If you don’t have a strategy in place for influencing the behavior of your target audience, you’re really missing out. Luckily, neuromarketing has you covered.
Today’s post goes beyond the tactics we’ve previously discussed to engage Facebook audiences. The mistake you want to avoid is limiting your strategy to already discussed tactics –because there is a new concept out there, and understanding it can skyrocket your fan engagement levels.
What Is Neuromarketing?
Neuromarketing for Facebook is a new strategy of acquiring customer intelligence. The aim is to enable marketers to understand consumer behavior and predict their purchase decisions as much as possible. The concept is used to measure the psychological state of consumers to learn why they make certain decisions and what part of the brain tells them to make those decisions.
Can you really hack into the minds of your target audience and influence their decisions? Neuromarketing says it’s possible by understanding what works and what doesn’t when convincing people to do business with you. Before, marketers used to think that buying decisions are inspired by logic and rationality; today they realize that emotions can override rational behavior. According to research, neuroscience has revealed new information about emotional responses through the measurement of brain activity when people evaluate advertisements or products.
University of California’s neuroscientists scanned the brains of people watching Super Bowl commercials in 2007. A fMRI (functional magnetic resonance imaging) machine was used to measure neural activity in the areas that trigger language, emotion and everything else. Advertisers paid up to $85,000 to trigger positive responses, but many of them provoked fear and anxiety, with Doritos being the only exception.
For instance, the ad from Nationwide Insurance featuring the failed rapper Kevin Federline working in a fast food restaurant led to feelings of insecurity, which was opposite of what the company wanted to achieve.
It has been long since neuroscience met marketing. Neuromarketing took birth and now marketers use a variety of techniques and tools to measure customer behavior and responses. These include simple methods such as emotional experiments (seeing how product design modifications affect a consumer’s emotions), analyzing their expressions, and eye tracking, as well as complex methods such as biometrics (body signals), neurometrics (EEG), and fMRI.
Using Neuromarketing for Facebook Engagement
So in what ways neuromarketing helps Facebook marketers? Well, it supports the need of consumer profiling while providing them the benefit of understanding what the audience motive is. Below are some neuromarketing tips that you can apply to your campaign:
1. Use the Right Colors
Did you know that colors make a huge difference in how people perceive your marketing message? Gregory Ciotti’s blog post explained how colors influence the brain. Facebook itself uses the color blue, which implies communication, trustworthiness, safety and reliability. These are the qualities users perceive of social media businesses that use the blue color.
In a peer reviewed journal post, it was determined that consumers take 90 seconds to form opinions about products, and around 62-90 percent of this interaction is determined by the color of the item alone.
So whether you post something visual or create a Facebook ad, remember to use the right mix of colors and the ones that support your brand’s personality. For example, pink would work well if you’re targeting single female audience, as it represents romance and love.
Even though Nike has different colors in its branding, it doesn’t shy away from using pink when there’s a need. Females are likely to engage with this color more than other colors.
The shoe has a pink foil color, and the Facebook post was geared towards the female audience.
2. Aim to Reduce Pain
Specialists in the field of neuromarketing say that the response given by the brain when it comes to pain avoidance is three times stronger than the response given when it seeks pleasure. The traditional route is to focus on the pleasures provided by your product (cost-saving, features, etc.); why not focus more on the way it will help consumers avoid pain?
Consumer emotions gear more towards pain avoidance rather than thrills. Pain points can be unconscious or conscious depending on the situation. If your message doesn’t address the customer’s pain and has negative to zero effect on the medial prefrontal cortex region of the brain (responsible for decision making), then you need to remove unnecessary purchase points.
To find out what types of pain your target audience is facing, you should:
- Make personalized phone calls
- Host Facebook surveys
- Study comments and mentions
These few tips will allow you to discover pain points, which you could try addressing with your product/service.
Trello does well with its Facebook posts to address the main pain point of its audience.
The recent blog post shows that the company wants to help users avoid the pain of unorganized team work.
3. Don’t Miss out on Anchoring
Anchoring refers to the first piece of information received by consumers and how they use it as an anchor for making decisions. All decisions are made according to the anchor, regardless of these decisions making sense or not. Consumers will compare subsequent products/services against the anchor.
Fluctuating gasoline rates could be used as an example to understand anchoring. When the first time you’ll see $5 as the price, your brain will experience pain, as the anchor could be $3 or $4 – the price registered in your brain, the price you’re familiar with, and the price you’re fond of. Now consider the bargain the brain would perceive if the price dropped to $2.
What you can do is suggest an anchor to consumers rather than allowing them to find their own anchors. Samsung’s Facebook page shows that it uses its Galaxy phone’s latest model as the anchor.
The Galaxy S6 is the anchor these days. All other products will be compared against this anchor. People may be inclined towards lower-priced models as the OS and some features would be similar to the latest flagship.
4. Harness the Power of Reciprocity
Reciprocity could work well to make your target audiences’ brains feel indebted towards your brand. In comparing the rewards vs reciprocity approach in an experiment conducted on a website, it was found that twice as many people gave their information when information was provided to them first, instead of the other way around.
The approach may seem counterintuitive at first, but Susan Weinschenk revealed in her book titled ‘Neuro Web Design’ that call-to-actions should be placed immediately after good content. That is because the psychological principle of reciprocity claims that when marketers provide something to their target audience without expecting anything in return, people are more likely to return the favor by engaging, making donations, buying products, etc.
As a result, you can use this tactic to spur Facebook audiences to engagement. For instance, Mint, powered by Intuit, provides free information to its Facebook audiences.
This give out of information results in a positive experience, which motivates people to sign up for a paid account.
I hope you enjoyed reading what neuromarketing is and how it can be applied to your marketing efforts. This approach will enable you to scrutinize the mind of your audiences, which is the key to influencing their behavior.
Now it’s your turn. Have you used any of the above tactics to improve engagement? Feel free to leave comments.