what is our goal as marketers?
DESCRIPTION
From the SMX East 2014 Conference in New York City, NY. SESSION: Conversion Rate Rockstars. PRESENTATION: What Is Our Goal As Marketers? - Given by Luke Summerfield, @SavvyLuke, Director of Inbound Marketing - Savvy Panda. #SMX #32CTRANSCRIPT
![Page 1: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/1.jpg)
WHAT IS OUR
GOAL AS
MARKETERS?
#smx #32C @SavvyLuke
![Page 2: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/2.jpg)
BEHAVIOR
#smx #32C @SavvyLuke
![Page 3: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/3.jpg)
#smx #32C @SavvyLuke
![Page 4: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/4.jpg)
#smx #32C @SavvyLuke
![Page 5: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/5.jpg)
#smx #32C @SavvyLuke
![Page 6: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/6.jpg)
#smx #32C @SavvyLuke
![Page 7: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/7.jpg)
#smx #32C @SavvyLuke#smx #32C @SavvyLuke
![Page 8: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/8.jpg)
WHAT TRIGGERS
BEHAVIOR?
#smx #32C @SavvyLuke
![Page 9: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/9.jpg)
WHERE
TO
TEST
CREATING
VARIATIONS
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
![Page 10: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/10.jpg)
WHERE
TO
TEST
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
CREATING
VARIATIONS
![Page 11: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/11.jpg)
#smx #32C @SavvyLuke
![Page 12: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/12.jpg)
CONSCIOUS BRAIN
• Rational Thought
• Planning
• Language
• Facts and Figures
• Statistics
Neocortex
#smx #32C @SavvyLuke
![Page 13: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/13.jpg)
UNCONSCIOUS BRAIN
• Emotions
• Behaviors
• Memories
• Primal Urges
#smx #32C @SavvyLuke
![Page 14: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/14.jpg)
WHAT’S THE
PROBLEM?
#smx #32C @SavvyLuke
![Page 15: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/15.jpg)
• User Testing
• Focus Groups
• Surveys
• Feedback
• Interviews
#smx #32C @SavvyLuke
![Page 16: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/16.jpg)
• Facts
• Figures
• Statistics
• Features
#smx #32C @SavvyLuke
![Page 17: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/17.jpg)
http://www.flickr.com/photos/kalexanderson/5421517469/sizes/l/in/photolist-
9g5Gg8#smx #32C @SavvyLuke
![Page 18: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/18.jpg)
https://www.flickr.com/photos/re_birf/69485963/sizes/o/#smx #32C @SavvyLuke
![Page 19: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/19.jpg)
https://www.flickr.com/photos/arselectronica/4306147303#smx #32C @SavvyLuke
![Page 20: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/20.jpg)
BRAIN BASED
MESSAGING
#smx #32C @SavvyLuke
![Page 21: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/21.jpg)
https://www.flickr.com/photos/marsdd/2986989396/
AUTHORITY
• Testimonials / Case
Studies
• Awards
• High profile clients
•Partner with Authorities
#smx #32C @SavvyLuke
![Page 22: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/22.jpg)
#smx #32C @SavvyLuke
![Page 23: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/23.jpg)
SOCIAL PROOF
• Number of customers
• Community Favorite
• User Photos/Videos
• Reviews / Ratings
#smx #32C @SavvyLuke
![Page 24: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/24.jpg)
#smx #32C @SavvyLuke
![Page 25: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/25.jpg)
https://www.flickr.com/photos/kalexanderson/7188710942
RECIPROCITY
• Content Offers
• Thank You Page Offers
#smx #32C @SavvyLuke
![Page 26: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/26.jpg)
#smx #32C @SavvyLuke
People Like Us
https://www.flickr.com/photos/luanacreativa/236039273
Images / Video on site
Testimonials
![Page 28: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/28.jpg)
BRAIN BASED
DESIGN
#smx #32C @SavvyLuke
![Page 29: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/29.jpg)
Reticular Activating System
#smx #32C @SavvyLuke
![Page 30: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/30.jpg)
https://www.flickr.com/photos/singapore2010/4919794649#smx #32C @SavvyLuke
![Page 31: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/31.jpg)
77% Use
multiple devices when watching TV
#smx #32C @SavvyLuke
![Page 32: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/32.jpg)
MOTION
https://www.flickr.com/photos/denniswong/3309276218
• Show, don’t tell
• JS Animation / Hover
• Slide ups
#smx #32C @SavvyLuke
![Page 33: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/33.jpg)
#smx #32C @SavvyLuke
![Page 34: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/34.jpg)
Videos / Photos
#smx #32C @SavvyLuke
![Page 35: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/35.jpg)
#smx #32C @SavvyLuke
![Page 36: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/36.jpg)
Mirror Neurons
#smx #32C @SavvyLuke
![Page 37: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/37.jpg)
http://www.flickr.com/photos/andreanna/2707237270/sizes/l/
Place Them In
• Show use & life
after
• Use emotion
#smx #32C @SavvyLuke
![Page 38: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/38.jpg)
#smx #32C @SavvyLuke
![Page 39: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/39.jpg)
![Page 40: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/40.jpg)
#smx #32C @SavvyLuke
![Page 41: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/41.jpg)
Attracted
to People
https://www.flickr.com/photos/denniswong/3309276218
• Beautiful people /
Babies
• Individuals vs. Groups
• Direction of Eyes
#smx #32C @SavvyLuke
![Page 42: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/42.jpg)
#smx #32C @SavvyLuke
![Page 43: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/43.jpg)
#smx #32C @SavvyLuke
![Page 44: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/44.jpg)
#smx #32C @SavvyLuke
![Page 45: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/45.jpg)
https://www.flickr.com/photos/tza/3214197147#smx #32C @SavvyLuke
![Page 46: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/46.jpg)
WHERE
TO
TEST
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
CREATING
VARIATIONS
![Page 47: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/47.jpg)
WHERE
TO
TEST
HOW
TO
TEST
1 2 3
#smx #32C @SavvyLuke
CREATING
VARIATIONS
![Page 48: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/48.jpg)
bit.ly/BrainBundle
Only 24 hours! No Sharing Links!
[scarcity] [ambiguity]
[social proof] [commitment]
Luke Summerfield [email protected] @SavvyLuke
#smx #32C @SavvyLuke
![Page 49: What is Our Goal as Marketers?](https://reader033.vdocuments.net/reader033/viewer/2022050815/547b3aa4b4af9fa5158b4d9e/html5/thumbnails/49.jpg)
om
@SavvyLuke
bit.ly/BrainBundle