Social media marketing has a special characteristic that is unmatched by any other type of marketing – its ability to get your brand or product so close, right into the personal space of the customer.
In social media marketing, every time you release a campaign (inbound content marketing or advertising campaign) you are communicating, promoting, marketing and interacting with your customer at a very personal level. Specially with the increase in smartphone usage, your content or ad appears to them right in the palm of their hands. Every time they see your logo on their timeline or news feed, your brand is just a few inches away from the customer’s eyes. That is how personal it gets on social media.
For brands, this is an unprecedented level of access to a customer’s personal space. Before social media, marketers and businesses had no way of getting their brands so close to a consumer.
Once you get this close, if you have a good understanding of what influences the customer’s state of mind, then you have the opportunity to earn their trust by adding value to them in the most relevant manner possible. But if you do not understand what influences their mindset, then you run the risk of becoming irrelevant to them and presenting your product or service in a way that does not connect with them personally.
That is why it is so important to have a good understanding of the factors that influence your customer’s state of mind online.
Factors that Influence Customer Mindset on Social Media
There are 3 predominant factors that influence the state of mind of most customers on social media today. Considering these factors during campaign and content preparations can make a big difference to your social media success.
Factor #1 – Distraction
Social media audience can be highly distracted. You are not guaranteed a captive audience at all times. You need to package your content with this distraction factor in mind. For example, if a person walks into your business outlet or office, once they are inside your premises there is not much distraction. They can focus on whatever you have to say or whatever you want them to do. But the online world is different. While they are browsing through your website and interacting with you, they have the freedom and the ability to simultaneously open another window or a tab on their device and access the resources of another website.
Factor #2 – Intention
Each time your customer logs into a social media or visits a website they have different intentions. This intention will be the primary driving force behind any online action that they might take. For example, when someone comes to your website or social media channel with the sole intention of looking at your office address, even if you have the world’s best product offer on sale right on the top of your website, they will not look at it. They came for something specific, and they will be focused only on that. When they have such specific intent for each visit, you need to plan and package your content in multiple ways so that it can cater to the different possible intentions. To help you get started, here is an article on various content packaging strategies.
Factor #3 – Duration
Social media audience have varying amounts of time at their disposal during each visit. They might spend hours on your social media channel or website one day and just a few seconds on another day. The amount of time that they spend during each visit depends on their intent and their personal preference. There is nothing you can do about it except make sure that you offer content in varying lengths that can accommodate any amount of time your audience has. Create shorter content for people who have less time and create longer descriptive content for customers who have more time.
Understanding these factors before creating your social media campaigns and content can make a big difference to the success of your campaigns.
Questions: Do you think understanding customer mindset is important? What about the school of thought that says “Your customers do not know what they want. So go ahead and give them what you think is best for them”? How would you balance being customer-centric and future-centric?
If you like to share your experience, thoughts or comments about customer mindsets on social media, please do so using the comments section below. Thank you.