356 - Understanding the Customer Journey with Kenda Macdonald

Can you use science to boost your membership numbers?

It’s not magic but getting to grips with the science behind how people make purchase decisions will help you transform your own content.

Kenda Macdonald, CEO of Automation Ninjas, international keynote speaker, and author of the best-selling book, Hack the Buyer Brain, joins this episode to talk about the science behind why people choose to sign up (or not) for a membership.  

Tune in to hear what behavioral automation is, how the five stages of awareness work, what neuroscience tells us about buying decisions, and much more!

Essential Learning Points:

• What behavioral automation is
• How the buyer journey typically works
• The problem with relying on marketing funnels
• What neuroscience tells us about the buying decision
• The five stages of awareness and how they can help you build better content
• The problem with using scarcity tactics
• How Kenda uses automation for her membership

Important Links & Mentions:

• Automation Ninjas
• Hack the Buyer Brain
• The Marketing Automation Academy
• What is Awareness and Why Does it Matter?
• Kenda’s LinkedIn
• Membership Geeks
• Membership Academy

Key Quotes:

“Understanding the brain and then tracking physical behavior are two parts of what I would say is behavioral marketing automation.”

“We need to create something that's more flexible, more personable, and more catered to where someone is in their own personalized customer journey.”

“We should be utilizing our content to help people make better choices. That is why people consume such a huge amount of content because they want to learn, they want to make the right choice about something.”