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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
- 2. WELL HELLO THERE It’s me! Kenda! Hi! @_KendaMacdonald @AutomatioNinjas
- 3. HOW BRAINS BUY WEEKLY WORKBOOKS WEBINAR
- 6. PRICE PAIN Physical Trauma Emotional Trauma #b2bmarketing21 @AutomatioNinjas
- 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
- 12. THE FUNCTION OF EMAIL WEEKLY WORKBOOKS WEBINAR
- 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
- 14. GOOD EMAIL ADDS VALUE MUST SOLVE A PROBLEM #b2bmarketing21 @AutomatioNinjas
- 15. THE AWARENESS STAGES WEEKLY WORKBOOKS WEBINAR
- 16. UNAWARE AWARENESS PROBLEM AWARE SOLUTION AWARE PRODUCT AWARE MOST AWARE #b2bmarketing21 @AutomatioNinjas
- 17. USING EMAIL TO CAPTIVATE WEEKLY WORKBOOKS WEBINAR
- 18. #b2bmarketing21
- 19. DATA DRIVEN KEYWORDS SEARCH INTENT CATER CONTENT FOR AWARENESS #b2bmarketing21
- 21. USING EMAIL TO ENGAGE WEEKLY WORKBOOKS WEBINAR
- 22. #b2bmarketing21
- 23. ADD VALUE ON TOP OF WHAT THEY SIGNED UP FOR #b2bmarketing21
- 24. USING EMAIL TO CONVERT WEEKLY WORKBOOKS WEBINAR
- 25. #b2bmarketing21
- 26. PRICING AND USAGE OBJECTION BUSTING SALES MOTIVATIONAL SERIES #b2bmarketing21
- 27. EMAIL AND CONTENT DISTRIBUTION WEEKLY WORKBOOKS WEBINAR
- 28. USE SEARCH TO VALIDATE INTEREST CATER CONTENT FOR AWARENESS #b2bmarketing21
- 29. USE ENGAGEMENT TO SEGMENT PROGRESSIVE PROFILING ONE LEAD = MULTIPLE OPPORTUNITIES #b2bmarketing21
- 30. WANT MORE? WEEKLY WORKBOOKS WEBINAR
Editor's Notes
- 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.