Three ways to use social media to influence purchase behavior

Getting your content seen is only half the battle. As a marketer, we not only want to increase brand awareness and engagement with our content but we want to motivate consumers to convert into customers. One useful tool marketers should continue to take advantage of is social media. Aside from just being a channel to post content, social media is a great platform to collect consumer data and track engagement. With endless insights available at your convenience, marketers can utilize that data to create valuable content that continues to steer their target audience down the purchase funnel. Below are three ways you can use social media to positively impact consumer purchase behavior.

1. Utilize Influencers

Knowing your audience on a deeper level as it relates to their needs, wants, values, interests, and communication styles is a must when deciding to incorporate influencer marketing. With social media connecting people much more than ever before, social pressure is much more prevalent. For that reason, using the right influencers can have a direct impact on consumer attitudes towards your brand. The more you’re able to create an authentic synergy between your brand and your audience the more likely you’ll have a positive influence on your target market’s attitude towards your product. As a result, there is an increased propensity for viewers who are engaged with your content to make a purchase.

2. Highlight Reviews

Seeing reviews from individuals in your network can be very influential. In fact, 81% say posts from their friends directly influenced their purchasing decision. For that reason, marketers should highlight positive reviews and encourage their customers to share their thoughts about your brand. Word of mouth is still one of the most powerful and organic forms of marketing. Leverage your reviews on social media and find creative ways to get your brand advocates to share their experience with their networks. Over time, this has the potential to create a sense of community and validation for your product that will encourage curiosity and interest to purchase.

3. Create Personalized Ads

Another tactic to consider is using social media advertising. This is a great opportunity for your company to effectively target specific audiences and track their engagement. From the insights you’re able to gather from your followers, you can create a remarketing campaign that will show more personalized ads based on the content they’ve already viewed on your website. That has the potential to increase not only their continued awareness of the brand but based on the content in the ads, may also change their attitude and possibly even the perception of the brand. Consequently, the personalization of the ad content on social media can persuade consumers to move from a prospect to a customer.

Changing consumer attitudes about your brand or product is a challenge that once overcome, can yield profitable results. To do so effectively would require substantial data and research on your target audience. Understanding how your consumers feel, what motivates them, and how they perceive your brand is a good place to start. What you think your customers feel may not always be the case. Go directly to the source, ask questions to find out the why, and use those insights to create quality content that can also be used in your social media marketing. Once you have a solid understanding of how attitude, social norms, and perception can affect consumer behavior, you’re more equipped to provide content that will reshape their views and hopefully show them a new and more satisfying perspective of your brand that will lead them to become valuable customers.