One great thing (among many others) is that social media marketing is highly measurable. Most platforms are equipped with analytics tools to help you determine the ROI of your organic and sponsored posts so that you can track your KPIs and adjust your strategies easily. Another great thing, of course, is the fact that it is relatively low-cost compared to other types of advertising methods for your products.
More and more often now, when consumers are asked where they heard about a product, the answer is ‘I saw/heard about it on social media.’ The probable reason is likely that nearly half of the world’s population is now on social media with 3.48 billion users as of summer 2019, putting your audience in very reachable spaces on the internet. So, the fact that social advertising and selling can drive e-Commerce sales really shouldn’t come as a surprise.
When building a social media marketing plan with the goal of generating sales, it is important to evaluate which platforms best suit your business. For example, in which types of products does your business primarily sell? Which age group does your business serve most? How does this group use and interact on social media? From there, you can choose the platforms you want to tackle, rank them for budget allocation, and work-out the type of messaging that will resonate with consumers.
For sure some platforms are better for certain types of products, but
according to Shopify, driving sales through Facebook is a winning
ingredient as part of any social media marketing recipe. They report that, “an average of 85% of all eCommerce orders from social media come from Facebook,” and that “Facebook has the highest conversion rate for all social media eCommerce traffic at 1.85%.” Furthermore, the Social Media Marketing Industry Report 2019
contends that Facebook is the number one choice for 72% of B2C
marketers when it comes to social advertising channels. There are a few
ways to advertise on this social network: through messenger, on news
feeds, retargeting, remarketing. The difference between retargeting and
remarketing is that retargeted ads are aimed at those who have actually
visited your site from a previous ad, whereas remarketed ads use vanity
URLs to continuously retarget those that haven’t made it onto your
website yet. Understanding the difference between these and setting up
remarketing can be tricky, but this video
clears a lot of confusion up. Both of these methods are powerful in
acquiring customers considering that it takes about 7 touch-points
before someone clicks on your ad, and then of those that do click, 98%
of them won’t buy on their first visit to your site. All in all,
Facebook is a promising channel for driving sales and offers many ways
to get your products in front of consumers.
In Retrospect
Of course, there are many other social media channels that can serve your business and help drive sales. Some may work better for your specific business due to the region you operate in, the products you offer or the demographic you target, however, the above-mentioned few are the ones we feel are especially useful for an organization offering personalized photo products. Facebook and Instagram the two main platforms for sharing photos and videos, so why not advertise on the channels that serve as online suppositories for the images that may be used to customize the products on your website? To make the customization and buying process even simpler for those that come onto your site from these platforms, connect directly to the shopper’s profile so that they can fetch their desired photos easily. Pinterest, on the other hand, is a top platform for people to find ideas for various projects or decor. This presents a great outlet for promoting your personalized product offering as it is known to introduce new products to its users who are usually browsing posts with open and creative minds that are already primed for DIY. When it comes to Twitter, as we mentioned already, though it may not deliver sales directly from the ads, the interactions you have with consumers and the relationships you build with them via this network will definitely contribute to the revenues generated through your social media marketing plan.
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