Social Commerce is one of the techniques most used today to promote the sale of products online. However, it is a term that is not without debate: does social media allow you to sell or simply help you sell? There are professionals who claim that it is possible to trade socially with articles and many others who deny it, ensuring that social media are only a channel of recommendation (Word of Mouth) and not of direct conversion. Today we will see 10 keys to sell on social media; Or in other words, we will get to know social commerce.
In our case we opted for the option that networks are a channel to recommend and help drive sales. The true purpose of social media is to establish relationships with people who share our same interests, but not outright sales. This indicates that, despite the recent appearance of advertising in them, social media are, fundamentally, a means for attracting the public and improving awareness. In other words, an eCommerce should see these channels as ways to offer relevant information to its potential customers and take advantage of them to interact with them and generate engagement.
10 KEYS TO SELLING ON SOCIAL MEDIA
You are a supporter of either of the two options, you can not miss these 10 tips that will help you better use your company’s social media and guide them to sale. Of course, keep in mind that these will not work miracles if, finally, your website does not sell:
#1 Define your goals
Like any marketing strategy, we will start by setting realistic objectives that start from the ideological line and the company’s way of doing things. That is, we will translate the global goals into purposes for Social Media: Why do we want to be on social media? How can we measure our goals? Are they specific objectives?
To do this, we must bear in mind that social media are means in which conversions work very differently from other channels. This means that we cannot introduce our products in an aggressive way, as traditional advertising does, but we will have to look at what our target likes and, little by little, give them what they want while presenting our articles in a subtle way . This path will not be easy and the numbers will not come to us the first time. In fact, it will be of little use to have thousands of fans if none of them likes our content, hence we should focus on interactions and not on the number of followers. That will mean that we like it and that we will have the first step to get conversions covered.
At this point, the success of our strategy will be in connecting with the qualified public on the right page, with the right content, at the right time and through the right platform.
#2 Determine your target audience
The second step is to carry out in-depth research to identify our target audience, for which it is important to listen to users (their different opinions about the products, criticisms of them, content that they are particularly interested in…) and understand the context in which these are found when they see us. And, without a doubt, it would be quite rare to find a brand advertising insurance in a conversation you have with your friends about dinner last Saturday. Ultimately, companies must join the conversation to know their target, generate engagement and be able to better specify their strategy.
#3 Choose the social media in which you want to be present
Not all social media are the same and not all are used by the same population group and have the same functionality. For example, Twitter is used by a broad spectrum of people but is eminently informative and ephemeral. Facebook is aimed at an older audience, between 30 and 50 years old, and its tone is leisure and entertainment. Instagram and YouTube are multimedia, they are aimed at a young audience and they are dominated by attractive and highly visual content. The same happens on Pinterest, a social media based on images, very creative and dedicated to leisure. And LinkedIn is run by professionals to network and publicize their work experience.
#4 Generate valuable content
Users need to have a reason to be “hooked” on our social media. The best way to do this is through quality content of interest to our target audience, which attracts them and makes them fall in love. With care and care, those who are potential customers will become fans of our brand and will be more prone to advertising with which we want to impact them and, in the future, to buy from us. In addition, the content allows us to place our brand in a differential position with respect to the competition, which can mean entering the top of mind of the user. For example: if we have a clothing brand, we could generate value by talking about different looks that we could combine with what we have in the closet.
#5 Identify the best time to post
Users do not have the same predisposition to be impacted with advertising and to buy products online in the morning as in the afternoon. Most see the commercials during working hours but do not have time to buy, an action that they tend to do more relaxed, sitting on the sofa in their living room, while watching television after a hard day at work. But all this will depend on the product, so we will have to identify more specifically the intervals of the day in which users consult the type of products we offer. For this we have a multitude of free and paid studies and tools.
#6 Pay attention to multimedia
When it comes to buying and evaluating the ads, the visual aspect is essential, which “enters through the eyes”. Therefore, images and videos are perfect methods to show the personality of our brand and, thus, boost conversions. And we’re not just saying it: HubSpot claims that tweets with images generate 55% more interest in Twitter’s audience than those without. The user “buys by the eyes”, so we have to pay close attention to the quality of the images and videos and invest in good photo shoots and video editors.
[Tweet «Tweets with images and videos generate 55% more interest and also give more personality to the brand»]
#7 Have good customer service
According to the Lead Nurturing rules, the conversion probability of the provider who answers first is 25% to 50%. Another Facebook study states that the average user of this social media expects to be answered within 40 minutes of having launched their query. To lead the user to the purchase decision, it is vital to respond quickly and do so through the same channel in which they contacted us. A user who contacts us on Twitter is because it is more comfortable and practical, so answering him in another way could be harmful to us and create a negative feeling in the user.
#8 Be dynamic and constant
Almost all social media are ephemeral, so we must learn to attract attention and vary the content within the same theme (that of our business). Knowing how to talk about the same thing but in different ways will be the key to our success. On the other hand, it is vital to be constant in the publication of content and know the news in the sector, adapt to changes and be aware of what is happening around us. If we don’t, someone else will do it for us and “steal” our customers.
#9 Feed the content that works best
The content is very important and you have to take advantage of it. Therefore, when some time passes, it is essential to analyze what we have published and see what content has worked best and which copies have attracted the most attention. As time goes on, we will know what type of content to publish to pique the interest of our readers and potential customers. And, if at some point we come across content that has stood out from the rest, the best thing to do is to exploit it, republish it, rewrite it… In short, reuse it.
#10 Always measure
As in the previous point, the last and most important of all is to measure everything we do in order to optimize our strategy. To do this, we must select the metrics that interest us the most, those that tell us about what percentage of traffic from social media ends up turning into our online store. With the results in hand, we will know which way to go and the steps to take to continue improving engagement and increasing our conversions.