The key elements of influence and persuasion
There are six key elements of influence and persuasion according to Dr. Robert Cialdini, Regent professor of marketing and professor of psychology.
They are as follows:
- Reciprocity
- Commitment and consistency
- Social proof
- Taste
- Authority
- Shortage
With a background in social science and behavioral psychology, I am concerned to see so much time spent on search engine optimization (SEO) strategies and the focus on rankings, as a separate discipline, outside of a considerate approach to site content. Web. design and implementation. It seems that so little time is spent ensuring that websites interact with visitors, once they have reached the site.
Examining 360 degrees what a company wants to achieve, how its potential customers will interact with it through its website and answering the question; Does the current website meet that strategy? One may wonder how many websites can be considered truly effective. How many of the six key elements of influence and persuasion are considered? Getting a visitor to your site is an important function, but it is not the desired end result.
Not only have the rules changed, the game has changed
It may once have been powerful to be the first company listed alphabetically in a section in the Yellow Pages, which is why there were so many ‘Acme’ calls, although this provided little brand recognition, but could make you the first to be called. . But the web is not an online yellow page.
Trying to be at the top of Google’s rankings in a general search for products or services is fast becoming the same as calling your business ‘Acme’ in the yellow pages, or being the first store on the street. Great! People arrive first at your door, but then what? Based on the results of statistical research, on average, you have around 6 seconds to engage them. If you don’t, they are gone. If so, your SEO ROI will not pay off.
More than a good search engine ranking
Indeed, a winning approach is to appear at the forefront of searches, but then engaging and engaging and informing your visitor in an enlightening way is crucial. Developing within them an awareness and understanding that your company has the solution to their needs, generates a sense of empathy between your company and the client.
Because surely it is better to develop an audience that wants to buy, than one that must be sold to.
Understanding what you need to understand: measurement – analysis – solution
Several companies that rank first on Google, but are not satisfied with the performance of their site, have found from the resulting analysis that they are simply not maximizing the communication strategies offered to them. In today’s increasingly competitive electronics market, much like the High Street, one can no longer simply be the first store on the street.
Today’s website needs to be much more than just your company’s static showcase. In order for it to work, it must be developed from your company’s overall marketing strategy, and it must be better communicated, to be more engaging, eloquent, and enlightening, than your competitors, to be effective.
Going back to the six key influencers, many sites use one or two, ‘reciprocity’ is popular, offering something of perceived value in exchange for contact information. Although often the visitor does not reach that point, since he has not been engaged. Simply put, “Like” has not been established. And the other key elements?
It is critical that all six influencers are taken into account during the design and implementation of your business website, and as it forms part of your overall business marketing communications.
Good content is good SEO
A poorly communicated product or service offer will not be a success, no matter how long it is ranked number one on Google.
Trying to manipulate search engine rankings by listing on hundreds of sites, with no relevance, through SEO companies is not the only game in town.
Your ranking in search engines is also derived through your content, correct usage, and number of uses, from relevant phrases to your most likely search terms. The time it takes for your site to load. Your bounce rate (the number of visitors that leave after visiting just one page). The amount of time visitors spend on your site and the number of pages they visit.
Much has changed, but some things have not. The best advertisement for any company is a satisfied customer, it has always been and always will be. They used to be able to tell twenty people, who in turn could tell twenty more. Now on the web they can tell thousands, they can tell thousands more, through forums, blogs, twitter, social sites and referral sites.
All these recommendations drive visitors that are relevant to you, and your content is relevant to them, so they spend time on your site, raising your ranking in the best possible way, creating a virtuous cycle. Relevance will be the next big term in SEO.
The six key elements of influence and persuasion will be the focus of the next article, which will focus on how they can be used to benefit all businesses with dramatic effect.
Thanks
Geoff frewin
