neuromarketing insights to enhance the effectiveness of public messaging, ultimately improving the quality of life for citizens. As we dive deeper into this discipline, the “newness” of neuromarketing is also beginning to impact the conduct of market research. Michał Matukin of NEUROHM in Poland and Rafał Ohme of the University of Social Sciences and Humanities in Poland have indicated that neuromarketing is increasing the robustness of obtained results by anticipating consumers’ behavior more effectively than traditional questioning methods (Thomas, et al 2017). This research may even unlock new insights into the intricate relationship between the brain and consumer behavior, leading to further advances in both fields. Traditional market research relied heavily on “self-reporting” surveys which are often subjective and biased and unreliable. Neuromarketing methods provide reliable subconscious measures of attention and engagement. We at Neural Impact for example created an eye tracking study which measured prospects’ attention levels and eye motion on a website landing page to see which elements and messages gained their attention and which they skipped, allowing us to optimize the landing page messaging, flow and design.

The Ethics of Neuromarketing

While the potential of neuromarketing is immense, it’s crucial to approach it with integrity. The responsible and ethical use of neuromarketing tools is essential for ensuring positive outcomes for society. As the field continues to grow, it’s up to researchers, marketers, and practitioners to build a foundation of integrity around these groundbreaking technologies. Doing so will ensure the correct use of those tools and technologies and provide a positive effect on the greater society (Thomas, et al 2017).

Bibliography

Morin, C. (2011). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135.

Nyoni, T., & Bonga, W. G. (2017). Neuromarketing Methodologies: More Brain Scans or Brain Scams?

Thomas, A., Pop, A., Iorga, M. (2017). Ethics and Neuromarketing Implications for Market Research and Business Practice. Springer International Publishing Switzerland.

Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews neuroscience, 11(4), 284.

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Accelerate Your Acquisitions & Create a Recurring Revenue Stream

Sharka Chobot — Mon, 15 Jul 2019 01:58:29 +0000

Reading Time: 3 minutes

July 14, 2019

About Neural Impact’s Packaging and Pricing Strategy Workshop

The demand for cloud services and offerings is disrupting the market. Yet, not many companies are changing their selling approach to meet the needs of Buyer 3.0. Neural Impact’s two-day workshop will allow you to take advantage of this new gap.

You can immediately develop new pricing strategies that will boost your revenue margins! You will also learn how to connect with consumers on an internal, emotional level. This is regardless of your target industry.

Just as importantly, you will review your current offerings, implement proven strategies, and, consequently, increase your sales. These methods will differentiate you from your competitors and allow you to tap into new revenue opportunities, such as AppSource.

The workshop is hosted by Sharka Chobot, the creator of the CRM product category and the Chief Transformation Officer at Neural Impact. Sharka also works with Microsoft partners across the world. She helps them optimize their strategies and quickly acquire new customers.

Capture the Heart & Mind of Buyer 3.0

Initially, the workshop highlights recent changes in consumer behavior. There are many ways for businesses to remain emotionally relevant. Investing in cloud technology, in itself, will not suffice. This is because today’s cloud buyer is very different than traditional ones.

In the past, IT professionals used to make most of the purchases in the tech market. They made decisions based on technical product descriptions. Today, on the other hand, business executives dominate the tech consumer market.

Joanne Charley, Chief Marketing Officer at Neural Impact, pointed out that “[business buyers] don’t speak a technical language”. Instead, the big question on their mind is “how is [the product] going to help me in my job?”, Sharka added during the podcast interview with Joanne.

“The IT folks are still there, they’re still trusted advisers” Joanne said. However, she also added that the new cloud buyer is looking for “outcomes that are aligned with providing business value to […] their strategic discipline”.

The upcoming workshop goes over several related key shifts. Marketers and business organizations need to change the way they sell their products and how they communicate with consumers. Doing so will allow them to emotionally and psychology connect with Buyer 3.0.

Define Your Value Proposition

The second part of the workshop is about developing your message and defining your core value proposition. Similarly, you will learn how to accurately measure your ROI and the effectiveness of your new marketing strategy.

In order to do so, Sharka is going to illustrate the role of buying triggers. Once they are identified, you can map out your product offerings and value proposition around these said triggers.

The process is relatively simple. First, you have to understand what the concerns of your industry are. Next, you prioritize the key components of your marketing message and value proposition. Lastly, this will allow you to fill the gaps in the market. The whole process revolves around the buying triggers of your customer.

What are the pains of your industry’s consumers? Which problems keep the cloud buyer up at night? What are their main worries when it comes to their business? These buying triggers incentivize customers to take action. Your products and cloud services should provide solutions to these problems.

Packaging, Pricing, and AppSource

The second day of the workshop is about your packaging and pricing model. Participants will identify three potential offerings for their target market. These packages will accelerate sales, create recurring revenues, and minimize churn. Similarly, Sharka also uncovers new ways for your business to make money, including AppSource.

AppSource is a great way for your business to drive additional revenue! Moreover, Sharka teaches participants how to create engaging and effective landing pages. This strategy is especially important because of the new way that the cloud buyer makes purchases.

According to the latest studies, consumers go through 60-85% of the decision-making process before contacting a company’s sales representative. This is a major shift from the traditional, face-to-face selling process. In the online world, your landing page will play the role of the effective and personable sales rep.

Are You Ready for the Next Level?

Business leaders, product managers, salespeople, marketers, and cloud services professionals will all find great value in our workshop.

Are you ready?

Click Here to get started!

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How Digital Marketing is Changing, and What You Need To Do To Adapt

Sharka Chobot — Sun, 14 Jul 2019 22:36:43 +0000

Reading Time: 2 minutes

July 14, 2019

The online landscape is changing the marketing world in three key ways. Consequently, a business that applies neuromarketing and neurology strategies witness better results. Just as importantly, firms can set themselves up for long-term success by understanding the new online consumer.

Practical vs. Technical

First of all, research shows that most online buyers are business executives. Their purchase and decision-making process is much different than chief information officers (CIOs) and IT professionals. Neuromarketing requires advertisers to adapt to this change.

Instead of focusing on the technical features of a product, sellers must focus on its usefulness to the buyer. This is because business executives are mostly concerned about how a software or product can help their firms succeed. In contrast, traditional IT buyers are more interested in technical product descriptions and features.

Anonymous Customers

When neurology is applied, marketing campaigns can be very efficient at catering to the new type of buyer. Even more when advertisers consider how the online selling cycle is different than the traditional, face-to-face one. Studies show that consumers go through 60-85% of the decision making process before they make initial contact with the seller.

In large part, this is because buyers prefer to remain anonymous, educate themselves, and conduct online research before purchasing a product or software. Rather than making sales scripts a priority, sellers should focus on creating user-friendly websites that visitors can easily navigate through.

Meanwhile, engaging product pages and attention-grabbing visuals can go a long way. Including video content, rather than static pages, is a great way to retain visitors’ attention and showcase products. This gets them to spend more time on your website and increases the likelihood that they will share product pages with their colleagues.

A Shorter Campaign Cycle

Lastly, the new marketing paradigm became much faster and more immediate. This is especially true in the tech industry. Traditionally, it used to take advertisers several weeks or months to prepare a marketing campaign. Likewise, tracking its results and effectiveness took a long time.

Today, creating and launching an online ad is very quick and easy. Similarly, marketers can measure its performance immediately and have more tools at their disposal to do so. They can reach their audience through emails, social media promotions, search engine campaigns, and so forth. Advertisers can also monitor the number of people who visit their website, the average video view time, where users hover their mouse, and more.

Most noteworthy, online campaigns are cheaper than traditional ones. Yet, the costs aren’t as immediate. In a face-to-face selling environment, consumers paid for products in one sum. A single sale was enough to cover all marketing costs. On the internet, however, users prefer to pay monthly increments. Firms and businesses that account for and understand this are a step ahead of their competitors.

All in all, advertisers can prepare for the future by adapting to the new buyer, selling cycles, and marketing timelines. Applying neurology and neuromarketing boosts engagements and returns.

Want to learn more? Click Here to see how we can help you!

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Why Video Content is Important in a Marketing Strategy

Sharka Chobot — Sun, 14 Jul 2019 22:10:45 +0000

Reading Time: 2 minutes

July 14, 2019

When we think of videos, the first thing that comes to our minds is YouTube. YouTube has become the largest field of marketing as videos are an excellent tool to prove authenticity. To keep up to date with the competitive world, your website now must contain video content as a marketing strategy.

The motivation behind why you should include video content on your website is the current internet user behaviour. According to a YouTube study, people watch over 6 billion hours of video every month.

With that being said, videos allow us to use both our auditory and visual senses simultaneously. It is obvious that people get attracted to videos more than static contents. So, if your website has video contents, people will browse for longer. And longer visiting time is a great SEO on its own!

Dynamic Implementation

Videos work great as cross-platform contents. It means your viewers can watch your video from any device they are on. You just need to embed the video to the high traffic pages of your website and the engagements would be mind-blowing.

Websites once contained only text and static images. But time has changed. To drive more traffic towards your website, you need to hold the attention of the existing visitors. The visiting time determines your website’s search engine rankings. What better media to do that than videos?

Videos are highly sharable. You can post your original content on any of your social media platforms, you will see over 1200%more engagement than static contents. This will help a lot with your website’s SEO because Google now includes videos on their search results.

Videos Convince

Videos work great as an explantation procedure. Suppose you are launching a new product or service. You can either fill your website with texts that include specifications and user manual or you can create a short and nice video demonstrating your product.

Will you read long texts to strain your eyes or will you watch a simple video to understand everything there is to understand? Your answer is the reason why video contents are so important as a marketing strategy.

Let’s Talk Numbers

A video marketing survey done in 2018 shows that 81% of businesses around the world use video marketing which is a huge leap from 63% in 2017. Among the 81% businesses, 78% admits they have gained better Return on Investment (ROI) with video marketing strategies.

Last but not least, video builds trust easier than static marketing. You cannot tap into someone’s emotions with no visual stimulation. Any business is founded by trust and trust can be gained by interacting with the audience.

Videos allow business owners to connect to the audience on a personal level. People get the confidence to buy a product or service when his eyes and ears are watching what to expect. A good landing page with a convincing video can raise conversion rates up to 90%.

Overall

There you have it. All the reasons to add video content in your marketing strategy. Videos are much more engaging and provide better ROI than static contents. You can connect with the audience more with the help of a well-crafted video. So, let the new era of content marketing enter your website.

Sources:

https://www.webtalentmarketing.com/blog/your-website-needs-video-content/
https://vtldesign.com/digital-marketing/social-media/youtube/top-3-reasons-video-website/
https://www.dreamgrow.com/8-reasons-why-your-business-should-use-video-marketing/
https://www.impactbnd.com/blog/video-content-the-importance-of-video-marketing

Want to learn more? Click Here!

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Marketing is the New Sales

Sharka Chobot — Sun, 14 Jul 2019 05:46:00 +0000

Reading Time: 2 minutes

July 13, 2019

Marketing is the New Sales

To improve your marketing campaigns, you must understand the emotional cycles of your buyers. First of all, identify the main concerns of consumers in your industry. What are their fears and worries? How will your product help address them?

At times, buyers don’t even know about a problem until you point it out. Therefore, your digital media marketing should resonate with the consumers’ emotions and highlight what they risk by failing to solve their problems.

Your sales pitch, of course, should be more positive than negative. Instead of selling based on fear, your marketing campaigns should identify issues prospects are dealing with, but then immediately highlight the benefits of your product and how it puts these concerns to bed.

Lastly, your messaging must also create a strong sense of urgency. In addition to telling consumers why they should buy your product, explain why they should do so quickly. Do you have a discount that will end soon? Is your product selling out very quickly? What do buyers risk by waiting instead of making an immediate purchase?

Marketing Is Also Still Marketing

While digital media requires advertisers to now play the role of the salesperson, it also makes it easier for them to do their job. Online marketing tools allow you to better understand who your industry’s buyers are. This includes their demographics, interests, personality traits, emotion-based triggers, and more.

Just as importantly, you can also run campaigns that focus on each segment of your audience. For example, you want to show introverts a picture of a person on a phone or at a desktop enjoying your product. Extroverts, on the other hand, are more simulated when they see a group of people interacting with one another.

Similarly, you want to target subgroups within your audience that have a common interest or emotion-based trigger such as a favorite sport, hobby, or activity. This is known as tribal marketing. Tribal in our world is industry specific or role/job/persona specifc. Furthermore, we will go over the role of outbound campaigns in the workshop, which entail marketing to a larger audience outside of your target niche.

Want to learn more about how marketing is changing? Speak to an expert!

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How Today’s Technology Buyer Has Changed, and What To Do To Adapt

Sharka Chobot — Sun, 14 Jul 2019 03:52:40 +0000

Reading Time: 2 minutes

July 13, 2019

Differentiation has always been the key to higher win rates. Many technology products are becoming commodities, and your features and functionality are likely becoming the same as many of your competitors. In a cloud world, you need to re-define your value proposition and ensure it is compelling in order to stay ahead of the curve.

The Issue:

The needs of today’s technology buyers are different. They only want to pay for what they use and are no longer willing to make large, up-front capital investments. Instead, they would rather pay for products on a monthly basis. This is one of the reasons you need to adjust your pricing model and start offering packaged offers or leasing/renting options.

The way your prospects make buying decisions has changed. This includes what they want to pay, how quickly they want to go live, and what they expect in terms of support.

The Solution:

Your challenge as a Software/Hardware vendor is to align your selling process with they way your prospect wants to buy, and to shift your marketing from being technology and functionality centric and to being focused on core business pains. You will need to be more than a provider of products, and ensure that you have an industry specific solution that your customers love and depend upon in order to run their business and remain competitive in their market.

Adapting to the new technology buyer’s way of thinking will require you to:

Change your outdated and expensive direct selling approach
Invest more heavily into marketing
Use digital marketing to nurture prospects through the buying cycle
Educate prospects online rather than just selling to them, and
Scale your marketing globally

What you do, how you engage, and what you focus on needs to radically change.

As technology products become commodities, emotional engagement, tribal acceptance, and disruptive teaching become the new differentiators. Put simply, if you can’t teach your prospects anything new or add value to what they are already doing, you are largely irrelevant and will never get past a 20% win rate with today’s technology buyer.

How We Help:

Our team has over 25 years of experience selling and marketing technology software and hardware. Members of our leadership team have worked for SAP, PeopleSoft, created the CRM product category and launched the first CRM product in 1996, headed up marketing globally for ATI Technologies Inc and more. We can help you understand the new modern technology buyer, accelerate your customer acquisition and gain market share.

For more information, speak to an expert!

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