The Psychology of Anticipation and What it Means for Your Conversion Rates. Understanding the psychology of anticipation can make you a more successful marketer. Image source. I love digging into the psychology behind conversion. So much of conversion optimization depends on psychology — the way people think, why they click and how they respond to messages. As marketers, we need to understand this psychology so we can become more successful. One area of psychology that affects conversions is anticipation — mentally preparing for and expecting a certain outcome or result. We often refer to a person’s anticipation as being “high” or “low” but what does this actually mean? How does anticipation impact what we do as marketers? There are three points about anticipation that I want to explain to you. Hang on. Psych Tip #1– Most people anticipate happy experiences We can’t stop anticipation from happening.
With this anticipation always in play, the human brain desires more dopamine. What does this have to do with conversion optimization? Here’s an example. . – Neil Patel. Customer Behavior, Big Data And Little Insights. Every time I step out of New Zealand and into a big economic region, the two things I notice are the crowds and the scale.
Looking out over row after row of A380s parked on tarmacs, wrestling for room on a crowded street in a busy Asian city or seeing the world go about its business in a towering CBD, the immensity of humanity and the pace at which life operates is immediately apparent. Recently I was struck by something else. Quite literally, at the other end of the scale. I was on a train traveling back into Kuala Lumpar from a meeting when I noticed that everybody around me had on headphones – everybody – and to a man, woman and teenager, they were wearing a look that said “Disconnected from the world”. (Of course that doesn’t just happen in Malaysia. I just happened to particularly notice it on this journey.)
And I remember thinking at the time – I wonder why that is? Which is exactly the point. Absolutely. Brand marketers need to be doing more of that. Actually, no. It’s a system? Eight useful tools for testing social marketing. A Manager’s Moral Obligation to Capitalism. Most of us tend not to think of capitalism as a moral system. The prevailing view of the free market, among laypeople and economists alike, is that it's one step removed from the law of the jungle. But the fact is that capitalism has always had an explicit moral framework that runs as a thread through the writings of Adam Smith, Milton Friedman, and Friedrich Hayek among other foundational thinkers. "Many economists think of it as a positivist system that does not impose morality upon society, but this is not the case," says Harvard Business School Associate Professor Karthik Ramanna, who holds appointments as the Henry B.
Arthur Fellow, supporting the research and teaching of business ethics, and as a Marvin Bower Fellow, helping faculty launch innovative new business agendas. In other words, capitalism earns its legitimacy through the idea that the pursuit of self-interest explicitly delivers on certain moral goods for society. Second, capitalism tends to be self-correcting. 4 Ways To Create Successful Social Media Content. When developing a content marketing strategy, one of the most crucial aspects of the plan is often social media marketing. When content is created, it is usually produced with hopes of being shared across the Web, not only through internal marketing campaigns, but also organically on social media networks. It isn’t always as easy as it may seem to create content that people want to share. Generating buzz is difficult when a content piece isn’t optimized for social media or wasn’t created with social-specific goals in mind. However, there are many steps you can take to assure the content you create is truly share-worthy.
Check out these four ways to create successful social media content. 1. If you’ve developed any sort of marketing plan before, you know that having goals is critical to effectively measure success. Instead of working to achieve all of the above, set explicit goals for each content project. 2. 3. 4. Creating Social Media Content That Gets Shared. Why Your Business Shouldn't Be On Social Media | Marketing Land. Many people who don’t truly understand social media believe they need to be on it “just because everyone else is.” However, there are several reasons why not participating in all types of social media could be okay for some companies, especially if they aren’t doing it correctly.
Failing to follow social media best practices could actually dampen your online presence and brand sentiment. Below are some of the reasons why it’s better for some companies to stay away from social media. 1. You Don’t Update The cardinal sin in social media is establishing a presence and not updating it regularly once you have it all set up. Not staying current online shows customers that you may not be current in other things, like your inventory or customer service. 2. Should your plumbing business have a LinkedIn page targeting new customers? Additionally, posting content in the wrong medium just makes you look desperate and too “salesy.” 3. 4. 5. Listen to what they have to say.
This week's finest digital marketing infographic. It’s Friday, so that means it’s time for the infographic of the week. This week it’s a look at social media marketing for B2B companies from Clearpoint Agency. Truth Will Out - Why Authenticity is the Key to Growing Your Business. Authentic businesses inspire and prosper. A bold statement – but one that is very hard to argue with. You might think that by its very nature marketing isn’t authentic, but in the digital age where people are increasingly savvy that preconception is being forced to change. Indicators are everywhere – for example the 2012 Goodpurpose study demonstrated that where quality and price were equal the leading purchase driver for 53 percent of consumers was ‘social purpose’.
Consider also Facebook’s upcoming changes to newsfeed which reflect the trend toward content that shows more heart and encourages the forging of deeper connections, giving users the ability to focus only on image based posts or tune out brand updates completely. The more virtual our lives get, the more we hunger after something genuine. Don’t make the mistake of giving your audience less credit than they deserve. But don’t think for one moment it’s us versus them – that couldn’t be further from the truth.
How to do it Be Real. What Is A Social Business? In response to my post defining social selling, I realized that I needed to take a step back and define “What is a social business?” There is a lot of talk about the social business and too often it involves a discussion of social tools and channels. In this article I’ll offer my own definition as well as plenty of links to other resources you can check out for more ideas on how to help your organization transform into a social business. A social business is not a business that sends a lot of Tweets or has a ton of Facebook likes. A social business is one that realizes that it operates in a more transparent and social world.
And so it makes customers and employees equally as important as its shareholders and profits. A social business places equal value on the needs of its customers, employees, partners and shareholders. This is not all that different from the concept behind one of the first posts I wrote 3 years ago this month. Forrester: Chief Customer Officers key to "orchestrate" customer experiences... and change. Forrest Research just published a new report by CX analyst Paul Hagen, with some very interesting insights into the emerging role of the Chief Customer Officer (CCO). But first, let me take back what I said a few years ago.
Around 2007 I predicted that the CCO would be a temporary trend. My argument: the job isn’t needed if customer-centricity is a part of how a company does business. And indeed, you rarely see the job position at companies leading the pack in customer loyalty surveys. Since then, my research has found precious few (5-10%) companies achieve “stage 4″ in their customer-centric maturity. Here’s how companies tend to progress over time. CEM tends to come into play as companies progress from targeting customer to extract value (stage 1, a CRM meme) to being responsive to requests for improvement and genuinely trying to engage with customers (stages 2 and 3) to deliver value. So what does the CCO have to do with this? And now, back to the report… What’s next for the CCO? 7 steps to demystify Social Media ROI. Posted on February 23, 2013 by Rob Petersen inShare44 Return on investment (ROI) is the final word on success for a business.
It shows real gains and proves how well the business is being managed. A company has to put a process in place to get to an ROI. Maybe that’s why, “How do I measure social media return on investment,” is the #1 question over 3800+ marketers ask in the Social Media Examiner Annual Survey every year. The journey to find ROI doesn’t have to be difficult as long as you have a plan. To help out with one, here are 7 steps to demystify Social Media ROI. DEFINE DESIRED RESULTS: When you start, know where you want to be by the end. KNOW WHO TO ATTRACT: For every business, there is a wide disparity between best and worst customers.
FIND OUT HOW THEY FIND YOU: Are the people you want to attract also the one who are finding you? DECIDE ON THE MONEY AND TIME HAS TO BE SPENT: You’ve defined where you want to go. Let’s take an example. Civility in the Workplace « Daily With HQ. To be civil is to be polite and to show respect to others. To be uncivil is to be rude and to show disrespect to others. According to the Harvard Business Review, the frequency of incivility in the workplace is increasing. The result is that people don’t like to do business with those who are uncivil and they don’t like to work at a company where incivility occurs. It’s logical that civility is a good thing for organizations. Obviously, the opposite is also true. In fact, incivility grows legs. In short, virtually everyone says that “life is too short” to deal with “rudeness.”
So, why are rude people rude? So, what is one to do? One, model civility. Be a conscious practitioner of civility. Following six months of these ground rules, the real measures of patient care and customer satisfaction increased. Civility is a free commodity. Like this: Like Loading... 4 Marketing Hazards to Avoid. In their book No B.S. Guide to Marketing to Leading-Edge Boomers and Seniors, marketing experts Dan S.
Kennedy and Chip Kessler offer small-business owners a handy guide to targeting the leading-edge boomer and senior market. In this edited excerpt, the authors outline four errors that can crash your well-planned marketing campaign. There are specific hazards in communicating with and building trust with leading-edge boomers and seniors. Stepping in any one of them, even a little, can sabotage an entire marketing campaign or sales presentation with everything else in it done perfectly. Here are four sand traps to watch out for on the course: Related: Why Should Your Customers Trust You? 1. 1. Assume you're a financial advisor and your prospect brings up the matter of gold.
These are the kind of land mines waiting for you to step on them. 2. As a matter of fact, it’s a bad idea to assume anything. 3. Related: 5 Tips for Boomer-Friendly Retail Design 4. Structure Your Presentation Like a Story - Nancy Duarte. By Nancy Duarte | 8:00 AM October 31, 2012 After studying hundreds of speeches, I’ve found that the most effective presenters use the same techniques as great storytellers: By reminding people of the status quo and then revealing the path to a better way, they set up a conflict that needs to be resolved. That tension helps them persuade the audience to adopt a new mindset or behave differently — to move from what is to what could be.
And by following Aristotle’s three-part story structure (beginning, middle, end), they create a message that’s easy to digest, remember, and retell. Here’s how it looks when you chart it out: And here’s how to do it in your own presentations. Craft the Beginning Start by describing life as the audience knows it. People should be nodding their heads in recognition because you’re articulating what they already understand. After you set that baseline of what is, introduce your vision of what could be. Let’s go back to that Q3 update.
Old-School Brand Building, Not Metrics, May Be Social Media's Forte - Venture Capital Dispatch. 5 Keys to Connecting with Your Customers on Facebook. It’s a lot easier than you might imagine. As you enter the world of Facebook social marketing, you may worry that it will both complex and challenging. That concern deepens when you have to wade through marketing jargon terms like The marketing reality is much simpler as soon as you translate gobbledygook words into meaningful ones. Is just jargon that means you need to engage with your customers. Most marketers understand the need to engage with their customers. The hard part is actually doing it well. How can you best engage customers effectively when you face so much Facebook competition? #1: Provide a Solid Reason to Go to Your Fan Page Why would anyone visit your page? #2: Converse with your customers Engage people in conversation by providing exciting content, by asking for your customers’ opinion, by genuinely seeking their input out the direction of your business, etc.
You don’t have to launch a new online business to accomplish this. . #3: Make it Easy for Them to Connect. The 7 Cs of building a social media strategy. After using social media for a while, a lot of people and companies decide that they need a strategy. Of course, that approach is like putting the cart before the horse. To ensure success, think about your social media strategy in the context of the seven Cs. 1. Community Like all good communication, it is best to start by determining your target audience. For example, one of their top social media communities for a business-to-consumer brand such as Oreo is Facebook.
Finding out where your community interacts on social media is the first step of a successful social media strategy. 2. After you figure out how your community engages with social media, you should determine what content you’re going to share with your followers. For example, if you want to grow your personal brand, what articles are you going to share to highlight your expertise about your job or personal interests? To learn more about the importance of content, you may want to read the Content Marketing Institute blog. 3. 4. Publications How Do You Value Your Brand's Social Connections? 09/11. Pinterest Tips and Tricks to Support Your B2B Marketing Campaign. Feature Flash: Pin-to-Purchase closes the performance loop | Pinfluencer Blog. Publications Social Media Users' Age, Gender Impact Site Choices 08/23.
What kind of links are people sharing on Twitter? | Articles | Social Media. Step by step guide for success with social media « Mukesh Gupta. Publications Social Media Is Transforming Business, Inside and Out 07/13. Social Software Emphasis Shifts To Getting Work Done - The BrainYard. Study: Branded social content influences 78 percent of consumers. Chart Focus: How business uses social technologies.
Brand yourself with a new online reputation (video) Is Social Media Strategy Required or Redundant | social media strategy. 9 Ways To Measure The (Actual) Success Of Your Social-Media Community. Thinking about the Social Enterprise. The Unexpected Way To Use Your Social Network Strategically. What Not To Leave Out Of Your Social Business Strategy. Would You Rather Have Klout… or Kred? The Qualities of a Powerful Word-of-Mouth Marketing Strategy. 5 Reasons CapGemini Re-Focused Their Management Consulting to Social Business. Are Social Media 'Witch Doctors' Hurting Your Business? 8 Ways To Avoid Social Media Culture Clash - The BrainYard. 10 Social Networking Tips For CIOs - The BrainYard. What Your Social Media Dashboard Should Look Like (Part 1) « Dachis Group Collaboratory. S Social Performance Platform Comes to the Big Screen.
9 Ways To Measure The (Actual) Success Of Your Social-Media Community. Social business: the current situation and future predictions (infographic) | Social media agency London | FreshNetworks blog.