Where Do You Belong In Marketing?

5 Psychological Reasons ‘Social Proof’ Beats Everything Else in Marketing

You’ve heard of ‘social proof’ before, right? If not, read up — your brand’s target audience craves it.

September 17, 2018 5 min read

Opinions expressed by Entrepreneur contributors are their own.

Have you ever wondered how Olympic runners become the best in the world? It requires a lot more than simply going out and doing a few laps on the track every day. The world’s best sprinters use a varied workout routine that also includes weight training and a highly controlled diet.

But while these other activities are important, nothing quite compares to sprinting on the track. In many ways, successful marketing is actually quite similar to this approach. There are countless tools you might use as part of your overall strategy — TV ads, social media posts, SEO and so on. But if you neglect the most important tool of all, your efforts won’t be nearly as effective as they could otherwise be. To become a world-class marketer and gain the trust of your customers, you have to prioritize ‘social proof,’ where people’s behaviors are influenced by the actions of others. Here’s why.

1) Social belonging is real.

The desire to belong has been described as “a fundamental human motivation,” a core factor that drives everything we do. Creating a sense of belonging — whether that be with co-workers, friends at church, or even online connections — is essential for our psychological well-being.

We look to a wide variety of resources to achieve this sense of belonging. Even without direct one-on-one interaction, having a sense that we are part of a larger community can boost our self-esteem and provide much-needed motivation.

As a result, when we see other people taking interest in a product or service, we become more motivated to follow the crowd and purchase it ourselves. Similar to joining a club or even a chat room, this involvement helps us gain a sense of greater connection with others.

2) Prospective buyers appreciate transparency.

In today’s society, we have an innate desire for transparency in our business interactions.

As Robert Craven notes, “Across all industries, transparency has never been more important to a successful business model. Withholding or cleverly reshaping information is no longer a viable option for this new era of consumers who are savvier than any generation before them and for whom skepticism seems to be a default setting. In order to build brand loyalty, companies need to first build trust.”

Social proof in the form of customer reviews and testimonials taps into this desire for transparency because they don’t come from the company itself. No marketing filters are involved. Instead, these comments come from ordinary people, who we assume are giving an honest opinion based on their experience with a product or service.

3) The power of stories can’t be underestimated.

Storytelling has long been viewed as one of the best forms of marketing, and for good reason — we naturally think and organize our lives in stories. As a result, storytelling in any form can better engage our brain and help us process information.

As Drew Sparks, co-founder and CEO of Swell CX, puts it, “When you are able to collect the unique, individual stories of how your product or service helped meet an individual’s needs, you can create emotional connections that better appeal to potential customers … The more personalized these experiences are, the more engaging such reviews will be.”

4) Egotism is implicit within all of us.

The old saying “opposites attract” actually doesn’t have much truth to it.

As psychologist Melissa Burkley explains, “Implicit egotism refers to the idea that we naturally gravitate toward people, places, and things that resemble ourselves. For example, we strongly prefer the letters in our name and the numbers in our birthdate…The more familiar something is, the more we like it.”

As strange as it may sound, a glowing review from a customer named “Kevin” could be enough to get other “Kevins” to want to buy your product. This is also why many websites include photos of a customer to go along with a testimonial.

When you see someone who looks like you endorsing a product or service, you’re more likely to view it as something that would be good for you, too.

5) Your audience has a fear of missing out.

We might make fun of fear of missing out (or FOMO), but in reality, it has a powerful influence on us, whether we’re aware of it or not. Though social media has increased anxiety regarding how FOMO affects our well-being, our fears have long played a role in all word of mouth advertising.

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Giants Of The Tech World Battle

Android Giants Battle: Samsung Note 9 vs Huawei P20 Pro, which one to go for?

Intelligent photography, actual AI processing capabilities and a gorgeous design make Huawei P20 Pro a clear winner

The global smartphone industry has become a battle of the androids. Now with Huawei becoming the number two smartphone vendor globally, surpassing Apple. With the competition getting fierce, let us take a look at two of the biggest flagships out there right now; the Samsung Galaxy Note 9 and Huawei P20 Pro. We will look at four main features that would drive you to buy one phone over the other: Camera, chipset, design of the phone and ultimately value for money.

Intelligent photography

Equipped with Leica Triple Camera, Huawei P20 Pro has a leading rear camera system comprised of a 40MP RGB sensor, 20MP monochrome sensor and an 8MP sensor with telephoto lens. Compared to the Note 9’s 12+12MP dual lens camera, Huawei P20 Pro supports a higher resolution in both its primary and secondary sensors.

 

 

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With AI being the current ‘game changer’ in the world of smartphones right now, it is safe to say that Huawei was the first to do so with their last year’s flagship Mate 10 series. The phone offered real-time scene and object recognition, which is where the phone recognizes the object and scene, and adjusts the camera setting automatically to capture a clear and sharp image. This feature was further developed and improved upon with the launch of their Huawei P20 Pro that came equipped with triple AI cameras. The Samsung Note 9 follows suit with similar features but with ‘AI-based’ technology.

One of the greatest features of Huawei P20 Pro is its low light photography capability, which is equipped with state-of-the-art AI Image Stabilization. Phone users are be able to capture incredible blur-free, handheld shots in low-light using Night Mode, without the need for a tripod. In fact, Huawei P20 Pro’s Night Mode feature can sometimes capture scenes that even the naked eye cannot see.

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Huawei’s current top-of-the-line flagship also supports 3x optical zoom, allowing the Huawei P20 Pro to zoom farther than the Note 9, which only can manage 2x optical zoom. The AI stabilization on the Huawei P20 Pro also comes in useful at digitally zoomed 5x and 10x too.

One SoC to power it all

In order to tailor the device to the needs of different consumers across the world, Huawei has customized its Huawei P20 Pro for different regions. Samsung is doing the same for Note 9, but it has arguably taken a step too far—the Note 9 to be sold in US, LATAM and China will be powered by a Snapdragon 845, while the EMEA models will have Samsung’s proprietary Exynos 9810 SoC embedded within. The two SoCs not just run at different clock speeds and there’s one key component that the Exynos 9810 is sorely missing: a discrete processor for AI tasks.

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According to Qualcomm, the Snapdragon 845’s digital signal processor (DSP) is optimised for AI tasks, similar to the Neural Processing Unit (NPU) inside the Kirin 970 powering the Huawei P20 Series. However, the Exynos 9810 lacks hardware AI support, and instead uses a software alternative. Without the support of a dedicated AI processor, the EMEA model of Note 9 will likely provide a subpar user experience compared to other Note 9 models, as well as the Huawei P20 Pro.

Another score for Huawei P20 Pro with its AI enabled Kirin 970 chipset.

Twilight design

Another important feature we would like to focus on is the physical look and feel of the device and the camera placement.

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While the Samsung Note 9 has launched four colours this year (out of which only 3 are coming to the UAE), the Huawei P20 Pro released and created the trend of the gorgeous gradient coloured bodies. Drawing inspiration from the Northern Lights (Aurora Borelis), Huawei created the unique Twilight purple-to-blue gradient color using the NCVM process, a lengthy industrial.

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Another huge advantage of the P20 Pro body is the placement of the camera sensors. While the Note 9’s sensors are placed on back of the device in a generic vertical format while the Huawei P20 Pro’s sensors have been places horizontally to give the user the camera experience like most compact cameras.

Huawei P20 Pro’s gradient colours and camera placement, makes it a user-friendly and ‘haute’ phone to own and hold.

Value for money

Lastly, which works better for your pocket and gives you the best value for your money?

The Huawei has loaded their devices with long-lasting 4000mAh batteries right through from the Mate 8 to the Mate 9, Mate 9 Pro, Mate 10, Mate 10 Pro and P20 Pro. Samsung finally follows suit with the Note 9 also getting the same treatment.

Considering all the above factors on the Huawei P20 Pro and Samsung Note 9, which are priced at Dh2599 and Dh3699 respectively, the P20 Pro does stand out as a much better deal.  Huawei is offering these premium features at a very competitive price today—while Samsung still needs another few weeks before they can put their new flagship into the hands of consumers.

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Note:

Let me take you back a few years now, back to May 2015. Now I’m not sure what you were doing in may of 15, but while you were doing it, I was sitting down at my computer for the first time, and thinking about online marketing in a serious light, all wide eyed and in awe of how much people were earning from creating their own products from scratch, going from a blank piece of paper, and by their own hand, and through their own ideas, persuading thousands of people to buy their products. Not only that, but by what I was reading, they were really liking the results too. What an amazing skill that would be to have, not just from the sales perspective, but from a creative standpoint too. The pull of this was just too much, and I couldn’t resist. Sounded like a challenge to me. It sounded like that to many other people by the looks of it, because seven months later, December in 15, when I was starting to learn about the high failure rates, and beginning to ask the all important why questions, I remember looking at my contact list packed with people that I’d met, that I’d talked to, and were after the same thing that I was. A do what you want when you want lifestyle. The list wasn’t that huge, maybe twenty five or thirty in total. I found myself asking the question, how many of these people will actually succeed, and end up where they want to be? And how many will either quit before they make it, run out of money, get bored, or decide the whole thing is a scam?
Fast forward to the middle of 2018. Here I still am, so it’s lucky that I was one of the people on that list that did make it. But what happened to the others? Well, let me tell you now that out of the thirty or so people that I’d met in the first nine months of my online marketing, only two of us have made it to the stage where we’re happy with what we’ve done, and succeeded in doing what we set out to do. Only two out of the thirty people on that list went from totally green, knowing nothing at all, to exactly where we wanted to be. Note that I’m only counting the people I met within the first nine months that weren’t already the successes they wanted to be when I met them. So what happened? Where did the other twenty eight people go? Well, most of them quit unfortunately, some because they ran out of money, some because they decided it was all a scam, and some because they were frustrated with the continual contradictory information written in different guides and how to’s. I think that’s really unfortunate, because success is definitely possible. It doesn’t involve luck, it doesn’t involve working for eighteen hours a day on one site. All it depends on is the persons willingness to move forward, and the quality of the information they have showing them how to do so. “I help small businesses and individuals that need to stay in contact with groups, individuals, and clients while maintaining a low budget that is affordable and simple to use over the internet.”

Of course not everyone that hasn’t succeeded yet quit or decided running their own business was a scam, some are still around, and if they haven’t either quit or become successful, they seem to fall into three groups. Group one has allied themselves with the don’t listen to the people making money crew. Now as nice and as lovely as these people might be, or might seem when giving away the earth for nothing, if they don’t know how to do things, and aren’t making money themselves, or don’t have the lifestyle that they want, they shouldn’t be teaching others what they know. No matter how nice they are, how much free stuff they give away, or how many free tips or guides they create, they’re actually doing more harm than good by spreading miss-information. It doesn’t matter how much information you get, if you got five hundred thousand pages worth of stuff for free, if it’s wrong, or un-tested, it’s not going to work no matter how long it is. This is how I always justified pulling anywhere from $250 to $3000 out of my own pocket, my hard earned cash that was earned at some terrible hourly rate working for someone else selling computers and software, to buy other peoples insight and knowledge. It actually turns out that it was experience that gave me the final pieces of the puzzle, which was totally free, but we’ll get to that in a moment.
“I help small businesses and individuals that need to stay in contact with groups, individuals, and clients while maintaining a low budget that is affordable and simple to use over the internet.”
http://www.trafficwave.net/lcp/wmyfloyd/autoresponderwork
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Smarty-Pants Speakers Drive Digital Marketing

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Digital Marketing News: Smarty-Pants Speakers Drive Voice Search, YouTube’s Rejiggered Hashtags, & Google’s Word Count Wisdom

Lane Ellis      Online Marketing News

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https://stories.trafficauthority.net/vincent/wmyfloyd

Report: Smart speaker ownership driving voice adoption on smartphones
The popularity of voice search on smartphones has grown in part due to more Americans owning smart speakers, with a new NPR and Edison Research report revealing 18 percent now own so-called smart audio devices. Marketing Land

Report: Facebook takes a back seat to Instagram as ad spend on the Facebook-owned app grows 177%
New research data shows that Instagram had ad spending four times Facebook’s rate year-over-year during the second quarter of 2018, while YouTube’s ad spend was nearly triple that of last year. Marketing Land

Emojis Score With Mobile Users
New study data shows that the use of emojis has resulted in a sizable boost of mobile e-mail open rates, with open rates boosted over 80 percent resulting in 363 percent revenue gains, but are digital marketers convinced? MediaPost

YouTube Shows Searchable Hashtags Above Video Titles
YouTube has begun showing searchable hashtags above the title of each video. The first three hashtags of a video’s description field have gained prominence with the change, offering new opportunities for YouTube marketers looking to optimize video findability. Search Engine Journal

Google: Word Count Isn’t Indicative Of Quality
Google has indicated that written content isn’t ranked solely by word count numbers. Short or not-so-short, good writing is rarely tied to formulaic word counts, Google has hinted. Search Engine Roundtable

Google releases AMP Stories v1.0 with new features, including an ads beta for DFP users
Google has announced new features for developers using its AMP Stories format, including several monetization features and additional metadata attributes targeting digital marketers. Marketing Land

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Twitter Releases New ‘Playbook for Agencies’ Which Includes a Heap of Twitter Promotion Tips
Twitter has published a new guide offering ad tips and more, in its agency playbook announced this week. The guide’s insight is applicable to a wide swath of digital marketing professionals. Social Media Today

An update to referral source URLs for Google Images
Google announced recently that it will soon implement a new referrer URL specific to Google Images. Digital marketers working with country-specific search queries also get specific new guidelines from Google. Google Webmaster Central

Snapchat beefs up ad targeting in deal with Nielsen
Segmented audience data is finally coming to Snapchat, as the firm recently announced a new partnership with Nielsen that brings some 30,000 segments to marketers using the firm’s newest addition. AdAge

Inside the Mating Rituals of Brands and Online Stars
The New York Times examines influencer morality clauses and the rise of online stars from YouTube, Instagram, Twitter, Twitch, and others, with newfound brand credibility often following. The New York Times

ON THE LIGHTER SIDE:

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A lighthearted look at lifestyle brands by Marketoonist Tom Fishburne — Marketoonist

How Kit Kat managed to turn a viral tweet into a branded proposal — SEO Roundtable

This Man Tried to Break the World Record for Paper Airplane Flight — Wired

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Lee Odden — Natural Language Generation: The Future of Content Management — e-Spirit
  • Lee Odden — The Top 13 Content Marketing Influencers to follow in 2018 — JBH

What are some of your top influencer marketing news items for this week?

Thanks for reading, and we hope you’ll return next week for the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

“I help small businesses and individuals that need to stay in contact with groups, individuals, and clients
while maintaining a low budget that is affordable and simple to use over the internet.”
http://www.trafficwave.net/lcp/wmyfloyd/autoresponderwork
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Recycling News Isn’t Always Good

Why Has American Entrepreneurship Dropped? Malcolm Gladwell Blames Agreeableness

Why I Spend $16,302 Each Month Producing Content That Google Won’t Rank

Malcolm Gladwell (left) and Carlos Watson speak onstage during OZY Fest 2018 at Rumsey Playfield, Central Park, in Manhattan on July 22, 2018 in New York City.(Photo by Matthew Eisman/Getty Images for Ozy Media)

These days, Malcolm Gladwell is all about disagreeableness.

In conversation with Carlos Watson at OZY Fest on Sunday, Gladwell lauded the trait as a key component of an entrepreneurial spirit. In the psychological context, disagreeableness or agreeableness is the extent to which one requires the approval of a group.

“One of the weird counterintuitive facts about the present day is that entrepreneurship in this country is at a historic low, relative to the last 50 years or so,” Gladwell says on the OZY stage. “The rate of new-business formation in America right now is as low as it’s been since the 1970s.”

The Future of SEO: It’s Not What You’re Expecting

According to research from The Kauffman Foundation, the number of companies younger than one year dropped by nearly 44% between 1978 and 2012. This slump is affecting every industry, even those that the public perceives to be thriving. Despite the incredible technological strides made in the last few decades, new-business formation is dropping across the board. But why? Gladwell thinks it’s because our younger generations are less likely to disregard the suggestions and opinions of their peers.

“Is it possible we are raising a generation of people who are less disagreeable than previous generations? That the effect of all the things we’ve done in good faith to make young people much more aware of and solicitous of each other’s feelings has had the paradoxical effect of making it harder for them to try something truly crazy and weird and innovative?”

How To Use Google Images to Drive E-commerce Sales Before Your Competitors Catch On

According to the Small Business Administration, research shows that young people are interested in starting new businesses. But interest isn’t enough. There are more factors against Americans trying to be entrepreneurs than just agreeableness. Gladwell sees opportunity, whether it comes in the form of a bank loan or a good education without debilitating student debt, to be bestowed on a select few.

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“The consequence of the rhetoric used to describe success is that we come to think of the qualities of those successful few as being incredibly rare. What’s rare is the resources and the opportunities these people had access to,” says Gladwell. “But the underlying qualities are common. … I think there should be a rule that one day a week, we just don’t talk about billionaires.’

Gladwell notably considers himself to be agreeable, despite his disputatious takes and success as both an innovative author and a podcaster. His podcast Revisionist History, which recently wrapped on season three and consistently reaches the top of the charts, is a force of disruption in a rapidly changing industry. In 2017, 48 million people listened to podcasts weekly and podcasting revenues are growing at double-digit rates. Revisionist History looks at the past to unsettle culture schemas—but Gladwell also wants to ensure a brief respite from current events.

“I don’t make news with my podcast. I’m in the edutainment business,” says Gladwell. “I’m the antidote to the 24-hour news cycle.”

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“I help small businesses and individuals that need to stay in contact with groups, individuals, and clients
while maintaining a low budget that is affordable and simple to use over the internet.”
http://www.trafficwave.net/lcp/wmyfloyd/autoresponderwork

Why Problem Solving Should Be The Only Value Proposition You Use

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