Wikipedia defines neuromarketing as:
a field of marketing research that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli.
It can essentially be seen as the process of applying the scientific method to the business world in order to understand what makes consumers tick and why.
It’s a relatively new field and one that shows a lot of promise for business owners, marketers, and advertisers to derive the most value for every dollar spent.
The learnings derived from neuromarketing are broad enough to be of benefits to people working in many other fields as well — especially bloggers and online publishers, since a large part of their success also depends on understanding the minds of their consumers and marketing themselves.
1. Find Your Tribe
In trying to accommodate everyone, invariably, nobody is satisfied — and blogging is no exception to this. In order to apply this knowledge, you’ll need to pinpoint your target demographic and focus on pleasing them first. First you need to take your niche into consideration and understand what your average visitor looks like.
- How old is my average visitor?
- Where do they live?
- How educated are they?
- What do they do for living?
All of this can be achieved in various ways — one is by looking at analytics data — another, by going to other sites they visit and looking for behavioural patterns.
Not only will this give you insights into their likes and dislikes, but also access to their qualitative opinions that you can then use to improve your blog.
2. The Power of UX
Your layout can make or break your blog. Among other factors, the right colour, pattern, and logo can either pull your audience in or push them away. Visitors are even known to respond differently to vertical and horizontal layouts.
Using the right content management system (CMS) is essential here. As always, your safest bet is to go with WordPress (WP).
This incredibly user-friendly CMS allows you to make extensive UX changes to your blog, mostly on your own. This simplifies everything and makes the time from making a design decision until it is put to action significantly shorter.
3. Give More, Ask Less
Sure, you need to make money off of your blog but it is always a good idea to be as discrete about it as possible. This means that spamming your visitors and drowning them in pop-ups is a definite no-go.
According to every single survey out there, most people find pop-ups to be extremely annoying and for someone who lives off the good favour and decisions of their visitors, this is as alarming as it gets.
Even if you are absolutely forced to resort to this option, try to at least make it as mobile-friendly as possible as well as easy to close. Your users will appreciate this small token of your effort.
Also, keep finding ways to optimise your monetization strategy. For example, if you are in the event management industry — you need to find an effective and reliable way to sell and distribute tickets. Instead of resorting to outside services like Eventbrite, what you can do is install a quality WP event ticketing system to do all of this for you.
4. Visual Messaging
In English language, one can seldom find an idiom as accurate as: A picture is worth a thousand words.
If a person were to hear that a product is good or that it is effective — they may or may not believe it. However, once he or she sees faces of satisfied users after using a given product, the message becomes much stronger. The causes for this are deeply rooted in basic human psychology, but the most crucial thing is that you can easily take this cognition and turn it to your advantage.
Similarly, images that you post next to your content, give it some sort of legitimacy. So, regardless of how persuasive and accurate your text actually is, a proper, well-placed image can make it significantly more credible. It is vital, however, that you honor some basic aesthetic principles in relation to the proportion of text and images in question.
5. Promote Lifestyle Not Product
In the iconic comedy We’re No Angels (1955), there is a scene where Humphrey Bogart tries to sell the jacket several sizes too small to a customer. Once he finally succeeds, he states that he doesn’t sell a product but an idea. Every successful brand in the world follows the same principle.
People are social beings, they love to form groups. By transforming your blog into a brand, you will turn your readers into a community. In some cases, these groups are known for showing near fanatical loyalty, often even expressing hostility towards those they consider to be fans of rival brand. Even though this may seem extreme, inspiring this kind of loyalty in your followers is not impossible and it can be extremely lucrative.
6. Experiment With Media, But With Caution
We’ve already spoken about using visual stimuli to your benefit, but the truth is that you need to appeal to as many senses as possible. Because of this, you need to experiment with and use different types of media: Podcasts, video, GIFs, and more.
Overdoing this, though, may be bad for a couple of reasons — first, by giving your visitors too much stimuli, you’re taking away their ability to focus on any one thing. Second is a practical concern, using too much media can seriously slow down your blog.
7. Keep It Running Smoothly
Finally, there is one more thing that is essential to running a respected blog and that is to ensure that there are no hiccups on technical side — a pleasant experience is deeply tied to how users feel about and remember your blog or website.
In order to speed up your blog or website, you can go one of two ways. Either exclude some “heavier” elements of your blog or try to make your website run faster with an appropriate plugin like WP Rocket.
In the end, in this dog-eat-dog world of modern business you owe it to yourself to do all that is in your power to succeed. If neuromarketing can give you a fighting chance, as well as way to remain competitive, than it is something that you cannot afford to miss out on. The ability to use this knowledge to your own benefit, may very well be the determiner of your future success.
This is a guest contribution by Raul Harman, a B.Sc. in Innovative entrepreneurship and his main areas of interest is digital marketing for enterprises and small businesses. He is also a regular contributor on technivorz.com