Psychology is one of the most influential fields in marketing. The insights it provides into our behavior and decision-making process can be used to create more persuasive messages that tap into our emotional needs.
Here are 5 lessons from psychology for social marketers that help take a good brand online to a great one.
Lead with connection instead of promotion.
Promotion-focused language is often associated with a sense of self-interest, which can turn off your audience. Instead, try to craft messages that focus on how the product or service directly benefits others. Make people feel good about themselves, and they will be more likely to share your message with their friends.
A genuine connection mentality will also strengthen your community’s trust in you, allowing you to gain more supporters for your business.
Demonstrate authenticity
People can smell BS from a mile away. Brands that show up authentically in their content shine in comparison to those with a corporate shield. In a world full of false facades and clumsy pandering, authenticity is the most powerful message you can convey.
Humanize your brand. Your audience wants to have a personal connection with you, so don’t be afraid to show off some personality. People are much more likely to engage if they feel like they already know something about the brand and the people behind it.
Listen to understand
Communication takes two to tango, and in order to understand your audience, you have to be open to hearing what they have to say.
Social media is a two-way street as well, so it might seem counterintuitive at first to use social media sites like Twitter and Facebook simply to listen to what people are saying. However, if you pay attention to how you moderate the conversation, you should be able to spot keywords, concerns, and other issues related to your industry. This listening provides you with rich data about what your audience is looking for, allowing you to create content that better caters to their needs.
Solicit feedback
What does your audience think of your brand? How can you improve? What would they like to see from you?
Don’t just guess – ask!
Being responsive to your audience is an important part of social media. When you ask your followers for input, they will feel like their opinions matter and that their voices are heard. It can also be beneficial for you as a marketer – by receiving feedback from those who know the most about your brand (your customers), you have the opportunity to improve not just your content strategy, but your products, messaging, and business as a whole.
Nurture your audience
Fostering a community on social media is a lot of work, but it also is a big privilege. Once you have developed a sense of community on your social media platforms, it’s important to nurture those relationships responsibly. Keep your audience engaged by posting content they will find interesting, and be sure to give them a way to build relationships with one another. Keeping up the nurturing process will also help brands with loyalty and advocacy down the line.
It’s not about what your audience can give to you, as much as what you can give to your audience. Having that philosophy will make all the difference in your brand’s reception and success on social media.
Curious how your brand can incorporate these ideas into your strategy? Book a discovery call with Social HQ to learn more about what great social media can do for your brand.
