How the Other Half Lives: What Your Users Want on Social Media
Predicting what goes on in consumers' minds before they hit the all-important "Buy" button is worth $1 million dollars. With all the sophisticated technology we have on our side today, marketers are still often clueless about what truly motivates their prospects.
Instead of throwing every possible idea at your social media followers in the hope that at least some of them stick, why not just ASK users what they look for from marketers on social media? Why not take a look at what has really struck a chord with consumers and go from there? Here are four tips to use social media to successfully give prospective customers what they want.
1. 'People Like Us' Syndrome
People are more likely to identify with others who share similar likes, dislikes, activities and beliefs. This shared common ground forms the basis of most human relationships, and relationships that people have with marketers are no different.
Consumers identify with brands that share a similar personality as them. An environmentally-conscious person would identify with Whole Foods or Trader Joe's over Walmart, a true blue fashionista would prefer Gucci over Timberland, and so on.
A BCG study is ample proof of this syndrome. Over 50 percent of U.S. Millennials (18 to 24 years) prefer brands that "say something about who I am, my values, and where I fit in."
Do this: Let your social media not just be about plugging sales or posting silly cat memes. Talk about ideas that are important to your company. If you're heavily into using recycled materials to make your products, talk about it on social networks. Do you donate a portion of your profits to a charitable cause? Rally the troops on social media around your charitable idea and win brownie points.
2. Freebies and Goodies
IBM, in its extensive research on consumer behavior on social media and what motivates users to interact with marketers socially, found the No. 1 reason users gave for connecting with marketers on social media was to get freebies and goodies from them.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.