Leveraging Social Media’s ROI with Behavior

While to some, social media may be as simple as posting a picture to get some likes and followers, marketers know the actual value in being consistent on social media. Social media is a tool that can be leveraged to increase any brand’s return of investment. While we all want to make the sale, that’s not always the only ROI we’re looking for. An article from the MIT Sloan Review that discusses whether or not you can measure ROI in social media marketing reveals what you can measure. Here’s what they had to say “these behaviors then can be considered (and measured) as customer investments in the marketer’s social media efforts. This suggests that returns from social media investments will not always be measured in dollars, but also in customer behaviors (consumer investments) tied to particular social media applications.” 

Consider measuring the behaviors and outcomes by defining the goals of your social media platforms. Use the data social media provided to leverage what your brand is looking for. Now, what do you post that’s not necessarily aimed at a purchase? For example, in a blog post, the goal is to get your audience to read the blog post. It’s a behavior for them to click the link and read. The goal would be to have our brand stick in their head and return in the future for a possible transaction; whether it be a purchase or a website view, it all matters. It can help you determine what’s working and what isn’t in your customer’s journey and how to fix it. 

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Importance of Identifying Moments of Truth in Customer Journey

While most marketers usually aim to identify their customer’s journey, it is critical to look through it and determine which parts are moments of truths. As defined by My Customer, “moments of truth represent the points in a customer’s journey with a brand when a key event occurs and an opinion about that brand is formed.” In other words, they are the crucial touchpoints in the journey where the customer either is enamored, or they aren’t and they move on. Instead of just knowing the customer’s journey, they need to pinpoint the essential parts that change everything. Every marketer needs to identify their customer journey’s moments of truth and determine what they need to do for the customer to fall in love instead of walking away. They are what change everything and help you improve the journey overall. If you haven’t applied this concept yet, what are you waiting for? 

Read more about different moments of truth to identify in my customer’s article. 

Insights On Consumer’s Attitudes

Consumer attitudes are learned ongoing evaluations of people, objects and concepts. Why is this important, you ask? An article from Forbes shares, “Attitudes are widely regarded as one of the most important drivers of purchase behavior, so it’s no surprise that savvy marketers strive to understand and influence their target customers’ attitudes. In the interconnected landscape in which our consumers live, work and play, this includes not only understanding and influencing attitudes toward our products, but also attitudes toward the category, competitors’ products, influencers and any other elements surrounding a purchase decision.” 

And after all this, why does it matter to marketers? A customer’s attitude motivates them to either make a purchase or not of a product from a brand. Marketers need to understand where those attitudes come from and how to change and influence them. When marketers are interested in this information, they need to understand the prediction and diagnosis and find them using the multi-attribute attitude model. It gathers evidence for specific components and combines them to predict the consumer’s overall attitude toward a product or brand. It depends on their beliefs and that is focused on several different attributes. These are all elements for marketers to consider when determining customers’ attitudes toward their product and brand. 

Is Facebook Worth Using In Your Marketing Efforts?

Facebook has been around for over a decade and is a game-changer and a starter for all of us. It was the foundation for social media and is still one of the sites with the most users today. It was one of the first ones that took us by storm and brought us into this digital social media world. Since its growth, we have seen several other social media platforms rise and Facebook continues to stay at the top. Some people say Facebook is a dying platform and others disagree. Why is that? Let’s take a look at some elements to consider. 

  1. Facebook has the most users meaning it’s one of the largest platforms where marketers can target their audience. It’s one of the best platforms out there for this. You can target your audience by every aspect and it carries the most data about users. 
  2. The engagement on Facebook has declined because of it’s popularity. As a Gen Z, I can say Facebook has been seen as a platform for older generations now and a way to talk to people far away. The engagement has declined because other platforms like Snapchat and Instagram are currently more attractive. 
  3. A blog from lyfe marketing explains, “Facebook advertisement is one of the most popular types of online advertising. You can advertise to people by age, interests, behavior, and location.” They are one of the cheapest places to advertising and you can reach thousands of users. They also control Instagram ads and Facebook Messenger, a great way to spread content through the same ad site. 
  4. Facebook groups are one of the reasons people still have and use the platform. There are millions of users on groups and it’s a great space to find your audience. Facebook groups are a great way to find your reach. It’s the only social platform with this feature that has become so successful. 

In summary, Facebook has its pros and cons for marketers to make ads on it. Now you can decide if Facebook’s benefits outweigh the cost. 

Why Marketers Should Use Emotional Branding

Emotional branding is an influential tool a marketer can leverage to increase their brand’s connection to customers. 

Clever Tap’s article shares the definition of emotional branding,  (Links to an external site.)“emotional branding is the process of forming a relationship between a consumer and a product or brand by provoking their emotions. Marketers achieve this by creating content that appeals to the consumer’s emotional state, ego, needs, and aspirations.” 

We create emotional connections with brands without even realizing it. Creating that link drives the consumer to want to make the purchase and create a connection between the brand, the product, and how it all makes the consumer feel. This is something consumers do subconsciously and brands need to understand that to reach their audience. Creating that emotional connection will be something they remember and increase recognition and loyalty. Use this tactic to create a long-term customer. 

The Benefits of Using Small Influencers

Nowadays, anyone can be an influencer, and once you have a couple of thousand followers, you become the coined term micro-influencer. There are levels to influencing those are the smallest ones and from there, you can continue to grow to become an influencer with millions of followers. Brands love hiring celebrities and major influencers; however that can be difficult, expensive and not get you the results, you’re looking for. 

Micro-influencers are more valuable and practical and here’s why: 

  1. They are niche- if your brand sells this product, you want an influencer that either already uses your product, reviews similar products and can encourage the development further. 
  2. They are closer to hitting your target- When using someone with millions of followers, most might not care about your product and will just keep scrolling. With someone who has followers that match already, this pairing is perfect. It’s a guarantee to get you better engagement and interactions than a big-name influencer. 
  3. You can get more than one- Big influencers cost big money. With micro-influencers, you can spread what you’re paying and use several micro-influencers. This is a great way to get many impressions still but use several micro-influencers sharing the wealth for everyone involved. 

An article from Impact Plus explains just how valuable micro-influencers are. “In fact, influencers with 1,000 followers generated 85% higher engagement than those having 100,000 followers, and as the number of followers increases the engagement tends to decrease… It just makes sense — a smaller audience means much more hands-on, personal interaction and we all know that’s marketing gold these days.With a smaller number of followers, micro-influencers followings tend to see themselves as peers of the influencer rather than fans – and 84% of consumers say they trust recommendations from peers over advertising.” 

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Why Cultural Meaning & Branding Matter

Consumers are impacted through their culture, whether they realize it or not. We make choices based on our cultural influence all the time. Brands are a cultural symbol and it gets embedded in them all the time. It’s definitely not something we’re doing intentionally or running through our brains, but it is there subconsciously.

Brands and products try to tell us what’s important to our culture and why they are significant. They don’t usually assume that their brand will become a cultural symbol; it usually occurs naturally. For example, Apple is known for creativity and innovation. It has become what most might see as a superior brand for the products it carries compared to others. Why? Because of its creation and progression, nowadays, everyone has an apple product like iPhone, Airpods and Macs, etc. It’s competitive, apple is seen as the best; therefore, everyone wants the new, latest and greatest; this reflects American culture that tries to be better and superior to everyone else. It’s the same idea; getting a new product gets you ahead because it’s the best and the latest technology. It’s a cultural identity everyone shares here and that’s why it matters so much.

Branding and culture are connected and should be considered deeply when creating marketing content.

The Data Trail Consumers Leave Behind

Social media works as a great listening tool for many reasons. But for now, we’re going to focus on our consumers’ data trail. Consumers use a variety of social platforms regularly and leave marketers so much information to collect and use. Since social media’s conception, it’s been asking us for our birthday, relationships and so much more. It’s grown so much that with your location, history and more, they can figure out almost anything about you and target you to do so.

Let’s watch a video explaining how Facebook tracks your data:

Through this, we gathered just how much consumers share and it’s what marketers can utilize when curating their target audiences. Focus on similarities and differences to create groups and pick out the right people to build clients and sales. Consumers leave behind so much data and marketers need to leverage it! Grab the data trail consumers leave behind on social media to build your strategies and start seeing more results.

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