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[Part 3] Setup and Organization: The Definitive Guide to Social Media Marketing

This week we’ll teach you a simple process that allows you to maintain a constant social media presence without constant effort. Impossible, right? Nope!

First, the tools you need to accomplish this amazing goal:

1. BuzzSumo
2. Hootsuite
3. Sniply
4. Google Docs or Excel

And here’s what you’ll be doing:

Creating a whole month’s worth of content at whatever pace you’d like and setting up an automatic system that catches your targets’ attention, makes them aware of your brand, and increases the chances that they’ll actually visit your website.

You can do this all over just a couple days (or even just a few hours) and then free up the rest of your month to engage with your targets in real-time (more on that later).

Okay! Now we’re ready to jump right into the tutorial:

BuzzSumo is the most “2015″ thing of all time. It’s a website where you can find the most-shared content related to your business, so that you can repost that same content as a way of attracting potential targets to your business.

It’s $99 per month, which is kind of a lot, but they also offer a free trial. So let’s say you’re running a one-month social media campaign and you want to share two pieces of content per day.

You go on BuzzSumo, type in relevant keywords, and find 60 pieces of content…

…And you’re done with Step One!

Next you enter the links for this content into a Google Doc or Excel spreadsheet.

We recommend four categories for your spreadsheet: one titled “Content,” one titled “Original Link,” one titled “Sniply Link,” and one to mark the tasks complete.

In the content column, you can put *your* personalized caption. We HIGHLY recommend doing this. A common mistake people make is to just repost an article without connecting it to their brand. That might help your target learn something cool, but it won’t help you get your brand into their head!

So here’s an actual example that we used here at BrainBuzz:

We shared an article about the Hubble Telescope taking a picture of a galaxy that looks like a smiley face.

Here’s the caption we did NOT use:

Hubble Telescope Takes Picture of Smiley Face Galaxy

Here’s the caption we DID use:

The human brain is wired to recognize faces everywhere. Space Rules.

You see the difference? Not only is it more interesting than the matter-of-fact headline, it connects the content with your brand. Plus, the link you share already includes the matter-of-fact headline!

So you write up your 60 captions, stick them in your spreadsheet, and you’re done with Step Two!

Next is Sniply. The great thing about this step is that it requires basically zero thinking.

Sniply is a tool that shortens your links so that they’re tweetable (That’s the cute way of saying usable on Twitter.) Sniply links are necessary for Twitter because of the character limit, but they’re also great for any social medium. Another thing that Sniply does is include a link back to your website with a little picture of you on the bottom lefthand corner of the content page. This is great because when a target clinks a link that you posted without Sniply, they usually kind of forget about you and might not be willing to spontaneously click back to your social media page and visit your website. So Sniply does that for you! Oh, and it’s free too!

So you stick your links in Sniply, put the shortened links in your spreadsheet, and that’s it! You’re done with Step Three!

Okay, Brainbuzz, I have my content all set up at the beginning of the month, but I still have to post it everyday, twice a day, right? Wrong!

Here comes Hootsuite!

Hootsuite is basically the coolest tool of all time. It’s free, just like Sniply and the BuzzSumo trial, and it takes the pressure out of social media.

You enter your content into Hootsuite and it will post it automatically for the whole month (or for however long your campaign is), on a customizable schedule.

That’s it! Step Four completed, and you’re done with your month-long social media campaign with 28 days to spare.

If you really want to kick your social media marketing up a notch contact BrainBuzz now. Cat’s available by phone or email.

[Part 2] How the Brain Works: Everything You Need to Know About Neuroscience to Do Social Media Marketing Correctly

We’re going to briefly cover five important concepts today, and don’t worry—whether you’re into science or not has nothing to do with whether you’ll be able to follow. It’s super simple and accessible. We promise.

1) How does the brain take in information?

This one is really simple. The brain takes in information through the senses. In social media marketing, we’re dealing with sight. Basically, you want to get your product into people’s brains, and you do it by going through their eyes. If we were dogs, social media might be scent-based, but we’re humans. Sight is king. And don’t be afraid to post things over and over again, which brings us to our next point—

2) Attention is an extremely limited commodity.

It seems we can all agree on this. In social media especially, there are so many people, brands, and products vying for your targets’ attention that it may take some persistence to really get your brand to leave an impression.

The brain loves familiarity. So just keep posting and posting, and your targets may scroll past it the first nine times. They may see your brand without really taking it in, but eventually “you” (your product) become familiar, and suddenly they realize that you exist. It’s like the apple that falls from a tree. It seems to happen in one random, sudden moment, but really that’s where it was always headed.

3. Humans only care about themselves.

Eek. Yeah, we said it. This statement may not ring so true to everyone if you’re talking religion or philosophy, but for our purposes it’s pretty true. You’re trying to get people to pay attention to your brand and ultimately to spend money on your products or services. Usually people don’t buy products because they’re trying to help the vendor. Most of the time they’re interested in how your product helps them.

So focus on what they’re focused on; themselves and their own happiness. A lot of businesses make the mistake of talking about themselves, and how cool or interesting the product is. Sometimes it’s a fine line between whether you’re focused on yourself or your target, but the point is: Focus on what your target is focused on. Which is:

4) Are you addressing your target’s pain?

The brain has evolved to avoid pain. We’re talking about any kind of pain, from real suffering all the way down to little things like boredom or minor frustrations.

An extremely effective marketing tool is to identify a pain. You can post something like “Don’t you just hate it when…?” or “Doesn’t it suck when…?”

When you do this you create a biochemical reaction in your target’s brain, which sounds something like: “UGH that does suck,” or “OMG I hate that too!”

And then you swoop in with your solution, which can be something like:

“I was so frustrated because of X, and then I discovered Y, and now that is no longer a problem in my life, and now I have more time to do things that make me happy.”

The message can vary, but that’s a pretty solid structure for these kinds of posts.

And finally,

5) The brain loves contrast and has some pretty solid visual preferences.

Contrast: You’ve seen it before because it works. An ad or a social media post with happy and sad faces next to each other. Do this and your target’s mirror neurons will kick and say something like: “Hey, this product will do the same for me!” Stick your brand’s logo over on the side with the happy face and you’re set.

According to Dr. Pradeep at NeuroFocus, the brain prefers to see images on the left and text on the right. Keeping this in mind is a super simple, effortless way to make your social media posts substantially more pleasing to your target’s brain.

And there are other neurological principles that can help you make your posts more visually pleasing to the brain. For example, use the golden ratio to your advantage. You may need help from a designer or artist for that part, but you’ll be making posts that are very neurologically compelling.

See you next week!

[Part 1] The Definitive Guide to Social Media Marketing

By: Heath Rassner

Social media marketing can be very complicated, so I’m going to break it down for you in five simple concepts.

1. Big Picture and Overview
2. How the Brain Works
3. Setup and Organization
4. How to Execute

and everyone’s favorite:

5. The Icing on the Cake

I don’t want to overwhelm you, so today we’ll just start with Big Picture and Overview. Here we go!

There are a few key questions you need to ask yourself when deciding how you’ll market your product or service on social media.

The first question is:

Who Is Your Target?

There are a few different ways to answer this question. You can define your target based on demographics, interests, and relationships. Here are some questions you can ask yourself to quickly and easily determine who your targets are:

(If you really give some thought to these questions you might surprise yourself!)

Demographics:
- Is my target male or female (or both)?
- How old is my target? Kid? Teenager? Twentysomething? Adult? Senior Citizen?
- Is my target a special interest group (like LGBT people)?

Interests:
This one’s pretty simple. If you’re selling hats, your target is people who wear hats. But be careful, because it can also be a little less obvious sometimes.

Relationships:
If you’re selling men’s hats, for example, you might also be looking for girls who buy clothes for their boyfriends. Or if you’re promoting a fitness program for female baby boomers, you may try to connect with twentysomethings who can recommend your program to their moms. You get the picture.

The second big question to ask is:

What platforms should you use?

Here are a couple of tips that can save you months of frustration:

(We learned the hard way so you don’t have to.)

1. You do NOT have to be active on every social media platform.

First, this is impossible. There are dozens, maybe hundreds, of social media platforms out there. You simply can’t maintain a presence on all of them. Plus there are the platforms that are designed exclusively for a group of people that you are not part of. And then there are platforms in other countries in languages you don’t speak. Irrelevant, I know. But I’m just trying to erase the thought “It is possible to be on all social media platforms” from your mind.

2. You do NOT need to constantly talk about your product online.

It’s true. You don’t. More on this in Week 3.

3. You do NOT need to spend a lot of time on social media marketing every day.

It’s true. You don’t. More on this in Week 4.

And finally, big question number three:

What exactly do I want to accomplish?

If your goal is “to sell my product,” that’s great. That makes sense. That’s everyone’s goal, and it’s a worthy one.

If your ONLY goal is “to sell my product,” then watch out. You might be in for a lot of frustration.

What I mean by this is: You need to set smaller goals that will help you to reach the bigger goal of selling your product. Like many things in life, marketing is about coaxing, not forcing. Here are some examples of useful small goals:

1. I want people to visit my website.
2. I want people to send me their email addresses.
3. I want people to click on my link.

You see? These goals lead to the sales you desire, and they make the whole process much less confusing and easier to handle.

Now get to it! Start asking yourself these questions: Who is my target? What platforms do I want to use? And what exactly do I want to accomplish? And get excited as the path ahead becomes clearer.

See you next week for Part 2. Bzzzzz……

Turning Pain Into Pleasure: The Two-Step Neuromarketing Solution

By: Catherine Goldberg

I keep saying it because it’s true: Neuromarketing is a proven method to increase sales by appealing to emotions. Recently, I worked with a client that was aiming to sell gym memberships. Through a two-step approach that’s applicable to infinite industries and products, we employed neuromarketing to help clients see the benefits of purchasing a membership.

Step 1: Trigger the pain point. This sounds harsh and unpleasant, but it’s important to remind the potential buyer of the pain they’re experiencing that can be alleviated by the product you’re selling. When we don’t exercise, we just feel bad: it’s harder to wake up and go to sleep, we rely on uppers and downers to regulate the rhythm of the day, and we have higher stress levels, which make our interpersonal interactions more negative.

Step 2: Show how your product or service replaces the pain with pleasure. Rather than a gym membership, the buyer is really buying priceless endorphins that will have a positive impact throughout their entire day – and, quite literally, change their lives. Individual testimonies matter here. When I skip exercise, I know that I’m a lot less fun to be around!

By creating messaging that invokes the pain people experience and then offering an instant solution, we were able to work with the gym to boost its sales goals and provide real benefits to potential members. Remember: Step one, trigger the pain. Step two, replace it with pleasure.

 

How To Hack Your Customer’s Brains to Increase Sales

By: Catherine Goldberg

Businesses are constantly vying for customers’ attention using social media platforms like Facebook, Twitter and Instagram. Given the onslaught of tweets, pics, and status updates, it can be difficult to make your business stand out. Luckily, neuroscience can  predict what people respond positively to, allowing you to target your marketing efforts more precisely. Presented here are four tips on hacking the brain for better sales.

1. Go for Pain. Humans instinctually avoid pain. Neurologically speaking, spending money hurts. It literally activates the brain’s physical anguish receptors. So it’s your job to make your product feel like a necessary (read: worth the purchase) relief. How do you do this? Easy.

First of all, you can take a page from what many moms have been doing for centuries: use guilt. The brain registers guilt as a type of pain. And most people would happily sacrifice a few dollars to absolve it. Think of those late night ASPCA commercials where Sarah McLaughlin talks about abused animals. Heartbreaking! But artfully designed to make the viewer feel guilty. That guilt quickly turns into donations from people who want the pain to go away. By tailoring your approach to your customers in a way that makes them feel guilty, you can see noticeable results.

Second: Frame your product as a cure, solution, or answer — even if it’s to an issue consumers didn’t know they had.

Every product is the cure to some sort of pain the customer has, so be sure to remind people that without your product they are hurting in some way. Even a TV infomercial for the Slap Chop gadget or a Set It And Forget It rotisserie grill tries to sell you something that you never thought you had a need for, but suddenly after seeing the commercial you must have it. These commercials use neuromarketing techniques like showing the customer’s pain and problems before the the product came along, and miraculously proves how their quality of life will be improved with the product. Remember, the pain you’re alleviating is seldom physical. Think about easing frustration, loneliness, boredom–go for emotion.

2. Word of Mouth. Nothing is better for a business than positive word of mouth, and with social media there is no limit to how far that word can spread. Always maintain an active web presence with frequently updated content that your customers can share. Your customers can actually become your free sales reps–and they’ll be happy to do it. By running contests where customers submit pictures and/or video discussing what they love about your product. A key element in anything going viral is that whoever is sharing it needs to feel emotionally invested or moved by it. Your customers will more likely share content if they are the ones who helped create it..

3. Pictures Speak Louder Than Words. The vast majority of humans find images more compelling than text. Hence, that’s why infographics and youtube clips tend to go viral so easily. The most effective type of image humans respond to? That of other humans. Our brains are hardwired to recognize — and remember — faces as well as emotions. No wonder people see Jesus in a piece of toast, or facial expressions in clouds. Take advantage of this trait by devoting a third — or even half — of your website just to images. Use pictures featuring emotions that you want your customers to associate with your product, and write copy that evokes that emotion.

4. Videos Speak Even Louder Than Pictures. Images work wonders but video is even better. Studies show a moving image sticks in a person’s brain longer than a still one. To capitalize on this, film short (15-20 second) testimonials in which customers talk about the pain in their life that your product helped relieve. Try and fill your videos with people who are in shape and proportionally featured. It can sound harsh, but studies show we’re more likely to trust those who are conventionally attractive.

Try these simple tips. If you find them helpful, you can pass them along to another small business that could use the advice.

THE POWER OF CHOICE

By: KRISTEN GULL

Recently, I have been posting a lot about corporate image and how important neuromarketing research can be, specifically to logos. Neuromarketing isn’t just useful in the boardroom, but in everyday interactions, too.

Maybe you’re wondering: What neuromarketing practices can you try out right now to teach to your staff? What about a tip for free to see if this neuromarketing mumbo-jumbo really works? Look no further! Read on and you will learn a neuromarketing tip that you can try out today, teach to your staff, and DOUBLE your persuasion technique—all for free.

Everyone knows that getting someone else to do as you ask is a challenging task. Rather than begging, pleading, or threatening, “reminding people they have the freedom to choose makes them much more likely to be persuaded.” This is called the BYAF (But You Are Free) technique. Merely adding “but you are free to choose” after a request will double your chances of success.

The specifics of wording aren’t as important as pointing out their lack of obligation to fulfill your request. However, the sentiment must be sincere and in no way sarcastic, which could have an opposite effect. Genuinely stressing their freedom of choice empowers them in their decision-making, confident that if they do as you ask, it is not because of the power of your will, but theirs.

Next time you make a request of your employee, spouse, or children, sincerely stress their freedom to choose. Risky as it may seem, you will likely be surprised with the outcome.

Learn more persuasion techniques by enlisting BrainBuzz as part of your marketing team!