Social Media as the No. 1 Catalyst for Consumer Behavior

Blake Jonathan Boldt Content Strategist, Reputation Advocate

Posted on November 22nd 2013

Social Media as the No. 1 Catalyst for Consumer Behavior

ImageOnline marketing websites and blogs are filled with advice about the importance of your website and social-media accounts to overall business. Basic content will get the job done, but exceptional content will keep customers coming back. If you post a glutton of articles and other meaningless pieces of information, current and prospective customers could be turned off.

The Internet is generally considered an informal medium. In your online reputation management efforts, use a conversational tone that will attract and engage readers. Consider the websites that you read on a daily basis and collect information about what works and doesn’t work for them. These websites likely contain a certain voice that resonates with you, along with information relevant to your interests. Remember that hundreds of thousands of websites contain similar content, but a unique voice will stand out from the crowd.

Be mindful of online reviews 

In January-February 2013, BrightLocal performed a survey on consumer behavior that observed buying decisions about local products and services. The survey focused on North America, with 90 percent of respondents residing in the United States and the other 10 percent in Canada. Unsurprisingly, online reviews had a distinct impact on local businesses.

One of the survey’s questions involved the perusal of online reviews before making a buying decision. Eighty-five percent of respondents read online reviews regarding local businesses, more than the 76 percent from the 2012 edition.

In the survey, consumers said that they depend on reviews for entertainment (restaurants, 61%), medical care (doctors/dentists, 32%) and several other categories. In order to turn Internet users into customers, businesses must establish and maintain a solid online reputation.

If your reviews are not presenting your business in a favorable manner, it could result in loss of sales and a decrease in customer traffic. A significant portion of consumers will form their opinions based on these ratings and reviews.

If you’re a local business manager or owner, you shouldn’t lean on advertisements alone to build and manage your brand reputation. Rather than relying on one-way communication to contact your audience, you must listen to their questions and concerns and address any issues swiftly in order to earn their trust. Positive reviews will serve to recommend your services and products to other online consumers.

Be creative with your voice

If you’re unsure of your website’s voice, or the tone of your social-media accounts, then customers probably aren’t connecting with your message. To further define your voice, determine the key messages about your products and services.

Your content should provide value to the audience.  Many businesses will simply copy the information from industry competitors. By relaying the same information as other websites, your customers will view your content as a blur. The best solution is to adopt certain aspects of their website and put your own innovative spin on it.

You must go beyond capturing readers’ initial attention and continue building interest in your products and services by offering content.

-Attractive formatting

Formatting your content properly will ensure that readers follow along until the last line. Use headlines and sub-headlines to separate text so that readers will have an easier time understanding content.

-Simple, easy-to-read text

When it comes to creating high-quality content that will connect with readers, keep paragraphs to approximately 4-5 sentences so that your content doesn’t appear overwhelming.

-Eye appeal

Post pictures that will break up your text and retain the reader’s attention. After applying these simple rules, adopt the mindset of readers and browse each piece of content. Ask yourself if you’re visually intrigued by the content layout. 

Ask for professional guidance

At times, you must consult an online reputation management expert that can provide the necessary tools. An online reputation management company will offer consistent and effective social media optimization and search engine optimization services to support your business. Their fine-tuned strategies will assist in alleviating the pressure of negative online reviews. As a result of their efforts, your business will experience an increase in customer traffic and conversions.

The Internet can be a terrific educational and entertainment resource. People have unprecedented access to content with just a few taps on the keyboard. When most Internet users visit your website, they want to be informed or entertained.

If your content fails to solve the problems of your customers, it’s quite likely that they will find the information less than desirable. How do you fix this issue? Determine what are the key problems they face and then address them within the content.

You can accomplish this goal through social-media polls, customer surveys or several other techniques. The most important aspect of this process is observing the issues of your readers and providing them with solutions.

As you’re assessing your website’s content, it’s important to note that you might not be experiencing any of these issues. Online marketing is a constant process that involves monitoring customer issues and improving their consumer experience. If you stay alert, you can improve your website traffic and content engagement.


Blake Jonathan Boldt

Content Strategist, Reputation Advocate

Committed to the power of the written word, Blake Jonathan Boldt joined Reputation Advocate, Inc. in 2013 as a content strategist. In this position, Boldt is responsible for the creation of educational commentary pieces as well as social media and content strategy services for a diversity of domestic and international clients. His articles have been featured in numerous magazines, newspapers and digital media outlets.

As a content strategist, Blake Jonathan Boldt has created, formatted, updated and edited content for multiple clients while utilizing SEO best practices. Boldt brings deep experience in understanding the impact of content on social media channels such as Facebook, Twitter, LinkedIn, Pinterest and Google+. Navigating search engine updates and understanding the variables that are now most relevant allows Blake and his team to focus attention on quality content for each project accepted.

A native of Illinois, Blake Jonathan Boldt attended Eastern Illinois University where he received a Bachelor’s degree in Communications Studies. In 2006, Boldt accepted a graduate assistantship in the mass communications department at Middle Tennessee State University. There, he completed marketing and sales internships with the Country Music Hall of Fame and Museum and the Ohio Valley Conference as part of his graduate coursework.

After finishing his graduate studies, Blake Jonathan Boldt served as an account executive for The Tennessean and Turner Publishing. In both of these positions, he engineered and presented marketing and advertising solutions built around content and the integrity of the publications.

For the past five years Boldt has been sought after as a freelance writer in the Mid-south region – writing and editing in several media formats. He has offered his work to several of Nashville’s non-profit and arts organizations. Through content development and creative direction, Blake Jonathan Boldt has overseen new opportunities for media exposure for various clients. He has provided in-depth local news coverage along with political, business, feature, sports and entertainment stories. Boldt has also interviewed 14 Grammy Award winners, including Tony Bennett and Emmylou Harris, as well as local politicians and business leaders.

In his spare time, Blake Jonathan Boldt volunteers with area youth sports programs, assists in library educational services, and attends musical performances throughout Middle Tennessee.

See Full Profile >


T.c. Clark
Posted on November 25th 2013 at 6:10PM

Hey there Blake, 

Very whimsical article here!  Loved reading it and agree with you that we have to be creative with our voice when trying to stan out with content.  Here is somethign that I do to stand out when creating my content. 

I engage people without making them feel as if they are being sold. Whenever we feel like we are being sold we head to what many call ‘the lizard brain.’ This makes people feel suspicious and responsible for watching for danger and confrontation. Instead we must get people into the buying part of their brains. If we are in buying mode we are more inclined to ask, for instance, “Does this come in my size? ” and stick to the salesperson eagerly. I call this part of my brain ‘my purring kitty.’

Thanks again for a great article, 
'TC' Teresa Clark