the 3 elements every tech marketer needs to hone their digital language
TRANSCRIPT
NVC = NON VIOLENT COMMUNICATIONr e f e r s t o a c o l l a b o r a t i v e p r o c e s s o fc o m m u n i c a t i o n i n w h i c h h u m a n s a r ea b l e t o c o m p a s s i o n a t e l y g i v e a n dr e c e i v e p e r s o n a l d e t a i l s i n o r d e r t od r i v e a q u a l i t y i n t e r a c t i o n
( a 1 9 6 0 ' s c o n c e p t b y D r . M a r s h a l l B .R o s e n b e r g )
NVC + Productive Dialogue
Rosenberg’s concept ofNVC is relevant when
discussing humanmarketing efforts as it is
critical to ensuringproductive dialogue
between buyers-sellersand everyone else in
between.
#1Marketing Body Language
In a study by Search Engine Land, it was notedthat using natural body language has been shown
to increase conversions by 2540%.
Achieve this by making sure the PPC ads, landingpages, blog and website copy is synchronized in
voice, so that the visitor hasa straightforward download or purchase process.
This also has the the power to reduce bounce rate.The ultimate payoff will show in greater
engagement, and, of course, conversions.
#2Design
Cater to the emotions of the visitor. Correctlyplaced text, a clear CTA and an understanding of
color psychology all play a critical role inconnecting the visitor with their unmet need(s).
This is achieved through rigorous testing, bothA/B and real time testing, so that the customer’sdigital body language is always being tracked
and strategically addressed.
Bestselling author, Paul Jarvis, writes for TheNext Web: “The look of a website is an instant
trust builder or trust loser."
#3Personalization
The ideal is strategic personalization wherein thelanding page is tailored to each individuals
needs, body language and lifestyle.
We are social animals and derive a lot of ouridentity from soft cues such as clothing and
slang. Therefore, if a brand is able to leverage acustomer’s specific tastes to connect with themon a more personal level, the result will be a
customer who is not only active, but who enjoysspeaking about your brand as much as they
enjoy speaking about their other likes.
Marketing is fast evolving in a direction wherethe individual customers is seen as more than
just a behavioral machine.
Visitors will always end up on a website withcolor, design and language they relate to.
Therefore, marketing automation tools plus ahefty dose of conversion rate optimization is a
tried-and-true cocktail for any brand looking tospeak in a way that their clients can relate to.
Work holistically+
acknowledge thatsuccessful Human
Marketing relies on manymoving parts, not just
one