It’s official, I’ve joined the ranks of the crazy looking young people who cannot eat their meals without first capturing the perfect shot. This perfect shot could take several frames, endless rearranging and a great deal of time, time that could have been spent actually enjoying the culinary delight you just paid for. Before you start judging me though, this has nothing to do with capturing the moment for memories, trying to fit in or practicing my photography. It has EVERYTHING to do with Social Media Marketing.
While I’m not usually big on sharing the intimate details of my life, I have found that sharing these lifestyle pictures makes me seem more trust worthy, relatable and approachable. And who do people buy from? You guessed right, people they can trust, relate to and easily approach if they have any questions. So just in case you’re not completely clear on what it is, social media marketing (SMM) refers to the process of gaining traffic or attention through social media sites and platforms. This is the new face of marketing and since pictures (and videos) are the biggest attention grabbers on social media, it is ideal to create marketing strategy that incorporates these elements.
So why not post pictures about your business and your product? Good question. Let’s get into my five main reasons for diversifying the content you use on social media and including pictures that may not directly sell your product.
- Hard selling is abrasive and unappealing: For people who aren’t out-rightly searching for your product, marketing to them through hard selling tactics may be a big turn off. Persuasion is always your best option. Posting a few lifestyle pictures along with your product ads is a great way to position your product in a more appealing way. So let’s say you post a picture of your breakfast and then you post a well arranged picture of a few of your men’s apparel items for work. It’s a lot more appealing than just posting a picture with a suit for sale, a suit that doesn’t have a story.
- If you’re using it, then I’m more likely to buy it: If you’re seen using your own product, it sends a subliminal message about the product itself. Let’s say you’re a restaurant manager and you’re never seen eating your own food, that could very well work against you. Posting a picture of a meal at your restaurant and then a picture of you eating that meal is appealing and again less ‘salesy’ and more authentic.
- People are not trying to make purchases on social media: As the name suggests, people are trying to socialize and find information about their interests on social media, not make a purchase. This means that if you’re not positioning your ads to appeal to these interests no one may ever find you or click on your content. Social media is driven by searches and I can assure you that no one is searching for something that isn’t somehow tied to a lifestyle or social activity. A lifestyle picture may be the gateway to getting your product discovered.
- People may need a little help seeing your value: People love inspiration. They may not see the many uses of your product yet, but once you provide a pictorial of how your product can enhance their everyday lives, they will will see more value in what you have to offer. Incorporating your product into their daily routine can be a great way of making this work.
- People love being a part of what’s trending: By making your brand trendy it begins to appeal to people not just based on it’s intrinsic value but based it’s extrinsic values as well. If your brand makes customers feel current or ‘in the know’, then you’ll be more likely to get across to your intended audience. Did you know, for instance, that many people take courses based on what other people in their field are taking and not on what might actually build their career? Need proof, just look at the long list of people with MBAs they never really needed in the first place. While extrinsic value does not last, if your item is actually as good as you think it is, the real value to carry over long after it is purchased.
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Photo credit: http://www.nourish.marketing/social-media-and-content-marketing/