Whether you post occasionally, hashtag regularly or tweet like a banshee you’ve undoubtedly experienced some form of social commerce. Perhaps while watching a news video on YouTube you saw an ad for running shoes and clicked the link. Maybe your Facebook page garnered a lot of likes to a recent animal video you shared. Or, as a savvy business owner and marketer, you’ve wondered how to harness the power of social media to boost your business.
Social commerce is the selling of products and services through social media platforms. And, it’s here to stay.
Consider that a typical online shopper conducts 12 searches on average before selecting a specific brand’s website, whereas social commerce swiftly cuts through all the clutter and connects the social media user directly to a brand with just one click. It is important to note that social commerce is not reserved for online retailers only. Businesses who want to showcase their products and services can also reap the rewards of this type of marketing.
“There are a number of benefits to incorporating social commerce into your marketing plan,” states Karissa Letchworth, Lead Marketer with Marketing Direction. “It can help build brand awareness, attract your ideal clients, drive people to your web site, communicate information quickly and make your company seem larger than it is.” Karissa adds that she also utilizes AI (Artificial Intelligence) with some of her clients and includes automation tools, which help small- to mid-size companies have a bigger presence and cover more ground with greater efficiency.
Now that you’ve embraced the idea of social commerce, how do you determine the platform on which to market your business?
Karissa cautions that you can spend a lot of time in the wrong place. “Everyone on the internet is not your client,” says Karissa. “Strategize who your target market is, who your ideal client is and choose a network based on that audience.”
For example, if your target market is Generation X then Facebook should be your primary platform. If you’re going after Baby Boomers select YouTube and Facebook; and for Millennials it’s Facebook again with Instagram a close second. A previously underutilized platform, according to Karissa, that is gaining traction due to advanced targeting options without having to place ads is LinkedIn.
Equally important is content. Karissa suggests incorporating a combination of the following:
- First and foremost, live video. This could be a simple how-to video that highlights the benefits of your product or service to your potential ideal client. Keep it under 15 minutes.
- Ask a question. This engages the consumer and helps drive traffic to your site.
- Share interesting facts or data.
- Show your humorous side.
- Include a hashtag. Hashtags–when used correctly–help consumers find you for the right reasons. “The easiest way to create a hashtag is to use the keywords you want to be found for,” advises Karissa.
Posting five times a week is ideal. “Incorporate a mix of content because each category appeals to a different personality type,” says Karissa. Additionally, every post should have an email address, a phone number or a link to your website. “Don’t ever assume someone is going to make the extra two clicks to get your phone number. And always remember to ask your audience to share.”
Driven by the ever-changing preferences of the consumer landscape, social commerce has become an important component of marketing. Consider the implications of word-of-mouth marketing in your business. Social media makes it easy for customers to share their satisfaction with your product or service and recommend your brand. Find out how Marketing Direction can help enhance your business by getting social.
