Consumers purchasing decisions are influenced by brands in a lot of ways. Decoding the code is essential to being a top-notch brand. Separating a brand from a product and isolating the product from the advertising is critical before identifying a brand.
A product is anything that is accessible on the market that might satisfy a customer’s requirement. On the other hand, a brand encompasses a quality guarantee as well as a variety of tangible and intangible features such as design, symbol, culture, personality, and user image.
According to some academics, a brand conveys product features and a variety of non-product traits such as personality and emotional advantages. Brand experiences can alter one’s opinion of oneself and personality features when utilizing a particular branded product.
Consumers choose brands they enjoy because of the personality of the brand. When customers form a bond with the brand’s characters, it builds brand loyalty and creates must have’ factor, especially with stylish things. As a result, consumers purchasing decision is influenced by brands. for instance, when holding Victoria’s Secret shopping bag, shoppers who embrace comments about their personality will perceive themselves as more contemporary.
#1: Change Social Conversations:
According to a recent Gallup study released in the State of the American Consumer report, despite the large number of Americans who use social media sites, just 5% feel they have a significant impact on their shopping decisions. Worse, 62% claim that social media has no impact at all!
What exactly is the issue? Businesses believe they can influence or affect customer behavior through social media. The most challenging lesson for businesses is learning to utilize social media platforms in the manner that customers want to use them instead of in the way that the company intends to use them.
Consumers utilize social media to converse and engage with one another. According to studies, consumers use social media mostly to interact with family and friends, monitor trends, and discover product evaluations or information. They also make comments on what’s popular and fresh and post-product reviews.
Consumers have been increasingly distrustful of corporations and cautious with their own spending after the 2008 crisis. As a result, it’s highly improbable that companies can influence consumers’ purchase decisions merely by posting about themselves while their items on Facebook. Social media is the best way through which brands influence consumers purchasing decisions.
#2 Appeal To Millenials:
Social media has a hard time influencing critical social media audiences. Only 7% believe social media has a significant impact on purchase decisions, while 48% say it has no impact at all. Companies must first understand how Millennials consume information before determining how to present a marketing message that appeals to them through social media.
Millennials are hyper-connected, and they consume material across a wide range of platforms and devices. Despite their enthusiasm for direct, proper marketing, they want to command the dialogues. They’re uninterested in comments from people outside their social circle, but they’re really interested in what their friends have to say.
You may earn Millennials’ trust by demonstrating that policy and practice do not conflict. If your company’s Twitter bio states that you follow back everyone who follows you, make sure you follow back everyone who follows you. If a problem arises with your product or service, take to social media to apologize (particularly YouTube) publicly.
#3: Engage Customers Offline & Online:
Social media isn’t a stand-alone entity. You must engage with customers both online and offline if you want to influence them. According to Gallup polls, customer engagement is mainly determined by how effectively an organization’s contact points are aligned.
In the United States, for example, Dr. Pepper encourages customers to design their own t-shirts to participate in their promotional activities. They’re converting customers into brand evangelists through online products that translate offline.
While certain businesses have an easier time using both offline and online client involvement, the key is to recognize and act on your brand’s emotional connection with customers. If you’re not sure what the emotional connection is, you should question your audience and influence the consumers purchasing decisions
#4: Start Authentic Facebook Conversions:
For consumers, social media is very personal; they want to communicate with other individuals, not corporations. Companies that are personal and authentic are more likely to elicit a positive response from customers.
This article concentrates on a pretty personal topic and hits close to home for American homes. Rather than selling their goods, ADT provides valuable information.
Businesses (particularly more prominent corporate brands) should avoid hard-sell tactics and instead focus on open conversation with customers.
#5: Be Available at All Times:
Because social media is accessible at all hours of the day and night, 7 days a week, customers have learned to expect companies to respond quickly—even on weekends!
According to research, 42% of customers who make a complaint on social media anticipate a response within 60 minutes. Furthermore, even if it is not during typical business hours, 57 percent anticipate the same response time at night and on weekends.
Is your company prepared to meet such demands?
Another alternative is to create an online community where consumers may assist one another. You’ll probably discover certain people in that group who are more involved and helpful than others—they constantly go above and above to help other customers solve their difficulties. Create a program to reward (and keep) those who participate in advocacy.
Offer how-to articles on your blog or website to assist customers in helping themselves. Make it easy to access the content by including links on your social media accounts and other marketing materials. Customers are less likely to pick up the phone or respond to a tweet if they can handle a problem themselves.
In A Nutshell:
If you’ve been utilizing social media marketing for even a short time, you’ve probably seen that people on Facebook and Twitter are skilled at tuning out brand-related information. You already know that social media will never be enough to persuade a fan or follower to suggest your company to others, much alone buy your stuff.
But that doesn’t rule out the possibility of altering the topic. Instead of focusing on what you want, consider what your social media audience wants. You’ll have a better chance of succeeding if you adapt to your client’s expectations and habits. So, use these tips and influence consumers purchasing decisions.
What are your thoughts? Have you utilized any of these strategies to persuade customers via social media? How did it go for you? Kindly express your ideas in the comment section below