Friday, January 15, 2016

6 Online Personality Types: Strategizing to be Sharable

Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action. via Google.

Organic SEO (search engine optimization) is the phrase used to describe processes to obtain a natural placement on organic search engine results pages (SERPs). via Google.


Inbound marketing refers to marketing activities that bring visitors in, rather than marketers having to go out to get prospects' attention. Inbound marketing earns the attention of customers, makes the company easy to be found, and draws customers to the website by producing interesting content. via Google.


Organic SEO is what every web marketer strives to de-code. Especially in our social media impacted world, SEO is has become largely dependent on your content, and how shareable and referenceable that content is. The New York Times published a study on the psychology of sharing, and they found that "73% say they process information more deeply, thoroughly and thoughtfully when they share it," and "85% say reading other people's responses helps them understand and process information and events." (Brian Brett, 
 The Psychology of Sharing: Why Do People Share Online?, The New York Times, http://nytmarketing.whsites.net/mediakit/pos/, Jan 14, 2016, pg. 15, PDF.) This means that to be successful and resourceful, your content can't just be attractive and frequently available, it needs to be valuable. It needs to be capable of solving a problem or sparking a conversation. According to the study, the top reasons people share content is as follows:



  1. To bring valuable and entertaining content to others.  49% say sharing allows them to inform others of products they care about and potentially change opinions or encourage action
  2. 94% carefully consider if what they're sharing will bring value to their peers.
  3. To define ourselves to others. 68% share to give people a better sense of who they are and what they care about.
  4. To grow and nourish our relationships. 78% share information online because it lets them stay connected to people they may not otherwise stay in touch with
  5. 73% share information to help themselves build new relationships with people of similar interests.
  6. Self-fulfillment. 69% share information because it allows them to feel more involved in the world.
  7. To get the word out about causes or brands. 84% share because it is a way to support causes or issues they care about.

(pgs. 17 - 21.)

To help realize our strategies in creating content that fits these criteria, I have taken the 6 personality types defined in this study and organized them as target audiences according to platforms and types of content they will engage with.

Altruists:

"Helpful, Reliable, e-mail, thoughtful, connected" (pg.26)

First of all, who do you know that's like this? Give yourself a connection in your mind to work with. For me, this is my Mom. This person is mature, intelligent, and engaged by thought-provoking content. They will share things that are useful, whether they be recipes or inspirational quotes. They likely have a loyal friend / follower base because of their affinity for useful content, and therefore are valuable to your marketing efforts. They probably have a healthy sense of responsibility, socially and personally. These are the people you can really target your e-mail marketing and blog posts toward. These are the people that will relate to and feel motivated by posts like this: Personal Branding and this: 2016 Content / User Experience. These are the people who will notice when you differentiate yourself by sending personalized Christmas cards during the holidays, or offer them a birthday gift specially tailored to their interests on your site.

Main Platforms:

  • Email
  • Facebook
  • Pinterest
  • Blogs
  • Google+
  • YouTube


Careerists:

Valuable, intelligent, network (pg. 28)

Careerists need value. If you're not providing them with valuable content, you are wasting their time and by wasting their time you're wasting their money. If Careerists are your demographic you need to be able to target your content. Think of this group as affiliates rather than customers - How can you add value to them so that they want to return value to you? Keep in mind that these people will also take into account your customer, employee and business relations. All entrepreneurs will be wary of buying from someone whose reputation is counter-productive to their own. If you can successfully market to this demographic, the good news is that your customer base will keep growing. Businesses want their partners to succeed, and are likely to refer their own customers and affiliates to services they have positive experiences with. Because they will be referring to you in a B2B or B2C environment, these referrals are automatically coming from a trusted and authoritative source and are more likely to develop actual LEADS and conversions.

Main Platforms:

  • LinkedIn
  • Facebook
  • Twitter
  • Blogs
  • E-mail
  • Google+

Hipsters:

"Cutting edge, creative, identity, young, popular" (pg.30)

This personable and inspiring, "feel good" infographic
 was aimed at young, "Hipster" type entrepreneurs
with growing businesses.
"Hipsters" in regards to social media users refers to the majority of my female colleagues. They love Snapchat, Instagram and Pinterest. Selfies and infographics are your friend if Hipsters are your target audience! This demographic is also often referred to as the "ADD Generation," and infographics can be processed by the brain 60000x faster than text. They are less likely to utilize e-mail, and will engage with content that is trendy, trend-setting and / or that appears exclusive. As a marketer your goal is to be first in the game content-wise, Hipsters don't need to read about what they already know, and they can't share what everyone has already talked about.

Main Platforms:

  • Twitter
  • Facebook
  • Instagram
  • Tumblr
  • Google+
  • Snapchat
  • YouTube

Boomerangs: 

"Reactions, validation, empowered" (pg. 31)

Shout out to the YouTube celebrities!!! Woo! While not everyone in this group is a YouTube fan, I do find a lot of well-known YouTube personas to be a good example if this online personality type, especially when looking at comedy channels. For example: My Brother My Brother and Me (listen to how their ad space is utilized in their podcasts) is an example of people with strong personal branding based off of being outlandishly themselves. In a different way, this grouping could also feature organizations like Fox News. Much of their content is reaction based, driving sales by getting people amped up to "take action", which in turn validates why Fox News is valuable as a brand to their readers. I'm realizing that all of the examples I'm bringing up are on the selling side rather than the buying side of business, but understand that this personality probably sees themselves as a brand, to whatever extent. They are confident in their ability to influence with their content, despite not necessarily having a consistent theme or a desire to make money off of it. They are the "One of a Kind" friend on people's friends' lists. They are the daring, brave souls who will post exactly what pops into their heads and be loved for it. The trick here is to create content these individuals can use to appear original and create REACTIONS. Whether you are giving them a pixelated prop to make people laugh, unique fashion items they can post and gather opinions about, or a controversial piece of new technology for debate - you are looking to start a conversation with this grouping. If your brand won't help them in developing their peer reputation as an intelligent, outspoken and empowered individual, you're not getting shared.

Main Platforms:

  • Twitter
  • Facebook
  • Instagram
  • Snapchat
  • Blogs
  • Tumblr
  • YouTube

Connectors: 

"Creative, relaxed, thoughtful, making plans" (pg. 33)

When I think of connectors, I immediately think of this guy: @ER_NoTR. We live in different countries and I met him in person because he'd previously flown out to meet my friends, who he also met online. Real. Life. Connector. Bad ass. Anyways, connectors are super valuable from a marketing stand point because they will help build bridges between your business and new customers. Think of them like a relationship counselor: they will mediate a relationship with the potential clients you have trouble reaching or relating to. You can use pretty much all platforms here, as long as your content is well thought out, presented in an interesting way, and is useful or otherwise engaging. Connectors are where your content marketers are going to be your biggest asset, because your content needs to be up to or above par - Connectors are going to post when they have a reason to, not just for the sake of posting something. For example, if you're selling marketing services, share growth hacking techniques to increase their social media reach. If you're selling work supplies and furniture, include your products in an article about improving office productivity. If you're a local catering outfit, share your tricks for making groceries last longer on a budget. This group wants your content to make them better. Make sure your text has been edited and is pleasant and entertaining, and only post infographics that help your point.

**Note: Altruists post content based on what will help those in their network. Connectors will share content based on what they find helpful, and therefore that others may find helpful.

Main Platforms:

  • e-mail
  • Facebook
  • Pinterest
  • Instagram
  • Blogs
  • Twitter
  • YouTube

Selectives:

"Resourceful, careful, thoughtful, informative" (pg.35)

One of my friends is very shy. She is an endless source of information, but she won't blurt any of it out to a whole group of people. She will share things one-on-one if you bring up a subject first. This is a Selective. She's not sharing based on her interests, she's sharing based on yours because there's no point in telling 10 people if only 1 is going to care. They are more likely to forward certain things to specific people, rather than widely broadcasting themselves on Twitter or Facebook. This also means that Selectives share with people they know, or are otherwise educated about. The good news about Selectives is that they are incredibly targeted, and the bad news is they are incredibly targeted. Good luck with that. Keep this in mind: Selectives are like Careerists in that they view their time online as an investment, but Selectives look for what is helpful right now, rather than long-term.

Main platforms:

  • e-mail
  • LinkedIn
  • Google+
  • Pinterest
  • Blogs
  • Facebook

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