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Posts Tagged ‘motivation’

Five Questions to Ask to Understand Customer Motivation

September 21st, 2017
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This article was partially informed by The MECLABS Guide for Optimizing Your Webpages and Better Serving Your Customers. For more information, you may download the full, free guide here.

Motivation is a powerful tool in any marketer’s belt. If used correctly, it can maximize the effectiveness of your marketing message and move customers toward conversion.

After all, motivation is the key reason why any of us do anything — it’s just a matter of identifying what your customer’s motivations are and helping them understand how your product or service fits into that.

Question #1. Where is your customer in the thought sequence?

Looking at the MECLABS Institute (our parent company) Conversion Heuristic, you can see motivation (m) placed right at the beginning. However, as you can see by the number “4” placed in front of it, not all these elements hold equal weight.

Motivation is the single most important factor when it comes to affecting conversion. You can’t change something as intrinsic to your customers as motivation. You can, however, gain an understanding of it.

By learning where your customer is in this thought sequence and mapping out the other elements (value, incentive, friction and anxiety), you can craft your marketing message in such a way that it is optimized to speak to all four, leading to conversion.

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Lead Generation: 3 questions every marketer should ask themselves about incentive

October 18th, 2013
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Does your marketing team have experience to fall back on, or have you found yourself in team conversations like this one …

Marketer 1: “I have this great idea! We’ll build a landing page and put a lead generation form on it!”

Marketer 2: “That’s genius! Everyone’s doing it! When visitors land on the page, they will enter their information and VOILA! Leads generated!”

Marketer 3: “That’s great, but what are you going to gate with the form? Why would someone want to give you their information? What motivation do they have?”

 

Is your team following best practices because they are popular, or are they approaching your marketing initiatives with consideration for every possible variable and objective?

Now don’t get me wrong. We all do our best to create lead gen pages that provide value and build interest in what we’re selling, but our best intentions are not the problem.

It’s all too often that we simply forget to thoroughly examine one key element for success – the incentive we’re offering.

So, in today’s MarketingSherpa Blog post, I wanted to examine three questions every marketer should ask themselves about lead gen form incentives that you can use to tip the balance to your advantage.

 

Do our incentives provide tangible value to our visitors?

Incentives are something appealing that we can offer the visitor in return for their information.

They come in many forms and differing levels of value. Popular options visible in the digital landscape these days are discounts, educational content, product add-ons and free or expedited delivery.

Which should you choose? Which will provide value to your prospects?

There are two important things to consider when thinking about incentives:

  • Cost
  • Relevance

Will visitors to this landing page find the incentive relevant? Will it meet their needs or prove valuable to them? Does the incentive offer a high potential for return on the investment? Is it something you can even afford to offer?

Ultimately, the right incentive for your offer depends on the product and business model, the motivation of visitors, and how the incentive builds momentum through the buyer’s funnel.

When choosing, it’s important to find an incentive that provides added value by complementing your product or service and matching your visitors’ wants.

If you can offer a low-cost incentive that provides high value and ROI, that option is likely a good fit for you.

 

Is contact with a real person a valuable incentive?

Another approach to lead gen offers you can use is contact with a real person.

This can be contact with an expert on a widget or a representative who can help prospects navigate an extensive product line.

If you have a complex product offering or if there are many competing options that have muddied your market, this might be a good option for you. However, there are a few important things to consider here.

Do visitors need help with your product offering? Will speaking with a person help them make a better buying decision? Can contact with a representative expedite the buying process?

Be careful though, if your prospects don’t perceive a personal contact as valuable, you could scare some away. But, you’re almost assured that those who do make it into the funnel will be of a higher quality.

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