Marketing automation hinges around one central concept: Right message. Right person. Right time. This concept allows you to give the personalised experiences consumers demand, and the high conversion rates you crave. But there's one major problem with your marketing automation, and the tools and hacks won't fix it. Join us in this neuroscience based session to uncover how to craft your marketing automation to achieve the results you're looking for.
At the end of this session you'll be able to:
Utilise the purchase formula (neuroscience), with clarity on how it works, and what it means for your marketing automation
Pinpoint the awareness levels that your audience is focused on and what value means to them
Put it into practice with examples of how it works and how to really achieve right message, right person, right time
Fighting brains with email - The psychology of buying
1. Marketing Strategy Designed To Get You More Leads, Engage Audiences
And Grow Your Business
A U T O M A T I O N N I N J A S - B E H A V I O U R A L M A R K E T I N G A U T O M A T I O N
FIGHTING BRAINS WITH EMAIL
THE PSYCHOLOGY OF BUYING
8. HEIGHTEN THE
POSITION OF YOUR
BRAND
QUALITY CONTENT AND
POSITIONING
* WHY CONTENT MARKETING WORKS SO
WELL*
#b2bmarketing21
@AutomatioNinjas
9. 82% OF
CONSUMERS
ARE LOOKING
FOR CONTENT
TO HELP THEM
71% OF B2B USE FOR VALIDATION
61% OF B2C PURCHASE DIRECTLY FROM CONTENT
#b2bmarketing21
@AutomatioNinjas
11. WE LIKE
WHO WE LIKE
Familiar Association
Survival as a species linked to group
intelligence
Fear and distrust
Dopamine for being safe
We have a gravitation towards community
Mesolimbic system
Amygdala
Ingroup
Outgroup
#b2bmarketing21
@AutomatioNinjas
13. BUILD THE INGROUP
WHILE ADDING VALUE
Marks you as safe – dopamine action
Positions you as an authority/ proves expertise
Educates - provides better quality lead
Helps you in the sales process
Increases engagement and conversion rates
#b2bmarketing21
@AutomatioNinjas
Welcome
KM , author of the award winning book – hack the buyer brain and founder of AN, specialists in BMA
We help businesses build amazing customer journeys that convert more customers that are happier and spend more money.
I want to share something really cool with you – I want to show you the ONE big thing that we do help our clients double their customer spend.
The strategy behind it, as well as why and how we do this. This strategy has added over a million to the bottom line of one of our clients, doubled another’s business entirely and continues to help others grow between 20% and 50% every year. It’s really cool, it’s quite simple, and it fixes a lot of problems. So let’s dig in shall we?
Buy, who are interested
Buy, who are interested
Buy, who are interested
The earlier you start – the longer you have to influence this
HELP
Is what we focus on. How you stay relevant, provide helpful content
71% of B2B consumers read the businesses blog before buying to validate their decision
61% of B2C consumers purchase as a result of the content they have consumed prior to purchase
Amygdala – danger
Mesolimbic – positive associations for survival
Very black and white about it – you’re in one or the other – no middle ground
This is why we have our birds of a feather nature
Want to have a good newsletter that performs well – add value.
Cater content to where people are, and provide context at each step
Now I’d like to show some areas that most businesses struggle with.
First is good quality content. This is the stuff that gets people’s attention.
You could drive ads to your content, or you could optimise for SEO.
Your content can be blogs, videos, podcasts, physical books, etc. You name it, it’s the stuff that brings people through your digital door.
Businesses that thrive with their content split it into at least two levels: basic and advanced. All the questions people ask you, any additional categories, etc. will fall into one of those two categories. Content should always move people onto the next step, whether that’s to get something of higher value (a lead magnet) or simply to move them to the next, slightly more advanced piece of content.
Engage is a vital part of the customer journey. It’s what holds everything together and helps you get your conversions, your CLV
Nurture is one of the saddest ones for me. It’s often the area that gets the LEAST love, and that’s a real shame because it’s also the area that will get you the highest ROI, and increase your CLV massively
last week we introduced sell. We covered making the offer. This week we’re looking at the close part
Everyone knows that they have to sell. That’s painfully clear to all of us. But often we forget to make it easy for people to buy from us.
Make sure your offer is tangible and clearly signalled, the reward is immediate and clear, and the choice is safe and certain. You’ll fall foul of cognitive bias if you don’t make your case explicit. The purchase formula also comes into play at this point, so increase the perceived reward value and decrease the perceived cost. Whatever you do here, make it easy and congruent.
This is one of my favourite parts of the customer journey, for two reasons. First it’s easy; and second, it’s the area that I see makes the biggest difference to our clients and their consumers. The longterm nurture kicks in after postpurchase to keep your consumers engaged and excited. It should also be triggered if a consumer doesn’t convert, so you don’t lose a potential customer before you’ve had a chance to build a relationship. This is all great, but it’s the long-term nurture and the engagement with the consumer that makes the magic happen.
As your consumer engages with your longterm nurture, track them. We all need to learn how to read consumer behaviour.
Their engagement, or lack thereof, tells you what they’re most interested in. Segment your audience using that engagement, and set up thresholds that allow you to trigger specific sales sequences when you know a consumer is ready to purchase.
This engagement will provide you with information as to how you should optimise your website’s calls to action and layout for that consumer. As technology advances, we can adapt what consumers see on sites based on their individual requirements. The problem is we very often don’t open a feedback loop between the site, the calls to action, and engagement with content that’s dripfed to consumers. This feedback loop is vital, and you can use this information for retargeting and advertising for that specific consumer.