How important are emotions in the purchasing process? Very!
That’s why the main differentiating factor in communication and the sale of a product is the value that the user places on it. Standing out from your competitors online is very difficult, which is why it is important to leverage the places where the user is more likely to listen.
Becoming recognisable is priority. You can do this without causing an uproar, but by working in the background and creating unconscious links. In an end-to-end process, there are many important factors that favour the conversion process: speed of feedback, user-friendly design, funnel building, neuromarketing and the ability to tell a story (and tell the brand’s story).
In the words of Seth Godin, entrepreneur and authority in the field: “People do not buy goods and services. They buy relations, stories and magic.”
Selling a product is anything but magical. In economics books, we read about demand, perceived value, consumers and producers.
However, anyone involved with marketing, for one reason or another, knows perfectly well that merely displaying a price tag does not cut it anymore. In a hyper-connected world, it is very hard for a company to break away from the background noise and truly emerge, unless it has the tools and the right infrastructure.
This requires a bit of magic.
“Don’t make me think”
That is the title of a key book on web design, written by Steve Krug in 2000. More than 20 years have passed since those pages revolutionised the way we think about design, but one thing is still true: we don’t like to think.
When we talk about users, although some concepts have evolved, their attention span has not changed – if anything, it has even got shorter: a few seconds, the time of a swipe, and we’re ready for the next story.
Not to mention the different formats alongside the channel! Text, stories, banners, thumbnails, feeds… basically, now more than ever, adequately inserting your brand into their browsing experience is an important part of any marketing strategy.
That’s why even companies don’t want to “think”: delivering diversified, personalised and immediate communication can be very expensive, as resources are often sparse and directed towards other areas.
This is the reason why an end-to-end strategy, designed to be used in outsourcing too, works so well. Building the funnel and developing conversion strategies happens in collaboration with the brand, without using the same number of resources required to train internal staff.
The results? They can be seen in optimised campaigns and in the conversion rate, obviously.
What about neuromarketing?
It needs no introduction: for years, neuromarketing has suggested that we observe and understand user-consumer experiences and implement mechanisms to get marketing messages across faster.
As well as using specific technologies, such as eye tracking, habits and so-called triggers should also be observed. These are the same elements that are so important, on a subconscious level, when weighing up their openness to the purchase.
The great paradox: needing to overcome the instinct to swipe in just a few seconds while at the same time leveraging bias, suggestions and habits.
Here’s an example: associating a colour with a particular semantic field is not something that is done consciously; it is the result of the accumulation of inputs and information that we have received in our lives. Therefore, when designing a conversion funnel, it is important to bear in mind that red is not good for a CTA, for example. We are used to seeing a red button as something dangerous, an alarm or something that should not be touched.
Not exactly what we want for our CTA, right?
The funnel: the departure and arrival point
All the points made so far lead us to one question: How do we make this happen?
There are many ways to improve your corporate communication, taking into account results and budget.
Building an optimal conversion funnel takes time: everything must be as data-driven as possible, public sensitivities must be considered and the right focus is required to speak to the right people.
The user should be accompanied on a journey, engaged and interested. Only once we have established the image that we want to present of our brand can we start talking about products and sales.
This does not put marketing at centre stage in any way: by spending money, sales become an experience. Whether it be exciting, satisfying, reassuring or even urgent, it’s all in your hands.
You can take the first step by observing how the advertising world is changing around you. The second step is to come to us for free consulting!