DATA-DRIVEN CMO is an ongoing series on the Brooks Bell Blog that focuses on topics for the modern day data-driven CMO.
First a disclaimer: The title of this post is not factual, but it does prove my point. People love statistics. And people love to feel they are making a difference. That’s a fact most “cause marketers” know and leverage all the time—so how can you use this information in your marketing?
Here’s an example I recently came across. Last week I saw this tweet in my twitter stream:
I had never heard of See Click Fix before, but I was quick to click through the link to see what this story was all about. (Great Call-to-Action by the way, @jhibbets).
In a nutshell, See Click Fix is a website that allows citizens to “report neighborhood issues and get them fixed.” In this particular issue, the parents of an elementary school student who travels to school via her wheelchair would gain peace of mind once a number of fixes to the sidewalk on her route to school are made. This website is a great resource for empowering citizens to voice concerns and for the local authorities to acknowledge complaints.
I love the site and everything about it. But this post isn’t about the site’s mission; it’s about the effective psychology behind their messages.
The beautiful use of statistics in their messaging starts when you vote for a neighborhood issue. I read the plea from these concerned parents and decided to vote for it. After I clicked the yellow “Vote” button, I was met with this pop-up window.
The pop-up prompted me to supply my email address. And just in case I was apprehensive about submitting my vote at this friction point, I was met with this gem: “Your vote will increase the chance of a fix by 5% and the chance of letting your neighbor know that you have their back by 100%.”
Wow. That is a well-executed and compelling affirmation statement that I bet gets a huge conversion rate.
What this means to your marketing:
Even if your product or service isn’t as altruistic, you can still leverage these learnings. Statistics can be used as social proof: “75% of your Facebook friends also liked this restaurant”. But what about using statistics to promote your customer’s progress? A quick example of other organizations using this technique is Amazon alerting you of the free shipping that you’re only $5 away from achieving. Or Linkedin telling me my profile is only 95% complete.
How can you use this technique in your marketing?