When it comes to social media, there is no such thing as a one-size-fits-all strategy. Rather, your social media strategy should be developed and executed with specific goals in mind. In other words, you need to think carefully about what you are trying to accomplish. Is the objective to promote your products? To offer a channel of communication and customer service to your customers? To increase your brand’s visibility? Here, we’ll break down four social media goals and why they are valuable to your business.
Nobody wants to be told to buy something. However, everyone loves a great story. Telling stories is how humans have shared knowledge, built trust and developed authority since the dawn of time.
Scientific research has shown that as a species, we are wired for stories. They can trigger emotional and physiological responses in our bodies. One study by neuroscientist Paul Zak found that a compelling narrative releases oxytocin, a chemical associated with empathy and trust. When it is released in the brain, it can influence a person’s attitudes, beliefs, and behaviors.
Trust is hard thing for a brand to earn. The main problem is that customers gain trust of a brand through experience with that brand. After all, think about the brands that you trust most in your own life. Whether it is your go-to restaurant, your signature perfume, or your favorite make of car, the reason that you trust these brands is likely because you’ve engaged with the brand enough times to understand what it is all about. You’re comfortable making a purchase from these brands because you know you will be satisfied with what you get for the money that you spend.
“I want to pay out large sums of money for bringing customers to my website and never see that investment returned to me,” said no one, ever. Strangely, though, the vast majority of online businesses lack the necessary knowledge behind the science of conversion to get people to move from looking at to buying their product or service.
A high conversion rate means a better return on your investment (ROI).
Have you ever visited a website or walked into a store that had no personality? Nothing stood out, nothing called out to you, nothing made you want to laugh, cry, or purchase it.
You probably don’t even remember the experience, because if the company had a strong personality - you would remember it. I call this personality voice. It would have engaged your emotions, and anything that engages your emotions triggers the part of your brain having to do with memory.