psycology of persuasive marketing videos

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The Psychology of Persuasive

Marketing VIDEOS

How to get people to watch them

&


THE WEB PSYCHOLOGIST

NATHALIE NAHAI

@TheWebPsych

TheWebPsychologist.com

InstituteOfWebPsychology.com

@THEWEBPSYCH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT


NOT THE WEB PSYCHOLOGIST

PHIL NOTTINGHAM

@PhilNottingham

Distilled.net

Moz.com

@THEWEBPSYCH #WEBPSYCHOLOGY @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT


bit.ly/SMW14_video

@THEWEBPSYCH THE WEB PSYCHOLOGIST

DOWNLOAD THE SLIDES


Brand awareness

Consideration & advocacy

@THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT

Unaware

Conversion


TYPICAL CONVERSION FUNNEL


New visit

Return visit

Sharer

Gives permission

Purchase

Upsell

Repeat customer


Segment goals according to conversion funnel



MVC

(Minimal Viable Conversion)



A B V



Always Be Valuable



CONTENT IS KING

CONTEXT IS KING



Personalise content by user group



MIRROR YOUR AUDIENCE

•  Language •  Intonation •  Pace •  Lexicon

•  Clothing •  Gestures



PERSONA(S)

•  Age •  Gender •  Personality traits (Big 5) •  Culture (country / peer group) •  Motivation (intrinsic / extrinsic)



Hyper Targeted

@philnottingham Phil Nottingham

> One Size Fits All



Expressing goals in terms of transitive verbs

@philnottingham http://www.amazon.com/Actions-Actors-Thesaurus-Marina-Caldarone/dp/0896762521 @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT

PERSONA(S)



“ ”

The purpose of this video is to

[transitive verb] the audience into

[minimum viable conversion]

ACTIONING


You can also dissect other videos in this way…

@philnottingham Phil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT



“ ”

The purpose of this video is to

amuse the audience into thinking

of HubSpot positively

ACTIONING


Brand awareness

Consideration & advocacy


Unaware

Conversion


TODAY’S TALK

1  Conversion

2  Consideration & Advocacy

3  Brand Awareness



1 Conversion


PERSONALITY MATTERS

“ ” Adapting persuasive messages to the personality traits… can be an

effective way of increasing the messages’ impact

J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online 30 April 2012



EXTRAVERSION

Strong Outgoing

Active Excitement Attention




OPENNESS

Innovation Intelligence

Sophistication Imagination Creative




NEUROTICISM

Safe Reduce the anxiety

Uncertainty Security

Protection




TOOLS

•  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/

•  Visual DNA visualdna.com/

•  MyPersonality mypersonality.org/



VIDEO



VIDEO

•  Trigger words for neuroticism

•  Focused on customers’ problems, not product features



Real people, with real expertise, offering genuine advice



@philnottingham Phil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT Don’t hire actors for conversion video


@philnottingham Phil Nottingham @THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT No one wants to buy things from these people


Authenticity


> Professionalism



Don’t duplicate the same video across multiple pages



Each page must be the canonical result for the video embedded on it



SECURELY HOST




Typically not relevant for a YouTube audience…



YouTube can cannibalise rankings in organic search



TRANSCRIPTIONS

Include text transcriptions as page copy:

•  Valuable for users

•  Provides unique and relevant text for product pages, which helps with SEO


This is cheap and easy to do…



@philnottingham

http://www.distilled.net/blog/video/creating-video-sitemaps-for-each-video-hosting-platform/

VIDEO SITEMAPS




Split test edits and stylistic adjustments



Ask for feedback after conversion: “What almost prevented you?”


2 Consideration & Advocacy


#MININOTNORMAL

VIDEO



#MININOTNORMAL

You The rest of the world



#MININOTNORMAL

•  Identity •  Being the outlier •  Culture •  In-group



WISTIA



WISTIA

•  Aligned with core interest •  Experts in their field •  Trusted authority •  Provide value



WISTIA

Key influencer



WISTIA

Key influencer

Relevant customer

Relevant customer

Relevant customer

Relevant customer



ZOOPLA



ZOOPLA

Would love to buy a property one day

Considering possibility of buying a property

Actively looking for a property



ZOOPLA

•  Distilling complicated concept •  Reassurance and support •  Reducing ambiguity / anxiety •  Forging trust



HOSTING

•  If you care more about reach – YouTube •  If you care more about lead gen – Securely Host



Ensure those embedding your video link back to you



Implement Facebook OpenGraph tags correctly



Make use of Twitter Cards



3 Brand awareness

It’s about the story


Gut reactions are formed in


>3s



What works on TV may not work online

Content needs to be actively watched and shared to gain traction


@THEWEBPSYCH @PHILNOTTINGHAM #NATANDNOTT We share because we care

To communicate our identity & information

Strong

emotions

triumph



Disgust Surprise Elation Awe Happiness Sadness Fear

EMOTIONAL TRIGGERS

VS Apathy


SHAREABILITY

“ ”

Can I predict whether or not my video will be shareable?


- Someone in the audience


TOOLS & RESOURCES



Subverting expectations



IDEAS

“ ”

How can I come up with ideas for branding videos?


- Someone in the audience



A lot of customers were actually girls buying for their partner

Customer insight Product truth Competitor insight



Customer insight Competitor insight Product truth

Leading competitor focused on unlikely guy getting the girl, but the customer (the girl) doesn’t want the unlikely guy, she wants A MAN!



Customer insight Product truth

Old Spice was something your Dad wore. But what do you associate with your Dad? He comes from a time when men were men!

Competitor insight


YOUR BRAND

“ ”

Your brand is not what you sell, it’s how you sell it




“love [your brand]” “hate [your brand]” “love [your competitor]” “hate [your competitor]” “love [category]” “hate [category]”


Relevant to your audience


> Relevant to your

product




>


Clicks Keywords



WTF?!



Test adjustments in titles and

thumbnails before launch



Traffic Sources à YouTube Suggested Video



Consider Annotations in pre-production

viralvideochart.unrulymedia.com


You need a plan – can be PR driven,

can be paid distribution drive



102,000 Facebook likes, 777 Linking Domains


Start broad with paid seeding, then

refine based on return




Test and iterate with paid promotions for all pieces


Target specific channels and videos



1

“ ”

Find out which of your competitors have partner status enabled



2

“ ”

Create an ad specifically targeted towards their customers



3

“ ”

Choose to only advertise via TrueView on their channel



DON’T ALLOW ADS ON YOUR OWN CHANNEL!



You only want partner status if you’re trying

to monetize your content


Find outreach prospects with competitor analysis




OPEN SITE EXPLORER


References


REFERENCES 1  HBR (1st July 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/ 2  J. Hirsh, S. Kang and G. Bodenhausen (2012). Personalized Persuasion: Tailoring Persuasive Appeals to Recipients' Personality Traits. Psychological Science published online

30 April 2012. 3  Big 5 (IPIP-NEO) personal.psu.edu/j5j/IPIP/

4   Visual DNA visualdna.com/ 5   MyPersonality mypersonality.org/

6   HBR (27th June 2014) http://blogs.hbr.org/2014/06/proven-ways-to-earn-your-employees-trust/

7  Optimizely (2014) https://www.optimizely.com/ 8   Upworthy (21st November 2013) http://www.upworthy.com/the-dalai-lama-has-some-very-uplifting-and-wise-words-about-farting

9   LinkedIn (June 30th 2014) https://www.linkedin.com/today/post/article/20140630120036-20017018-10-things-only-exceptional-bosses-give-employees 10  Buzzfeed (June 26th 2014) http://www.buzzfeed.com/lukebailey/london-prices

11  First World Problems: http://www.boredpanda.com/first-world-problems-twitter/ 12  http://global3.memecdn.com/one-does-not-simply_o_204186.jpg

13  http://wackymania.com/image/2013/03/the-best-baby-memes-of-all-time/the-best-baby-memes-of-all-time-01.jpg

14   Know More (Washington Post): http://knowmore.washingtonpost.com/ 15   Cosa Nostra, ‘More power than ever’: http://www.cosanostracreative.com/48048/240987/advertising/more-power-than-ever

16   Mohawk for Standard Life - ‘Potential. Delivered.’ 17  Buzzfeed (26th June 2014) http://www.buzzfeed.com/lukebailey/london-prices

18   Buzzfeed (15th Nov 2013) http://www.buzzfeed.com/bobbymiller/things-kids-do-thatd-be-creepy-if-an-adult-did-them 19   Internet Explorer – ‘Child Of The 90s’ (2013) https://www.youtube.com/watch?feature=player_embedded&v=qkM6RJf15cg

20  DL Jeans – ‘#BUTTCAM’ (2014) http://www.dl1961.com/ 21  Newcastle Brown Ale – ‘If We Won’ (2014) http://www.youtube.com/watch?v=h1YvJBwC4xQ

22  Bathstore – ‘Just a wee’ (2014) http://www.youtube.com/watch?v=beROUHV5jPc

23  Samsung Life Insurance – ‘The Bridge Of Life’ (2013) http://www.youtube.com/watch?v=cDsVOXTQAIs

@THEWEBPSYCH THE WEB PSYCHOLOGIST


THANK YOU!

NATHALIE

@TheWebPsych

TheWebPsychologist.com

InstituteOfWebPsychology.com

@THEWEBPSYCH #WEBPSYCHOLOGY @THEWEBPSYCH THE WEB PSYCHOLOGIST

PHIL @PhilNottingham Distilled.net Moz.com

psycology of persuasive marketing videos

Marketing

unauthorised reproduction

natandnott unaware conversion

typical conversion funnel

mvc minimal viable conversion

king context

permission purchase

repeat customer

segment goals