"Social Media is about Sociology and Psychology More Than Technology"
No quote rings truer when it comes to engagement in social
media and if you are a wise digital marketer, you would exploit this knowledge
to its full advantage and capacity. Though not obvious at first glance,
marketing is heavily laced with psychology. You may think that the art and
science behind enticing customers to buy what you are currently selling or to
lure potential customers in with creative advertising would be heavily involved
with business precepts and ideals. Though you are not wrong in this aspect,
your vision of what marketing entails remains glaringly limited. The truth is
marketing is heavily laden psychology and the logistics in luring your
customers in is peppered with a deep understanding of your consumer's behavior.
In the same vein, if you are currently employed or are
running a digital marketing agency yourself, you would have to ask if the social
media aspect of your marketing campaign is getting enough traction on its
engagement with your target audience. You would need to determine whether your posts
on social media are getting the engagement you have envisioned it to get? And
if they are not, is there anything you can do to connect with your audience in
a better way?
It should be noted that social media engagement is
determined largely by how well your posts are getting received by your target
audience, and how well those particular posts can trigger a response or an
action from them. This is where we introduce the psychological aspect of things
into the mix and discover how would benefit you and your social media
engagement. In this article, we would endeavor to discuss three guiding
psychological principles that would assist you in having better social media
engagement.
1.) FOCUS ON A DESIRE
It is human nature to be desirous of something and your
target audience is just as equally susceptible to these desires just as you
are. To illustrate how you can achieve this in your social media posts, make
your target audience believe that for a particular problem or dilemma they are
experiencing, they can easily find a solution to implement in order t remedy
such dilemma. Do not give them your solutions
right away as it will render your posts ineffective, instead walk them through
your answers creatively and show them how they can overcome the same. This
gives your brand an advantage above others as you act as the mediator between
your target audience and their problems--what sets you apart from the rest is
your ability to give them the easiest and most creative solution which will
effectively boost your engagement as well as conversions.
2.) APPEAL TO THE KNOWLEDGE SEEKERS
People love explanations and when they are shown how a
particular thing works or why it is the way it is. To illustrate, social media posts containing
the word "why" as a trigger would gain so much engagement from
readers and would stimulate them to search for a particular answer t a
question. In the same manner, when you
are drafting your social media posts, explain to your target audience why they
need something in particular and how they would be able to get the same by
reading more of your content or by using your product.
3.) TAKE ADVANTAGE OF
THE FEAR OF MISSING OUT
Humans all inherently dislike being left out and feeling
irrelevant. This is especially true where important events and happenings are
concerned. We would want to stay on top of things and be properly apprised of
the developments that are currently occurring. In a sense, we want to be
included and saying no to an opportunity causes as to be apprehensive that we
may have missed what could have been a great opportunity for us. In a like
manner, this should be implemented into your social strategy as well because
involving your audience in whatever you are doing and whatever developments you
are making would give it a personal feel. Give them a hint of what they may
miss if they do not subscribe to your list or by not trying a cterian product
and see for yourself how your engagement will be so much better.
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