2.04 – Take Advantage of Social Influencers
Social influencers are powerful drivers of people’s thoughts, choices, and actions. Understanding how to leverage these influences can significantly enhance your marketing efforts. Here are some key social influencers to consider.
Authority
The late Yale psychologist Stanley Milgram conducted a study in the 1960s to explore how authority influences behaviour. He set up an experiment where volunteers played the roles of students and teachers. The “students” were fitted with electrodes that would deliver shocks whenever the “teachers” pressed a button after a wrong answer. As the shocks increased in intensity, the teachers became visibly distressed. Yet, 65 percent continued to follow the instructions from an authority figure in a white coat, despite their anxiety and distress.
This study highlights the powerful role of authority in influencing behaviour. Marketers must use this influence responsibly and ethically. You can harness the power of authority by:
- Aligning with Respected Brands: Collaborate with brands known for their expertise.
- Featuring Authorities: Include experts in blogs or events.
- Using Influencers: Pay respected influencers to promote your products.
Social Proof
Regardless of their sophistication or intelligence, people are driven by social proof. This aligns with the human need for survival; we feel disadvantaged when others have something we don’t. Psychologist Robert Cialdini found that people are more likely to engage in behaviours if they know their peers are doing the same.
Testimonials, customer satisfaction ratings, and Net Promoter Scores are effective tools for leveraging social proof. For instance, websites like Amazon display similar products reviewed by other customers, encouraging potential buyers to consider those options.
Reciprocity
Reciprocity is the principle that one good deed deserves another. Brands that give back to their customers often enjoy higher satisfaction, repeat business, and referrals.
A notable example is First Bank’s campaign featuring billboards with titles like “maths tutor” and “dog walker,” followed by a customer’s name and phone number. This campaign showed genuine care for customers, using advertising budget to promote their services, not the bank’s. This effort helped reduce customer attrition and attract new clients.
Reciprocity can be implemented through better service, reward points, free gifts, mentions in newsletters, content marketing, and social posts. When creating customer surveys, ask how they would like to be rewarded.
Scarcity
Scarcity is a powerful motivator. When Hostess Brands discontinued the Twinkie, sales surged by 31,000 percent as people rushed to buy the snack they suddenly couldn’t get anymore. Marketers frequently use scarcity to drive sales with phrases like “one seat left at this price” or “one left in stock.”
Crafting Your Emotional Selling Propositions (ESPs)
When developing your marketing messages, focus on emotional and psychological values, creating ESPs that resonate with your audience. These ESPs will vary based on customer segments, age, geography, and personality type.
For example, if you sell organic, toxin-free household items, your ESP might be:
"We deliver confidence knowing your home is free from toxins that affect your health and the joy of knowing your children are protected from issues that could affect their quality of life. Families using our products can relax and focus on other life issues, knowing they are protected at home."
Your ESP should revolve around creating messages that convey confidence, joy, and relaxation, providing a compelling reason for customers to choose your brand.
By leveraging social influencers like authority, social proof, reciprocity, and scarcity, and crafting strong ESPs, you can create marketing strategies that deeply resonate with your audience and drive lasting customer loyalty.
