Want people to engage with your content? You need to add a ‘curiosity gap’
An important concept we teach to businesses in our content marketing workshops that we first learned when working with broadcast media companies like the BBC, is to create ‘curiosity gap’ in your communication.
But what on earth is a curiosity gap?
What is the ‘Fluency Heuristic’ and How Can it Help Improve Your Marketing Strategy?
Marketers are constantly seeking ways to connect with their target audience on a deeper level, leaving a lasting impression that translates into sales and brand loyalty. One valuable tool in achieving this is the "fluency heuristic" derived from behavioural psychology.
In this article, we will explore the concept of the fluency heuristic, its psychological underpinnings, and how it can be effectively applied to enhance your marketing strategy.
Why your website probably isn’t showing up in Google and what to do about it
Having a website is essential for businesses to establish their online presence and reach potential customers. However, merely having a website is not enough to guarantee visibility in search engine results, particularly on Google.
As website designers, we frequently encounter clients who are disappointed by the lack of traffic to their sites, despite implementing what they know to be the best search engine optimisation (SEO) techniques.
Trouble getting leads? Show authority through your own podcast – here’s how.
In the 21st century, the internet is busy place – a really busy place!
New businesses are struggling to generate leads and stand out amidst the cacophony of noise dominating this vital marketplace.
One powerful solution we recommend to help you overcome this challenge is leveraging the authority-building potential of a podcast.
What are ‘Zillennials’ and what do they mean to your brand?
Zillennials, often referred to as a ‘micro-generation’, straddle the line between Millennials (those born between 1981 and 1996) and Generation Z (those born between 1997 and 2012 ).
They are predominantly the offspring of Baby Boomers and Generation X, however, this cohort, growing up amidst significant global events such as the 9/11 attacks and the rise of the Digital Revolution, came of age during transformative moments like the Brexit referendum and the 2016 U.S. presidential election.
The 2 main approaches to marketing activity, and where they fit into your sales pipeline
Understanding the differences between these ‘invitational’ and ‘persuasion’ styles of communication and their position in the AIDA model can help businesses create a comprehensive marketing strategy that effectively targets and engages their whole audience correctly.
But what do they look like, and what do they mean?
The problems with homogeneous creative teams, and how to solve them.
Creative groupthink within homogeneous creative teams can really hinder innovative problem-solving - especially in an era that requires marketing teams to bring truly original thinking to stand out.
When internal groups become too entrenched in their collective ideas, introducing outsiders can offer a fresh perspective and spark new ways of thinking, a concept proven in psychology and neuroscience circles.
What is the ‘Law of Least Mental Effort’ and how can you use it to increase sales?
The Law of Least Mental Effort, rooted in cognitive psychology, suggests that we as individuals tend to favour options and solutions that require the least amount of cognitive exertion.
In simpler terms, when faced with a choice, people tend to opt for the easiest and most straightforward route to reach a decision. This preference for cognitive efficiency is deeply ingrained in our psychology and often influences our daily choices without us realising it.
Trouble making sales? Try upstream marketing
In the complicated world of marketing, downstream activities focus on converting existing leads into customers.
This is where most companies traditionally put their efforts – creating compelling sales pitches, optimising checkout processes, and running targeted ad campaigns. While these tactics are essential, they often ignore a critical aspect of the customer journey: initial awareness.
This is where upstream marketing comes into play. Instead of solely concentrating on converting leads at the bottom of the funnel, upstream marketing aims to attract and engage potential customers much earlier in their journey.
How ‘growth marketing’ utilises the special forces approach to scale a business.
Growth marketers understand and combine well developed system 1 and system 2 decision making to delve into data and user feedback to discern effective tactics and identify areas for development.
Unlike traditional marketing that focuses on one-way communication, growth marketing's goal is to drive loyalty and engagement by employing techniques such as A/B testing, strong SEO, influencers, community engagement, social media and email marketing.
Why your marketing strategy should be based on the ‘Mere Exposure’ effect of neuroscience.
The 'Mere Exposure' effect in neuroscience suggests that people tend to develop a preference for things simply because they are familiar with them. Yep, you buy brands because you trust them, having been exposed to them multiple times! So, in the context of marketing, this principle can be leveraged to influence consumer behaviour and enhance the effectiveness of a company's marketing strategy.
Link your brand’s touchpoints to positive emotions to trigger strong recall
Believe it or not (this might challenge some notions about decision making!), there’s a surprising link between small, seemingly insignificant experiences, like sipping coffee from a branded mug, and heightened brand awareness. Neuroscience reveals that such connections strengthen "System 1" brain responses, fostering unconscious associations with a brand. This innovative strategy harnesses the power of subconscious cues to leave a lasting mark on consumer behaviour.
The neuroscience of behaviour and marketing are very similar – here’s why
Established brands ultimately strive to captivate their target audience and create strong, lasting impressions to increase brand equity and cultivate loyalty.
But surprisingly, the principles behind successful branding and the way our brains perceive risk share remarkable similarities. By digging a little deeper into the neurosciences, we can uncover intriguing connections between the two. In this article, we’ll explore the fascinating parallels between the neuroscience of risk and branding, shedding light on how and why these disciplines intersect.
What ‘brand equity’ is, and why should you be bothered about it.
What is brand equity? It’s an intangible magnetic force that draws you in amidst a sea of choices. It's the nebulous value that captivates consumers, fostering loyalty and trust. Strong brands become like old friends, guiding you and saving you from bad decisions. We’ll explain how investing in brand quality pays off with loyal customers.
Marketers: Don’t just raise awareness, raise excitement for your brand!
In today's competitive business landscape, building brand awareness is a critical goal for every marketer. However, raising awareness alone is no longer enough to capture the attention and loyalty of consumers. To truly stand out from the crowd, marketers must go beyond awareness and focus on raising excitement for their brand.
Growth Marketing is like trying to melt an ice cube: do it effectively to raise the temperature
Branding and marketing activities are like melting an ice cube. Each marketing action raises the temperature, some more than others. It's the cumulative effect of all the efforts that leads to visible results. Don't underestimate the small changes - they add up. Consistency is key; if you don't warm up your brand, it won't reach its full potential.
5 quick marketing wins to defeat the cost-of-living crisis
During a cost-of-living crisis, businesses really need to stand out and attract customers more than ever.
But how? Try these cost-effective marketing tactics.
Enter: The Brand-Building Playbook
Building a strong and successful brand is essential for any business looking to stand out in today's crowded marketplace. Social media is littered with the corpses of ‘blanded’ companies who failed to resonate with their market and customer, and just kept on plugging away with the wrong strategy.
With this in mind, we wrote a playbook is for those who want to build captivating and remarkable brands that demand attention and inspire loyalty.
If you run a lean organisation, don’t get a custom-coded website. Here’s why:
When it comes to creating a website, there are many options available to individuals and businesses alike, but two stand out above all others: custom-made websites and online website builders (such as WordPress, Wix, and Squarespace).
Each option has its advantages and disadvantages, and the choice between the two ultimately depends on a variety of factors, such as, budget, technical skills, and desired features – however, one stands head and shoulders above the other when it comes to search engine optimisation (SEO).
Scale-up series: what is experiential marketing?
In the latest instalment of our scale-up series, we look at ‘experiential marketing’, a form that really stands out from paid product ads, pop-up banners, and content.