Neuromarketing is the scientific marketing that leverages the latest neuroscience technologies to assess what really makes your prospects tick: why they like what they like, why they buy what they buy and why they’re really choosing whether (or whether not) to do business with your company.
Inbound marketing applies these concepts to create a series of marketing experiences that trigger your prospects to want to do business with you.
Using cutting-edge brain scanning and 3D imaging, neuromarketing digs below the cortical folds of consumers’ grey matter, beyond their own conscious awareness, to show marketers, business owners and entrepreneurs how to better align sales and marketing techniques with their targets’ buying brains.
Let’s be realistic here.
Your marketing budget most likely doesn’t account for expensive functional magnetic resonance imaging (fMRI) and electroencephalogram (EEG) machines. You can’t afford to conduct high-level brain scans and neural studies on your prospects.
You’re also not a Fortune 500 enterprise with big bucks to throw at neuromarketing research, but the good news is that you don’t have to be. You don’t need access to fMRI and EEG machines to take advantage of neuromarketing. All you need is awareness of the research that’s being done and the common sense to apply it to your own marketing.
“The fact of the matter is anyone can do neuromarketing without ever scanning a single brain.”
-- Douglas Van Praet, author of Unconscious Branding
THE REAL DEAL: Applying neuro know-how to your inbound marketing program.
Be bold and shake things up.
“Nothing changes if nothing changes.” This quote is famous amongst motivational speakers, leadership trainers and business consultants… and even more so amongst those who occupy all three of those categories.
And it’s popular for a reason. Breaking industry standards and shaking up patterns, when you’re basing these changes on calculated strategy, is the only way to survive in this innovation-obsessed marketplace. Doing the same tactic over and over again, especially when it generates less-than-remarkable results, just isn’t smart.
Grey-Matter Mission: Fully commit to delivering an exceptional experience to your prospects, one that gets them gushing about your company to friends, families and strangers online. Fully commit to being remarkable.
Find your foil covering.
Dr. A.K. Pradeep, CEO of leading neuromarketing company NeuroFocus and author of The Buying Brain, conducted a study on the experience of eating yogurt. He asked volunteers to imagine the process of eating yogurt -- starting with seeing the container, picking it up, opening it, inserting the spoon and stirring up the fruit, smelling it, eating the first spoonful, then another, etc. -- and asked which step they thought would be most engaging to their brains.
Most people chose the “insert spoon and stirring” part, with “tasting the first creamy spoonful” being a close runner up. But the EEGs that the volunteers were hooked up to when eating the yogurt told a different tale: The most stimulating part of the process, as far as the volunteers’ emotional brains were concerned, was grasping and removing the foil covering over the top of the container.
Grey-Matter Mission: Don’t assume that the obvious product characteristics or service offerings are the only important ones. Put some thought into the aspects of your products, services and company’s culture and methodologies that have the potential to peel back that “foil covering” and spark your prospects’ emotions.
Remember, your prospects aren’t numbers, demographics or statistics. As inbound marketers, we’re all about quantifiable results, monitoring analytics and marketing with metrics in mind. But you can’t lose sight of the fact that your prospects are people. On a conscious level, they’re grasping at the straws of logic to rationalize their buying behaviors, but it’s their subconscious emotions that are really behind the wheel when it comes to purchasing decisions.
Start Today Tip—To start applying neuromarketing to your business, spend 15 minutes evaluating your sales process. If your sales people are doing anything that might make your prospects feel like they are getting “sold” consider stopping those practices. If your prospects don’t feel safe, they won't buy. For example, long-detailed contracts or proposals with legalese in them make people nervous. If they are nervous, they don’t buy. Look at your processes from your prospect’s perspective and make the necessary changes.
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