Inbound Unwound - Marketing Insights

Intro To Inbound Neuromarketing: Marketing That Makes Brainwaves

Posted by Mike Lieberman, Chief Marketing Scientist

Mon, May 6, 2013

Intro To Inbound Neuromarketing

 There’s a new player in the marketing game: neuromarketing. It’s shaking up the way marketers, business owners and entrepreneurs are thinking about how to connect to their prospects. So what’s it all about? Is it just a fleeting trend, or is it something you should seriously consider to promote your business as part of your overall inbound marketing program?

This is the first post in a five-part series that will answer those questions and separate the facts from the fluff on neuromarketing.

What’s neuromarketing all about?

Neuromarketing is the process of researching brain patterns of consumers to reveal their genuine, immediate responses to particular advertisements and marketing messages. It applies to both products and services in both B2B and B2C markets. 

The overarching goal behind neuromarketing is understanding how your customers’ brains are responding to your marketing. This means gaining awareness of how their brains are truly reacting to your marketing on the neural level… not just what they say they’re thinking and feeling. 

Why dive into my prospects’ brains?

When it comes to marketing your business, you have to speak the language of your prospects. But you must know that this dialect isn’t a purely conscious or tangible one.

“The rational mind is the humble servant, the intuitive brain the sacred gift. We have created a society that honors the servant, and has forgotten the gift.” 

-- Albert Einstein

Not only is this language more emotional than logical, but your prospects are also speaking it without even realizing it. And that’s okay. In fact, it’s how things are supposed to work. As the late and great Steve Jobs famously put it: “It is not the customers’ job to know what they want.” That’s your job. And it’s neuromarketing that makes this deep-level awareness possible. 

How does it work?

With the help of functional magnetic resonance imaging (fMRI) and electroencephalogram (EEG) technology, modern neuroscience is able to show us what consumers are really connecting with when they’re making decisions. What’s more, it’s showing us that consumers’ brains tell quite a different story than the one they’re telling focus groups, surveys, friends, family and even themselves.

With this scientific insight, you’re able to re-examine your messaging strategies in order to more effectively match them up with your prospects’ decision-making processes. This means getting better results with less guesswork and lower costs. 

Note: You don’t need access to an expensive EEG or fMRI machine to benefit from neuromarketing. All you need is the drive to capitalize on the hundreds of significant results from countless neuromarketing studies and publications -- most of which are readily available to the public. 

It all sounds pretty interesting, but is neuromarketing really worth exploring for my business?

You’re busy. Time is something you don’t have a lot of, something you’re not willing to waste. This is why you don’t fall for tacky trends or fair-weather fads that promise to “skyrocket your business,” “drown you in leads” and “catapult your bottom line -- without the quantifiable proof to back it up, that is. And this is why you’ve embraced inbound marketing.

Far from a fleeting trend, inbound marketing is a marketing culture founded on comprehensive marketing strategy and coordinated content marketing tactics to promote your business as a well-known, well-liked and well-trusted thought leader in your industry.  

So where does neuromarketing fit on the inbound marketing spectrum? Is it worth serious consideration? That’s the topic of our next post in this neuromarketing series.

Check back tomorrow to find out if neuromarketing is a passing trend to ignore or a stable strategy to explore for your business.

Start Today Tip: Put yourself in your prospects' shoes brains. What do they need and want from your business? What are their questions and concerns? When you've got a good list going, match up these pains and problems with the solutions your business has for them. A smart marketing strategy is one that stems from your prospects' brain stems: their most basic pains and problems.

Can’t wait to soak up more neuromarketing knowledge? Click the button below to download our neuromarketing ebook: The Grey Matters Of Neuromarketing: What Is It & Why Does It Work?

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Topics: neuromarketing, inbound neuromarketing, science behind marketing

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