For businesses, social media is a vital channel to connect with customers. It is a two-way communication channel that invites current and potential customers to learn more about the brands and products that interest them and provides companies with a platform to better define who they are and what they stand for. Thousands of social media accounts are created every hour according to 2022 statistics and therefore entrepreneurs and influencers need to think about how to adapt and use social media platforms to their advantage.
But how do companies take social media strategies to the next level and use them to improve online sales?
Rethink Creative Content
If a company's social media strategy hasn't changed in recent years, it's time to rethink the creative content they share online. The entire world has changed in the last 18 months, and companies that have changed their strategies are performing better than those that have "stayed the course."
Get a full audit of social media assets, content, images, and videos across all company social media channels. Remove visual assets that don't align with the current environment, such as photos of large groups of people without masks, close-ups, and large-scale events.
Replace this content with new and current images that align with the company's brand values and positioning. Whenever possible, emphasize the safety of the company's products and services and how they contribute to the greater good.
It's also a good time to reuse content instead of creating something new every day. For example, go through old blog posts and break the content into smaller sections, posting one a day in a series of posts. Or, tackle a series of frequently asked questions on the company website and share them in a few weeks.
When the business thinks of the creative content it shares, it is often followed by online sales. Whenever possible, partner with a social media consultant to gain a fresh, outside perspective as well.
Experiment With Video
Getting creative with videos to show a product or service in use is a smart strategy to increase online sales. For example, instead of writing a 200-word description of how a product works and offers a benefit, shoot a demo video instead of sharing it on social media.
Or use a software service to collect customer feedback via video and share those clips on social media too. The more videos a business can incorporate into their social media content strategy, the greater the chance of success in converting that engagement into sales.
Use The Data To Inform Paid Campaigns
Many companies turn to social media advertising to increase sales without adequate data to justify the expense or a solid strategy. Before a business begins a paid social media advertising campaign, it must set goals that align with broader business goals.
These goals may include increasing online sales or leads or increasing website traffic to lead pages. Once goals are defined, companies must decide what metrics to measure to measure progress toward those goals.
Finally, use regular social media reports to review your progress toward your goals. Analyze what went well and what didn't on a weekly basis and analyze trends on a monthly basis. Performance tracking tools like Buffer and Keyhole help businesses stay on track and avoid being distracted by vanity metrics like followers or likes.
Take Advantage of New Features
The Facebook marketplace and store have been instrumental in helping eCommerce businesses expand their reach. Additionally, social media consultants are a great resource for learning about these new features and exploring how they can help businesses grow.
Make Selling Second
It may sound counterintuitive, but to improve online sales through social media, people need to make sales their second priority. Think about the human behind the screen instead of focusing on selling every turn. Make content that speaks to the individual and their unique difficulties. Focus on connecting with the audience and building trust so that when they're ready to buy, they remember the message.
Prioritizing quality content over quantity is also crucial. Posting on social media daily is not necessary to increase sales. However, the constant publication of practical, relevant and timely information is essential. It's also critical to respond quickly to comments and questions and reinforce the fact that social media is a two-way communication channel.
Final Thoughts
Social media platforms are evolving as fast as those who use them, and companies must continually re-evaluate how marketing tactics fit into broader business goals. Social media was once thought to be optional and an additional method of communication. It is now a necessary tactic for a diversified marketing plan.
When online sales are the ultimate goal, social media can be a valuable mechanism for building and growing an audience, monitoring customer feedback and preferences, and sharing the story of how a company is changing a particular industry.
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