How to Grow Your Social Engagement With Neuromarketing?

Use the principles of neuromarketing to your advantage.

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“Neuromarketing is the process of researching the brain patterns of consumers to reveal their responses to particular advertisements and products before developing new advertising campaigns and branding techniques.” dictionary.com

#1. Attention

People ignore what they don’t care about. One of the primary functions of the human brain is perceptual filtering: determining what to pay attention to and what to ignore. The fastest way to be ignored by anyone is to start talking about something they don’t care about.

Receptivity is a measure of how open a person is to your message.

#2. Curiosity

The best way to break a potential prospect’s Preoccupation is to provoke a feeling of curiosity, surprise, or concern. Our ancient brains pay close attention to opportunities and threats, scanning the environment for new stimuli that could help or harm us.

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#3. Halo Error

People naturally judge and categories others based on their looks, demeanor and personality. Even if our judgements are not necessarily accurate, they form a bias towards that person.

For example, lets say that you are at a business meeting with a new client that is wearing an expensive suit and a very expensive watch. Even with having no other information on this person, you may start to automatically assume that this is a person of power or authority. You may even start to notice the authority of this person even more.

Basically, the Halo Effect results in us using our judgements to form a personal bias, whether it is true or untrue. As we form this bias, we tend to notice it more and more, which then ultimately creates the “halo effect”.

#4. Share Interesting, Important and Funny things

“Global citizens who indicate they have shared some type of content online on social media sites in the past month seek primarily to ‘share interesting things’ (61 percent), ‘to share important things’ (43 percent), and to ‘share funny things’ (43 percent).”- Ipos market research company

#5. Testimonials

Social media is a great place to showcase social proof by sharing.

Here are a few ways you can use social proof to share –

• User generated content;

• Images of people using your products or services;

• Testimonials or reviews;

• Images of celebrities or authority figures using your product;

• Encourage users to share images of your product;

• Encourage users to use promotional hashtags;

• Have an industry expert share your content on their social media page

#6. Nostalgia

“Marketing research clearly shows a positive resonance with both nostalgic ads and the products advertised. It even shows more persuasive influence on customers….When consumers experience nostalgia in a consumption context, they have a higher purchase likelihood with regard to the advertised product.”

#7. Creative Business Storytelling

People crave interesting stories with dramatized plots and unexpected twist, turns and resolutions.

Don’t Forget that Social Media is Social and is about relationship

Engage yourself in a dialogue, communicate with your customers. The human mind is a fragile thing. When one of your followers takes the time and effort to write a comment or share their experience on one of your social media pages, not replying can be like a slap in the face.

One of the main reasons people engage with brands on social media is to support and receive regular updates from the brand.

What better way to provide content and themes for discussions than a well told story.

Establish your customers in the center of the story, make them the hero of the story.

Everyone wants to feel included. In fact, psychology tells us that when you include someone in the decision making process, they are going to feel more loyal and more committed to that decision.

When you genuinely care and reward your audience in this way, it helps to improve engagement rates and it also helps your brand to establish a positive image.

Conclusion

Here is a summary of all the things you need to do to maximise social media engagement-

• Create and tell authentic and vulnerable stories about your customers' experience, desires and fears;

• Focus on one social media platform and do it well, this will help to enhance the perceived value of your other social media sites

• Post viral content or content that is most shared, this will help to boost engagement rates and will increase the visibility of your feed

• Giveaway freebies to  your audience to entice them and keep them actively interested in following you

• Use social proof to help boost the reputation of your brand and increase consumer confidence

• Create a feeling of nostalgia as this makes your brand relatable and stirs up emotion which then gets people engaging in your content

• Tap into the fear of missing out by creating exclusivity and limited time offers

• Be social on social media and don’t forget to reply to comments and questions

• Know why your audience engages on social media and give them more of what they want

• Make your audience feel included by asking for their opinion or allowing them to be part of your decision making process

• Reward good behaviour and thank your audience for engaging and being part of your brand’s community.

Thank You!