How often have you turned your nose up at a product because it was too trendy? How about because it was not popular enough so you decided not to take the risk? It takes more than a high-quality product or service to get noticed because people rarely make purchasing decisions solely based on the known features (price, design, effectiveness, etc) of a product. Many times, the way customers feel about a product or brand will decide what they spend their money on. Nowhere is this truer than on Instagram, where beautiful pictures and videos are on full display for customers to make up their minds.
A good marketer knows that they are not truly selling the product, they are selling the perception of the product. Because perception, for everyone, is a reality. With this in mind, social media marketing tactics can be looked at in a different way. You can build your empire in a way that brings in customers.
The number one thing you have to have in order to have a business is a customer. Maybe you have created an impactful product, something capable of changing lives, but if you’re the only one who knows about it, then you do not have the best product in the world. Simple as that. Getting people to pay attention is very hard because the landscape is crowded and businesses know this.
Traditional marketing uses well-placed ads and commercials (Super Bowl anyone?) or convince celebrities to endorse their products to convince you their product is worth having. If they get the right spokesperson, they believe it will change your mind and they are right. But you can do the same thing. You can buy active Instagram followers to engage with your content. When people see a large following, they believe the product and person must be popular. And if something is popular, it must be good. This is one-way perception trumps reality almost every time. It’s hard to be a trendsetter but much harder not to be a follower.
Is your brand cool? Is it gritty? High-end and exclusive? Honest and full of integrity? Does it make people feel like you care about the world? These are questions to ask yourself as you put together a strategy that works for you. The way you price your products and the intention of the design and style of your pictures and videos will go a long way with consumers. Pay attention to the words, colors and locations of the content you put into the world. Once a feeling is attached to your product or service, it’s hard to get away from. Of course this works both ways: a bad image is hard to shed but so it is a good one.
The way people talk about social media marketing can sometimes make it seem that it is dramatically different from traditional marketing, but it’s not. They follow the same rules, playing on consumer mindsets, not rationale and logic. People make decisions with both the head and heart. It would be foolish and a big mistake to pretend otherwise.