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

5 Steps to Integrate your Email and Social Media Marketing

Posted by frank harris on 07/12/18 14:31

digital_marketing_strategySocial media marketing and email are two of the most important weapons in your marketing arsenal.

 

Picking one out of them is not an option for any smart marketer, and both are important part of the marketing mix.

 

Both when working as a separate entity can serve a limited purpose, but, when combined together create a sense of loyalty from the customers and increased sales for you.

 

They should be combined in a manner that your fans and followers can join an email marketing list via social media and similarly your subscribers can share your email content via social media networks. If you want to combine your email marketing and social media channels, here are 5 easy steps to help do that in a seamless manner.

1. Leverage the Power of Social Media to Amplify Your Email subscriptions

Everyone knows that social media when used strategically can enhance a brand’s visibility, reach and engagement. Similarly, social media can also help you grow your email list. This can be done in various ways, by simply adding a link or subscription button of your email newsletter or by optimising your blog posts landing pages with opt-in forms or an eye catching call-to-action. Your visitors might not need to opt-in to access your blog posts shared on your social networks, but if they like your content, they might want to subscribe to your site.

2. Add Social Icons in your Email Marketing

As per stats, “Emails that include social sharing buttons have a click-through-rate 158% higher than emails that do not include social sharing buttons.”

 

If you’re an experienced content marketer, you know that creating quality content is just half the work done, another half is promoting and sharing it to help you reach more people.

 

Just as you embed social media buttons on your site to enable your visitors to share your content, similarly give your email subscribers an opportunity to share your emails by integrating social media icons in your emails.

 

Shareability plays a very important role in making a piece of content go viral, similarly giving people an option to share your email can make your email go viral.  Also, giving social icons in emails will help you in sending email subscribers to your social pages from where they can learn more about your brand.

 

It’s even advisable to add your social icons on your email unsubscribe page. This will give you a chance to stay connected with those who have chosen to unsubscribe.  This way you will still be able to update them about your brand.

3. Encourage Your Subscribers to Share Your Newsletter and Incentivise Them to do so

Adding social sharing buttons to your newsletter isn’t all about it. But, at the same time it’s also equally important that you encourage people to share it. Simply adding social media buttons to your newsletter won’t boost sharing, as people have become accustomed to seeing them.

 

If you really want people to share your newsletter, create inspiring content which can arouse emotions in people as people like sharing such content. Add visuals in your content to capture their attention.

 

Stats say, “90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text.” 

 

Brands can even use their social media photos in emails. Other than that you can also leverage your subscribers by offering some perks like discount coupons, vouchers etc. to encourage them to share your newsletter and give a nice boost to your social media presence.

 

Similarly, you can leverage your email list to announce your list of social media contests & giveaways. Send them an email and let them know that they can enter the contest/giveaway by liking your Facebook page or following you on Twitter or whatever social platform you’re working on.

4. Don’t Just Give Sharing Option, Make it Easy to Share as Well

Giving choice is good, but too many choices confuse people. If your brand is present on every social media platform that doesn’t mean you have to incorporate each and every social icon in your email. Otherwise it will confuse your subscriber on which icon they have to click and will make it tough for them to share.

 

Instead of adding too many social icons include the popular ones like Facebook, Twitter, Pinterest and LinkedIn or the one on which your audience is more active. This way you cannot just use your email space effectively and clutter-free, but it will also help you in monitoring which are the preferred channels of your audience. And, accordingly you can tailor the content of your emails for these platforms.

5. Create Engaging Emails to Inspire Interaction and Encourage Your Audience to Share

Not all emails get opened. People are dealing with tons of emails in their inboxes already. They have started filtering them out and opening the ones, which they find relevant and engaging. This makes it extremely essential to craft emails that not only piques their curiosity, but also provides value to them.

 

So, make your newsletters engaging by asking your subscribers to reply to your mail and also tell them that they can interact with your brand on your social media platforms. This will help you in building a strong social media community as well.

 

For a successful online business, your email and social media strategy should complement each other. These simple tips can help you build an email marketing list of subscribers that will look forward to actively engage with you and hear from you thus leading to increased sales and revenue.

 

For these and other digital marketing tips and educational eBooks, just subscribe to my blog:-

 

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Tags: social media marketing, email marketing, social media strategy, small business marketing strategy, b2b small business email marketing, small business b2b blog, small business marketing blog

6 Best Practices for Influencer Marketing

Posted by Blog Tipster on 27/11/18 10:32

nfluencer marketing 1118Influencer marketing isn’t new.

 

Getting the right people excited, engaged, and talking about your brand has always been one of the best ways to improve brand recognition, expand your customer base, and drive more sales. Word of mouth has always been the most trusted way for a potential customer to hear about you.

 

Now, social media has made word of mouth global and immediate. Someone talking positively about your brand and products on Twitter, Facebook, LinkedIn or any other social media platform has a powerful and far-reaching effect. So, building relationships with online influencers is important.

 

A recent study by Sensei Marketing, showed that 74% of respondents planned to deploy influencer marketing strategies during the next 12 months, and 50%+ said they use influencer marketing as part of their campaigns.

 

The ability to tap into a network trusted by your personas, turn fans into advocates, and generates both insights and leads to make it an essential part of a marketing plan. But, how can you maximise your ROI? Here are 6 best practices to influence influencers and produce results.

  1. Find Influencers Inside and Outside the Box

Use Google and Twitter searches to find people who are already interested in your industry or your personas.

 

People talking about you and your competitors’ brands are first tier influencers.

 

With tools like Social Mention and Empire.Kred you can determine who has the biggest, broadest reach across social networks. But the size of their network doesn’t necessarily correlate to the extent of their influence. You want to uncover the people leading conversations and shaping opinions about your company or brand.

 

Sysomos, identifies influencers and their authority, helping you identify, engage and build relationships with the right people.

 

As a SME, it’s smart to target up-and-comers, who will have more incentive to be the first to mention something new.  Your current network will lead you to other influencers.

  1. Use Measurement to Cultivate from within

You may find that your best influencers are within network. While it’s amazing to get a mention from a celebrity, customers are more influenced by what their friends and family do and like, then people they consider “like them” - their friends-of-friends network. Your network is no doubt already full of people who can be minor influencers by speaking to their friends and family about your product.

 

Sysomos can help you identify these conversations so you can add the influencers to your social networks and begin reaching out to them.

  1. Recognition and Rewards

Everyone likes to feel special - to be that friend who’s recommends the next new thing. Social media influencers are no exception.

 

An effective outreach strategy includes tactics for recognising and rewarding important players in your social media circle. This includes creating a network who get first crack at special content, offers and news as well as free demos of your product or service. Also tap particularly dedicated influencers for feedback about new products or services as they love to feel they’ve had an impact.

 

Ask followers to "re-tweet" or “Like” something posted for a reward. But to keep influencers engaged, keep giving them topical, timely rewards and information.

 

Social media blitzes are good for sharing big news, but the strategy shouldn’t end after the first burst of interest.

  1. Be Personal

Engaging a social influencer, is a lot like reaching out to a journalist. Influencers are passionate about their topics and probably know more about your market than you. They’ll ask tough questions, and you must be prepared to answer them.

 

The best approach is to learn about the interests of influencers and engage with them on their terms. A social media monitoring tool with historical archives will not only inform you about what topics they posted or commented on but will also tell you how long they have been discussing the topics. This will help you build relationships to start putting your product in front of them and asking them to promote it.

 

However, influence online is a two-way street, so strengthen relationships with influencers who talk you up by giving them a mention in return. I suggest you pick three to ten influencers a week and link to them on your social media platforms. Feature influencers with a range of reaches, as smaller influencers will loved to be mentioned with the big names.

  1. Tailor Tactics to Platforms

Influencer behaviour on Twitter isn’t the same as on Facebook, other social platforms or blogs. Twitter’s best reach is with short, pithy updates for re-tweeting at least once every business day.

 

Facebook users update less often, and influencers are less likely to share something commercial for fear of losing readers, but is a great place for shareable experiences, and initiatives like donations.

 

Other social media sites reward different tactics – e.g. they share blog posts (including comments) on Twitter feeds, and photos on Pinterest.

  1. Keep up with Social Media Conversations

Brands find ways to become an integral part of the social media conversation and get influencers talking about them organically.

 

Share industry news, your reaction to it, and what you think it means for the future. If a competitor does something impressive, give them a compliment. That’s what keeps people thinking and talking about you.

 

For other social media marketing ideas just click below:

 

Nurturing Leads in  Small Business Marketing 

Tags: social media marketing, b2b social media marketing, social media strategy, social media monitoring, influencer marketing

Starting B2B Social Media Marketing in 2018

Posted by Jill Harris on 24/07/18 16:24

social media moinitoringIn the past, the job of looking after any social media marketing and their associated posts and tweets may have fallen on the shoulders of more junior members of your team.

 

But companies are now paying attention to the power of social media. They’re seeing its potential if used effectively and strategically, not just as something that needs to be kept ticking along. Plus, the benefit that it can bring by helping to build credibility and reputation. The problem is that companies are often time-short and pressure-heavy.

 

Let’s look at a simple solution to getting started on more strategic social media use, as well as some tips for getting the most out of it.

 

If you’re new to social media, or just don’t know where to begin when it comes to developing a strategy - then you’re in the right place. This article aims to help you learn more about the most important social media platforms and how you can work with them in a B2B environment.

 

But, you need to commit some time every day to get started, to get used to the platforms and to increase your knowledge so you’re better placed to then devise a strategy at the end of it.

 

After an initial period, your time commitment can be less, as it will be more about keeping the conversation going, once you have planned out a clear direction and your objectives.

Choosing the Right Platform

So where do you start? There are so many different social media platforms to choose from that it may seem overwhelming when deciding which ones to use.

 

So, choose the ones that will be the best fit for your business and your personas. Just focus on doing the ones chosen well. That will be far more effective than trying to do much across too many channels.

 

The two sites that are the most well suited for B2B social media marketing are LinkedIn and Twitter. Facebook may seem tempting as it has the largest number of users in the UK, and you may already use it yourself. But you’re looking for the ones that will give you the best return on investment for what you need to get out of it.

 

Remember, at an entry level these sites may be free to join but they all still come with a cost implication - whether that’s time you spend, money for more advanced functions or boosting your posts to hit specific personas, or even the cost of training.

 

To get going and keep it simple, the main strategy I suggest you follow is: have a fully filled out LinkedIn page that will act as a well-rounded, professional profile, then use Twitter for your quick updates.

Can you Delegate Social Media Interaction?

Of course, you can use the social media savvy people within your company, or an outside agency, to help you set up personal and company profile pages. But it’s not a great idea to outsource the management of your personal pages.

 

If you’re worried what to write then remember, always go for quality over quantity. Research shows it’s not the frequency that matters (if you’re not leaving it weeks between posts and always respond promptly to others), so don’t feel you have to post anything just to post something.

 

It’s almost like going to a networking event – what might you say? What you had for supper the previous evening may not be of interest to many people, but your attendance at an industry conference and snippets of advice you heard would be.

 

Your social media presence is representing you to the public. Everything you do, or don’t do, says something about you. Even the basics like spelling and grammar could potentially impact on your personas' opinion of you.

Sharing other People’s Content

If you come across interesting bits and pieces online, share them with your network. A quick RT (retweet) and a share on LinkedIn go a long way to keeping your audience engaged.

 

Be careful, usually sharing means association in some way, so if that is not something you want then you’ll need to post your own comments along with the link, not just post the link alone. Do this every time you come across interesting information.

Sharing your own content

When your company has interesting information, you should share that too. Be careful not to overdo it with the straightforward marketing material, keep it more about the PR items. And then what?

 

Get a feel for each platform. Then you will naturally find your own strategy and what works best for you. It is important not to give up. By watching what others are doing and refining your own strategies you will soon reap the rewards. People out there want to connect to you, give them a chance to do so.

 

In doing the posts and connecting the next area is monitoring social media for topics, potential clients etc. For more on this, follow the link>>>

 

Social Media Monitoring

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

How to Build your Social Media Strategy

Posted by frank harris on 26/01/18 16:21

b2b_social_media_marketing_2.jpgWhat is a Social Media Strategy?

 It helps you plan your social media marketing activity to help your company achieve its business objectives.

 

Most strategies will state goals such as “increase traffic” or “build more followers.” But to take your strategy to the next level, you’ll need to connect your objectives to what matters for the business.

 

Your social media strategy will show the steps the company should take in this area to achieve its goals.

The Basics

  • Executive summary - helps to quickly understand key objectives and recommendations, without too much detail.
  • Comprehensive audit - reveals current strengths, weaknesses, and issues to be addressed.
  • Key objectives - business goals the strategy should achieve.
  • Strategy - recommendations and tactics to achieve the objectives and issues uncovered during the audit.

Advanced Elements

Earned, paid, and owned - basic strategies focus on one or two types of social media, but you need plan for three types: earned, paid, and owned.

  • Defining roles - provide clarity on who will be working on what and define social media workflows.
  • Brand and policy documents - brand guidance and social media policy.
  • Content and editorial calendars - essential.
  • Protocols to mitigate risk - workflows, establishing a listening plan, and recommendations for dealing with a crisis
  1. The Audit

 This gives a clear picture of current efforts on how to proceed.

 

Track Existing Results

To start, list the following: - follower counts, engagement rates and average activity per week. This helps create benchmarks, to measure the success of your strategy. Also look for underperforming social media channels, which don’t produce results, either shut them down or provide tactics to resurrect it.

 

Analyse Conversion Rates

If tracking traffic from social to your website, examine both the volume and conversion rates.

 

Audience Intelligence

Get a thorough understanding of your audience, including age, gender, buying habits, and interests by:

  1. Sending a survey to your customers, about their demographics and social media habits
  2. Conducting a qualitative interview with 5-10 customers or target personas

 This data will help you decide which social networks you should be engaging on.

 

Conduct a Competitive Analysis

Look at your competitors’ profiles, sign-up for their email promotions and analyse how they reach customers. How do they use social media and what seems to be working for them? Do you share a similar audience? What type of content resonates best with their audience?

 

Can you could adapt to some of their ideas for yourself?

  1. Goals

Each goal must be specific, measurable, attainable, realistic, and time-bound, so, focus on areas to improve.

 

To test measurability, ask: can you set a target per goal? Will you be able to know a goal is half complete? Set proper expectations. Put in a timeframe to measure success and benchmark progress.

  1. Define your Voice and Brand Purpose

The personality that shines through all interactions should be that of your company. While different social media platforms are for different purposes, how you talk must remain the same across all.

 

Have a document that defines your brand voice. This is the basis of your engagement style on social channels. Is your brand friendly or provocative? Fun or serious? Formal or casual?

 

Ensure your strategy documents reflect the brand personality to keep consistency. Include a plan for easily accessing brand documents as this becomes important during real-time engagement, especially during a crisis.

 

Consider how this voice relates to your community and the type of content your brand shares so messaging remains on brand.

  1. Define Reporting Intervals

Measure success of your campaign by evaluating its effectiveness over time. Check progress either monthly, quarterly or 6 monthly and leave time to produce an analysis of the results.

 

Lastly, look at any internal events that need social media amplification like volunteer events or award ceremonies and follow ensure you offer adequate support.

  1. Add a Content Calendar

Content can be blog posts, videos, infographics and photos, from your team, crowd-sourced from your community, or curated from relevant, reputable sources. Remember content can be repurposed from one channel to another but diarise it.

  1. Success

Decide how to measure success in the development stage. Before you undertake your strategy, establish baselines, targets and benchmarks, so, when reporting, you can articulate your progress.

 

There are two ways to measure success: Quantitative and Qualitative reports.

 

Quantitative focuses on numerical values and their growth or decline over time, e.g.:

  • Track follower growth - set concrete goals to prove success.
  • Engagement rate - helps to show whether content and messaging resonates with your audience. Metrics include number of shares, blog comments, and mentions.
  • Conversion rate - the metric that matters. These include number of downloads, email sign-ups, qualified leads, and sales transactions.

Qualitative is measured in a nuanced approach for insight and best done on a post by post basis. For example, it may be to increase interactions on your brand page. Comments have gone up, but we need to examine the nature of the comments, i.e. positive expressions for your products or frustration with your service?

Adjust your Course with Data

After gathering data on your key performance indicators, adjust course by either optimising your strategy or pursuing a different direction.

 

Examine successful posts that led visitors to your website and think how you can adapt them to generate similar results on other channels.

 

Monitoring response from your community is also important. Often followers will be vocal about what kind of activity and content they appreciate, or don’t, so listen to their feedback.

 

Are your competitors’ following growing faster than yours? What’s working well and for them and could you adapt some ideas to your social strategy?

 

In this article, I’ve covered the basics of what to include in your social media strategy. For further insights and tips follow this link:

B2B & SMEs Mobile Marketing

Tags: social media marketing, b2b social media marketing, sme marketing, social media strategy

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