Many people go with a “Sales” or “Promotion” approach when using Social as a marketing tool and thus leave out personality and context of the specific ecosystem. Unfortunately, this approach will cost you sales.
Today you’ll learn how to increase success by using the right amount of personality and specific context in your social media community management and explain a little something about using personality in copy and conversions.
Emotion driven social content
People base their social media experience around their emotions. Emotions influence the activity of nearly every social media user. This behavior isn’t new. There is extensive research that analyzes the impact emotion has on consumer behavior.
Emotionally engaging content is critical to the user experience with your brand.
Why? We are people and it’s in our nature to respond and react to real, live human beings, even if they’re on the other side of the computer screen.
Implementing promotional and uninspiring content dramatically reduces the chances of triggering an emotional connection when necessary to add value and achieve the conversion you desire.
It’s an Art and a Science
The best content is a combination of great storytelling, personality and strives to add value to the reader.
The good news – social as an art and science is learnable.
Now let’s take a look at how you can start incorporating the art and science of social to improve the effectiveness of your social media content.
1. Understand your buyer.
It’s not enough to have thousands of Facebook likes if those people you’ve cultivated aren’t your buyer. Knowing the demographic, preferences and interests of your buying community is the first step. Then, creating content that reaches them on a personal level adds value by addressing their priorities and will enable your brand to resonate with them.
The data below was taken from an online fashion store. Before we started working with this client their Facebook community had a few thousand page likes which came from Facebook advertising. We dove in and discovered that even though the ads were presented to an active demographic, the community created didn’t reflect the people actually purchasing from the website. As noted by (orders age).
The content shared on the Facebook page had low to no engagement and the brand wasn’t seeing a business impact from it’s Facebook digital asset.
By tapping into this data and discovering who the buyers are – we’re able to generate content that offers emotional value and deliver quality content.
2. Define your story and worry about selling after
Selling completely disrupts a social media user. While creating content that helps you sell a product is extremely important when it comes to social media, having it be the primary purpose of your content can lead to bleak results.
Merely selling through your content in the hopes that your social media community will get you penalized by your buyers and community but it also makes your brand appear that it’s only objective is to sell a product to the market rather than offering value.
Start with your value proposition or what makes your unique to the market and let that help you craft your story. Who are you targeting? How do you benefit your prospects?
From there, you’ll be able to start adding words that match your brand’s culture and tone but take into account your need to speak to your buyers, not the entire world.
3. Make people feel like they belong
Telling a story that not only entertains but informs is the key to making your content valuable to the needs and desires of your buyers.
When sharing the story of your business, service or product make sure it’s in such a way that makes it easy for your community to see why your brand and them are such a good fit together.
Through social you can take your buyer on a journey and share with them how you can benefit them with the product or services you provide.
Don’t be afraid to bring emotional components to your brand’s content. You just may be surprised at how well your community responds.
PS. Test, test and test again. The only way you’ll know for sure if you’re doing what you need it to do in the social space is to test it.