5 Keys to Implementing a Neuromarketing Approach

June 11, 2019

By Kirsten Oelrich

Recent studies have shown that emotions play a key role in driving big purchase decisions. More marketers than ever before are realizing the need to appeal to their customers’ latent sensibilities. We’re entering a new era where the art of marketing is converging with the science of human behavior.

Neuromarketing, also known as consumer neuroscience is the study of the human brain to predict and potentially manipulate decision making and consumer behavior. This approach provides marketers a deep insight into the needs and requirements of the consumer. As marketers scramble to strike an emotional chord with customers in the hope of increasing revenues and driving conversions, here are 5 ways you can adopt a neuromarketing approach:

1. Make your content informative and lucid

Most companies make the mistake of not bringing together a team with the right skillsets. Some of the key skills for every B2B marketing team include data science, SEO, and content creation. Businesses must also be effective in assigning the right resources to the right clients. One common mistake that companies make is assigning novice marketers to a client − they lack experience and exposure needed to address complex challenges. In such cases, it is advisable to hire a senior marketer to help steer the inexperienced team members towards the right direction. They bring outside experience to the team and look at the campaign from various angles. They also mentor the novice marketers and improve their skills.

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2. Inspire action with impressive headlines

The headline is the first and only impression you can make on a prospect. Catchy headlines promise good results. The most effective headline formula is Benefit+ Time+ Outcome. You should be very selective about the number of words that are put together, as customers dislike lengthy or complex or banal headings. Make an outline of how your product/service is beneficial to them. Write the heading in simple terms for the reader to understand. Add a time frame when the reader can benefit from using the system and show the outcome of using your system.

3. Brand your content

According to research, consumers process advertising unconsciously. Marketers must strategize around the need to continuously build awareness of their brand with their content. Use unconscious branding and symbolism by inserting your brand logo in your blog post images, social media header images and use it in your email signature too. Your social media posts should have your brand image and use the same image across all platforms.

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4. Use simple fonts and colors

Fonts have a huge impact on customers. People lose interest when they find it hard to read the font and dissuades them from taking any action. To convince a customer to make a purchase you need to use simple, easy to read font for all the content on your website. It’s also important to use legible font for forms. If customers find it difficult to read the instructions in the form, they are less likely to take action. Complex fonts boost memory recall and should only be used for important information to grab visual attention. As a practice, they should never be used for your tag line, logo or phone number. Lastly, you must keep in mind the color of the font− it sends subconscious messages and can play a key role in showcasing your products and services.

5. Recommend action with images

Marketers only have a few critical seconds to make an impression on a potential customer. Images have a huge impact on the visitors. The images you use on your site determines what you represent and who you are in the mind of the visitors. Use images that direct them to take action and enter their information. For instance, an image where a person is looking or pointing in the direction of the call to action or opt-in.


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