These days lots of organisations have realised that if used well, social media can increase their brand awareness and influence the decision-making process of their online community.
Social media has evolved over the past few years. From its early days when some saw it as a tool for staying in touch with friends and loved ones.
Today, many business owners now acknowledge social media as a critical marketing tool.
Unfortunately, some business owners are yet to have a clear-cut strategy on the role of their social media on their customers’ decision-making process.
There are several factors to consider when preparing such a strategy.
For instance, which social network do your customers favour? How are they using these social networks? When undertaking the decision-making process, are they using these social networks?
So, I’ve put together this infographic. It highlights ways you can use Facebook, Twitter, Instagram and Pinterest to influence your customer’s decision-making process.
However, before I go into that, let me give you a general overview of the decision-making process.
The Consumer Decision-making Process
In broad terms, the decision-making process consists of three stages, i.e. awareness, consideration, and conversion.This infographic highlights ways you can use social media platforms to influence your customer's decision-making process Click To Tweet
In the awareness stage, the person becomes aware of a need for a particular product or service. In the consideration stage, the person identifies potential vendors for trading with them.
Selection of the preferred vendor is the conversion stage.
These three stages can still be broken down further into five or seven stages! But for now, let’s leave it as is not to overwhelm you.
How Social Media Impacts Consumer Decision Making
When making a buying decision, most consumers in the U.S. consult a social media channel. According to a report, social media sharing accounts for 54 per cent of information used for the consumer buying decision.
A study found that a massive 75% of B2B buyers were influenced by information they found on social media – showing that having a well thought out strategy can prove vital.
A study by Carnegie Mellon University Heinz College and Dell revealed that 57% strategically browse existing conversations on social media as part of their purchase research.
This article, says that professionals with more networks are more likely to gather opinions through their online network. They read blogs and query Twitter channels as early steps in the decision process.
According to these statistics, 81 per cent of respondents admitted that recommendations and posts from family and friends directly impacted on their buying decisions. While 78% of people said that social media posts of companies influence their buying decisions.
Deloitte’s review found that social media influences a full 47% of millennials, compared to just 19% of non-millennials.
Now let us see the role of some specific social media channels in the decision-making process.
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The Role of Facebook in Decision Making
Facebook is used in the awareness and conversion stages to gain a wider audience and educate them about your brand. Help consumers make an informed buying decision.
The Role of Twitter in Decision Making
Twitter is also used in the awareness and conversion stages to share timely bite-size company or industry news and customer support.
The Role of Instagram in Decision Making
Instagram is used in the consideration stage to display captivating photos of your brand. Share lots of behind-the-scenes stories and pictures of your brand.
The Role of Pinterest in Decision Making
Pinterest can also be used in the consideration stage to highlight your brand and industry trends through your pins. Create separate boards for your different products, services or interests.
Over To You
How are you using your social media channels to influence your customer’s decision-making process?
Share your thoughts in the comments below.
As always, if you’ve found this post and infographic of value, please share with your friends. I’d appreciate it. Thanks for your time.
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