Neuromarketing - what is it, and why you really should care if you are responsible for generating leads for your business...
Let me ask you a question - how much effort do you really put into crafting your messaging? Your instant answer is probably, lots! After all, you sweat over your copy crafting beautiful prose, editing, refining and then editing again, and then getting buy-in from all of your stakeholders from sales to product development. So, perhaps let me ask you a different question - when you finally release your carefully sculpted new campaign into the wild are you SURE it is going to really resonate with your desired prospects and deliver you the sales result you are hoping for? The answer here may be - well how can you ever really tell? You might say that great copywriting is an art, not a science.
When the great retail magnate John Wanamaker uttered that now famous quote: “I know half my advertising doesn’t work, I just don’t know which half”, this was undoubtedly the case. But over 100 years on, the huge advances made in the field of neuroscience have given rise not just to new knowledge, but a new(ish) term in the marketing lexicon - neuromarketing. With neuromarketing, we can turn the art of copywriting into the science of message creation.
The good news is that whether you realised it or not, you have probably been applying some sound neuromarketing techniques to your campaigns for years. This is because unless this blog is being read a lot further afield than expected then we are, of course, all human. We are (most of us) blessed with common sense and an instinct for what will really resonate with our prospects. A good example is the ‘free gift, a time-honoured hook to reel in prospective buyers. And we just know that this works, right? Well, using neuroimaging techniques such as fMRI (functional Magnetic Resonance Imaging) we now know that parts of the brain actually light up when we are presented with the ‘free gift’ and we have an actual chemical response that compels us to take advantage of the offer.
What does this mean? It means we can, if needed, use tools such as fMRI, which measures large areas of brain activity and EEG (electroencephalography), which measures external brain activity, to prove which messages will really work.
You expect me to do what!?
Don’t all leave at once! We are absolutely not suggesting that every time you pen a new Facebook ad you should be stuffing some unsuspecting member of the public into a brain scanner to A/B test the copy and design! Luckily there have been a myriad of studies published since the turn of the millennium that give us clear and actionable information we can apply when creating our own campaigns. Watch out for our upcoming neuromarketing tips and tricks series that will give you some experiments that you can try for yourself to supercharge your content creation.
For the latest instalment in our series of blogs penned by our staff about their particular area of expertise, we hear from project management lead Christina and PPC expert Lee on what’s rocking their world in the workplace this month.
Google Responsive Search Ads
Google has recently given us access to a BETA advertising format called responsive search ads (RSAs). The difference between the two formats is as follows:
Current – Expanded Text Ads
Headline - 2 lines up to 30 characters each
Descriptions lines - 1 line of up to 80 characters
BETA – Responsive Search Ads
Headline - 3 lines up to 30 characters each
Descriptions lines - 2 lines of up to 80 characters
RSAs also allow you to:
- Create up to 15 different headlines and 4 different description lines;
- Select the order which you’d like these headlines & descriptions to appear;
- Allow Google to test which combinations perform best.
The RSAs offer you a greater chance to get the message across about your brand including any specific details about products and services, as well as any special offers. Due to this additional information, the adverts take up more room on the search engine results page (SERP), pushing lower ranked results further down the page.
I have tested the RSAs in the accounts which have been approved for the BETA and have seen the following results:
Expanded Text Ads
Click through 0.92%
Conv rate 3.75%
Responsive Search Ads
Click through 1.34%
Conv rate 4.24%
Click through +48%
Conv rate +13%
So the takeouts here are:
- Ads are bigger, clearer, more informative and more appealing to click on;
- The user is more informed when they visit the site and therefore more likely to convert.
The trial of RSAs is a major play from Google in their continual shift toward AI, machine learning and automation and it’s been fascinating to try them out.
Lee, PPC Whizz
Hello Trello and Goodbye To Do List!
EnquiryLab has joined the Trello movement and we have to say, it’s pretty darn good… I’ve been told I have to be brief on this one so bring on the bullets and here is why (in order of significance) I really, really like Trello and why you might like to consider using it too:
- No re-writing of the to do list. I don’t know about you, but I find that non-urgent or particularly boring actions can appear on my to do list for several weeks in a row, never making it to ‘done’! Not only is this a quick way to feel like a failure but it is also a waste of your precious time. Not managed to hit the deadline on a task in Trello? Just reschedule the due date or maybe even break down the task into steps to encourage yourself to make a start.
- You can assign tasks to your team, assigning members and also colour code the cards for each department/function. This means that people can see at a glance what they need to crack on with and who they need to work with to get jobs done.
- Time tracking. Lots of time tracking software syncs with Trello to allow you to the track time spent on a job so that you can reconcile with billing or departments at the end of the project.
- You can add power-ups. Depending on the project, you might want to add a calendar view to help you schedule work, or integrate with team communications platforms such as Slack. Trello enables you to select from a whole tonne of integrations to make project management communication as easy as possible.
- Filtering. It’s easy to filter boards to see what tasks have been assigned to you or see what tasks a member of your team is working on.
This is only a light-touch overview of all the wonderful features and functionality Trello offers. Free in its most basic guise, I’d recommend giving it a go to anyone looking for a project management tool that generates action and not just Gantt charts..
Christina, Project Management Lead
Earlier this month thousands of sales and marketing professionals gathered in Boston for Inbound18, the festival of HubSpot and everything inbound. The event coincides with peak product launch season at HubSpot, when tweaks to existing products and brand-new functionality are both announced alongside keynote speakers and analysis of the latest inbound trends.
As a HubSpot partner agency and proud to be helping businesses across Europe get the very most out of HubSpot, we were naturally on tenterhooks to find out what the latest tools to play with would be. And they did not disappoint - let’s take a look:
Flywheel instead of funnel
Those familiar with HubSpot and inbound marketing theory will understand the marketing lead funnel, which sees a business mapping out every stage of the buyer process from awareness and interest to consideration and purchase. It’s a key tool to ensure that the content on and user flow of a website are both carefully planned and designed to help people take those steps as easily as possible.
The latest thinking from HubSpot is that the funnel doesn’t allow a business to exploit its biggest asset – existing customers. By reworking the funnel into a flywheel with growth at the centre, businesses are guided to keep serving content to customers once they have purchased, not just while they are in the funnel. This ensures customers are served useful resources and extras that encourage referrals and help identify friction points in the post -sales cycle before they become an issue…
Video is everything in 2018. Social media platforms are investing non-stop in video serving capability and it’s proven to accelerate marketing success. Video marketers get 66% more qualified leads per year and can achieve a 54% increase in brand awareness versus those who ignore this content type. It is therefore no surprise whatsoever that HubSpot rolled out a whole range of video creation, analytics and management features at Inbound18. The features of HubSpot Video include on platform video hosting, in-video calls-to-action, a video creation tool and the ability to serve individuals personalised videos. YouTube integration is another key upgrade that’s sure to delight HubSpot users everywhere. Want to know more about HubSpot video? Look out for our follow-up blog focusing on this new functionality and going into more depth about its features and benefits – coming soon.
For businesses keen to keep an eye on the bottom line (so that’s all of us, then!) the announcement of a new stacking offer from HubSpot has gone down very well indeed. If you go down the route of the new Growth Suite and choose to stack marketing, sales and service together, you’ll receive a 25% discount and ensure your business benefits from end-to-end HubSpot goodness.
HubSpot’s tools are designed to ensure HubSpot works for all sizes of business from start-up to large multinational company. This is why Growth Suite is available at Starter, Professional and Enterprise levels, meaning HubSpot has the software to support your growth around the entire flywheel whatever your size, and with a useful discount to boot.
The HubSpot CMS is a website creation tool powered by the HubSpot CRM allowing you to customise the entire buyer journey, streamline marketing and sales processes and deliver true closed loop reporting and attribution. This long-time pillar of the HubSpot ecosystem is now available as a standalone product with an easy to use drag and drop builder, inclusive hosting with SSL enabled browsing and a world class CDN all included in the price.
Enterprise Level Features
Last but not least, the Enterprise level has a host of new features across marketing, sales and service giving large and multi-brand businesses an even more robust and sophisticated set of tools with which to grow their businesses. A taste of these below:
· More advanced campaigns with Facebook Messenger tools
· Continuous A/B testing
· Email throttling
· Automatic call transcription
· Integrated sales playbooks
· Quote approvals
· Workflow extensions
· Health scoring
· Goal setting tools
Overall you will enjoy greater flexibility, deeper integrations and less complication than ever before, meaning you can get on with shaping winning strategy safe in the knowledge your toolset is going to be there to help you seamlessly deliver.
To learn more about these and the myriad other features enjoyed by HubSpot users just pick up the phone for a chat or say hello using the live chat function on the site. Speak to you soon.
EnquiryLab always have one eye on the future. Marketing is changing at a rate more rapid than ever before, so each member of the team is absorbing news and educating ourselves on the latest trends, so we know everything there is to know about our specialist area. Naturally we want to share that insight with you, because what better way to show you that we really do know what we’re talking about?
‘Getting back to the basics’
In a post-GDPR world, brands, and by proxy marketers, are now far more accountable to consumers and can no longer rely on the ‘drug’ that is big data to deliver relevance to their prospects. Where before purchased data, partner category targeting and vast CRM databases allowed highly precise targeting of prospects, we must now get back to the basics of strong propositions and well-crafted messaging to make our message resonate with our target audiences. That’s not to say we have been plunged back into the 1960's, but the focus the mad men of Madison Avenue had on the value of great copy writing is certainly something we must recapture. In fact, some of the most enduring ad copy of all time was penned in that era, with lines like the ‘Pepsi Generation’ still as relevant now as they were 50+ years ago. In my opinion, inbound marketing will be the strategy to rise from the post-GDPR wasteland, with the technology (and content) that powers it providing the answer to the ongoing requirement to deliver timely and relevant information to consumers. If you want to discover the art of making customers come to you, then give us a call.
Chris, Strategy Lead and Co-Founder of EnquiryLab
‘The unstoppable rise of eBooks’
eBooks...they've been around for years. Once upon a time, they were the latest and greatest content feature, enabling you to get across all the information you needed about a subject at a reduced cost. Easily distributed via email or websites, eBooks cut out the need for expensive full colour print runs, postage, page number limits & minimum print runs. The ease of production of an eBook also meant that even more content could be produced and added at any time, then distributed to every far-flung corner of the world. And even better, a business could track clickthrough rates in real time. eBooks have never really gone away, thanks to their multiple benefits, but they are making a noticeable comeback now with interactive features that make them a content marketing must in 2018.
In addition to the features mentioned earlier, eBooks now bring some new features to the party:
Easy to read now or save for later and so useful as a tool to capture prospect’s contact details, I think eBooks are the comeback kid of 2018 – and at EnquiryLab, we make great eBooks.
Tash, Senior Creative
Close working and integration between sales and marketing should be high on the wish list for a marketing manager, but not always easy to implement in reality. However, if you want to create insightful content that works hard for the business, helping transform visitors to your website into qualified sales leads, then it will have to become a reality.
If you follow our content creation plan then you’ll not only get some fantastic information to help you create a content strategy, you’ll also transform your sales staff into an extension of your marketing team, actively noting customer pain points and where content is required to fill in the gaps in the information on your website that supports the buyer journey.
Ensure the sales team understand why content is important
Your sales team will have the insight you need to kick-off your content creation strategy, they just may need a little education to understand how good content will help generate qualified sales leads for them – understandable, the inbound methodology isn’t much known outside the realm of the marketing manager. You will need to do a light touch overview of inbound marketing (after all, how else will those prospects find your content?) then take them through content pillars, personas and customer pain points so they can see how content should be crafted to educate and assist different types of visitor.
Put together a list of customer and prospect FAQs
Hold a meeting with all levels of sales personnel and ask them to compile a list of all the questions they can think of that they’ve ever been asked by customers and prospects. This list will become a comprehensive bank of blog themes and ideas as you build up content that educates visitors to your website and positions you as a trustworthy and knowledgeable voice on your subject matter.
Map the buyer journey
Another exercise to work on with your sales team is to map out the customer journey (and this may differ between different products or territories so be prepared to map out several versions), making sure you have or have planned content that supports every stage of the journey and answers common pain points along the way.
Make sure your content is available in a format that works for everyone
Your sales team should be able to use content in their sales strategy too, so it is well worth talking to them to see whether they would like email signature banners with links to current relevant content, or an eBook that will be the perfect content to send a prospect sitting in the middle of the sales funnel who has a list of questions that need answering. Perhaps your customers are located around the globe, and your content needs to be clear and easy to translate into multiple languages – whatever your sales team needs, make sure marketing is listening.
Don’t be afraid to ask questions
Regardless of who you are talking to in your business, ask questions. We guarantee you will find out more about how the operation works and that in turn will mean the content you create is more informative and more insightful.
Repeat ad infinitum
The pain points and common questions will change over time, so even when your website is a lead generation hub thanks you the content you have worked so hard to create you cannot rest on your laurels. Make sure you keep that key alignment between sales and marketing, scheduling in regular meetings with the sales team to ensure you have the crucial business intelligence and customer insight that is so critical to content generation.
Once you’ve completed the steps above, the next step is to get writing and start deploying your content. Then you’ll be able to see what works and what doesn’t seem to resonate, and tweak accordingly. If you’ve enjoyed this blog and want to find out more about lead generation, why not download our eBook of The 30 Greatest Lead Generation Tips & Tricks?
So, your website is a fabulous shop window, featuring your logo, corporate colour scheme, information about your products or services and provides contact information and a few blogs. So why isn’t it converting visitors into sales leads?
Here are the five things every website that’s a well-oiled machine, churning out leads that keep the sales team busy has in common.
1. They have contact forms and the most engaging content on the pages that get the most visitor traffic
If you can use an analytics tool to work out where people are landing on your website, this will not only help you to carry out a useful audit of what is driving visitors there in the first place (email marketing, blogs, social media, search engines), but which webpages are the most popular. This brings two key benefits for lead optimisation – firstly, you can place content that has a natural flow from that which brought people there in the first place on these pages and secondly, you can place contact forms and downloads on these popular pages. Your aim is to keep them on the website as long as possible, by serving them information that has a natural flow from the content that got them there in the first place and to capture their contact information, so you can speak to them in the future. If you want to take this up a notch, then utilise a heat mapping tool to understand where on each page your visitors look and place content and calls to action accordingly.
2. They have scaled up every stage of the lead generation process
Make sure that your website makes sense from the point of the visitor. If they are interested in your blog regarding ‘The 7 biggest pain points in cloud software deployment’ then make sure there is a relevant e-book or webinar that goes into more detail for them to download to find out more about that topic and crucially asks them to part with their contact data to obtain it.
Ensure there are calls to action (CTAs) on every page, bespoke landing pages and thank you emails when people do enter their details. These thank you emails, also known as ‘kickback’ emails, are incredibly powerful – they can demonstrate up to twice as much engagement as a standard marketing emails in terms of click through rates.
3. They include personalised content and CTAs
There are some powerful marketing tools out there, and they offer incredible levels of personalisation for websites. Each unique website visitor can be served a bespoke experience based on their previous interactions with your website, their interests and what they may have purchased from you before, with different buttons, images and content appearing for them. Websites with personalised CTAs convert 42% more traffic than those without, so while personalisation may take some effort and investment, it will pay off.
4. They offer content and e-books that educate and take the visitor further down the pipeline to become prospect and then customer
In order to truly generate good quality sales leads you need to have educated the website visitor on what you do and why it is important to them as individuals. This can be through a combination of blog posts, e-books, videos, images, and long and short format webinars. Make sure you create content that is designed to take website visitors from simply browsing your website to wanting to discover as much as possible about what you do and how you do it. Your aim is to help them get to know your brand, without forcing your branding down their throat. Crucially, make sure you are capturing this information and modifying their journeys accordingly.
5. They have a solid lead nurture framework in place
Even if the website itself is working hard and you have implemented everything on this list so far, if you don’t nurture the leads that come in, you will miss out on sales. It sounds simple, but ensuring that follow-up emails are personalised, timely and filled with content that leads prospects closer to becoming a customer will reap rewards. After all, only 25% of leads are sales-ready, the remaining 75% will need nurturing and educating in order to convert. In fact, considered B2B purchasers can take 123 days from first touch of your website to interacting with your sales team, that’s four months. What you do for those four months is often the difference between selling and not selling.
New to this?
If everything you’ve just read is stretching your grey matter a little more than you’d like, why not call on the experts to help? EnquiryLab’s lead gen experts can help you decide what’s the best fit for your business, just fill in the form below to say hello.
5 billion gigabytes of data was created between the dawn of time and 2003, we now create that every two days!
Information abundance is fundamentally changing the way people find out about products and purchase them. Those looking for a product or service are more likely to research extensively and educate themselves before even contacting a company, where once a salesperson was the first point of contact now up to 90% of the purchase journey occurs remotely. The old marketing playbook is ill-equipped to deal with this, and for companies willing to embrace a new way of thinking this represents an excellent opportunity - inbound.
Inbound means not just pitching products and services to prospects but providing them with relevant and useful content to answer their questions and solve problems for them.
The methodology consists of four phases to take visitors to your website and transform them into qualified leads, customers and in the very best-case scenario, promoters.
The four phases are: Attract, Convert, Close and Delight.
Here at EnquiryLab we live and breathe inbound. We’ve seen it work for businesses in multiple sectors. We’ve sketched out 3 steps you can take to start building an inbound marketing strategy and explore the possibilities of this powerful marketing methodology.
Is it time to implement inbound in your marketing efforts?
If after reading this you are keen to find out more about inbound, you are certainly in the right place. EnquiryLab are experts in implementing this marketing approach for businesses, and as a Hubspot partner agency we are well placed to guide you to the next steps on your journey. Get to know us better by filling out the form below: