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7 Neuroscience Sales Tips That’ll Skyrocket Your Sales



7 neuroscience sales tips thatll skyrocket your sales

Selling can be challenging because it involves s a complex process of human behavior and cognition.

More than likely, marketers who struggle to win customers either haven’t been prospecting the right way or aren’t putting in enough effort.

In this in-depth article, you’ll learn how to leverage the power of the human brain with neuroscience sales tips.

Whether you’re selling a digital product online or you run a brick-and-mortar business, these behavioral neuroscience principles will work for you. They’ll help you drive more visitors into your marketing funnel and convert casual visits into sales.

neuroscience sales tips - marketing funnel

1. Influence Drives the Value of Your Product

Influence marketing is here to stay, so you should embrace it.

Influence is your ability to persuade others to adopt your own perspective. You believe in your product (e.g., online course, ebook, software), so you naturally want others to believe in it, too.

Your ability to persuade others in this way by appealing to their emotions will increase your sales. Influence increases the perceived value of your products.

You see, influential people tend to sell more product. It’s not because they’ve created the best product — sometimes, that’s just not true — but because over the years, they’ve built credibility. People trust their opinions.

For example, in the digital marketing world, people trust Seth Godin. That’s because Seth Godin has written over 20 bestselling books. He’s a sought-after public speaker and social media influencer.

Seth doesn’t waste words. Most of his posts have fewer than 200 words, like the one below, but the social sharing and engagement for these posts is amazing.

neuroscience sales tips - saying versus doing

Remember that influence isn’t the same as popularity. They’re not interchangeable, though a lot of people regard them as such.

Brian Solis reports that one person responding to a survey he conducted with Vocus put it like this:

Popularity is just that people like you, influence is when they listen to you.

When you’re selling online, becoming popular shouldn’t be your ultimate focus. Spend time building your influence. It takes time, but it’s worth the effort.

In the book Influence: The Psychology of Persuasion, author Robert B. Cialdini, Ph.D., identifies the 6 factors that get people’s brain function to do something that they wouldn’t have ordinarily done.

neuroscience sales tips - info from robert b. cialdini

In my experience as a content marketer who’s built a loyal audience, influence can be achieved through consistently creating useful content for your target audience and forming relationships with influencers and readers.

If you’re a blogger, you’ve already cleared the first hurdle of building authority and influencing people. Macallan persuaded 32 people to do marketing for the company. This resulted in a huge increase in exposure and influence over an audience of 150,000 people.

neuroscience sales tips - macallan example

Next, give adequate time to content creation and building friendships. Reply to comments, answer questions, and, every so often, visit a reader’s blog and give them some free feedback or tips on how to improve their site.

Public speaking is another way to establish your personal brand and build a loyal following.

neuroscience sales tips - building your brand

2. You Have to Sell Yourself Before You Can Sell Your Product

Make no mistake: You’re a product; and like any product, you have to successfully communicate the value of that product. Until that happens, you’ll find it difficult to sell your actual products or services.

Geoffrey James put it best:

Before anybody is going to buy from you or your company, they’ve got to ‘buy’ the idea that you’re somebody worth working with. In other words, just like a job candidate, your first task is always selling yourself.

Email marketing is the most effective lead generation tactic, followed by websites/landing pages and then content marketing. But guess what? Each of these tactics will work better when you first sell yourself, then the product.

neuroscience sales tips - online tactics for lead generation

Selling yourself isn’t an insurmountable challenge. There are lots of opportunities in today’s world of marketing to appeal to the human brain. However, with many opportunities come an increase in competition.

neuroscience sales tips - standing out from competition

In a sea of writers, bloggers, freelancers, consultants, public speakers, etc., how do you stand out from the crowd?

It’s simple: Become passionate about your product.

When you’re selling yourself, you’re not concerned about the money. Your responsibility is to educate others’ human minds as you convey your brand’s core message.

HelpScout doesn’t just try to sell help-desk software. Instead, it also sells itself as a brand.

neuroscience sales tips - help scout example for personal branding

Learning how to sell yourself first is critical to your success. No matter what product you’re offering for sale, do your best to connect with and communicate your core brand values to your prospects.

neuroscience sales tips - sell yourself first

3. Build Interest with Features; Build Desire with Benefits

Sell the benefits, not the features.

Most people and companies think products and services sell because of their great features. That’s not the case.

Harvard Business School conducted a research study and found that products of all kinds sell because of their benefits. The benefits that drive sales aren’t always obvious from the customer’s perspective though.

Whether you’re selling via email, direct mail, or social selling, highlight the benefits as well as the features of your product.

Starting with the strongest benefits of your product will reassure customers that you care about them, not (just) their hard-earned money, providing social security.

Selling with benefits means that you’re transparent with your customers. That’s exactly what their cognitive function wants.

Copywriters know how to sell benefits.

For example, Dan Kennedy wrote sales copy that generated over $10 million in sales over the years. It’s the same with Eben Pagan, Frank Kern and several top digital entrepreneurs.

These people were successful because they focused on benefits, not features. Successful selling boils down to one thing: showing your customers how your offer/product meets their needs.

Kat Night agrees that quantifying the benefits of a product is more likely to result in a sale than describing its features.

However, in order to avoid misleading prospects and customers, you have to start by building interest with features. Then, you increase their desire for your product with benefits.

When people are searching for a solution to meet their needs, what their brain function is actually looking for is a future that appeals to them. According to BufferApp, “people don’t buy products, they buy better versions of themselves.”

Consumers are happy to spend money on products that’ll make their lives better. Before the iPod was invented, there were MP3 players on the market. So iPod sold the benefit: “1,000 songs in your pocket.”

What’s the difference between a benefit and a feature?

This is how the folks at User Onboard explain:

neuroscience sales tips - User Onboard quote

In a nutshell, benefits are what you (or your prospects) can do with a product. Features are what the product can do. They sound similar, right? Yet, they’re totally different things.

“You can get fit without straining your joints with an elliptical trainer” targets the benefit. “Easy-glide motion, timer, and adjustable intensity settings” are all features.

See the difference?

Customers’ cognitive functions are different depending on where they are in the buying journey. Their human brains all must first recognize a need, then seek potential solutions, evaluate the solutions, decide to take action, and finally make the purchase.

neuroscience sales tips - brain function through the sales journey

Use features at stages 1 and 2; benefits will work better on their brain activity when they’re actually making purchase decisions (stages 4 and 5).

Professor Albert Wenben from the University of Wisconsin-Madison conducted a study on the topic of “Consumer Values, Product Benefits and Customer Value: A Consumption Behavior Approach.”

He found that “from the customers’ perspectives, products are viewed as a bundle of benefits, not attributes” (features).

MBA Skool suggests that a product benefit is usually the answer to customer’s questions. You probably already know that questions are driven by the psychological phenomenon of an emotional desire to know more.

The level of satisfaction derived from a product will differ depending on human behavior and cognitive neuroscience. After all, two people may both need a product, but one can need it desperately, while the other could get along without it.

To get the best results, highlight 70% of your product’s benefits, and 30% of the features.

neuroscience sales tips - features versus benefits and how they affect the brain

Let’s look at an example in the world of marketing consulting services and products.

For most retailers with optimized and high-functioning websites, SEO and email marketing are more beneficial than a Facebook page. That’s not always true for other retailers.

neuroscience sales tips - efficacy of b2b lead generation tactics

If you help businesses set up a Facebook marketing campaign (including a fan page), you need to sell with benefits while targeting your ideal customers (e.g., those without a functional website or with low-performing sites).

People buy products emotionally, and justify the purchases logically. When you use brain science to build interest with features and create strong desire with benefits, you’re meeting your prospects where they are and giving them the social security and social proof they need to feel confident in the purchase.

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When you evoke the appropriate emotions, customers may not even know why they’re responding to your product. But they’ll buy it.

Remember that benefits are the things that you can do with a product, while features are what the product can do. Let’s look at a few real-world examples:

Twitter is a unique micro-blogging platform. It helps you update your timeline in real-time. It all began from their value proposition, based on the platform’s benefits: “start a conversation, explore your interests and be in the know.”

neuroscience sales tips - using twitter has a unique value proposition that simply and strongly projects the core benefit of its software.

neuroscience sales tips - using value propositions

It’s your responsibility to study your product and know its features, benefits and advantage over your competitor’s product.

4. Sell the Results by Painting a Clear Picture

Are you selling your product’s results?

If you don’t do that consistently, you’ll likely struggle to acquire qualified leads and increase conversion and revenue.

neuroscience sales tips - from lead to repeat customer

These days, most of us are selling to a new generation of customers: the millennials.

Millennials are a unique set of people born between 1982 and 2000 and making up 26% of the world’s population. Over 23% of millennials hold a bachelor’s degree or higher, making them the most educated generation in history.

neuroscience sales tips - millennials percent of population

Even if today’s consumers haven’t graduated college, they do know what they’re after in a product. They want results and they won’t let their human brain function be swayed by fancy copy that doesn’t give at least a sneak peek of the results that they can expect.

To market successfully to this group of consumers, you need solid research and data.

A study conducted by Harvey Research on “How to Sell with Ad Readership Studies” found that “one of the primary reasons for conducting an ad readership study is to obtain research which will help your organization sell advertising.”

When this research is documented and the data shared with advertisers, it becomes a marketing partner.

In advertising, the result is the data — that is, the actionable metrics. If your product helped a customer increase lead generation by 27%, that’s a metric that you can use to win more clients.

Have you ever wondered how introverts successfully sell products? An introvert is a person whose motives, actions, social preferences and human brain functions are directed inwards. Introverts generally don’t enjoy the human behavior associated with convincing or negotiating.

They’re reserved. Selling is not their preferred task, yet many of them end up becoming top salespeople and industry power players.

Brian Tracy was an introvert, but by studying consumer psychology and cognitive science and learning what social signals prompt people to buy, he’s become exceptionally successful through neuroscience principles of sales.

One of the sales secrets that the introvert masters know is that it’s much better to sell the results of a product, instead of the product itself.

Selling the result can be likened to painting a clear picture of your target in an ideal future setting — a point in time where they’ve conquered their challenge or solved their problem successfully — and displaying it on a shelf.

People who know that person will be captivated by the promise of the painting.

In the same vein, when you paint the picture of your product’s results and show people how easily they can use it, you’ll build interest and inspire action in them.

According to Tara Gentle,

People aren’t looking for your service (or your product, or your program). They’re looking for results.

In other words, your product isn’t the selling point, so why make it the focus? For example, instead of writing your copy headlines using your product name, focus on the product’s results.

A few ways to sell results instead of products are:

Lead with the value of the product, not the title: If your product helps people cut 5 hours off their workweek, lead with that. It’s your competitive advantage.

If your offer (e.g., service, program, online course, etc.) helps people lose 10 pounds in 60 days, let your copy focus on that core benefit.

Derek Halpern sells the result of his online course, “Yes Engines.” See the captivating title?:

neuroscience sales tips - name product after value instead of product

Showcase before and after results: Fitness trainers know how to use “before” and “after” pictures and videos to improve self-esteem, inspire action, and improve positive cognitive function.

If you’re looking to lose weight, would you be excited when you see amazing case study results from people like you and then find out you can do the same?

The same thing applies to makeup products or tutorials. If you’ve been searching for a makeup training program and you came across the before & after pictures below, would you want to know more?

neuroscience sales tips - before and after makeup look

In selling the results of a product, rather than the product itself, you’ve got to use visuals that allow your customers to see themselves getting the results they want. Don’t just describe what the end result will look like; represent it with visuals.

Even scientists are in sales. How do scientists sell brain science, cellular neuroscience or experimental psychology to the public? The public isn’t naturally interested in subjects such as developmental neurobiology, computational neuroscience, functional magnetic resonance imaging, or neural systems.

Also, difficult and upsetting subjects such as Alzheimer’s disease, brain damage, post-traumatic stress disorder, or other mental health issues can be difficult to sell to a reader.

Are there any typical results they have to show, the way a blogger who created an online course on how to “get 1000 email subscribers” would?

More than likely, the scientists don’t have visual results to show. Instead, they sell the validity of a case study and its importance to appeal to the reader’s cognitive psychology.

A study by Vanderbilt University concluded that scientists sell scientific data and ideas by convincing their peers and colleagues of the study’s validity and importance.

Since the population usually can’t fully understand all of the wide range of implications of scientific data, a scientist’s “pitch” is often translated by the news media into something that a lay audience can understand.

In many niches, before you can sell a product you need to first acquire leads, nurture them, and convince them to buy.

Selling isn’t a one-way street. Several factors play a vital role. The platforms where you generate your leads matter. Most people have generated more leads through Facebook ads than Google Ads.

On the other hand, the quality of leads of Google Ads tends to be higher.

When it comes to giving people value for their time and money, Google leads the pack. Google sells advertising, not search results.

That is why paid ads in Google are clearly marked and set apart from the actual search results. When it comes to displaying the right results, here’s what Google says:

Google search results take into account who links to a web page as well as how relevant the content on that page is to your search. Our results reflect what the online community believes is important, not what we or our partners think you ought to see.

As you can see, Google sells advertising on its search engine, but it delivers the most relevant, valuable, and helpful search results in its organic listings. Site owners can neither pay to stay at the top of the search results pages, nor manipulate their rankings (at least, not for long).

neuroscience sales tips - organic listings

Google is the leading digital advertising company because first, it understands what people want, and second, it’s committed to providing the best search results.

5. Credibility Depends on Trust and Expertise

You are more likely to make sales when you have built credibility.

You can build credibility in a number of ways, including by providing top-notch customer service.

Customers want to reach an agent who can help them resolve problems quickly. They also want to interact with real people and gain access to information to resolve issue themselves.

Trust + expertise = credibility.

You can’t succeed in business if you lack credibility. Top brands can boast about their products, because over the years they’ve become known and are credible, offering social security.

That’s why it’s difficult for a new marketer, organization, or company to dominate the marketplace.

Customers’ cognitive functions are scared to trust you or your product. After all, you might take their money and vanish. Customer service is the hallmark of credibility. It builds credibility from the ground up.

The viral effect of bad customer service is alarming. More people share negative experiences than they share good ones. 66% of customers who experienced negative (bad) customer experience want to discourage others from buying from that company.

neuroscience sales tips - effect of customer service on your business

86% of people completely stopped doing business with companies over bad customer experiences. It negatively affects their human brain functions.

Every day, I wake up and ask myself a question: “What’s the best thing I can do for my customers today?”

It’s a simple, slightly dramatic exercise that reinforces for me the importance of building trust in prospect’s minds. People won’t trust you unless you’ve proven yourself and delivered immense value over a period of time.

How do you establish credibility when you’re an online business owner?

Stanford Web Credibility Research compiled 10 guidelines for building the credibility of a website. This can be applied to your product, personality, and brand.

neuroscience sales tips - credibility guidelines

Most local businesses know how to build credibility. They use sentiment to affect human behavior. While others are struggling to earn a customer’s trust, local businesses donate to schools, sponsor children’s sports teams and participate in community events bulletin boards.

Be willing to work hard. People respect people who work hard. But, don’t make it all about yourself. Credibility is best earned by looking out for the interests of other people.

Here are a few simple ways to improve your credibility:

Answer questions correctly: Trust and transparency are just as important to corporate reputation as the quality of products and services. If you give incorrect answers it will damage your reputation.

When people ask you questions, if you don’t know the right answer, then say so. Offer to do some research and get back to them.

Whatever you do, don’t spout off with something you’re not sure of just to sound intelligent. The more you answer questions correctly, the more people will trust you.

neuroscience sales tips - build your credibility by answering questions

Produce valuable content regularly: There is no shortcut to content creation. You either do it yourself or outsource it to a knowledgeable freelance writer.

Always publish new content that helps people achieve their goals more easily. Your credibility level will increase.

Don’t just create generic content. Instead, focus on creating custom content that will be relevant to your audience and in sync with your goal.

Offer to solve relevant problems: If you have unique skills, you can offer to solve relevant problems for your target audience.

For example, if you’re a website developer, you could offer to help readers tweak their WordPress themes, or show them how to do it easily themselves.

Build relationships: We all need to treat others fairly, recognize their inherent worth, and respect them.

Don’t let your human behavior be solely consumed by the amount of money you can make. Instead, now and again, help people for free. Brenton Hayden recommends that you follow a few specific strategies if you want to up your credibility:

neuroscience sales tips - how to build your credibility

In today’s marketplace, brands and products disappear as quickly as they appear. Most of them won’t stand the test of time.

It’s obvious that the way to improve your credibility is to build relationships with prospects and customers and earn their trust.

You can also build credibility by showcasing customer success stories. If you don’t have any authority at all, it may be hard for people to trust you. The best approach to appeal to their cognitive functions is to show that your product really works.

Drew Manning, founder of Fit2Fat2Fit, knows how to showcase real-life results. He discovered that most people who sell fitness programs and products are athletic, fit people who have never been overweight.

neuroscience sales tips - building credibility, Fit2Fat2Fit example

How can they possibly understand the human brain functions behind the struggles that overweight people endure and what that feels like?

Drew Manning did things differently. He spent 6 months gaining over 70 lbs. He then spent another 6 months taking the weight off.

This transformation was a source of confidence to potential customers. They thought, “If it worked for him, it’ll work for me, too.”


6. Sales Is a “Give and Give” Relationship

Giving usually comes into focus during the holiday season.

neuroscience sales tips - giving gifts/offerings

In The Science of Giving: Experimental Approaches To The Study of Charity, author Daniel M. Oppenheimer estimated that Americans donate over $300 billion each year to charity.

When you’re selling a product online or offline, giving should be in the form of value.

For example, you could give 1 – 10 GB free to customers who register your cloud storage solution, as pCloud does.

neuroscience sales tips - free offering for new customers, pCloud example

If you’re an author, you could give away the first two chapters of your book for free.

Giving is what I do on a daily basis because it’s the only way to build a sales relationship with potential customers.

I spent $30,000 on content creation; and instead of selling it, I gave the content away for free.

neuroscience sales tips - giving away content for free

Your customers are your best salespeople. Before they can recommend your product to other prospects, you need to make up your mind to give and give. That’s the relationship between you and customers.

According to the Agricultural Marketing Resource Center, there is a way to sell that is rewarding, positive, and even enjoyable. It’s called relationship marketing and it’s a message Dale Carnegie started delivering over 80 years ago.

When you first establish a relationship with prospects, it affect their neural development and becomes easier to sell to them. The best salespeople are the best givers.

Contrary to what most people think, it’s not a “give and take” relationship, because you’re not taking anything from your audience.

If you love your customers (of course you should), then look for ways to give them as much value as possible and let it be more than what they’ll pay for.

Even though they may buy your product, that doesn’t mean you’re taking from them. The value of your product/service is expected to be higher than the price they paid for it.

Don’t get tired of giving. It’s your life as an entrepreneur, whether you run a brick-and-mortar business or are an online marketer.

Creating relationships that drive sales is critical to your business. That’s how top brands like Amazon, Zappos, Home Depot, and the like thrive in this competitive age.

The existing brain science research in psychology, economics, and neuroscience exploring the benefits of charitable giving has been largely correlational. Does it cause more happiness and fulfillment? Or is the connection between happiness and giving just a happy accident?

Happiness is a positive form of emotion, the province, and function of the limbic brain region.

To sell more products, give more value for free. According to Dunn and Norton, a study on happiness shows that the most satisfying way to use money is to invest in others. This might explain why so many people donate to charities that work in developing countries.

You can learn from two of America’s leading billionaires: Bill Gates and Warren Buffett. Buffett donated 99% of his wealth to help charitable causes, saying “I couldn’t be happier with that decision.”

neuroscience sales tips - charitable donations bring happiness

Both billionaires give quite a bit to the world. Yet, here they willingly moved themselves down from being billionaires to millionaires. Heartfelt giving brings more into your life and your business.

Successful internet marketers who generated 6 or 7 figure incomes when they launched their products online followed this strategy.

They first started by giving tremendous value, well before selling. Eben Pagan, Frank Kern, Jeff Goins, Bill Baren and others launched their products in this manner.

For example, before Brian Dean opened his premium course “SEO That Works,” he first taught the best way to get top rankings for free in a blog post. I’m subscribed to his email list, so I can tell you that the value he provided made purchasing his online course a very simple decision. because he had already created tons of value for me.

If you don’t have a product to sell at the moment, it shouldn’t stop you from giving a richer experience to your prospects. Create high-quality content consistently.

I’ve been blogging for over a decade. Since that time, I’ve been creating 3 – 5 in-depth, relevant and valuable pieces of content for my audience each week.

That’s why you see huge traffic spikes in my blogs and a growing customer base for my software businesses.

neuroscience sales tips - give away free stuff to have a shot at selling stuff later

New studies prove that giving is beneficial not just for the recipients, but for the givers’ health and happiness. Giving promotes cooperation, positive human behavior, and social connection.

This is what you need to boost sales.

A study by sociologists Brent Simpson and Robb Willer showed that “when you give to others, your generosity is likely to be rewarded by others down the line—sometimes by the person you gave to, sometimes by someone else.”

7. To Close More Sales, Stop Selling

Brian Dean, the founder of Backlinko and SEO That Works, understands how to persuade people to sign up for his online course.

Even though his online course is closed, he still sells by requesting that you join the waiting list.

neuroscience sales tips - stop selling so you can start selling (brian dean example)

Why does he do this?

Well, when people join his waiting list, they get quality advice and case studies of people achieving first page rankings, etc. By the time the course re-opens again, subscribers who joined the waiting list will be desperate for the online course.

The majority of them will eagerly enroll. After all, they’ve already received tremendous value, free of charge.

In other words, stop pushing your products to the target audience. Instead, push high-value content. Answer questions and show the results of your services or products.

One company that sells its products quite successfully without sounding too salesy is BlendTec. BlendTec took a novel approach way back in 2007 with its “Will It Blend?” series.

The founder, Tom Dickson, understands that what people are looking for in a blender is the blade’s sharpness and the motor’s strength.

In each video in the “Will It Blend?” series, Tom tests his blender by blending anything from cell phones to wooden rakes.

neuroscience sales tips - blendtec as an example of selling something without being too salesy

Don’t try to push sales too much. Instead, educate more. Become a teacher. Become passionate about helping other people.

Brian Clark, the founder of Copyblogger, discovered early in his content marketing business that “Teaching Sells.

When he started teaching instead of selling, he turned his blog into a multi-million dollar software business. He also went on to start another new business called

neuroscience sales tips - example of teaching instead of selling

When you teach, you’re giving away value that people can’t find elsewhere. If you continually educate and inform your target audience, you’ll sell more products or services in the process.


If you can tap into how your customer’s brains works at different stages in the purchasing process or lead funnel, you may be able to drive more sales with less effort.

The neuroscience sales tips we’ve provided should help you get started thinking about how you can leverage the power of the human brain in your own digital marketing strategy.

If all of this sounds intimidating and you want help enacting these principles, let us know. Our team of experts are ready and waiting to partner with you to create a stellar SEO or marketing plan that drives sales by considering how your customers think.

Which of these cognitive neuroscience principles have you applied to increase your product sales online?

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Opportunities & Limitations for Marketers [2023]



Opportunities & Limitations for Marketers [2023]

Artificial Intelligence (AI) is one of the hottest topics in marketing right now, especially for the SEO industry. Although AI has been available for years, the velocity of tools being created, and the hype associated with them, has reached a blistering peak.

Naturally, marketers are starting to ask a few questions. What’s real? What’s possible? And how can I maximize my impact with this technology today?

To answer all those questions and more, let’s take a look at where we see the opportunities and limitations of AI tools for SEO in 2023.

What is AI?

It’s also important to keep in mind how Google and other search engines use and define AI. For example, Google says AI “is a set of technologies based primarily on machine learning and deep learning and is used for various functions, including object categorization, natural language processing, recommendations, intelligent data retrieval, and more.” 

What is AI-Driven SEO?

Marketers in the SEO industry are increasingly using AI to quickly understand what makes a specific site or piece of content rank on search engines. Then, with the rise of generative AI tools, they can even use AI to generate and optimize content before the competition. 

ChatGPT, an AI-powered chatbot developed by OpenAI, has been especially disruptive when it comes to generative AI. While we don’t see this technology replacing human writers anytime soon, the quality of ChatGPT responses has people excited and wondering if it will dramatically shift the search landscape in the immediate future. 

A Brief History of AI in SEO

Given the waves ChatGPT has caused recently, some may not realize that Google has been a major force in AI research and has incorporated AI-driven algorithms into products like Gmail and Google Search for years.

On the SEO side, Google launched RankBrain in 2015 to better understand searcher queries. This announcement was the first time Google officially went on the record as using an artificial intelligence system in their algorithm. This was a significant step forward in Google’s understanding of the importance of sentence structure in queries. It also signaled the shift in SEO from the importance of keywords to the importance of entities. 

Fast forward to 2019, and Google announces the launch of BERT (Bidirectional Encoder Representations from Transformers), a neural network-based technique for natural language processing to better serve results for the large percentage of unique queries they receive every day.

With these groundbreaking technologies, a flood of SEO tools and use cases hit the market to incorporate similar systems into common SEO activities such as content creation, image optimization, and forecasting.

The most buzzworthy new tool, ChatGPT, was launched in 2022 and builds on GPT-3 that was launched in 2020. This instance of generative AI exploded onto the scene, and the results have been truly impressive. The boasts of this technology still appear to over-promise and under-deliver, but this is the closest we’ve gotten to date and foreshadows a rapidly approaching future. 

How You Should be Using AI for SEO

It seems like no matter where you look, there’s always someone proposing a new way that tools like ChatGPT can help propel your SEO strategy forward. However, it’s not clear which use cases are helpful, and which aren’t a great use of your time. Here are four ways we recommend using AI for SEO:

Creating SEO Content with AI

Generative AI tools like ChatGPT can be incredibly useful in the brainstorming and idea-generation phase. With the ability to rapidly produce lists and ideas, you can conquer the tyranny of a blank page quicker than ever. Refining your prompts and going deeper on the ideas that spark your interest can illuminate your own original ideas and novel connections you wouldn’t have arrived at otherwise. 

One caveat here is that the large language model it uses to populate answers makes it likely that tools like ChatGPT will give you the most common answers related to your prompts. This may be fine in certain situations, but you won’t always want the most common answer. 

We also recommend heavily editing your content to help your brand’s voice shine through while adding personality and asserting your expertise. Keeping the human element in the equation will help you better connect with your customers.

Using AI for Content Optimization

Where AI can be more helpful is on the content optimization front. For shorter snippets of content using a template, such as product descriptions or meta descriptions, using generative AI tools to scale can lead to major efficiencies. Again, you’ll want a careful human eye to review for accuracy and adjust as necessary to reflect your brand’s expertise, but this can save you a ton of time. 

Finding natural language processing connections can also help you build authority around entities and provide another avenue for optimization. This should align naturally with the topics your brand talks about anyway and the topics your customers are interested in, but it provides another valuable lens.

Automating SEO Workflows

While the text-based generative AI models are getting all the press right now, image classification was one of the first areas for AI to make waves and is arguably more advanced than the text content AI can create right now. AI tools for naming image files and creating ALT text can automate tedious manual processes. Using AI tools to generate reporting insights and distilling large data sets can also be extremely valuable.   

Scaling Your Existing SEO Strategy

While advances in AI over the past five years haven’t dramatically changed SEO strategy, it has enabled the ability to scale quickly. While blindly relying on AI negates the value of deep expertise in a field, it would be equally alarming if your SEO team didn’t employ any artificial intelligence at all. 

The Limitations of AI for SEO

As with any emerging field, there are not only limitations in the outputs but also considerable challenges and considerations around the impacts of these tools. We need to be thoughtful and cautious in our approach because we don’t know the things we don’t know. 

Here are a few of the current-day limitations of AI for SEO, especially generative AI tools.


The outputs of tools like ChatGPT depend on their training models, and when your data set is sourced from the internet, the problematic things that are posted when it comes to offensive language and stereotypes are going to be reflected in the tool’s outputs, which can also serve to perpetuate them.

Training Data

It’s essential to know the training data for your tool. For example, ChatGPT doesn’t access the internet, so when it gives an answer to you about viewing webpages, that isn’t an accurate description of how it operates. Its data set also only goes until 2021 (they make updates regularly), so it’s not the best resource for current events.

Accuracy & Understanding

While the technology behind something like ChatGPT is incredible, the accuracy leaves a lot to be desired. A common issue is “hallucinating” or sounding very confident about an incorrect answer. 

The efficacy of using ChatGPT as a search engine right now is like considering me, a member of the SEO team, a search engine for paid search advice. With ten years of SEO experience and a wealth of experience working closely with our Paid Search team, I know a decent amount of the terminology, and I can give you a plausible-sounding answer if I need to. But what is the value in that? If you ask our paid search experts directly, you will be in much better hands. 

Since these tools don’t understand the material, their answers lack the requisite nuance of expertise. 

Knowing the potential pitfalls of your AI tools will help you use them more effectively. When you know what to look for, you can diligently review their outputs to avoid adverse outcomes for your brand.

AI-Driven SEO Tools to Try in 2023

With a steady stream of AI tools released every week, the impetus is on adding AI tools to your arsenal more than needing to use a specific tool or process. 

If you’re just starting to experiment with ChatGPT and getting excited about what AI can do for your program, here are some tools to try this year:

Low-Budget Content Tools

Our first bucket is budget-friendly content tools. Depending on your preferences, tools like Jasper,, and Frase are great options in this tier that can cost you less than $100/mo. Each tool has particular strengths, ranging from helpful templates to robust competitor research, that can elevate your current content process.

Enterprise-Level AI Insights Tools

Enterprise SEO clients have unique needs. The tools and platforms servicing this market have been experimenting with AI for better business insights for years. While these tools are significantly more expensive, if your website has millions of web pages or brings in millions of dollars of revenue through organic traffic, they can help you stay on top of the competition.

All of the following brands have an AI offering for data analysis and providing SEO recommendations:


There are AI-assisted tools for just about every aspect of SEO, but the important thing is to match that with your team’s expertise and the goals you’re trying to accomplish. These tools won’t replace your experts, but they can make their work easier and more impactful. 

Looking Ahead: Future State of AI in SEO

One of the time-honored traditions in the SEO field is to ask if SEO is dead. This question is revisited in countless think pieces every year, and the dawn of ChatGPT was merely another occasion to opine on the industry’s mortality. 

So will ChatGPT finally spell the end of search engines? Doubtful. 

While it will probably siphon off some usage from search engines, it’s difficult to imagine a wholesale change in global user behavior that completely upends Google in the short term. 

While SEOs are well-accustomed to grappling with their mortality, the past year is the first time that think-pieces threatened Google’s existence. First with Gen Z’s extensive use of TikTok and now with the AI chatbots. It’s not to say that empires don’t fall, nor that they can’t collapse quickly. Any good financial advisor would caution that past performance isn’t indicative of future results, but even OpenAI CEO Sam Altman said in this article with The Verge, “I think whenever someone talks about technology being the end of some other giant company, it’s usually wrong. I think people forget they get to make a countermove here, and they’re like pretty smart, pretty competent. I do think there’s a change for search that will probably come at some point – but not as dramatically as people think in the short term.”    

While it can’t move as quickly given its position as the incumbent, Google has already flung itself headfirst into the AI arena by announcing Bard, an AI-powered chat feature, to compete with ChatGPT and Microsoft’s integration of OpenAI technology into its products. 

While we anticipate the arms race between the search engines to continue, we also expect GPT-4 (available now) is the next step forward in generative AI and will be multimodal, expanding from text capacity to video, images, and sound. 


It seems like the world has changed since ChatGPT burst onto the scene, and in some ways, it has, but in others, this is just the next step in a decades-long process. It could portend rapid change or it could be a flash in the pan as people realize they don’t actually prefer a conversational model of search results. 

What we do know is this; it’s worth paying close attention to every development, maximizing the tools we have at our disposal today, and ensuring we have expert practitioners to make these tools valuable. 

The outlook today could look very different in the second half of the year – so it’s important to have a partner who keeps a close eye on the industry. If you’d like help navigating this constantly changing search landscape, reach out to our SEO services team or contact us today.

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Digital marketing evolution: New approaches and channels



Digital marketing evolution: New approaches and channels

Marketing evolution has entered a new realm by going digital. And with that, abundant choices for reaching your target audience. What are the latest approaches and channels? Which ones are right for you?

Since 85% of Americans say they are online daily, leveraging the latest digital marketing strategies is worthwhile.

First, let’s recap what digital marketing is and why it’s crucial.

Key takeaways:

  • Digital marketing uses electronic means to connect with buyers to sell a product or service or raise brand awareness.
  • You’re able to reach a wider audience with digital marketing, which means building brand recognition, acquiring more customers and increasing revenue
  • Omnichannel marketing uses various channels and digital platforms to present your brand, product or message. Your message is consistent yet fine-tuned for each channel.
  • Aside from customers feeling valued, personalized experiences build brand trust and promote customer engagement.
  • Micro-influencers tend to hold the highest engagement rates across multiple social media platforms.

What is digital marketing?

Digital marketing uses electronic means to connect with buyers to sell a product or service or increase brand awareness. This type of marketing occurs regardless of whether the users are online on the Internet. Digital marketing is over 100 years old, beginning with the invention of the radio. Other forms of digital marketing include TV, telephone and digital billboards.

However, online marketing is the most popular form of digital marketing. Online marketing is the simplest way to reach your target audience in the right place and at the right time. Examples of online digital marketing include:

  • Search engine optimization (SEO)
  • Content marketing (blogs, videos)
  • Social media marketing (SMM)
  • Email marketing

Why digital marketing matters

Digital marketing has many advantages over traditional marketing (e.g., an ad in a newspaper or handing out flyers):

  • You reach a broader audience since the Internet is a global tool. You can, however, filter your audience to your niche market.
  • A larger audience means building brand recognition, acquiring more customers and increasing revenue.
  • Digital marketing is measurable, meaning your campaigns contain metrics that you can use to evaluate which methods are more successful.
  • Digital marketing is also very cost-effective. Some strategies cost nothing (e.g., creating a blog or posting on social media). Also, there’s no paper to print.

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Four digital marketing evolution trends

Successful businesses understand that they must meet or exceed the needs and expectations of customers. Therefore, the customer drives marketing evolution. Let’s look at four strategies that are emerging.

1. Omnichannel marketing

Omnichannel marketing uses various channels and digital platforms to present your brand, product or message. Your message is consistent yet fine-tuned for each channel. Whichever way your customers access your business, you’re there.

Omnichannel marketing is an evolution of multichannel marketing, where you make your brand available across multiple channels. Omnichannel marketing takes it further by seamlessly integrating the user experience across all digital channels. This method allows the customer to move from one platform or device to another and not just have a similar interaction but also retain their shopping and purchase history.

To devise an effective omnichannel marketing strategy, you need at least four things:

  • Ensure that your website displays well across all devices, like computers, tablets and smartphones.
  • Consistently present your content across all relevant channels, including your offline ones, like in-store.
  • Customize the call-to-action for the specific channel. For example, an email campaign may require a button click, while a TV ad may need to display a web address.
  • Keep customer data in a central location, facilitating the forward movement of the customer journey.

2. Personalized experiences

Customers want to feel valued by a company, and personalization creates that feeling. For example, if a customer bought laundry detergent from a particular brand, they may like an email reminder with a link to the product on the site when it’s time to replenish. 

Aside from customers feeling valued, personalized experiences build brand trust and promote customer engagement. How can you know your shoppers to create personalized marketing experiences? Here are a few tips:

  • Conduct an opinion poll or a customer survey
  • See what customers are saying on social media about your business
  • Read online customer reviews
  • Trend buyer history

3. Influencer marketing

Why has influencer marketing grown so popular? Consumers see influencers as authentic. Furthermore, people can engage directly with influencers. Many influencers respond to comments and chat with followers. This meaningful connection tends to make influencers held in high regard.

When dipping your toes into this marketing strategy, you may wish to start with a micro-influencer. Micro-influencers are individuals with between 10,000 and 50,000 followers. Micro-influencers tend to have the highest engagement rates across multiple social media platforms.

How do you find and partner with an influencer? Here are some things to try:

  • Understand your target audience. Knowing your customers’ demographics, core values and social media platforms will help you select an appropriate influencer. 
  • Look at your customer base first and see if there is an influencer that uses your product or service.
  • Use the hashtag #sponsored on social media to see a list of influencers.
  • You can contact the influencer with a direct message (DM) on the platform or through email. Propose the campaign along with suitable compensation.

4. Responding to social issues

Following the event of 2020, more than ever, customers need to trust the brands they choose. One survey showed that 50% of individuals would become loyal customers of brands they trust. 

How does a business earn the trust of its customers? The same survey provided further details. Customers look to see:

  • How well the company treats the environment
  • If they use materials and ingredients that are local, sustainable and ethically-acquired
  • How well the company treats its employees
  • How well the brand responded to the COVID-19 pandemic

You may think, “Is this a digital marketing strategy?” The answer is yes because you would advertise your company’s initiatives on your website. For example, the following are excerpts from Nike’s Impact Report on its website.

Digital marketing evolution New approaches and channels

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The key to this marketing strategy is to be authentic. You must either back up or follow through on the statements made online.

Taking leaps in the digital marketing evolution with Optimizely

Today’s marketing strategies require innovation, insight and evolution. Optimizely’s digital experience platform (DXP) and the team of experts are here to help you attract and retain customers so your business can grow.


If you’re ready to take your marketing approach to the next level, get started with Optimizely today.

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How to Use WhatsApp as an Effective Marketing Tool



How to Use WhatsApp as an Effective Marketing Tool

WhatsApp has become one of the most widely-used messaging apps in the world. With over 2 billion committed users, it has become a platform where people communicate with family, friends, and even the companies they buy from. WhatsApp Business, a version designed solely for businesses, allows companies to communicate with their customers and vendors. In this article, we will show you how you can use WhatsApp Business Accounts as a crucial marketing and customer service tool.

What is WhatsApp Business?

WhatsApp Business is a free messaging app made for business use. It allows companies to have a presence on theWhatsApp business platformand relay messages to their customers.

WhatsApp Business has many useful features for businesses, such as automated messages, quick replies, and labels. This can make communication more efficient and save time for busy companies. It can be especially helpful for small and mid-sized businesses that don’t have the budget for a large marketing and customer service team.

Why use WhatsApp Business?

Using WhatsApp Business can give you a competitive edge. Many of its features are great for businesses. For one, it allows businesses to reach a large audience. With over 2 billion active users, WhatsApp provides a platform where businesses can communicate with their customers on a one-to-one basis. This personalized approach can help businesses build strong relationships with their customers and improve customer satisfaction.

Secondly, WhatsApp Business can improve customer service. By using features such as automated messages and quick replies, businesses can react to customer concerns quickly and efficiently. This can help businesses provide better customer service and increase customer loyalty. It can also be a great tool for sending large file transfers to customers, such as detailed invoices or product information.

Third, WhatsApp Business can be an effective marketing tool. By using features such as broadcast lists and group chats, businesses can reach a large audience with targeted messages. This can help businesses promote their products and services and increase sales. For example, if you are having a big Spring sale, you can send a mass Whatsapp message to all of your followers without worrying about incurring large data fees. You should always be sure to include your WhatsApp contact details on your digital business card so that you can build a following on the app.

How to use WhatsApp Business for marketing and customer service?

The benefits of using WhatsApp Business are clear. Now, let’s learn how to use it effectively for marketing and customer service.

Create a professional profile

The first step is to create a professional profile for your business. Be sure to include your business name, logo, contact info, and description. This will ensure people recognize your business and make it easier for them to contact you. You should feature your WhatsApp on your social media and e-commerce websites so that prospects can easily reach out for more information.

Use automated messages and instant replies

Automated messages and quick replies can be a time-saving, life-saving feature for small and large businesses alike. Automated messages can be set up to greet customers and provide information about your business. Quick replies can even be used to respond to frequently asked questions. This can help businesses provide better customer service and improve response times.

Use labels to organize conversations

Labels can be used to categorize conversations and make it simpler to find specific messages. This can be especially important for businesses that receive a high volume of inquiries. Labels can be used to organize marketing conversations, such as new customers, existing customers, and inquiries. Labels can also be used for customer service-related inquiries, such as a “refund,” “complaint” or “general inquiries” labeled folders.

Use broadcast lists to send targeted messages

Broadcast lists can be utilized to send targeted marketing messages to a wide audience. Businesses can build marketing lists based on customer preferences or interests and send them highly targeted and/or personal messages. This can help businesses promote their products and services and increase sales. It can also help add a personal touch to your business when you can directly send an intimate message – such as a Happy Birthday text – to a single customer.

Use group chats for customer support

Group chats can be used for customer support and provide customers with a platform to ask questions and receive support. Businesses can create groups for specific products or services and provide customers with information and support.

Provide personalized support

Providing personalized support can help businesses build long-lasting relationships with their consumer base. Businesses can use features such as personalized greetings and messages to provide a custom-tailored experience for their customers. This can help businesses improve customer satisfaction and increase brand engagement. You can also use WhatsApp to have customer service phone conversations with your customers by dialing their WhatsApp number.

Use WhatsApp Business API for automation

WhatsApp Business API can be great for automation. It can also save businesses time and optimize response times. It enables businesses to automate messages, set up chatbots, and integrate with other systems. This can aid businesses that aim to provide better customer service and improve response times.


WhatsApp Business can be a vital marketing and customer service tool for businesses. By using features such as automated messages, quick replies, broadcast lists, and group chats, businesses can reach a large audience, and provide better customer service while also saving time and money.

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