Neuromarketing is only now becoming a widely used term. An aspect of marketing that got attention only two decades ago, neuromarketing specializes in applying neuropsychology to marketing. Whether or not you are familiar with the concept, you will find its practices quite useful in marketing your brand, or alternatively, increasing interest to your business website.
Simple is Best
One of the key findings of neuromarketing research is that the simpler you make your information, the easier it will be for your potential customers to take it in and complete the actions you want them to make. Some examples of simplifying your messages are:
- Simple Font: If you want your website visitors to complete a certain action, use a simple font to describe this action. This will help the brain easily interpret the information. If you use simple fonts, your viewers are more likely to be able to recall the words or objects they saw.
- Simple Surveys: If you run your business social media accounts, then you know that surveys can increase user engagement pretty well. They are also good for collecting valuable feedback. In order for more people to participate in your surveys, try to make them as simple as possible, with fewer questions and less complicated words.
Cater to Your International Auience
Every business owner knows that going global can be very profitable in all senses. However, optimizing your content for foreign audiences can be very hard and tiresome. But there is a simple solution to this.
Even though English is an international language used by a lot of people, your potential customers still prefer viewing content in their native language. This is why you can translate your site with online localization services such as The Word Point in order to cater to those international audiences.
The best way to choose the right languages to localize your content is to either analyze what your goals are, or simply translate the most spoken languages such as Chinese and Spanish.
Direct Your Customers’ Attention
Obviously, the moment a user visits your site, you want to direct their attention toward a certain image or piece of information. Unfortunately, a lot of marketers have found that this is not always effortless.
This is why neuromarketing was used to find a solution. A lot of the time, you will see babies, animals and people looking at something in particular in ads. This directs the viewers’ attention to the same thing that the person or animal is looking at.
Before discovering this, marketers would simply include a baby looking directly at the viewer, which would cause the latter to stare at the baby’s face instead of the baby products that were advertised.
Implement Attractive Packaging
The effectiveness of attractive packaging is probably the most well-known neuromarketing technique of all. You don’t need to know anything about neuropsychology to understand that the more attractive your products’ packaging is, the more likely consumers are to buy it.
This logic is also applicable to the design of your website. You should think through even this seemingly unimportant aspect of your business and make the design of your site reflect your company’s values.
It is important to keep in mind that colors play a great role on a subconscious level. Certain tones are associated with specific emotions, so you should research the psychology behind each color before choosing them for your site’s design.
Organize Your Workflow
You won’t believe how important organizing your workflow is. In order to make sure that all of the aspects of your marketing campaign are implemented successfully, you should create and follow a concrete plan.
Teams should use such software as Pipefy to coordinate all of the actions taken by each team member. This will ensure that all the tasks are completed and deadlines met.
Studies have found that a lot of people are worried about losing just as much as about gaining. This means that using such phrases as “Get it before it’s gone!” in your marketing campaigns can be way more effective than trying to persuade consumers that they need what you are selling because of what they will gain from it.Moreover, customers are often looking for speed rather than safety. When PayPal was planning their marketing campaign, they conducted experiments to see which ad worked best. The one that focused on the speed of transactions rather than their safety proved to be more effective.
Moreover, customers are often looking for speed rather than safety. When PayPal was planning their marketing campaign, they conducted experiments to see which ad worked best. The one that focused on the speed of transactions rather than their safety proved to be more effective.
Spread Positive Emotions
There is a saying about positivity being contagious, and this is exactly the case in marketing. If you want your website visitors to feel positive emotions from their experience with you, you can include positive imagery on your site.
For example, smiling people in ads have proved to spread this kind of emotion to the viewer. Happy babies and adults can lift the mood, while emojis that display positive emotions can also improve the impression the viewer gets from the ad (or your website).
Of course, this technique can only be effective if your business is in some way connected to happy people or emojis. There is no sense in adding such positive imagery if it isn’t related to what your brand or company is about.
And finally, if you have already tried all of the neuromarketing techniques above, you can conduct your own research and see what your experiments lead to and what results they yield.
There are some well-known methods of research in this field, but we will talk about the four main ones:
- Eye-Tracking: Eye-tracking is very similar to mouse tracking or heat mapping. It is used to find what the viewer’s gaze is directed to when they are shown a certain image. The result of such studies is the discovery that when a baby, an animal or a person is included in an ad, the place their attention is directed to will be the same place that the viewer will focus on.
- Facial Coding: Facial coding specializes in tracking the movement of facial features instead of tracking the eye movements. This method is used to see what kind of emotions the viewer is having when they are exposed to an ad. The outcome of these studies can be crucial to predicting the overall success of a marketing campaign because if the impression of the ad is negative, it is more likely that the campaign will be unsuccessful.
- EEG or Electroencephalography: EEG uses electrodes to measure the electrical waves produced by the brain in order to track such emotions as anger, lust, excitement, and sorrow. Unfortunately, this method does not provide access to the parts of the brain responsible for pleasure.
- FMRI or Functional Magnetic Resonance Imaging: Unlike EEG, fMRI gives you access to the “pleasure center” with the use of a powerful magnet. This lets the researchers get the best results on how the viewers are actually responding to ads.
Of course, all of these require special equipment and some are more expensive than others, but if you have the budget for it, you can try one or several of these methods.
All in all, neuromarketing actually isn’t that complicated and can be easily implemented in your business website’s marketing campaign in order to ensure its success. Use the techniques listed in this article to remain on top of all the recent findings in this sphere.
About the author: Frank Hamilton has been working as a journalist and blogger at an online-publishing agency in Manchester. He also loves traveling and speaks Spanish, French, German and English. Meet him on Facebook.