1.
Digital You Can Trust |
THE POWER OF
PERSUASION

2.
Digital You Can Trust |
Seasoned digital marketer, specialising in search
engine optimisation (SEO).
Originally from the Netherlands, now creating
digital marketing success stories in Australia.
When I’m not chasing Google Algorithms, you’ll find
me in the pool, on my bike or at a run track prepping
for my next triathlon.
Martin
SEO SPECIALIST

3.
Digital You Can Trust |
Manipulated or influenced?
-
The power of persuasion

4.
DIGITAL MARKETING & ANALYTICS |
Digital You Can Trust |
Its estimated that
we are exposed to
4,000 to 10,000
ads on a daily
basis

5.
DIGITAL MARKETING & ANALYTICS |
Digital You Can Trust |
This is where we
as digital
marketers can
influence
consumer
decision making

6.
Digital You Can Trust |
The goal of persuasion is to
change someone’s attitudes
or behaviour

7.
Digital You Can Trust |
Cialdini’s six principles of
persuasion
4. Consistency
5. Liking
6. Social proof
1. Reciprocity
2. Scarcity
3. Authority

8.
Digital You Can Trust |
Examples:
● Ebooks, Articles, Webinars,
Podcasts
● Free Trials/Samples
● Content marketing (hubspot)
1. Reciprocity
This is the principle of feeling an
obligation to repay someone when
they have provided us with
something.

9.
Digital You Can Trust |
Examples:
● Limited availability
● Out of stock
● Holiday deals
● Pre-orders
2. Scarcity
Feeling that there is only one chance can
convince people to take action sooner,
sometimes without careful consideration
of consequences or alternative options.

10.
Digital You Can Trust |
Examples:
● Showcase expertise of staff
● Thought leadership by listing recent
blog and social posts.
● Feature awards
● Deepen specificity (i.e., number of
customers served, etc.)
3. Authority
When people evaluate an offer or piece
of marketing collateral, the “who” it’s
associated with can, in many cases, be
more important than what it is.

11.
Digital You Can Trust |
Examples:
● Cross-selling
● Free Ebooks, Articles,
Webinars, Podcasts
● Consistently publish content
over time
● Live chat
4. Consistency
Once a person makes a decision or
performs an action, they tend to strive to
make all future behaviour align to this.

12.
Digital You Can Trust |
Examples:
● Physical attractiveness
● Shop the look
● Use examples people can
identify with
● About us page
5. Liking
When people are uncertain, they’ll most
likely look to others for behavioral
guidance.

13.
Digital You Can Trust |
Examples:
● Product reviews
● FOMO
● Testimonials
● User-generated content
6. Social proof
If we see others doing something then
we often assume that it is the right thing
to do.

14.
Digital You Can Trust |
The principles of
persuasion are just the
tip of the iceberg

15.
DIGITAL MARKETING & ANALYTICS |
Digital You Can Trust |
Wheel of
persuasion
https://www.wheelofpersuasion.com/

16.
Digital You Can Trust |
So, how can we utilise
these principles in our
day-to-day?

17.
Digital You Can Trust |
Optimise SEO page titles &
descriptions for intent
● Provide timely & engaging page titles
● Meta descriptions are a great way to
make us of the principles of persuasion
● Utilise product & review schema

18.
Digital You Can Trust |
Focus on the user when
providing on-page optimisations
● Review content tone of voice & intent
● Include reviews/testimonials where
appropriate
● Optimise images beyond keyword
targeting
● Link to contextual relevant sources
(cross-sell)

19.
Digital You Can Trust |
Use Google Ads to
test your messaging
● Insurer of the year (authority)
● Reviews (social proof)
● Free initial consultation
(reciprocity)
● Testimonials (liking)

20.
DIGITAL MARKETING & ANALYTICS |
Digital You Can Trust |
Key takeaways
1
Next time you write a page title or ads headline, see if you
can further tweak your recommendations by making them
more persuasive.
2
Start thinking beyond providing just keyword
optimisations for your clients. Instead focus on your
audience and ensure the content matches the intent of the
page. Start supplementing your standard SEO
recommendations with UX suggestions/tactics.
3
Test everything. Test the different principles to identify
which principle is most likely to trigger an action from your
customers. Share these insights with your team and clients
- so insights can be implemented across channels.

21.
Digital You Can Trust |
QUESTIONS?