The Psychology Behind Social Media Marketing Conversions

Posted by frank harris on 21/02/19 16:07

Social Media PLatforms 0118Your company has its social media marketing followers, the question is, are you able to engage them so that they feel compelled to dig deeper and become customers?

 

Beyond just implementing tactics, it’s important to make sure your B2B social media marketing is optimised to improve your conversion rate. On average, B2B buyers are 57% of the way through buying considerations before ever talking to sales - and aside from their own research, they get there via content and social media marketing which compels them to act. If you want to achieve this for your B2B brand, you’ll have to use a little psychology.

 

Here are a few ideas to increase your conversion rate from social.

Show Them What They’ll Gain and what they’ll miss

As a B2B marketer, if you craft marketing messages that show what prospects stand to gain and miss from your product, you’ll find more and more of them will be compelled to act. This follows from the psychological principles of “loss aversion” and the “fear of missing out,” both of which state that humans are more motivated by the thought of losing than by gaining something.

 

Empathising with your customers’ pain points and providing unbeatable solutions will turn social followers into leads, and then into customers.

 

To always understand your customers’ pain points, have a good grasp on what they need, how your product or service fulfills that and what possible unexpected factors can play a role. Industry issues can arise and create new needs at a moment’s notice. Stay on top of what prospects are looking for in several other ways:

  • Current events. Social media is a breeding ground for breaking news. Staying up to date means being aware of what’s happening in your industry, but also means you are contributing to the generation of news. 55% of B2B buyers search for information on social media when considering a purchase, so be the first to publish social posts about what your prospects need.
  • Survey your customers and qualified leads. Sometimes all it takes is a few questions to understand your prospects’ troubles and trials in a certain business task. And then, getting their attention on social becomes much easier.

Make it Valuable

One of the most powerful selling points for any product or service is to provide prospects with the true value it will bring to their lives. Customers are always looking for the highest value-added available. If you can prove how your offering not only solves a need, but improves a certain aspect of business or life, you can reach potential customers in a more authentic and honest way.

 

To do this, you’ll need to make sure prospects know exactly what to do next. Ensure your call to action is clear, and perhaps have more than one, so that your social media followers can act as soon as they make a decision.

 

Value should always be the goal of your marketing efforts. Psychologically, whether knowingly or not, look for how something is going to enhance your prospect’s life. Will it make it better, easier, more enjoyable, more successful? Use those features as selling points for effective marketing and higher-quality sales.

Create a “Tribe”

Marketing maven Seth Godin, in his book “Tribes,” describes the concept as groups of people united by a common purpose or passion. And this is exactly what you, as a B2B marketer, should create via social media marketing.

 

A social media “tribe” is an essential tool because it allows us to enjoy and find meaning in associating with each other in groups. Belonging is essential to feeling safe and secure.

 

One of the best ways to create that sense of “security,” is through social media communities. Through LinkedIn Groups and Facebook Groups, for example, you can establish your company’s thought-leadership by answering questions and offering informed perspectives.

 

There are other ways to ensure that your tribe remains a tightly-knit group:

  • Create a seamless user experience across all channels. If your prospect knows exactly what your brand looks and “feels” like they’ll feel more comfortable and connected to you. Ensure that every LinkedIn blog post, Facebook message, and Tweet, as well as every other place you appear online, is a consistent reflection of your brand’s message.
  • Encourage engagements via your blog and social. Ask your prospects to tell you what they think after reading your blog post, or to Tweet you back with their opinions. Conversations are the lifeblood of a tribe and making the first move is the way to get them started.
  • Create a cause for your tribe. When you give your followers a substantial reason to keep following you, you’re providing the glue that will hold your tribe together. Values are what will make you stand out and convert like-minded prospects.

Build social content that addresses your values and is targeted to prospects who’ve endorsed similar ones.

Even better, when you source testimonials and case studies from your best customers, be sure to emphasise how your products have made their lives easier and align with your shared corporate values. That will attract similar customers in the future.

Create Curiosity and Invite Investigation

B2B products often involve a prolonged sales cycle, multiple stakeholders, and many touch-points along the way. How do you create enough trust to ensure that an interaction with a prospect will eventually result in a conversion?

 

By creating social campaigns and other content pieces that help your audience calculate value and make highly-informed buying decisions you’re establishing your company as a trustworthy thought-leader, and your followers will often convert on the strength of that brand perception.

 

Here are some ways you can pull your social media followers into an investigative curiosity about you:

  • Use trigger words in your social media content. Using the “five W’s,” namely the questions who, what, where, when, and especially why, as lead-ins for your social posts and blog headlines are great for piquing the interest of professionals who are hungry for knowledge.
  • Build your content around customer curiosities. Think about new technologies or happenings that are on peoples’ radar in your industry - things that people are wondering if they should adopt or understand. Then, put together content that offers an informed perspective.

Use a variety of content forms for various stages of the buying process. For some prospects, a whitepaper that goes in-depth about a process or system might be all that’s needed, whereas others will respond better to an unfolding “story” via a series of blog and social media posts. Your “why” questions, if poignant and relevant enough to your target audience, make for great Facebook and LinkedIn status updates, Tweets, and even LinkedIn discussion topics.

 

As a B2B marketer, you’re already using psychology in every tactic you implement. But with a special focus on the psychological techniques above, especially in the easily distractible yet high-potential world of social media, your conversion rates will only increase.

 

For more ideas on social media posts check out the link below:

 

43 Tips on  Social Media Marketing Posts to get a Response

Tags: social media marketing, social media marketing services, b2b social media marketing, social media strategy, social media communities, social media monitoring

10 Online Marketing things to do on LinkedIn, but probably aren't

Posted by frank harris on 19/04/18 14:38

LinkedIn_logo_2016_1With 277 million users and counting, LinkedIn has become the definitive business social media online marketing site.

 

If you're just using the site as a place to keep your resume online, then you're missing out on some great opportunities. LinkedIn has been rolling out several new features, including a new publishing platform and a revamped "Who's Viewed Your Profile" function.

Here's a look at 10 ways you can make LinkedIn a more valuable tool for keeping in touch with your network and getting recruiters to come to you. 

1. Follow your favourite "Influencers" in Pulse. 

You may not have been paying attention, but LinkedIn has been churning out original content from thought leaders around the world. The site's Pulse page collects posts from handpicked "Influencers" like Richard Branson, Martha Stewart, and Bill Gates. 

2. Share Relevant Articles with your Network and Write your own.

While Facebook and Twitter are great outlets for sharing light-hearted viral content with friends, LinkedIn is the place to post and share articles and videos relevant to your industry and business in general. 

3. Weed out Connections that are no longer useful.

LinkedIn's developers initially skipped a "block user" feature in an attempt to be a truly open networking site, but they finally gave in to users' demands for one. 

4. Monitor who's Looking at you and adjust accordingly. 

All users should now be able to use the revamped "Who's Viewed Your Profile" feature. Even non-Premium users will be able to see how users are finding them, and what industries these users belong to. 

5. Join Groups to Improve your Visibility.

LinkedIn says that active group users get four times as many profile views as those who don't use this resource. A good place to start is to join some industry peer groups and see what discussions are going on. 

6. Use the "Relationship" Tab to keep track of your Contacts.

If you would like to add someone you don't personally know, send them a personalised message explaining why you would like to connect and how sharing your business network can be beneficial. 

7. Endorse and Recommend your Connections.

Don't forget to make use of endorsements and recommendations. It helps your connections build credibility and makes them more likely to return the favour. LinkedIn is also a perfect place to recommend colleagues with a brief anecdote, as well as ask for recommendations from previous employers. 

8. Use a Professional Headshot and a Customised URL. 

Multiple reports have shown that LinkedIn pages with profile pictures get more views than those that don't. Your photo should be clear, not include other people, and be appropriate for your industry. 

9. Make your Page easy to Scan. 

The worst thing you can do is have your profile be one long list. Recruiters won't bother learning about you if your page is a chore to read. Make sure you distribute your information across each of the sections LinkedIn offers, and arrange them in an order you consider most relevant to your industry. 

10. Be sure to Write a Summary. 

Finally, don't neglect the crucial "Summary" box. Think of it as a first impression of your professional profile. It is also the perfect place for keywords that will enhance search engine optimisation (SEO) benefits for your page.

 

As I said at the start of this article, LinkedIn is the best online marketing business social media site. However, it's only part of your online marketing campaign - you must not neglect others. My eBook, accessed from the link below, will help you decide why you need to use social media and how to choose and use them to build your business:

 

B2B & SMEs Mobile Marketing

Tags: social media marketing, linkedin marketing for SMEs, b2b social media marketing, social media, social media communities

10 Steps to Building an Online Social Media Marketing Communities

Posted by frank harris on 08/04/18 16:06

Social Media PLatforms 0118Online social media marketing communities can boost customer loyalty and brand awareness.

 

But setting up a community takes time and planning. These steps will help get your online community up and running through set-up, interaction and growth.

  1. Define your Value and Purpose

Having an online community will grow your brand, but you need to define what value you are offering people in your community. There must be a need or an interest.

  • Value

A primary reason for joining is to be in a network with a like-minded group of people, with common interests and connections. As the host, you must work out what these people would get out of being in your community, including one of the following: 

  • Problem solving - users will work together to solve problems, or seek solutions from brand representatives/employees
  • Topical discussions - a group of people with a similar interest to discuss informally
  • Reading interesting content - a community sharing the latest news on specific topics
  • Learn new skills – a group that will help members to learn new skills
  • Purpose

You must work out what value you will get out of your online community, primarily:

  • Increase sales and marketing - Differentiate your company from competitors and create additional value to doing business with your company.
  • Improve customer service - Increase customer loyalty through more interaction and engagement between customers and employees.
  • Empower product management - Partner with customers and prospects to generate and develop ideas for more profitable products and services.

If your community is uninteresting or overly pushes the company’s own product and doesn’t offer anything to users, members will not engage, and the community will struggle.

  1. Choose your Community’s Platform

Depending on the value and purpose as above, you’ll need to choose how you will host your community.

 

Communities used to function on specific platforms, and many still do. But with so many social media marketing networks available today, which function as knowledge and communication networks, it’s rare to use a single platform as each has a different purpose.

 

Facebook and Twitter are the most popular channels, but many companies are managing more than one account on each.

 

How your community communicates is the basis for your network. If people find it hard to navigate or connect with others, they’ll disappear.

  1. Research and Recruit Influencers

Find out who influences people in your community.  Tools such as Traackr and Social Bro can help. Search for hot topics within your community and they will show you where these are already being discussed on social media, and who’s leading the discussion.

 

Influencers probably produce most of content (other than the host) and tend to be the most active. Support your influencers to give them more opportunities to produce relevant content and share with the community.

 

Influencers will direct the tone and content of the community and represent their values.

  1. Programme of Content

Access to thought leadership content is, from research, the main reason for professionals engaging in networks and communities.

 

This means it’s important to plan the content you want to create and distribute. Content should be customised and written with your community in mind. Thought leading content keeps people returning and communicating with others.

 

Organise content in an editorial calendar. This will help to keep content distribution consistent and regular. Content also needs to be organised, so members can find topics that interest them. Navigation and an effective search method are almost as important as the content.

 

Fresh content not only keeps members interested, but attracts new members because having new interesting content, helps in SEO.

  1. Management

Communities need leadership to monitor member engagement. One person should manage your online community, with others managing different aspects of the network, depending how large and active your community is.

 

Oracle highlights, “management involves tracking, technical support, member engagement and community programme and event planning.” Ensure your community has someone to direct all these aspects, or it will fall apart.

  1. Engage

Engagement maintains a community.  Do this by interacting, and they will return the favour by endorsing you.

 

Reaching out to spark interesting discussions helps increase engagement and loyalty. Interacting with members will turn them into advocates. Customers like to have a voice and online communities are the perfect place for them to engage with you.

 

The essence of a community is that it is a place for sharing and discussion.

  1. Offer Support

Communities should offer customer support by finding answers to their questions in discussions with other members.

 

Helping to solve problems for your community will put you in good stead. For many, it’s key for joining a community.

  1. Encourage User-generated Content

User-generated content plays a role in 84% of millennial purchases and 70% of boomers’ purchases, so it’s important to get them interacting, creating and sharing their own content.

 

To prove your company’s worth, the endorsement needs to come from external sources, not you.

  1. Keep Trolls Away

As people are anonymous behind a computer, it’s inevitable you’ll get some trolls looking to insult you or your members and stir up trouble.

 

Be prepared to prevent/manage the damage before a hostile environment is created that will put members off your community.

 

If your community feels threatened, users are unlikely to stay. There’s likely to be disagreements but draw a line between retaliation and abuse.

  1. Keep the Conversation Going

Running a community requires time and dedication so keep the conversation going and stick to your plan.

 

You put in all the hard work of setting up your community, now it needs to be maintained. Good luck!

 

For more tips on social media marketing follow this link:

 

B2B & SMEs Mobile Marketing

Tags: social media marketing, b2b social media marketing, communities, social media communities

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