Three Ways to Simplify the User's Buying Process

August 6, 2012

According to the IBM Institute for Business Value, 60-65% of business leaders think users follow them on social media because they want to be part of a community. But that isn't true: the primary reason users follow companies on sites like Facebook or Twitter is because they want discounts—which isn't really something businesses want to hear.

Worse than that, marketers are often faulted by users for trying too hard to engage them and pushing out way too much information at them, says Patrick Spenner, in an article at Forbes. The result? Customers overthinking their purchasing decisions.

So what is a creative social marketer to do? According to the Corporate Executive Board, the answer is simple—literally.

Simplify the decision-making process so buyers don't dwell too long on the choices they're making, the CEB advises.

"Decision Simplicity" is the top driver of likelihood to buy, Spenner reports, based on the CEB's findings.

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by Rishi Tue Aug 7, 2012 via web
Never forget that your social media channel is for building your brand, not for discounting your products. As a creative marketer, you need to think of creative ways to improve your brand image in front of your followers. For instance, here are 4 things a creative marketer for the fictional car company 'Tonda' might do:

1. Post a weekly video showing a new owner's experience with their brand new vehicle
2. Ask owners to submit creative photos of them and their vehicle
3. Upload 'fan-exclusive' teaser photos of upcoming vehicles and concepts
4. Post of photo of Tonda cars and ask fans to tag the vehicle they own (this goes viral!)

Each one of the steps above develops your brand. When the time comes for someone to decide whether they should go with you or your competitor's brand, you would have hopefully provided them with enough information to make an informed decision.

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