How Can You Succeed at Social Media Marketing?
Social media marketing has become a fixture in the marketing landscape. Many marketers nowadays wouldn’t dream of excluding social media from their strategies. However, simply because social media is a powerful and popular platform doesn’t mean that using it in marketing is effective. While e-commerce brands can reap the benefits of a social media marketing campaign, they must use the right tactics. Read on to learn how you can use social media marketing to your e-commerce brand’s advantage.
Social Media Monitoring
Part of social media marketing involves listening rather than talking. Monitoring social media for comments and feedback about your brand (both positive and negative) pays off.
In 2012, Oracle conducted a study to assess customer views of online help. Researchers found that 43% of social media users interact with brands through that platform for a direct response to a problem or question, and 31% of social media users interact with a brand through that platform to access customer service representatives or brand experts.
Many people who follow your brand through social media expect you to answer their questions and listen to what they’re saying. It’s a valuable opportunity for you to provide better service, so don’t miss it.
Don’t Ignore Other Platforms
When many people think of social media, Facebook, LinkedIn, and Twitter come to mind. Those are important sites, but it’s important to broaden your horizons.
Consider online review sites as a social marketing tool. A Brightlocal survey from 2014 showed that 88% of consumers trust online reviews as much as personal recommendations. When marketers spend time on these sites, they gain critical insights into customer behaviour and preferences. They can apply these lessons to improve their marketing efforts.
Sharing Is Caring
When consumers and decision makers spend time on social media, their goal isn’t to shop. So, they don’t want to be bombarded with sales messages. They do, however, use social media to gain information before making a purchase.
In fact, research from the Chief Marketing Officer Council shows that B2B sales decision makers interact with five pieces of content on social media before they’re even ready to speak to a sales representative. They want to feel as though they have the full picture before making a choice, and pushy marketing tactics turn them off.
Rather than breaking out your strongest sales pitch, share relevant, timely information with followers on social media. Build up their trust by providing useful content upon which they can rely to make the right decisions.
The Power of Pictures
A coloured image increases readers’ attention span and recall by 82%, according to researchers. Social media is an excellent media to share rich visuals that attract viewers (and followers).
Search for relevant images to bolster your marketing messages, and you’ll discover that more people are reading and interacting with your brand on social media.
Social media marketing campaigns are as strong as you make them. Listen to your customers and forge a connection with them for long term success.