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Marketing to Customer Mindsets

By Jonathan X. Livingsworth


There was a blog on Hubspot that stated that the mindset of social media users changes depending on the social media platform that they are using; sounds plausible. People turn to Facebook to keep up with family and friends, talk about last night's big game, politics, or whatever else is on their mind. However, when you log on to, LinkedIn, for example the intention is to network, look for qualified applicants, apply for jobs, or seek out career advice.

LinkedIn conducted a study on mindset and its effects on social media marketing. The "Mindset Divide" concept associates different interests, motivations, emotions, and needs to the various personal and professional social networks. The research allows marketers to better understand the feelings, thoughts, and motivations behind the different mindsets of the same customers in different media settings so they can formulate more effective marketing strategies.

The LinkedIn study emphasizes two distinct mindsets: casual (spending time) and purposeful (investing time). The study vividly illustrates the differences between needs and wants. It then explains the best way to market to the user's motivation.

It doesn't make much sense to advertise the latest block buster movie on a site like LinkedIn. However, if you advertised that some big budget film on Facebook or Pinterest, you would enjoy far greater success. Take the audience's pulse: what's their mood? Are they applying for jobs, updating their resume, or working on self-improvement? Or are they online to have fun and kill some time; catch up with friends?

Understanding your audience and their motivations allows you to tailor a message that aligns with their expectations. If they are online for causal reasons, they would expect to be presented with content about: entertainment, personal interests, family, and friends. If they are online for purposeful reasons, they would expect to see content about current affairs, careers, and updates on brands. Try different updates and posts. An analysis of the results will help determine how best to market to the different mindsets of your audience.




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