All social media and digital marketers know that they need to know their audience to be effective. Knowing what they like, do not like, and their pain points is an integral part of targeting the desired audience. However, many marketers do not know how to use this type of information to increase engagement and gain exposure.

Following are eight ways to put that information to work for you.

1. Make It Personal

If an advertisement does not relate in some way to the viewers, they will not pay attention to. It has to be geared toward the viewer. Make it personal and relatable by writing it directly to the viewer using ” you” and “your” statements. Let’s be honest, viewers do not want to know how to solve your problem. They want to know how to solve theirs. Make the advertisement all about them.

2. Make It Visual

Posts with pictures gain more engagement than those with only words. Additionally, the brain can process visual items much faster than text. These facts make visual stimulation the most effective way to capture viewers’ attention and have them complete the desired action. Consider the fact that when you see an advertisement for a burger or pizza, there is a good chance that you will suddenly realize that you are hungry. Were you hungry before seeing that ad? Probably not, but the picture sent a message to your brain, and your brain decided it is time to eat. Visual cues are incredibly effective, so be strategic about what visual aids you put in front of your viewers.

3. Emotional Triggers

Emotional triggers can push a viewer to do something they did not even realize yet that they need or want to do. For instance, a viewer might be unhappy with their job, but they have not recognized it or paid attention to it. Maybe they have realized it but have no clue what to do about it. If they suddenly come across an ad for a job that guarantees financial freedom, autonomy, shorter work days, and being their own boss, they will likely pay a lot of attention. The ad seems like the answer to their problem. Those emotional triggers will probably have the viewer signing up, or at the very least looking into the advertisement further. Emotions are powerful and can be used as an effective source in social media marketing.

4. Color Psychology

Color psychology is about knowing how different colors affect people. For example, the color blue generally produces a calming effect, while the colors red and orange are more energizing. Understanding how these colors affect people can be a great tool in social media. If you are looking to project a calm feeling, you would be sure to add blue. If you are hoping to get viewers excited, you should add red or orange. Look into different colors so that you may use the best ones for your ads.

5. Put Social Proof to Work for You

Humans tend to follow others rather than lead. Most people do not want to be trailblazers. By showing that others have already made the step you are asking viewers to take, you will make them feel more secure and increase the likelihood of the following.

6. Partner with Experts and Influencers

People have a hard time trusting someone they do not know or have not heard from before. That is why linking up with experts and social influencers to gain trust is so useful. Show proof from an expert that your product or service can help. For example, if you are looking to gain coaching clients, show expert statistics that working with a coach is more effective than doing it alone. If you are looking to sell clothing or makeup, have a social media influencer wear those products and share about them. Viewers will automatically trust you more if someone they know is using your product.

7. Give Something Away

Has a friend, boss, or colleague ever given you something and you suddenly feel like you owe them? Most people are that way. By giving something away, such as an ebook, how to guide, or cheat sheet, viewers will generally feel like they owe you. Also, giving things away for free will often make the viewer think along the lines of, “If he’s giving this away, I wonder how awesome his paid content will be.” That curiosity may take them further along in the sales funnel.

8. Make Viewers Fear NOT Taking Action

No one likes missing out. If you create a sense of urgency and make the viewer believe that they are going to miss something extraordinary, they will likely jump on the sale immediately.

As social media continues to play a major role in digital marketing, marketers can effectively use these tips and techniques in their social strategy. An audience might never know that you are playing a psychological game, but it could pay off in the long run.