How your small business can use neuromarketing to increase sales

If you are looking for ways to increase sales at your small business, there are a number of different factors that you need to consider. After all, marketing today is exceptionally diverse. At the most basic level, you have both offline and online approaches. However, once you delve deeper, you will see that there are a monumental number of options available to you, and choosing the right marketing strategies can make a massive difference. With that being said, in this blog post, we are going to take a look at neuromarketing specifically. Read on to discover the benefits associated with this and how it can help you to boost your sales.

What is neuromarketing?

Before we can take a look at the benefits that are associated with neuromarketing, we first need to establish what this is. Neuromarketing is a new field of advertising and marketing. It involves studying the brain’s responses to marketing stimuli using medical technologies, for example, functional Magnetic Resonance Imaging (fMRI). It is, therefore, an effective method in terms of breaking through the media noise so that you can truly resonate with your audience. It is all about using modern brain science when developing your advertising and marketing campaign, and indeed measuring it.

How does neuromarketing increase sales?

Now that you have a good understanding of what neuromarketing is, it is important to take a look at how this can improve sales.

• Neuromarketing is scalable - One of the main benefits associated with using neuromarketing to boost your sales is the fact that it can be scaled-up. Whilst a talented and experienced market researcher can usually get around some challenges through reading between the lines of what people have said and careful questioning, there are only so many questions that we can come up with. However, with neuromarketing, you are going to get to make the most of research methods that can be scaled up by your business. This means you get comparable results, which are much more beneficial.
• Measure priming effects - When we look at something, there is a range of linked ideas that are sparked off in our mind. This happens when we look at anything from a package to a logo to a poster. This is known as priming. Neuro techniques can be used to measure some of these ideas. After all, some of these thoughts are going to relate to the concepts or feelings that an ad campaign or a brand logo may trigger in us, which helps us to determine the impact of our marketing efforts so that we can enhance and improve them. When we look at something visual and impactful, it is not uncommon for goals to be activated in us that we did not even recognise - without our conscious awareness. For example, if you see a poster of a luxury brand, this may spark off a feeling that you are going to treat yourself at the next opportunity you get.
• Measure fleeting reactions that people cannot remember - You can also use neuromarketing to measure fleeting reactions, which people cannot remember they had. You can then use this to perfect your marketing efforts. Neuro measures and captures responses moment-by-moment, in real-time, when it comes to the study of experiences that develop and change over time. The best example of this would be when we watch an advert on television. Not only is this going to provide you with valuable diagnostic details on how to improve an advert, however, but it would also be extremely difficult to gain this by using methods that are conventional, i.e. question-based approaches.
• Put measurements onto common scales - Another benefit associated with neuromarketing is that you are going to be able to put measurements onto common scales. Even when it is feasible that a customer would be able to consciously rate or describe an emotional response or how much attention they feel an advert evoked from them, how they do this is going to be different from one person to another. In fact, it will be greatly different. If you have one sample and you collect answers from various people, you are never going to be able to know if people are downplaying their responses or if they are exaggerating. After all, we are all guilty of doing this without even realising that we are doing it. Of course, large data samples can iron some of this out. However, getting someone to rate their feelings on a scale is still an exercise that is not natural. We are not able to do this accurately. The issues only get confounded when you are comparing results across different cultures. This is because expression differences can cause even greater differences.
• Discover fresh points of view - The final reason why you should consider neuromarketing when you are looking to improve sales at your business is that you will be able to discover fresh viewpoints. Creatives and marketers thrive on new points of view and fresh thinking. Neuromarketing gives you these, as it has very different perspectives when you contrast it with traditional research forms. It can measure a design’s lower level impact or an ad’s impact in terms of memory responses, emotion, and people’s attention. While creatives and designers tend to concentrate on the higher-level meaning of their creations, neuromarketing will focus down on the more granular recommendations. For example, this may be the precise design elements that will drive emotional engagement.

As you can see, there are many different ways that neuromarketing can help you to increase sales at your business. If you feel like you have hit a bit of a brick wall as of late and you are not getting the results that you had hoped for, you should definitely look into neuromarketing in further depth. After all, as you see, this can be extremely powerful when it is used properly. However, if you do not have any experience in marketing, you may want to look into getting experts to handle this for you.