Today, spending on social media is only a small fraction of the marketing budgets of most businesses. A recent survey of Duke University found that, on average, spending on social media accounted for only 9% of the overall budget. But this figure is expected to reach nearly 22% over the next five years.
Clearly, Directory of Ecommerce Companies marketers recognize the power of social media to connect with an audience. Facebook, Twitter, LinkedIn and Instagram are almost ubiquitous in our lives. They are like the main 21st street of the center; we use them to communicate, to quickly find information and, increasingly, to buy products.
For Web businesses, effective social marketing is a real value. Social networks offer new ways to reach new customers, engage and reward existing customers and showcase the best of your brand. Your social network profiles and the content you share are as important as a company’s showcase signage and appear in the 1950s.
Why? Social networks simply evolve from places of research and distribution of content; they become trading portals. Companies that integrate social media into their marketing strategy (from customer acquisition to sales, to re-engagement campaigns) will benefit. Here are some ways e-commerce companies can optimize their social marketing efforts:
Find and engage customers
Go where your customers are. It’s a marketing maxim, and it’s never easier to accomplish than it is today. Social media can, in many ways, improve the way you interact with customers, whether they are new buyers or loyal fans. Here are some examples:
Customer Search: Marketers can see in real time what your audience cares about most, their interests, the conversations they have and what they like. Use your social networks to better segment the audience and understand your target demographics. This will help you optimize your campaigns and deliver more targeted messages.
Customer Service: immediacy is important in social media; we want information and we want it now. That’s why social networks are so great for customer service. They allow businesses to respond quickly to customer requests. In addition, social media facilitates detection and response to unpleasant customer experiences. Develop a strategy to respond to customer requests via social media.
The customer’s purchase: Your social profile is really your showcase. Customers now use social networks to search for companies and products. Your Yelp, Facebook, LinkedIn and other social pages are the perfect opportunity to make a good impression. Start by optimizing your profiles and making important information easy to find. Also encourage your existing customers to check your business on Facebook, Google or Yelp.
Customer Engagement: Do not think of social media as another way to drive sales and traffic. Use these platforms to demonstrate value and validate your marketing efforts. Take a look at the manufacturer of the GoPro camera on Facebook; The company rarely shares content designed to sell products. Instead, their messages highlight the best videos and photos taken on their cameras, and they effectively showcase the brand. Develop a social content strategy designed to showcase the best, most unique and most surprising of your brand. And remember that you do not have to do everything yourself; curation can be an extremely valuable tool.
Optimization of paid advertising
Free marketing days on social sites are numbered. Facebook, Twitter, and LinkedIn have all made paid advertising a bigger part of their business, and e-marketers will likely need to increase their ad spend to reach the same audience. Paid advertising on social networks has some advantages:
More efficient segmentation: Think about it: Facebook and LinkedIn have made it much easier for marketers to target customer segments, based on age, location, interests, job title, and more. Moreover. Shopify, an online sales start-up, saw a 50 percent reduction in cost per prospect through the Public Audience Facebook segmentation tool.
Video advertising is becoming more sophisticated. A recent study found that YouTube has led all social networks in its ability to convert users. There are some reasons for this. First, video is an amazing way to showcase your product. Consumers are looking more closely at the products they buy online these days, and the video provides an interactive way to see these products in action before they are purchased. In addition, video is much more appealing than text, and when your audience is more engaged, the conversion follows.
More accurate social data analyzes. A number of technology companies make products that enable marketers to measure every aspect of their social campaigns – from the most successful networks to the types of social content that work and the actions of customers. These social data analysis tools make it easier for e-marketers to link social campaigns to results.
To better distribute the content. It has been said that every brand is a publisher, and today anyone with an internet connection and a social profile is a publisher. Take a look at Starbucks, the coffee company. They do not just sell coffee; Starbucks is an Instagram rock star, one of the most followed brands on the site.
Today, it is extremely easy for companies to generate content and distribute it directly to their audiences. We can look at GoPro again. They use products and curates more efficiently than most on the GoPro chain. The channel offers videos shot on the brand’s camera, both by amateurs and by the GoPro team. This content is shareable, engaging and creates incredible visibility on the brand. Then, on Facebook, Instagram and Twitter, the company has developed an impressive number of followers.
Of course, it’s easier to share a video of extreme sports than, for example, an image of vitamins, but social networks offer endless possibilities of content distribution. Use your social networks to present your brand and distribute the best blogs, photos, videos, infographics and multimedia you can produce. If a type of content does not work for your niche, such as vitamins and nutrients, then an amazing infographic may be the answer. Find the content that best fits your niche.
Plus, curating content – finding the most useful or interesting content on a particular topic – creates value for your potential audience. Here is an example of the Shopify Blog. STORQ, a company that sells fashionable clothes to pregnant women, organizes content related to pregnancy. Their newsletters create real value for their target audience. By using curation, your business adds value and gives potential customers another reason to follow your brand.
Stay ahead of the curve
It’s a brave new world in marketing. It has never been easier to reach an audience. But as Facebook grows, the deluge of content we see is out of the charts. There is a real need today for smarter and more targeted social marketing strategies.
Staying ahead means experiencing how you interact with customers, advertising and publishing content. Internet facilitates testing, optimizations and testing. And now, the latest technologies, such as social analytics and content publishing tools, have enabled marketers to truly gauge their social marketing reach.