The modern consumer is egocentric, and truly only cares about themself.
They care about what they are trying to achieve and what matters most to them.
So naturally, they skim (ruthlessly) over content in their social media feeds that aren’t of interest to them.
Unless you get the right message you will not get their attention.
This means that your content and posts need to be tailored to them. Just them.
They need to be interesting, engaging and relevant. To them.
If it’s about you, your customers really aren’t that interested. Unless it’s about them.
Zig Ziglar famously said:
“people don’t care how much you know, until they know how much you care”
Particularly, how much you care about them.
If you can reach out to people with your content and demonstrate that you have something that will change their lives, then you will get their attention.
Listen with your eyes
You need to post and share content that’s relevant to their lives, so how do you find out what that is? Enter, ‘social listening’.
I highly recommend watching and listening (observing) your customers on social media, whether you’re just starting out or moving to the next level. Be passive and see what people are talking about, sharing and interacting with. If you don’t you can often get it wrong.
Develop buyer personas
When you are ready to move beyond the broader categories that people fall into (segments) and start thinking about what is influencing their decision making, you may want to develop your buyer personas. Our recent blog on buyer personas explored the different ingredients that go to make up a buyer persona, but if you take the time and really drill down into who they are and what makes them tick, creating content for them will come as naturally as speaking with an old friend.
Get inside your customers head
Who is your customer and what do they want? Perhaps they’re trying to overcome a challenge or tackle an issue that they’re dealing with. Or it could be something positive, such as an aspiration or desire.
If you appeal to their current mindset, rather than giving a lot of information about your products, services and staff, you will get their attention more easily. Concentrate on solutions to their challenges, ways to reach their ambitions and try to anticipate their questions. If you can give them the answers, you will be helping them to come to a decision. And demonstrating your expertise and trustworthiness.
And get inside your customers heart
When you start talking about someone’s problems, their fears, hopes and aspirations, in a way that shows respect, empathy and understanding, you get their attention.
“If there is any one secret of success, it lies in the ability to get the other person’s point of view and see things from that person’s angle as well as from your own.”
Henry Ford (quoted in Dale Carnegie)
This is your opportunity to show the human side of your brand – social media is a great place for us to demonstrate our ‘personality’ – and make a personal connection.
What’s really interesting, is that even B2B purchase decisions will be influenced by how the customer feels. It is not just a rational decision, so think about how they feel right at the moment. Can you appeal to their emotions?
What is the Right Message?
We’re still selling something. Good sales people know that you’ve won the sale when the answer to all your questions is: YES. You’ve exhausted their objections, allayed their fears, gained their trust and confidence, then finally, their business.
It’s whatever you say, that makes them want to say ‘ yes’.
We hope you’ve enjoyed the The Three Rs of Social Media Success.
Why not check out the other blogs in the series:
- The Three ‘Rs’ of Social Media Success
- Know the Right Place for Social Media Success
- How do You Know the Right Time for Your Customers on Social Media
- Get the Right Message: Get their Attention
- Build Your Social Media Following versus Buying Reach and Followers
- Are your Goals ‘SMART’ Enough for Social Media Success?
- ‘Mobile First’, Live Streaming & How to Succeed with Social Media Marketing
If you like video, check out our recording of this fascinating topic and learn from these amazing thoughtleaders.
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