FOR HUMANS. We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions!

Transcription

1 FOR HUMANS We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 What tactics do you use to make your s stand out?

2 @HubSpotAcademy #InboundLearning

3 Chris

4 Joel

5 AGENDA 1 Why Create For Humans? 2 How To Create For Humans 3 What Designed For Humans Looks Like 4 Next Steps and Resources

6 1 WHY CREATE FOR HUMANS?

7 Buried in marketing messages The modern inbox.

8 Attention is scarce 3,000 The number of brand exposures the average person has per day. SOURCE: Media Dynamics Inc

9 Attention is scarce 153 Number of brand exposures noticed. SOURCE: Media Dynamics Inc

10 Attention is scarce 12 Number of brand exposures engaged with. SOURCE: Media Dynamics Inc

11 Attention is scarce Marketing is a contest for people s attention

12 Attention is scarce

13 Content can trigger deeper connections Understand the hooks that earn or take attention. SOURCE: Pexels

14 Content can trigger deeper connections SOURCE: Pexels

15 Content can trigger deeper connections SOURCE: Pexels

16 Content can trigger deeper connections SOURCE: Pexels

17 Content can trigger deeper connections SOURCE: Pexels

18 Content can trigger deeper connections SOURCE: Pexels

19 Content can trigger deeper connections SOURCE: Pexels

20 Content can trigger deeper connections SOURCE: Pexels

21 Content can trigger deeper connections SOURCE: Pexels

22 Content can trigger deeper connections SOURCE: Pexels

23 See results Small gains add up to big results Contacts 1000 Contacts % $10 Conversion Rate Conversion Value VS. 5% $10 Conversion Rate Conversion Value $ $ %

24 2 HOW TO CREATE FOR HUMANS

25 5 WAYS TO SEND BETTER Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action

26 5 WAYS TO SEND BETTER Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action

27 Be social Stand for something

28 Be social Give social proof

29 5 WAYS TO SEND BETTER Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action

30 Design for ease of use Most of us will look at the girl s face and immediately read this. Simple signals like this can guide readers to conversion. SOURCE: Pexels

31 Design for ease of use Avoid jarring experiences, be conscientious about color and layout.

32 Design for ease of use Calming colors, abundant white space and simple iconography are all things that users tend to be more comfortable with therefore more likely to read.

33 Design for ease of use Readers tend to scan content in an F shaped pattern. Design experience to align. SOURCE: VWO

34 Design for ease of use Avoid Visual Dead Weight Strong visual elements that don t contribute to ease of use can distract from the goal of an and reduce your performance. SOURCE: VWO

35 Design for ease of use A simple reprioritization instantly improved this content s conversion rate. SOURCE: VWO

36 5 WAYS TO SEND BETTER Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action

37 Language matters a lot Label your audience Labeled Politically Active Unlabeled +15% Turnout SOURCE:

38 Language matters a lot Inbox Manners Keep it short and sweet Use a familiar sender name Be honest Give a preview Time it right Start with action words Add urgency Use numbers Ask questions Preview text

39 Language matters a lot A $5.00 fee. Vs. A small $5.00 fee

40 Language matters a lot Use words like, now, quick, today to help users visualize the outcome. Thinking about rewards is almost as powerful as receiving them.

41 5 WAYS TO SEND BETTER Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action

42 Use psychological patterns (responsibly) 45% Of our decisions are habit based rather than consciously decided. SOURCE: Duke

43 Use psychological patterns (responsibly) 3 Steps of Habit Development Routine Cue Reward

44 Use psychological patterns responsibly Establish in-groups Like Inbound vs. Outbound marketers SOURCE: Pexels

45 5 WAYS TO SEND BETTER Be social Design for ease of use Language matters a lot Use psychological patterns responsibly Structure your campaign to inspire action

46 Structure your campaigns to inspire action Use information hierarchy to make your message easy and safe to consume Use: Bolding Fonts Minimize copy Simple CTAs

47 Structure your campaigns to inspire action Sequence Messages Break up a story, give readers something to look out for.

48 Structure your campaigns to inspire action Drive Urgency But always include the next step to resolve pressure.

49 3 WHAT DESIGNED FOR HUMANS LOOKS LIKE

50 HUMAN FRIENDLY EXAMPLES What a social looks like What an easy to use looks like What good language use in looks like What a psychological pattern used in looks like What a good structure looks like

51 What a social looks like

52 What an easy to use looks like

53 What good language use in looks like

54 What a psychological pattern used in looks like

55 What a psychological pattern used in looks like SOURCE: Death To The Stock Photo

56 What a good structure looks like

57 4 NEXT STEPS AND RESOURCES

58 INBOUND TRAINING DAY Tuesday, November 8 Get $100 off each training with promo code 100TRAIN #INBOUND16 #INBOUND15 There are 12 half-day sessions to choose from. inbound.com/inbound16/training

59 WEBINAR NEXT STEPS 1 Take inventory of your current sends. 2 See where you can add just ONE of these practices. 3 If your results improve, continue implementing these practices 4 Keep an eye out for follow up which will include a link to a blog on this subject

60 WEBINAR RESOURCES 1 5 Tips for Creating Human Friendly 2 Marketing Certification (What are you waiting for?) 3 Inspiration 4 VWO Eye Path Blog 5 Help Scout In Depth Behavioral Research Roundup

61 HAVE A QUESTION? Type it in the chat pane, now!

62 THANK YOU.