Integrated communications involves aligning everything that your business does (i.e. marketing, PR, social media engagements, advertising, etc.) around a centralized strategic plan. It is intentional and most importantly effective. Integrated communications is the future – there is no doubt about that.
At the end of the day, integrated communications can significantly help your business reach, connect with, and convert your target audience into lifetime customers. It is not, however, all trial and error or knowing which social media platforms are best – it is also about psychology.
Below are six key psychological principles that should be part of your integrated communications initiatives.
Familiarity: People tend to choose things that they are familiar with. This principle, in a nutshell, is why your brand is important. The more people come into contact with your brand, the more familiar they become with your business, and the more likely they are to choose your company over a competitor.
Reciprocity: People are more likely to perform the desired action (i.e. buying from you) if you do something for them first. People often feel compelled to return the favor when someone does something nice for them. This principle is why promotional products, for example, are so effective.
Commitment: People in general feel obligated to fulfill commitments. That is why the first commitment is so important in a business transaction. If you can get someone to commit to something small, you are more likely to get them to commit to something bigger in the future.
Social Proof: People – besides your occasional hipster – almost always look for social proof. It is no wonder why people google a restaurant, coffee shop, etc. before actually visiting. They want to see what others (typically people they trust) have to say first. With social media, you can gain more brand visibility and recognition by actively taking advantage of that social proof.
Likability: People also like to be treated well and prefer to be around those who are kind, positive, engaging, and helpful. Therefore, your business’s integrated communications strategy has to include ensuring that in everything that you do that your business comes across as likable.
Authority: People are more easily persuaded by those who appear credible. This principle is why content marketing is so very important. Blogging, sharing those blogs on social media platforms, etc. goes a long way at helping to build your credibility and proof of knowledge, which increases your likelihood of your target audience choosing you rather than your competition.
In short, integrated communications is the future but is still grounded in proven psychological principles. Taking advantage of these proven principles can go a long way at helping you to reach, connect, and convert your target audience into lifetime clients.
To learn more about how your business can benefit from an integrated communications strategy, contact Uptick today!