But what’s the secret sauce behind those engaging posts and heartwarming campaigns that make you hit “like” or “share”?

Surprisingly, the answer is rooted in psychology!

It’s not merely about throwing content into the digital abyss; it’s about understanding the whims and wonders of human behaviour, peering into what makes us click, comment, and care.

Here are five key marketing psychology theories that play a hidden yet pivotal role in social media marketing success:

The Mere Exposure Effect Means Consistency Is Key!

Did you know that the term “mere exposure effect” was coined by the American psychologist Robert Zajonc?

He came up with this idea while researching a fascinating psychological phenomenon. People tend to start liking things or people more when exposed to them repeatedly, even if they did not particularly like them.

Now, in social media marketing, this theory is like a golden nugget of wisdom. It reminds us of the importance of keeping a regular online presence.

Imagine this: when your brand shows up consistently in your audience’s social media feeds, it’s like saying, “Hey, I’m here for you!” And here’s the fun part – the more they see you, the more they trust you.

It’s a bit like when you meet someone over and over again, and you start feeling like old pals. In the world of marketing, this is pure gold.

Regular posting doesn’t just keep your brand fresh in people’s minds; it also gets them talking and interacting. And as time goes by, they become super comfortable with your brand, which often translates into more sales!

Top Tip: Try planning, batching and scheduling your content in advance. I love the scheduling tool Agorapulse for this.

Apply the Similarity-Attraction Theory By Humanising Your Content

The concept of the similarity-attraction theory sheds light on why it’s essential to share behind-the-scenes content and humanise your brand on social media.

In simple terms, this marketing psychology theory suggests that people naturally gravitate towards others who share similar characteristics or experiences. In the realm of marketing, this means crafting content that enables your audience to form a personal connection with your brand.

You create an atmosphere of closeness and relatability by offering glimpses into your company’s inner workings, your employees, and the creative process. This, in turn, humanises your brand, making it more approachable and strengthening the emotional bond with your audience.

Moreover, showcasing the human aspect of your brand plays a pivotal role in building trust. When consumers see the faces behind your products or services, it instils confidence in your intentions and authenticity. This trust can lead to heightened brand loyalty and positive word-of-mouth marketing.

Top Tip: Make an effort to humanise your brand by regularly introducing yourself and your team members on your social media profiles. It’s a great way to connect with your audience on a personal level!

Embrace the Reciprocity Theory by Sharing Your Knowledge

Ever notice that when someone does something kind for you, you feel an inclination to reciprocate the kindness?

That’s the essence of the reciprocity theory in action!

This marketing psychology theory posits that people tend to feel obligated to return favours when others have extended their generosity or help.

Now, let’s connect this fascinating theory to the world of social media. Knowledge sharing becomes a potent tool here. When you share valuable information on your social media platforms, you’re not just positioning your brand as an authority but also cultivating goodwill with your audience. It shows that you genuinely care about assisting them in solving problems or fulfilling their needs.

In essence, knowledge sharing on social media is like planting seeds of goodwill that can yield rich rewards in the form of your audience’s trust, engagement, and loyalty.

Top Tip: Consider creating a lead magnet, such as free e-books or webinars, as a little gift for your audience to entice them to engage with your brand and reciprocate the value you provide. It’s a win-win strategy!

Leverage the Peer Comparison Theory to Establish Social Proof

Have you ever found yourself scrolling through Instagram or TikTok, only to stumble upon your friends raving about a fantastic new restaurant they’ve discovered?

Enter the peer comparison theory, a powerful concept in social media. This marketing psychology theory highlights the significance of social proof—our tendency to base decisions on the actions and opinions of others, especially when we’re unsure about something.

It’s the driving force behind the effectiveness of influencer marketing, online reviews and user-generated content (UGC).

Influencer marketing involves teaming up with individuals who wield substantial social media influence, typically through a paid partnership. When these influencers endorse your brand or product, it creates a powerful form of social proof that can sway the opinions of their followers. People tend to trust recommendations from their peers or those they admire.

User-generated content, on the other hand, offers a window into how real customers are using your products or services spontaneously. When satisfied customers share their experiences on social media, it fosters trust and authenticity. To encourage user-generated content, consider running contests or invite your customers to share their stories.

Top Tip: Online reviews are a powerful form of social proof. Ensure you are always asking your customers for feedback!

Utilise the Scarcity Principle to Infuse Your Offers with a Sense of Urgency

Have you ever experienced that unmistakable “Fear of Missing Out” (FOMO) when you see something rare or in short supply on social media?

Well, you’re encountering the scarcity principle in action!

This theory suggests that people are more inclined to take action when they perceive something as scarce or available in limited quantities.

Incorporating scarcity elements into your social media campaigns can be a game-changer for your audience’s motivation. This could involve offering limited-time deals, exclusive promotions, or early access to new products or services.

By instilling a sense of urgency, you push your audience to act swiftly, potentially resulting in heightened engagement and increased sales.

Top Tip: Be transparent and authentic in your scarcity-based promotions. So, when you offer something as scarce, ensure it is genuinely scarce and not just a way of tricking your audience!

In a nutshell, delving into these five marketing psychology theories and weaving them into your social media strategy can work wonders for your business success.

Social media is not just a platform for broadcasting; it’s a powerful marketing psychology tool for understanding and influencing human behaviour. Use it wisely, and watch your brand thrive.

Sign up for my Tiny Tips Tuesday newsletter for more helpful marketing tips and insights.

The post The Marketing Psychology Behind Social Media: 5 Theories that Showcase Its Influence appeared first on Jem Bahaijoub Consulting - Social Never Sleeps.

Email marketing is far from obsolete. In fact, it’s thriving!

A staggering 89% of marketers rely on email as their go-to channel for lead generation, with 59% claiming it’s more than twice as effective as other avenues like pay-per-click and social media ads.

Creating an effective company newsletter isn’t about churning out bland messages; it’s a direct pipeline to your audience, offering a golden chance to engage, educate, entice, and ultimately convert.

So, let me jump right into some top tips on crafting a captivating company newsletter:

Define Your Objectives & Know Your Audience

Before you even type the first word of your company newsletter, ask yourself: What am I trying to achieve?

Is it to inform, educate, or perhaps inspire action?

Lacking a distinct purpose can make your content a bewildering puzzle, so make sure you are super clear on your goals.

Also, I recommend understanding the specific needs of your audience. Your company newsletter content should be customised based on what your audience wants, needs, or aspires to. This is essential for creating content that truly resonates. If you do this, you’ll have them engaged from the subject line to the last call-to-action.

Prioritise Your Subject Line

Think of your company newsletter’s subject line as a make-or-break first impression. It’s your digital handshake that either inspires them to open the newsletter or provokes them to scroll down or instantly delete it.

This is why it’s so important to craft a title that’s concise, intriguing, and accurately reflects the content within. Think of it like a trailer to a movie – if it entices you, you will go on to watch the entire movie (or, in this case, read the entire newsletter).

Also, please remember that your titles aren’t a one-size-fits-all situation. I recommend conducting a few tests to see which titles get your audience clicking with excitement.

Don’t shy away from getting creative with subject lines, either. Pique curiosity, tickle funny bones, or offer irresistible promises – just remember, the subject line is your ticket to the reader’s heart; the odd emoji helps, too!

Synthesise, Don’t Summarise

Your company newsletter isn’t an encyclopedia entry.

It should distill complex information into digestible and actionable insights. I recommend ditching lengthy rundowns in favour of key points, practical tips, and fresh viewpoints. You can use bullet points, subheadings, and visuals to make the content more scannable and easy to ready on mobile.

Your audience is composed of busy individuals; honour their time by being concise.

Offer Real Value

It’s simple, really. If your company newsletter doesn’t offer something of worth, it’s merely clutter.

Your content should enlighten, entertain, or equip your readers with information to help them tackle challenges. The real currency for retaining subscribers is delivering consistent value.

Maintain a Streamlined Design

Too many graphics can divert attention away from your core message. I recommend opting for a clean, uncluttered design.

Don’t overlook mobile users either. Your design should be as readable on a small screen as it is on a desktop. This is a detail that is often forget, but will cost you readers if you overlook it.

Incorporate a Strong Call-To-Action

Guide your readers with a clear and persuasive call-to-action. Don’t let them wonder what to do next.

So, what’s a CTA? Think of it as your friendly nudge to your audience, helping them decide what action to take. It’s like your virtual guidepost saying, “Hey if you liked what you just read, why not sign up for our newsletter? Or how about downloading this free ebook?” You get the idea!

In newsletters, you can jazz up your CTA with clickable text links, cool buttons, or even eye-catching images. Just pop them in places where they make the most sense.

As for the words, go with snappy and straightforward phrases like “Grab Yours Now,” “Learn More,” or “Let’s Do This.”

Pro tip: Stick to one or two CTAs to keep your company newsletter focused and super impactful. Too many choices can be confusing, right?

Make it Personal

Personalisation is more than just using the reader’s name; it’s about tailoring your content to address their individual needs and preferences.

Being personal can convert a casual reader into a devoted subscriber.

Perfect the Timing

Timing can be a game-changer. I recommend experimenting to discover when your audience is most receptive and focused.

For example, I avoid weekends and national holidays for B2B clients but may send a newsletter on a Sunday for a B2C client. However, every business is different, so don’t be afraid to experiment to see what works best for your industry and audience.

Ask Yourself: Would You Read This?

Before hitting “Send,” evaluate your newsletter from your reader’s perspective. If it doesn’t pass the “Would I read this?” test, it’s back to the editing table.

Measure, Analyse, Adapt

Your email marketing strategy should constantly be evolving.

Keep an eye on metrics like open and click-through rates to fine-tune your approach. Platforms like Flodesk (my absolute fav!) offer invaluable insights and tutorials to aid your understanding.

So there you have it. My top tips on email marketing (in my humble opinion). If you are still on the fence about the power of email marketing, then just begin. It’s a marketing journey you won’t regret.

For more marketing tips and insights, sign up for my Tiny Tips Tuesday newsletter HERE.

The post 11 Key Ingredients for a Must-Read Company Newsletter: A Best Practice Guide appeared first on Jem Bahaijoub Consulting - Social Never Sleeps.

Nowadays, you don’t even have to slip out of your onesie or leave your front door. Amen to that. But what does “discoverable” mean in the context of your social media presence? ‘Discoverable’ means making it easy to be found by your ideal client, so your target audience can understand who you are and what you are. It’s top-of-the-funnel stuff: the first step in supporting your customer journey.

You don’t have to hope to catch a wave, though; there is an obsession with “going viral” on social media, and I think this obsession is counter-productive to business growth. We only hear the success stories. Not the failures. The stories of people working consistently hard over a long period before achieving success on social media. I saw a quote the other day that said, “the only place success comes before work is in the dictionary”, and I think that applies here too. Put in the work for your discoverability, and I’m positive you’ll see an impact.

Start by reframing your thinking; think about being discoverable. Here are seven tips for achieving this:

Use Keywords

When you hear the term “keywords”, you’re probably thinking, “isn’t that a website thing?” Well, yes, it is. It’s linked to SEO – search engine optimisation.

It also applies to social media. You can boost your SEO on social media by placing keywords in the following:

• your captions
• your title or bio
• hashtags 
• Alt-text (this is the text that should accompany an image)

Keywords should be related to your niche, industry, services, audience and location (if your audience is local).

Keywords are super important as social media has become a research tool, not just a social platform. It’s reported that 75% of internet users use social media to research products, and I, for one, am not surprised. For example, YouTube is the second-largest search engine in the world. Pinterest is like a search engine for images; LinkedIn and Instagram have searchable headlines.

By using keywords in your social media content, you are achieving two things:

1. Telling the algorithm who to serve your content to
2. Showing up in search results for your ideal client 

Cross-Promote

My second tip is to cross-promote your social media platforms across all other online and offline marketing platforms. Social media doesn’t exist in a vacuum. It’s there to complement and align with all of your other marketing activities. 

You can promote yourself on your:

• Website
• Blog posts
• Business cards, flyers and banners
• On your other social platforms
• Email signature
• Newsletter
• At networking events

Create Social Proof

People buy in different ways, and a large proportion of people need social proof to get them over the line. What is it? Well, put simply, social proof is the idea that consumers will adapt their behaviour (i.e. potentially buy/take the next step) according to what others say or do. Let me give you an example: 

Imagine you walk past a restaurant….

We’ve all been to a restaurant where we were worried about stepping inside because the place seemed empty. Still, within 10 minutes of you being in there, another couple of people have sat down. Before their orders have been taken, there’s another bunch of people coming in, and the place is full before long. It only takes one or two people to start a whole influx.

It’s the same with fuelling brand advocacy. Basically, get people talking about YOUR brand FOR you! 

As a small biz owner, there are several ways you can do this:

• Encourage online reviews and testimonials
• Fuel peer-to-peer recommendations (BNI is an excellent example of this offline, and Facebook groups are a great example online)
• Showcase your credentials and awards
• Build an engaged online community
• Invest in an influencer marketing campaign

Engage with Others

Social media is meant to be social! Do not post and ghost. The more you engage with others, the more they become aware of your brand in an organic way. 

When you are at a networking event, who do you remember at the end of the day? The people you spoke to, or the people you just walked past? It’s always the people you’ve talked to. This applies online, too. Engagement makes you memorable.

With social media, you can utilise the following tools to make your engagement more manageable and strategic: 

• Add potential clients to your “Favourites” List on Instagram
• Build Twitter lists
• Utilise the LinkedIn bell notification or LinkedIn Sales Navigator

It’s simple but so effective! Engaging with others instantly boosts your discoverability.

Post Consistently

You’ve probably heard that being said repeatedly, mostly from moi, but it is one drum that I will continue to bang the bejesus out of. Yes, there is much more to social media success than consistently posting, but there is value in prioritising consistency over perfection. 

Posting imperfectly will always be better than not posting at all.

There is a social psychology theory behind this. 

It’s called the “Mere Exposure Effect”, a term coined by social psychologist Robert Zajonc in 1968. It states that repeatedly exposing people to something will develop a preference for it over time. Repeated exposure increases familiarity, which leads to sales! 

So posting consistently matters! It contributes to the power of persuasion. 

Understand Priority Content

Each platform favours particular types of content and not only that, but it changes like the flippin’ wind. My newsletters help you keep up with these constant changes if you still need to sign up. 

Once you know which platforms prioritise what, it should inform your content strategy. Video rules across most platforms.

Give them what they want, and it will make you more discoverable as the algorithm thanks you in the form of exposure. 

It’s not always easy, but it’s always necessary!

Deliver Compelling Content

My final tip is a dinky little one, but so essential to remember: create compelling content for your audience!

Add value to their scroll, their day – nay, even their life (without trying to sound too dramatic)! It’s about them, not you.

Need more tips and insights? Sign up for my weekly Tiny Tip Tuesday newsletter series for snackable social media tips directly to your inbox. Yum.

The post 7 Things To Do Right Now To Improve Your Discoverability On Social Media appeared first on Jem Bahaijoub Consulting - Social Never Sleeps.

The same happens online, with arguably greater efficacy (or at least easier measurement). Just like with a free house valuation, when you give a little of your service or product away for free, the first interaction costs you (in time or money), but it can lead to a more meaningful (or profitable, if we’re being candid!) conversion for your business in the long run.

So what is a lead magnet and how can we create one? Here are five examples, all achievable with limited effort, but could return maximum engagement.

1. The Ultimate Guide – Curated compendium of your own content!

   Imagine, for example, that you’re a personal trainer (it’s a bit of a stretch for me after the number of times the fridge light has shone in my face this week, but we can pretend…). You don’t want to give your whole game away, of course, but you can easily put some content together that helps answer some hot topics for your users. The trick here is to repurpose existing content and use your paid content to drive your free content. For example, string together a few existing YouTube videos of your warm-up routines, call it your ‘Ultimate Warm-Ups for Wellness’ then allow it to only be accessed by people who submit their email addresses to you. If you think about it, that’s what King of the Abs, Joe Wicks did: starting simply on Instagram sharing 15-second vids of his recipes, he collated his faves and put them in his first recipe book.

2. A Downloadable Checklist

   You are the expert in your field. You could reel off how to do your specialism without blinking, and know all the steps, tech or equipment that goes into it. That’s valuable, you know. Still with my lycra firmly on, if I use my example of the personal trainer, I could quickly create a downloadable checklist of the types of muscle groups or the best beginner gym equipment shopping list. Again, accessing this content should come after the submission of an email address, a sign-up to an event, or similar.

3. An Interactive Quiz

   I don’t know about you, but I used to love taking the quizzes on the pages of glossy magazines: what type of companion are you; what cocktail would you be; what your work style says about you. Whether they’re on a quest for personal enlightenment, or simply looking for a little procrastination material, quizzes are a great lead magnet, and forcing active engagement with a user, rather than them passively reading or listening. There are great tools on the market, from the super simple (and free) Google Forms to more feature-heavy TryInteract.com, which can sync with email marketing lists you may already have.

4. The Trial Offer or Discount Code

   I’m a sucker for a free 30-day trial, and rather than suck me into the entrapment of a monthly fee, they’ve allowed me to explore the service and pick the right systems for me. If you’re in the service industry, a free trial can be a massive vote of confidence in your offering, and a highly effective lead magnet. If you’re selling a product, or you think of your offering in terms of a one-off or irregular purchase, you may go for the more traditional discount code – remember, exclusive only to those who are also willing to give a little back, and that’s usually their email address.

5. White Paper or E-Book

   I’ll be straight with you, this one may take a little time if you don’t already have tonnes of content that you could curate as one piece like our first example, but creating an e-Book or White Paper can prove your authority in a subject, and you find it hugely satisfying to write about your subject at length. E-commerce experts and founders of SmartEBusiness, the Hammersley brothers released and sold their ‘Ultimate Guide to E-Commerce Growth’ book, and from a landing page and subsequently created a community around it as a Facebook Group.

One last thing: as important as the lead magnet itself, just as much consideration should be given to the actions your audience takes directly before it, and after. Phew, that sounds like a lot of work, right? No. It doesn’t have to be long or complicated – it’s simply about identifying how they will arrive at your lead magnet, and what you want them to do next. In the example above, our personal trainer may choose to just share the link on social media for their user acquisition, and then in terms of what they want the user to do next, it may be to join their Facebook community (see my post on creating your own Facebook Groups) or join a mailing list. Remember, even if the sale doesn’t come today, with new users comes conversation, and with conversation there comes fresh opportunities for turning those people into pounds!

The post What is a Lead Magnet? Here are 5 Examples… appeared first on Jem Bahaijoub Consulting - Social Never Sleeps.

So what online marketing trends have emerged this year? What can we expect from the New Year? I had the pleasure of speaking with five of my most valued marketing colleagues to get their insights into the situation. Here is what they had to say:

Short Form Video Content Rules…

“In the age of content! Content! Content! Short, engaging, catchy videos are de rigueur. TikTok especially realises this and has invested heavily in editing software being available inside the app. A day spent in a TikTok vacuum, should you have the stomach for it, will tell you all you need to know about current trends and which style to create your engaging content in (and ads). The same can be said for Instagram Reels, a combined force which has contributed to the rapid decline in popularity of Snapchat – who’d have seen that coming two years ago? 

The current podcast revolution is still in its embryonic, land-grab stages in terms of creation and consumption. This gives hope to those who prefer to digest long-form, in-depth content, as opposed to the monotonous abyss of anxiety-inducing disposable ‘like-bait’ currently on offer from TikTok, Reels and Snap. Even Twitter and LinkedIn now include Stories features.

For now and into 2021 it seems we’ll have more of the Selfie-Ring-lit skits that have dominated the last 12 months. This begs the next question; ‘What’s next’? Who knows for sure?! – that’s why we love digital marketing! Adapt or die. “ 

Ben Allen, BAM Music Marketing

Humanising Content…

“I think a big trend in corporate video for 2021 will (or ‘should’) see businesses putting forward their people, values and history. With all the changes going on this year, people want to feel connected to the companies they choose to work with or buy from. I believe audiences, now more than ever, will want to feel like they ‘know, like and trust’ people and firms they choose to do business with.” 

Rhys Jones, Blueberry Pictures

“What I hope to see is brands continuing the trend of humanising their communications on social media, especially on LinkedIn. If there’s one tiny positive to take from the pandemic, it’s the way that brands have paused the overly promotional posts, and stood up to say, ‘this year has been hard on our people and us, but this is what we are doing to support them’. We are all looking to buy from brands who show us their authentic values, and reveal the people and teams behind them – more of this on social media please!” 

Alison Wise, OML Media

Authentic Imagery & The Rise Of Cinemagraphs… 

“The use of photography to market your business will see 2 key trends emerge in 2021. The first key trend is authentic imagery. This is not about staging or high-end editing; this is about the real-life of your business and processes – Why you do what you do and who you help and support.

Secondly, I’ve witnessed a rise in cinemagraphs. These are still images with a small area of movement. This could be steam coming off a coffee cup or a water feature running in a garden design project. What’s great about this type of imagery/video is that it has the power to grab the attention of your audience, even if it’s just a few seconds more, which increases engagement. 

Gary Cooper, Square Freedom Photography 

SEO Stays Steady…

“One of the most important things you can do if you own a small business is to ensure your Google My Business listing is verified and kept current. For B2C businesses that draw customers primarily on a local level, the Google My Business listing provides valuable information about your hours (particularly important of late during Covid-19), services and geographical location. It’s one of the key factors in search and it’s still as important as ever.

 Another trend that remains set to continue with gusto is the acquisition of high- quality backlinks. It’s one of Google’s favourite and most influential, ranking factors and as Google continues to evolve, it remains favourable to quality over quantity. What are ‘quality’ backlinks? Prioritise the most relevant, powerful links from authoritative (trusted) websites and you won’t go far wrong.”

Nicola Younger, Make Me Local

Paid Live Streaming & Micro-Marketing Explode…

I love all of these insights from my colleagues. But what do I think? Well, 2020 has forced businesses to innovate online for survival. Most social media platforms have adapted very quickly to meet this demand. Instagram and Facebook have enhanced their e-commerce capability to empower small business owners to sell their products more seamlessly online. Facebook quickly introduced “Facebook Rooms”, and HouseParty became a “thing” to cater to the demand for personal video conferencing. Facebook has now also introduced a paid version of its Events page to rival Eventbrite.

In 2021, we will see social media platforms continue to adapt to the online demands of our new pandemic world. A world where paid live streaming becomes the norm as businesses offer hybrid models of their events, classes, lessons and business meetings. Messaging apps will also continue to rise in popularity as the demand for one-to-one connections continues. I’m very interested to see how Facebook develops WhatsApp for business to cater to the popularity in micro-marketing, and where the rise of short-form video content will take us.

What trends do you predict for 2021? I’d love to know. 

The post Key Online Marketing Trends You Need To Know About In 2021 appeared first on Jem Bahaijoub Consulting - Social Never Sleeps.