Neuromarketing Content Campaigns
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The document discusses neuromarketing techniques for creating effective content campaigns. It describes a framework for engaging prospects through various stages from acquisition to advocacy. Additionally, it provides steps for developing lead nurturing programs using neuromarketing principles to trigger the brain's responses through purposeful, segmented content that follows prospects through the sales funnel. The presentation emphasizes measuring content performance against goals.
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Neuromarketing Content Campaigns
- 1. Hosted by: NEUROMARKETING CREATING CONTENT CAMPAIGNS THAT PUSH THE MENTAL BUY BUTTON SPEAKER: DAVID LEWIS, CEO | DEMANDGEN INTERNATIONAL, INC. BUY © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 2. © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma Source: Salesbrain.com
- 3. © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 4. Look at the words and SAY THE COLOR YOU SEE for each word: RED WHITE GREEN BLUE BLACK GREEN RED BROWN WHITE BLUE Now try this group and experience the conflict in your brain: RED WHITE GREEN BLUE BLACK GREEN RED BROWN WHITE BLUE BLACK BLUE WHITE BROWN RED © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 5. © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma Source: Salesbrain.com
- 6. Do you know the pains, claims, and gains? © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 7. YOU PROSPECT COMPETITION Source: Conversations That Win The Complex Sale © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 8. YOU PROSPECT COMPETITION Source: Conversations That Win The Complex Sale © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 9. YOU PROSPECT COMPETITION Source: Conversations That Win The Complex Sale © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 10. YOU PROSPECT COMPETITION Source: Conversations That Win The Complex Sale © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 11. © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma Source: Salesbrain.com
- 12. How many Neuromarketing techniques are being used? Many! © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 13. Great example of Neuromarketing visual that reinforces message © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 14. Good Neuromarketing example of emotion and self-centered © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 15. Good Neuromarketing tangible examples for security © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 17. LEAD NURTURING WITH CONTENT © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 18. The DemandGen Framework™ A holistic model for engaging prospects and clients. Customer Acquisition Inquiry Marketing Qualified Lead Sales Accepted Lead Opportunity Customer Client Adopter Advocate Loyalist Customer Expansion Customer Nurturing Lead Nurturing © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 19. Step 1: Draft a Lead Nurture Project Brief • Segment • Goal • Content • Timing • Measurement It’s A: Simple Guide Containing The Messages © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 20. Step 2: Neuromarketing Content for Nurturing 1. First Touch: Entering expense data into spreadsheets sucks 2. Second Touch: Tracking paper receipts is a hassle 3. Third Touch: Getting reimbursed is slow Call to Action: Content Download Asset: 5 Reasons Why A Spreadsheet is a Horrible Way to Create & Submit Expenses © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 21. Step 3: Leverage Your Content Inventory © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 22. Step 4: 1. Draft the nurture flow 2. Build the program in the marketing automation system. © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 23. Step 5 : Create the Nurture Assets © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 24. Step 6 : Repeat for each segment and key funnel stages 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 25. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 26. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 27. 1. Suspect 2. Inquiry 3. MQL/MDR Working 4. Recycle © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 28. You can learn more on: - Marketing Automation - CRM - Sales & Marketing Alignment - Demand Funnel - Lead Nurturing - Lead Scoring - Measurement Free ebook available at: www.ManufacturingDemand.com © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 29. 8 Key Takeaways 1. Know the pains, gains, and claims 2. Create engaging and purposeful content 3. Trigger the brains 6 stimuli with Neuromarketing 4. Follow the 6 steps to great nurturing 5. Nurture the upper funnel, lower funnel, and recycle 6. Be agile: plan, pilot, perfect 7. Measure against goals 8. Get your team help www.demandgen.com © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 30. Questions? Thank You! DemandGen International, Inc. CEO | David Lewis david@demandgen.com @demandgendave SoCalBMA.org © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
- 31. © 2014 | DemandGen® International, Inc. @demandgendave @socalbma #socalbma
Notes de l'éditeur
- Imagine if you found out there was a “buy” button located in the mind of your customer and you knew exactly how to push it? Imagine if you knew exactly what visuals to show and what words to say to have them respond the way you wanted. Would you like to have those super powers? {pause} Good! The discipline I’m going to share with you is called NeuroMarketing, it’s a field of study on how the brain functions and truly is the science marketing. As a formal field of science, Neuromarketing is only about a decade new, although brain research of course has been studied for a long time. If you apply even some of the concepts I share with you, you will be a better marketer, a better content creator, a better presenter, and a better communicator. Ironically, according to wikipedia the person considered the father of neuromarketing is Dr. David Lewis. I’m not him, but I do share his passion for people, technology, and marketing. Thank you ______ for having me here and I’m thrilled to share my expertise with you all. I have no doubt it will help you with your personal and professional success. Let’s get started teaching you how to trigger this buy button.
- So how can we apply these new insights to marketing and sales. Well, in short, we should communicate in ways that stimulates the reptilian brain to make decisions and that is what I’m going to teach you. The New brain on the outside, that is our rational brain. It doesn’t make the decision, rather it’s an information processor and influences decisions. The middle brain is our emotional brain, it too helps influence decisions by determining how we feel about something. Both areas play a role in influencing decisions, but the nueroscientists use FMRI’s and brain analyzers to detect that it’s the reptilian brain area where all decisions are made. That’s right folks, all this evolutionary development and we still act like snakes. Okay, that’s an exaggeration. We think, we feel, but we decide still in the same area. Neuromarketing teaches us how to trigger this portion of the brain and push the buy button of the person you’re communicating with.
- Explain what the image is by describing how the different areas of the brain light up. How we can measure engagement and emotional engagement. You’ll see how the reptilian brain loves humans, animals, babies. We don’t have an emotional attachment to cars.
- Now lets put your thinking brain and reptilian brain in conflict. This is really fun. It’s going to feel like trying to pat your head and rub your tummy at the same time. I am going to show you some colored words. I want you all as a group in unison say the color of each word you see. Ready, go….{click} Impressive, you guys are really good at staying in unison. Oh, you think that was the exercise? That was just a practice run. Now lets start again. Ready, go. {click} You see, the reptilian brain which can detect color almost instantly is out of sync with the neocortex that is reading the words which was helpful in the practice run but is having a negative impact in the second run. What people read and see should be aligned to your message to have the most impact.
- First thing is, I didn’t use any visuals when I told you the list, so I denied the visual stimuli and as a result, your memory was effected. Had I shown you pictures along with each word I said, research shows us that you would have remembered 6 or more on average. Imagery is key in your content to stimulate the reptilian brain, the buy button. This exercise also taught us about the Beginning and End stimuli. The brain would basically run out of storage if it tried to remember everything in life, so our reptilian brain drops the stuff in the middle and only stores the beginning and end of your messaging. By tomorrow, won’t remember more than 1 item likely as those words are no longer relevant. You will remember this exercise. Think of the movie saving private ryan. Did you like it? You probably recall the beginning and end, but much of the middle scenes you don’t recall as fast as the beginning and end. The take away here is less is more, and whether you’re giving a demo, or presentation, the beginning and end and the visuals you use matter most. Make that content count. Your marketing and sales claims must be tangible. We’ve all experienced that over the top marketing claim that we simply don’t believe. Story telling, metrics, and real-world examples (like I am using) help us believe the claims to be tangible Contrast is another key stimuli. The customer must see what life is like with and without your product. The more costly the product, the more the prospect must envision a much better future. When will people buy your product, when they can clearly envision a better world for them and their team. And a better world than using your competitors product or nothing at all. The Me and Emotional stimuli trigger when messaging is about them and ignites emotions. Politicians are masters at this, and your stories, demos, pitches, and content must ignite emotions in your client and trigger the self-centered ME stimuli. You want to know a simple way to do that better, you should use the word you. There I just did it. You listened that sentence more than the previous 3.
- These are the four steps needed to earn the clients the business. You must know how to diagnose their pain so you direct your content at the pain You must communicate your value wedge to stand out as the green apple in an orchard of red apples You must know how to demonstrate the gains they will have with your solution And you must use content that triggers the stimuli of the reptilian brain.
- Lets take a look at a very effective B2C home page. How is this for neuromarketing. It’s the home page of the hair club. What don’t you see. Any products at all. No ointments, no tools, no procedures. No features, no how. What do you see? Reptillian Brain Triggers Contrast (his head before and after) Self Centric and Emotional triggers (lot’s of you words, and a question that ignites emotion). Are [you]noticing hair loss? Emotion (he is smiling and so will you). A cure is one step away Short, effective copy – less is more And a clear call to action that will bring them one step closer to a changed, better life Do your slides, demos, pitches, websites, landing pages, collateral, videos, etc trigger the six stimuli of the reptillian brain like this one page does?
- Talk about aligning a visual to a message. There is ZERO interpretation needed here. Always first is the message and the visual nails it. Total parity. Are the images you use in line with your value wedge?
- Here is a great example of emotional, pain centric message. Who doesn’t feel like they are downing in email. Wouldn’t it be great to have your email prioritized for you. Don’t you want to be happy like Amy here whose life was changed. She loves it so much she got it for her whole team. And they LOVE it. Who said emotion doesn’t belong in business. Fire them.
- Using automated programs to target a prospect segment and deliver to them engaging content that both educates and guides them along their buying process.
- Every successful nurture address the questions above. Once requirements have been gathered, a nurture brief is helpful to translate the requirements into an action plan for development.
- Four separate nurture programs, per segment, with specific objectives mapped to Concur’s prospects buying process