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 the following:

1. Reciprocity
2. Commitment and Consistency
3. social proof
4. I like it
5. Authority
6. 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 focus on rankings, as a separate discipline, outside of a considered approach to site content. Web. design and implementation. Very little time seems to be spent on ensuring that websites engage with visitors, once they have arrived at the site.

By taking a 360 degree look at what a company wants to achieve, how their potential customers will interact with them through their website and by answering the question; Does the current website meet that strategy? One may wonder how many websites can be considered really effective. How many of the six key elements of influence and persuasion are considered? Getting a visitor to the 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 of the yellow pages which is why there were so many called ‘Acme’ although this provided little brand recognition but could make you the first to be called. . But the web is not an online yellow page.

Aiming to be at the top of Google 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. Excellent! People come to your door first, but then what? According to the statistical research results, on average, you have about 6 seconds to interact with them. If you don’t, they’re gone. If so, your SEO return on investment will not show good results.

More than a good search engine ranking

A winning approach is indeed to be listed in the first few searches, but then it is crucial to attract, engage and inform your visitor in an illuminating way. Developing within them an awareness and understanding that your company has the solution to their need, 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 you need to sell to.

Understand what you need to understand: Measurement – Analysis – Solution

Several companies that rank first in Google but are dissatisfied with the performance of their site have discovered from the resulting analysis that they simply aren’t maximizing the communication strategies they have open. In today’s increasingly competitive e-marketplace, much like the High Street, one can no longer simply be the first shop on the street.

Today’s website has to be much more than the static storefront of your company. For it to work, it must build on your company’s overall marketing strategy, and it must communicate better (to be more engaging, eloquent, and insightful) than your competitors to be effective.

Going back to the six key elements of influence, 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 committed. Simply put, no ‘Like’ has been set. And the other key elements?

It is essential that the six influencers are considered during the design and implementation of your company’s website, and how it forms part of your company’s overall marketing communications.

Good content is good SEO

A poorly communicated product or service offering will not be successful, no matter how long it ranks #1 on Google.

Trying to manipulate search engine rankings by being included on hundreds of sites, without relevance, through SEO companies is not the only game in town.

Your search engine ranking is also derived through your content, correct usage, and number of uses of relevant phrases for the most likely search terms. The time it takes for your site to load. Your bounce rate (the number of visitors who leave after visiting just one page). The time visitors spend on your site and the number of pages they visit.

Much has changed, but some things have not. The best advertising for any company is a satisfied customer, always has 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 count thousands, who can count thousands more, through forums, blogs, twitter, social sites and recommendation sites.

All of these recommendations attract visitors who are relevant to you and your content is relevant to them, so they spend time on your site, raising your rankings in the best way possible, 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, focusing on how they can be used to benefit all businesses to dramatic effect.

Thank you

geoff freewin