FOMO is for real! #5 Ways To Use FOMO in Marketing

You want to know my FOMO moment?

When i first heard it!

That’s right…sometime last year this funny sounding acronym was dropped in between a conversation  by a friend along with a facial expression that read “i’m judging you if you don’t know it already”. Under the desk my fingers quickly tippy-typed what i think i had heard…fommo, f.o.m.o, fomo? and there it was…

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Oh! you mean the brief anxiety that i just experienced for missing out a trending word that made me feel like a dinosaur…a species long extinct from the face of earth?! True.

P.S : with all this running in my mind, i barely heard another word my friend said after that. so i’ll tag this one as a #confession 😉

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FOMO is for real! For most of us this fear is triggered by social media posts, tags and notifications that don’t include us. The thought of missing out on the plenitude that is happening out there, the fun, entertainment, experience, selfies and gossips that is now second hand information on someone else’s timeline…is atrocious. But good news, FOMO can actually act as a bait for marketing your brand or product especially if your target group is the millennials. There’s no doubting the fact that psychology plays a big role in making successful campaigns and FOMO is one such psychological strategies that companies adapt in their social media campaigns to make their products/offerings irresistible.

Here are 5 ways to use FOMO in Marketing:

#1 Promote Experience NOT Product 

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This time of the year Halloween is everywhere right from coffee flavor to home decor. Riding the experience of this scary night to promote discounts on costume is marketing done right. This ad by Shein is promoting the scariness of the costumes along with the savings that you will make shopping with them. People fear missing the experience that comes along with buying the product or service and therefore luring them through a promising experience is the key to receiving their positive response.

#2 Sense of Urgency 

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Creating a sense of urgency, as shown in the examples above, is not new is marketing. in fact it is a hackneyed tactic because it works! enticing the consumers by highlighting that a product they like might be running out soon, or is available at a special price just this day or even hour kindles their FOMO for obvious reasons. Attaching a limited period timeline makes the consumers give in to this fear and act faster in making the purchase.

#3 Play the Exclusivity Card 

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Exclusive offerings are a concoction of gestures solely meant to make your selective customers feel special. And if you’ve got it you certainly do not want to miss it! making exclusive offerings that draws a line between mundane and privileged evokes the same fear of missing out (FOMO) the bounty in store that only selected few can have access to.  It adds an aspirational edge to it and makes your target audience act instantly. companies use this tactic to create loyalty groups, memberships cards and clubs for consumers to engage into more than just buying.

#4 Plant the Thought of FOMO

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Not all brands are relevant to consumers’ FOMO in an obvious manner. Tuborg in their ad above are associating their product to an outcome of socializing (an experience) that has the missing out factor to it. Well a beer bottle can be very well enjoyed indoor in solitude while eating take out food and does not necessarily need a pub environment to get the desired outcome. But you see consumers will not fear missing staying home alone with your product and they might not know it as well. Hence, associating your brand to an experience and planting the FOMO in the consumers’ mind is another way to do it right.

#5 Notification Knocking

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 Unless you are Apple, you’ll need more than one announcement to create the FOMO you are looking for. Email marketing and push notifications are the best way to constantly remind the consumers on what is happening. Making other consumers share their experience on social media also acts as the stimulus for the remaining to join the bandwagon. A well articulated sales report, page visits, shares along with a timer not only shows the impact generated but fiddles with the psychology of the consumers who have yet not participated.

While playing with someone’s fear is a mean thing to do, my justification is that the word “fear” is an exaggeration here! so we are good 🙂 So next time do not shy away from incorporating these psychological baits in making your marketing campaign a success and bringing new customer on board. 

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Step-by-step guide to keyword research for any business: 3 minute read

“One should be able to control and manipulate experiences with an informed and intelligent mind” – Sylvia Plath 

This quote should be every content marketer’s motto and it surely fits well in the context of this article. Research (which is often considered the lackluster part of marketing) is the key for businesses to make informed and intelligent content for their target audience. with the advent of SEO, we can now peep into the minds of consumers and see what they are searching for in your niche. And it is exciting times for businesses, to say the least, to stay informed and develop content that will definitely NOT go unnoticed.

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I believe this subject is agreeable to most, but a recent discussion on an online forum made me realize that Keyword research is not always an easy actionable in the to-do list. The breaking point could lie anywhere between How to begin? to what to select? from the inundating excel sheets.

While there is no cookie cutter approach to keyword research but here is simple step-by-step guide for beginners to help ramp-up your content.

Case in Point – Zeina who is a budding interior designer has a slightly neglected blog. She wants to know what the potential customers  are searching online regarding interior designing services and use the keywords and phrases in her website content for better search engine ranking.

 

This is how she would do it…

1. Choose possible keywords to start with 

While Zeina doesn’t know what exact terms people are searching online, she can take a a guess what the searches might be like. So she decided to start with the following:

  • Interior decoration service
  • Home interior tips
  • Latest interior decoration trends
  • Office interior designing

Putting the starting keywords in a spreadsheet will help maintain the clarity and organization of the proceeding steps. With the initial step done, Zeina is good to go to the next step.

2. Determine the score of your keywords

She can use Google Keyword Tool to search about her selected keywords first. She will now evaluate her keyword choices basis the following parameters:

  • Average monthly searches – shows the average number of searches for this keyword and its close variants based on the targeting settings and date ranges that you’ve selected. You can use this information to see how popular your keywords are during different times of the year
  • Competition – shows how competitive ad placement is for a keyword, specific to the location and Search Network targeting options that you’ve selected. The level of competition – low, medium or high – is determined by the number of advertisers bidding on each keyword relative to all keywords across Google

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As you can see,three of her keywords fall in different categories of avg. monthly sales and competition. For global market topics it is essential that the average monthly search should be at least 100,000 which  means that particular topic is in high demand.Therefore she can cross off the first two keywords as they are low-volume ones. The third underlined topic is a widely searched one but is also is high competition type which means there is already a lot of content available for this and it  will be a challenge to highlight hers.

So, she should be looking for High average monthly search & low/medium competition keywords in the next step.

3. Discover other related keywords

The best part of using Google keyword planner is that it will suggest a whole of related keywords similar to your search. a thorough research of related keywords and their score is critical and is the step 3 of the process.

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After multiple words pairing, mix and matching Zeina could research 5 keywords that had high average monthly searches as well as low competition. She entered the following streamlined keywords in the spreadsheet along with the competition and search scores;

  • house decoration
  • room design
  • interior design
  • house designs
  • interior

4. Check the trending data on your keywords

Now that Zeina has shortlisted the most preferred keywords for her blog basis keyword research she can now check what the projected outlook of the shortlisted terms.

Google Trends is a free tool to research the projection. she started with “room design” and “interior design” to start comparison in Google Trends:

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clearly, interior design is a more trending search term in comparison to room design and therefore will get a better weightage. Similar comparisons of two or more keywords will provide a relative comparison of keyword importance for Zeina’s blog.

5. Keyword research in social media environment

Zeina knows that researching social media networks for the keywords is an equally important exercise to know how, when and in what context are people using these keywords in their social media conversations.

she uses twitter to search first. In her search for the keyword “house design, she realized that this term was used mostly in architectural context and involved architecture expertise rather than interior designing!

She then runs the same test in Google+ and Facebook to see more such trends on the keywords while she is noting her findings in the spreadsheet.

After these 5 simple steps, Zeina is left with a detailed research of keywords that will allow her to filter out the best ones to start with. Including a similar research on competitors can give her an added advantage to make her keyword selection competitive.

Again, keyword research is NOT a one time thing that guarantees life long success for your content. A continuous addition of relevant keywords and  keyword performance review is required to sustain the performance of Zeina’s blog.

 

Like Zeina, I hope you can also get cracking on some engaging content for your business using keyword research!

 

Digital Marketing for beginners: Tips and tricks to get you started!

Digital Marketing Tips for Beginners. Starting shouldn’t be frustrating. Inside you’ll find 7 of the hottest ways to market your brand online. Failing to follow these steps could cause disaster in your business. Start Today!

via Digital Marketing for beginners: Tips and tricks to get you started! — When Women Inspire