As marketers, we are often concerned with the masses. How do we get more people to learn about our products? How do we reach people who don’t know about us yet? How can we grow our user base as quickly as possible?
But our drive to grow the customer base should not blind us to a big driver of sales that may seem contradictory to the idea of growth, that is Exclusivity.
People like things that are exclusive. They want what they can’t have. They want what others covet. They want things that signal to the world that they are one of a select few. It’s in our nature as consumers. So, as marketers, we can do things to trigger that feeling and create the feeling of exclusivity....
We no longer live in a broadcast age. That means you can’t just buy people’s attention—it must be earned. And the best way to earn it in an era where most messages are ignored is to tell a good story.
No matter what medium you use, a good story is authentic and creative, provokes an emotional connection, takes people on a journey, and inspires action. But with social media, it’s also important to know what will prompt people to share your story with their social networks. It usually boils down to one or more of the following reasons:
- Bringing valuable or entertaining content to othersDefining ourselves to others
- Growing relationships
- Spreading the word about causes or brands we care about.
If you have a worthwhile story that people will want to share, then you have the foundation in place. You now need to make it come alive in social media. Here are three ways to do it....
Want to earn earned media in a somewhat unique but proven way?Follow the lead of McDonald's, Starbucks and Amazon by using gamification for PR.
You’ve probably seen examples like this type of gamification everywhere.
WPP defines gamification as “the use of game play mechanics or non-game applications, particularly consumer-oriented web and mobile sites, in order to encourage people to adopt the applications.”
But for our purposes, I want to show you how gamification generates media impressions, both on social media and earned media platforms.
First, a caveat: generally I hate to use huge corporations as case studies in a blog intended for small- and medium-sized businesses, but I think in each case described there are aspects of their campaigns that are scalable and illustrative....
The more you know about your customers, the better. If you know what makes people tick, the better off your business will be. Having at least a basic understanding of consumer psychology and why they buy specific products is a valuable asset for marketers.
As an online marketer looking to improve conversions, you need to learn why people purchase your products or services. Viewing case studies can provide ideas on tweaks that have worked for others, but if you don’t actually learn or hypothesize why one tweak increased or decreased conversions, you’ll never actually become better. Good A/B tests require proper documentation and a “post analysis” when the test is complete.
Today’s infographic lists 10 psychological studies that have been proven to convert consumers to saying “yes”....
As an active social media user, I have to deal with hundreds of automated email notifications and alerts daily (and on busy days even hourly). How not to get lost in that clutter and not to miss important tasks and emails?
We’re quick to grab any and all WordPress plugins that can give the blog an extra edge or can wire up a feature we’d love to test. Whenever we dream something up to try on the blog, the first place we turn is WordPress plugins. We’ve collected quite the list of favorites. How about you?
As we’ve tried and tested new plugins on the blog, you’ve likely noticed new pieces and parts popping up on our pages—slideups, social share buttons, CTAs, and more. We get asked quite often about which plugins we use. So we thought we’d share!
Below is the list of plugins that power the Buffer blog, along with a handful of others that are on our to-try list....
If you have an online business means that you have to enhance your business’ credibility, add customer support, create rewards, manage online order fulfillment from the store, and so many other retail operations. A never ending story really: all these can create problems if not managed accordingly. But today I’m glad to show you some of my favorite new ecommerce tools that take the pain out of business management....