5 Scientifically Sound Ways to Convince Your Social Media Audience to Buy From You

smaSocial media may be the biggest influence of a buyer’s decision in today’s times. Over 71% people have said that they’re likely to buy based on what they see on social media. As marketers, you are responsible for what your audience sees on social media. You don’t have to impress them, woo them or hypnotize them. To convince your audience to buy into something, you have to give them what they want and help them make the decision to go with you.

1. Provide social proof

Psychology academic and best-seller Robert Cialdini says that getting a person similar to the person you’re trying to persuade to talk on your behalf is considerably more effective that doing it yourself. Global consumer research organization Nielsen has corroborated that research for social media. In a study conducted by Nielsen, friends and family were recognized as the most trustworthy of information sources on social media. That is one of the major reasons why employee advocacy is gaining prominence in current times.

A workforce is a powerful marketing asset. Socially active employee advocates can dramatically increase your sales and generate revenue for you. One of Adobe’s employee advocates was successful in generating more revenue for Photoshop than the company’s official Twitter page for the product. Make partners of your employees and enable them to represent your brand on social media. Arm them with powerful content to help position your brand in your niche and at the top of consumers minds’.

The most organized way to do this is by using an employee advocacy platform to manage employee activity and give them access to content to share. If your company’s primary social media platform to market is LinkedIn, LinkedIn Elevate is a great choice to manage your employee advocacy program. If your focus is on the big three – Facebook, LinkedIn and Twitter, DrumUp Employee Advocacy Platform supports all three.

2. Narrate a story

According to Harvard research, about 95% of the cognition in human mind occurs outside the conscious brain, and inside the subconscious territory. To appeal to a person’s subconscious thinking, mere logic and reasoning doesn’t suffice. You have to venture beyond facts and into emotional suggestions and powerful storytelling.

What can stories contribute to marketing? Why do they work? Stories can create powerful contexts, incite emotion and even remain longer in a person’s memory than content in any other form. Two crucial steps in marketing can be recreated in story form – staying on the top of a customer’s mind and creating an excellent consumer experience. Using stories you can accomplish the first step and project the second step by showing/describing/playing out to potential customers how they experience can be if they choose you. Storytelling has proved to have a positive impact on marketing and sales.

Make your audience feel like part of an experience. Visuals work as great tools in conveying stories. You could use an image editor like Canva or a video creator like PowToons to put together stories with ease. Storify is another interesting tool you should explore – it helps weave comments/customer testimonials into stories.

3. Leverage novelty

People love the new. There are signs of the fact every place you look. Words like latest are important in searches and always associated with the news that people follow with fervour. Why do you think Apple releases a product every few months? There’s research to show that human mind actually experiences pleasure in discovering the new and unexplored. Enable them to do that, and you’ll have them sold.

On social media, connection and engagement come before the sale. You could create that state of affairs by adding novelty as a consistent factor to your content strategy. Track industry trends and write content for your blog about the latest. This practise has great SEO benefits. Leverage ‘new’ content to keep your social media following engaged. What’s the latest in your niche out there? Find it, talk about it, curate it and make it available. Keep your social media page fresh and new.

The easiest way to do this is by using a content curator to source the latest for you. Flipboard, a content aggregation app, is great way to curate relevant news. For the latest in industry content DrumUp, a content curation app, is an apt choice. To track industry trends, you could use Google Trends or follow influencers in your industry.

4. Explain why

A: “Excuse me, I have five pages. May I use the Xerox machine, because I’m in a rush?”
B: “Excuse me, I have five pages. May I use the Xerox machine?
C: “Excuse me, I have five pages. May I use the Xerox machine, because I have to make copies?”

Which of these three requests would you relent to? In Ellen Langer’s infamous Xerox experiment, 94% people ahead of the researcher in line gave in to the first statement (not surprisingly), only 60% to the second, and a shocking 93% accepted the third statement. It appears that simply using the word because can help you drive a certain action. Simply tell your audience why they need your product, why they should buy from you and why they should do something a certain way. Doing so would help you strengthen your pitch on social media or otherwise. While advertisers apply this tactic to ad copy, it is rarely seen on social media. Remember to add the why to your communication and strengthen your argument.

One way of adding credibility to your claims and arguments is by getting experts or professionals in your industry to corroborate them. Instead of telling your audience why they should do something yourself, you could enlist the help of experts and do it via an expert interview series. It helps if these experts are influencers on social media. To find the right influencers and contact them at the right time, you could use an influencer marketing tool like FollowerWonk or blogger outreach tool like InkyBee (remember that bloggers have clout on the internet and in the social world).

5. Create a community

On social media, it is important to identify the places where passionate conversations happen, and where shallow conversations happen. Passionate conversations are usually the ones that result in action, while shallow conversations are a waste of investment.

Passionate conversations generally take place where people meet to discuss their interests and genuinely share and seek information. Typically, most industries have these on social media (Facebook and LinkedIn groups, Twitter chats, SubReddits, Google communities, hangouts) and on the internet in general (on Quora and sites like Goodreads). Identify yours, appoint a community manager and build a community around your brand. Earn those followers who truly follow your niche with a passion that can drive influence for your brand on social media. These followers could turn into valuable micro-influencers for your brand.

How do you develop such communities? By selective listening and careful communication. Set alerts to find people half way trough your sales funnel, people who know about your product and are ready to buy/advocate you on social. Do this using smart keywords on a keyword alert tool like TalkWalker Alerts or social listenng tool like BrandWatch.

To create a convincing argument on social media, you need to challenge your audience’s beliefs, make them feel a belonging and deliver your messages through a credible sources (like employees or influencers). Implement this and watch your marketing initiatives on social media succeed.

Jenny Chang

By Jenny Chang

Jenny Chang is a senior writer specializing in SaaS and B2B software solutions. Her decision to focus on these two industries was spurred by their explosive growth in the last decade, much of it she attributes to the emergence of disruptive technologies and the quick adoption by businesses that were quick to recognize their values to their organizations. She has covered all the major developments in SaaS and B2B software solutions, from the introduction of massive ERPs to small business platforms to help startups on their way to success.

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