Why Your Marketing Messages on Social Media Are Not Working

Crafting Marketing Messages for Social Media

We’ve talked about identifying the marketing messages that reinforce where people are in the purchasing decision process.

We’ve also discussed the messages that counter the mental logic people make for not making a purchasing decision.Marketing Messages with Emotion and Logic

But how do you use these marketing messages online, on Facebook, LinkedIn or other social media platforms?

Can’t you just post these messages as factual updates or tweet them out and expect people to respond?

Unfortunately, the answer is ‘No’.

Well, in truth, you can.  Your efforts just won’t produce your desired result.  If you do, you’re using social media as sales pitch fest.

Who wants to listen to that? Do you?

You’re missing one key ingredient.

On social media – just as in real life – you have to “earn” the right for others to listen to your marketing messages.

The consumer has the power.  They have always held the power to select you over someone else, but online, their power is amplified.

Not only do they make a mental note that they like or don’t like your messages, but they can and often will share their mental notes with their networks.

You need to earn their trust for them to invest their time in paying attention to you.

How to Earn Their Trust with Your Marketing Messages

You have the intellectual and logical side of your messages, but you’re missing the emotional spice.

You need to establish an emotional connection with your audience just as you would when you are face-to-face with a person.

Only you’re not face-to-face.  You’re online and remote.

Think about it.

A sale is made between people who have established an emotional connection with one another.  I’ve never sold my services to anyone where I didn’t have a personal connection and chances are high neither have you.

When you’re face-to-face, prospects read your body language.  They ask questions.  They get a sense of who you are as a person.  Their instincts, their gut send their brain messages that they can trust you because of how you respond and what you say.

The same is true on social media.  The way you earn the right to your online audience’s attention is by instilling emotion into your online messages.

  • Why should your prospects be emotionally involved in what YOU have to say?
  • Why should they believe you?
  • Who the heck are you?
  • Why do you do what you do?
  • Do you share all the ways you or your company cares about its customers?
  • Will the information you share online make them or their families safer, happier, more secure?
  • Will it make the reader smarter, more confident, more beautiful?
  • Will it fill some want or hole in their lives, in their professions?
  • How will they feel when they have your product or service?

Once on, they’re far more likely to listen to the intellectual side of your marketing messages.

I’m not suggesting you share your life story or all sorts of personal information about yourself or your family online.

Rather, I’m telling you that sharing a bit of yourself and understanding the emotional aspects of your audience and how they view your product or service is the way you earn their attention.

It always, always comes back to knowing your audience.


Your Turn

Share your thoughts about how you can instill your marketing messages with emotion in the comments section.

Is this something you will begin doing?

Do you have any concerns about adding some emotional spice to your online messages?  If so, what are your concerns?

Have you figured out the emotions that your product or service fills with your audience?

Go ahead and share your thoughts below and feel free to share this post with others.

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Sheila Hibbard

Sheila Hibbard takes the fluff, hype and confusion out of marketing and social media. She provides small business owners with straight forward, no nonsense marketing guidance and techniques that produce results based on her 35 plus years in advertising, communications, research, strategic planning and social media. Author of Marketing Online Made Simple - WHO.

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