Marketing is not just about content and product. With the majority of marketing happening online with social media, companies can get lost in the fray. But behind every post, every tweet and every like is a person. The social media game is truly just a gathering of human beings, and with them are the same psychological traits people show offline. Using psychology in your online marketing strategies will give your social media game the boost it needs to stand out from the crowd.
People love to be rewarded. This is one of the oldest tenants of marketing that extends far beyond social media. Advertisers have been giving away free gifts to reward purchasing their products for almost 100 years. And why not? The psychological sales approach of “reciprocity” shows that if customers feel they are getting something, they are more likely to give something. While back in the 1950’s a hot handle holder may have grabbed reader’s attention, today the best rewards are in the form of likes and shares. Encourage your followers to engage with your content by retweeting and sharing their content. Begin a hashtag campaign that rewards users and generates interest around your brand. Reciprocity is always the most effective when it feels like it’s coming from a real person. Engage with your followers by directly answering their questions or commenting on their posts in a personal way.
2. Commitment and Consistency
Never underestimate the value in regularly scheduled posting on both you blog forums and social media. Make use of a social media calendar to guarantee your content is updated daily at the optimal times. Align your values with your customers by showing the value of your brand. You have a unique product that your customers need – but beyond that, your company has a set of values that you share with your customers. Use your content to show your customers that your company cares about your customers AND their bottom-line.
Commitment doesn’t end with your customers. No matter who your customers are, they have causes that they care about. It’s important to build a culture of paying it forward within your brand. Pay attention to the causes your followers support – retweet or share posts that matter to your followers. It’s important to create a culture that goes beyond the consumer. Social media has made it easier than ever to support causes and send a message of purpose
Social media has changed the game by putting content in the hands of the consumer. Tools such as “likes” and “sharing” allow companies to interact with their customers in real time – But it does much more than that – Referrals and reviews are invaluable to a company – this is the advertising you simply can’t buy. This year, Facebook added the “Looking for Recommendations” feature to users status updates. More and more, users are mass-polling their newsfeed with ISO (in search of) to find real time recommendations from people they know. Use the psychology of socialization by putting your achievements at the top of your profile. Highlight any endorsements or recognition your company receives in your cover photo or profile picture. Keep track of your follower count and celebrate milestones (1000 followers on Facebook, 100 5-star reviews on Google, etc.) Show people that you are already popular among the most reliable cohort: peers.
“We will use the actions of others to decide on proper behavior for ourselves, especially when we view those others as similar to ourselves.”
― Robert B. Cialdini Influence: The Power of Persuasion
4. Appeal to the “Early Adopters”
The tech and marketing industry is constantly shifting. The very concept of “trending content” emerged from the ever-evolving landscape of social networking. In this bid for relevance, content that is interesting ranks higher than content that is funny or even important. Early adopters are those consumers with their finger on the pulse of the industry. These folks are sharing content that is novel – and that will make them look like they’ve unearthed something truly interesting. In one study 61% of respondents said they would prefer to share content that is interesting as opposed to content that is important. The psychology of strong click bait appeals to these early adopters by showcasing little known facts or emerging information. Early adopters will catch onto the novelty and that creates value.
5. Less is More
The Paradox of Choice is the theory that the more options you have, the less likely you are to make a decision. Customers are already overwhelmed by options and advertising, making them desensitized to marketing strategies. A great way to overcome the sea of information is to make things personal. Limit the options your customers see by only showing them the best. Highlight products that are “The Best Value” or “The Most Popular.” Less is more when it comes to choice. Pare down your offerings to showcase the very best of what you do.
Marketing can start to look like a lot of stats and numbers, but behind every one of those is a person who interacts in the same way both online and offline. Psychology in marketing will help your company target the individual behind the profile and put a personal touch into your social media presence.
Contact Thinkbound Marketing Solutions today and start putting these psychology triggers to work in your online campaign today.