What’s Trending: The Psychologist Marketer
August 17, 2018
You might find yourself wondering if you ended up at the wrong blog. But be assured, I’m talking to you, fellow digital marketers. Even if we’re not formally trained in the field of psychology, most of us apply its principles daily.
Psychology is defined as “the scientific study of the human mind and its functions, especially those affecting behavior in a given context.” Isn’t this more or less what we are doing as marketers, when testing content and its impact on behavior in various contexts (channels, mediums, funnel stages, etc.)?
In his 2015 book, Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing, Roger Dooley described neuromarketing as “understanding how our brains work, regardless of the science used, and employing that understanding to improve both our marketing and our products.” He added that if these “techniques are used properly, we’ll have better ads, better products, and happier customers.”
Taken to extremes, this practice can involve the use of advanced methods like brain-scans and biometrics and eye-tracking. But at a base level, all marketers benefit from being cognizant of human cognition.
With this in mind, let’s open our brains to a bevy of trending content that approaches this subject from numerous perspectives.
What Marketers Were Reading and Sharing Most This Week:
The vital importance of transparency, emotion, reciprocity, and more: Hailley Griffis and Brian Peters of Buffer break down seven critical elements of psychology that can help direct your social media marketing efforts. If you don’t have time to read, you can listen to the podcast version.
Why is storytelling such a powerful tool in content marketing? As Peter Minnium explains, there are biological underpinnings that serve to elevate this style of communication.
Research shows that good relationships are essential to happiness and health. Marketing guru Jeff Bullas digs into this insight and lists ways in which we can grow and nurture quality relationships. Granted, his post is more oriented toward personal growth and close relationships, but marketers would do well to heed the benefits of building affinity with business colleagues through simple gestures like reaching out to say ‘hi,’ remembering birthdays, and being generous.
Of course, one critical outcome of relationship-building is that it helps foster trust. And as data from Sagefrog’s new 2018 B2B Trusted Brands Report shows (unsurprisingly), brands that successfully establish a trusting rapport with their customers and audiences tend to perform quite well. Michael Guta looks at some key takeaways.
Glenn LaFollette is among the finalists for CMI’s 2018 Content Marketer of the Year (along with our own Jason Miller!), and here Carla Johnson takes an in-depth look at the inspiring work that he and the team at JLL have been doing.
We’ve entered a new era of B2B marketing, and the research presented here by Search Engine Watch only reinforces this reality. Included data points around the growing emphasis on personalization, and the shifting focus toward bottom-line ROI results, look familiar.
At Marketo, Matt Solar examines the fundamentals of aligning your content marketing with a sound SEO strategy on the modern web. Side note: Google’s 20th birthday is coming up next month, and if you’re looking for a blast from the past, check out this screenshot from within Matt’s article of their homepage in 1998.
8. 5 Big Marketing Stunts That Worked and What We Can Learn From Them
Go big or go home, right? These five companies unleashed bold and ambitious campaigns that ended up delivering. Dara Fontein outlines the lessons for other marketers.
“Just winging it” is an endemic blunder in content marketing, writes Kaleigh Moore. She shares pointers on connecting your strategy to clear business goals.
Interested in developing video marketing assets for social media, but lacking the software and know-how to create something polished and professional? This post from Alessandro Bogliari may prove helpful.
No one can read minds, but you’ll gain a better understanding of today’s B2B audiences by subscribing to the LinkedIn Marketing blog.