Incorporating Persuasive Digital Messaging

http://searchmarketingexpo.com/bio.php?id=771

Moderator:
Greg Jarboe, President & Co-Founder, SEO-PR

Speakers:
Graeme McLaughlin, Manager Digital Marketing, British Columbia Automobile Association
Heather Lloyd-Martin, CEO, SuccessWorks

Before embarking on an internet marketing campaign, always put yourself in the shoes of the consumer. The following are some approaches in order to engrain into the consumer that your product is valuable to the consumer’s needs.

1. Bandwagon effect – Provide examples of how everyone is purchasing your product. Consumers naturally want to be part of a consensus. When a product has a following of people, it is tempting for the consumer to purchase the same product.
2. Saturation – Be everywhere at every moment. For example, there are many portable music applications for consumers. But what made the iPod stand out was that advertisements were everywhere – print, online, television, word of mouth, social media, etc. Through saturation, you want your brand to become so recognizable that many consumers believe it is the only option.
3. Match credibility to the vertical – Consumers always wants to know product reviews. However, it is less effective to post reviews on a page whose content that has little to do with the reviews. For example, if a hotel has a review that is specific about the accommodations, it is a good idea to put the review on the general hotel reviews page. But it is an even better idea to put the review on the accommodations page. This allows the consumer to read the product description and the review at the same time.
4. Reduce the number of offers – Sometimes less is more. Consumers can be overwhelmed with a variety of choices. Consumers can process product offerings when a limited number of choices are presented to them.
5. Use the word “free” sparingly – If overused, the word “free” can make the consumer believe that offering or the product is not valuable. However, use a value comparison instead, i.e. “Get x for only $19.99, a savings of $40!” That way, the consumers understands the value of your product, and you don’t overuse the word “free.”

Internet marketers are always finding new means to get into consumer’s minds. Internet marketers are also always looking for new ways to convince the user to purchase the product. Incorporating these steps are some tactics in order to ensure proper positioning of products and content in a persuasive way.

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Contributed by: Nelson Toriano, Milestone Inc