Nowadays, marketing has reached levels never seen before, reaching objectives in the shortest possible time. This is undoubtedly due to specialization, such as neuromarketing and the application of knowledge from other areas in traditional marketing.
Since the work of marketing focused on the customer, the results are exponential, however achieving the satisfaction of customer needs and understanding what they are looking for is often the most important task. It is certainly not a task that is easily solved, but thanks to disciplines such as Neuromarketing we have tools that facilitate the work of understanding the needs of customers and today we will explain how to apply it to your business.
What is neuromarketing?
Neuromarketing is a discipline that combines two areas of knowledge, which until recently were very distant from each other: neuroscience and marketing.
Neuromarketing aims to study and predict the behaviors and reactions generated by marketing practices, trying to apply neuroscience technologies to marketing.
Marketing takes advantage of the tools available in the field of neuroscience to learn how the nervous system works and how it reacts with higher functions such as memory, attention and emotions. In the end, it uses this information to achieve a more effective buying process.
In recent years, there have been many studies that apply neuroscience to marketing and the conclusions are very useful to optimize advertising campaigns, as they allow us to directly reach the brain of our target audience.
Neuromarketing allows you to literally look inside the consumers’ brains and get an idea of what they are thinking and how likely you are to sell.
How to apply neuromarketing to your strategy
To apply neuromarketing to your sales strategy you must first understand that neuroscience is the field that studies the nervous system in all its aspects, but we are interested in how the different parts of the brain interact with each other to give rise to the biological basis of thought and behavior.
In other words, understanding this will help you understand how our brain works when making consumer decisions and how you can activate it to promote your brand. Of course, you can apply the results to both promotional messaging and product design.
Neuromarketing focuses on measuring the following three aspects of our behavior, which you need to leverage to promote your brand.
Attention
Surely you agree that the first and most important mission of a marketing campaign is to capture the attention of consumers, in a second moment the objective is to direct that attention to the image of the product. In this case the sense of sight is very useful to analyze what is happening.
Excitement
It may seem incredible to you but it is thanks to neuromarketing that we know that up to 80% of purchasing decisions are made impulsively, that our emotions play a fundamental role when it comes to buying.
Memory
Without a doubt, the other mission of marketing is not only to impact users or achieve a first sale, it is also about making consumers remember and thanks to neuromarketing we can know which factors have the greatest influence on brand recall.
Through studies using these techniques, a number of patterns have emerged about how our brains work, and the best part is that they can be applied to the world of marketing.
Undoubtedly, the strategies we can apply from neuroscience to our marketing campaigns are many and varied, however here we will limit ourselves to 5 general conclusions with which you can begin to optimize your marketing campaigns.
Emotions
A fundamental part of achieving effective sales is to appeal to emotions and thanks to neuroscience we can identify the contents, tones, themes and visual elements that can raise the user’s attention levels, generate emotions and obviously increase the possibilities of opening and conversion.
The advice is to use effective words in your marketing campaign that can generate emotional responses.
Also, try to write with more emotional words, to find the right tone it helps to answer the question what do you think your audience values most, what makes them laugh or what moves them. According to your answer will be the tone of your advertising strategy.
You must take into account the order in which our brains process visual stimuli in order to prioritize each of them in your campaign designs:
- Forms
- Colors
- Images
- Numbers
- Words
Appealing to the five senses is important because 75% of consumers prefer to feel a product before buying it. So try to recreate sensations in your campaigns through images or videos.
Use social proof
Social proof is one of the fundamental strategies of communication between people. The principle on which it is based is very simple: people seek to confirm their actions through other people’s choices. That is why the more popular a behavior or action is, the more valid it seems to us.
Take advantage of this cognitive bias in your campaigns by implementing the following recommendations.
- Include information on the number of people who have tried your product or service.
- Indicates the most popular products and services
- You can add a box with testimonials that talk about positive experiences with your brand.
- Include a review of your brand accompanied by stars
- In your social networks show the number of shares, this has to be done because when entering an article if it is seen that it has been shared several dozen times instinctively the reader will think what is good.
Be guided by this principle if a lot of people think it is interesting, then it must be true.
You already have a website and you work with some clients, add their logos, this shows experience and quality.
Talk about studies and statistics, because figures and data are very convincing. Look for a compelling fact that will attract your potential customers something like “9 out of 10 prefer…”
Appeals to the sense of emergency
One neuromarketing technique that may interest you is the scarcity principle. What it boils down to is that our brains prefer more things that are available in limited amounts of time or for a short time, over things that are in large quantities.
This is a well-known fact in marketing, which is why strategies such as the Buen Fin are so successful.
Optimize your calls to action
One of the neuroscience techniques applied to marketing is eye tracking, which helps us understand where consumers’ attention is focused and therefore where to place call-to-action buttons.
On the other hand, the field of study of neuromarketing is the emotional associations of colors, which help us to understand why a user clicks on the call-to-action button.
Develop a more efficient design
Digital neuromarketing corroborates the old saying “a picture is worth a thousand words”, so these tips are especially useful for designing your website.
Take into account the movement of the eyes, when the user faces a web page for the first time does not read it from top to bottom, the eyes are scanning, following certain patterns, for example the area of more attention is the upper left so you can place the most important information in this area.
- Look for simplicity of use, remember that the easier it is for your user to navigate through the web, the more likely it is that he will end up buying or at least approaching you.
- Avoid disruptive advertising in recent years adblockers have become popular and users are fed up with invasive ads so you can start by removing ads and facilitate navigation, to make your user feel comfortable.
- Choose colors with precision, choose colors to make certain elements stand out from the background such as the main image or the call to action.
As you can see, neuromarketing combines actions that you may already be doing in your marketing strategies, so let us know how you have done with these strategies.