If you sell products online, you might have thought about selling on social media. Maybe you’ve tried it before and not had much success, or you’re just not sure where to start?
After all, with the power of social media, your brand has endless opportunities to reach wider, more curated audiences. But without a plan to actually sell to your customers properly, what’s the point of your social activity, or being on social at all?
This is the area where businesses often fall down, so today we’ve got a few tips to help you sell more products on social media.
Why Sell On Social Media?
In the beginning, social media was used as a way to connect with your colleagues, friends and family online.
But over time it has evolved and has now become a huge part of our everyday lives, with the average UK adult spending nearly two hours a day on social media. We use it to catch up on the news, chat with friends, hold political debates, share causes we care about, get advice, and even buy things.
We now trust what we see on social media a lot more, and it shows. Today, 54% of consumers use social media as a way to research products before they buy, while 31% of shoppers use social media to actively find new items.
If your business and products/services aren’t represented there, then your target market may never find them. But if you can create a credible brand online, then social media can be a fantastic way to capture the attention of new prospects and pull them through the sales funnel.
Match Your Social Strategy To Your Customer
It’s important to remember that not every social strategy is going to be right for every customer.
So instead of trying to create one campaign that fits everyone, it’s worth creating different strategies to target each of your core demographic consumers on their favoured platform and in their preferred tone.
For example, is your core customer is a recruiting or education professional? A teenager or young adult? A modern working mother looking for an exciting new way to feed her kids? Or a savvy thought leader or technology early adopter?
By understanding your target audience, you can create targeted campaigns. As a result, you will likely see more interest in your products and higher conversion rates across the board.
Use Mixed Media
Social media is a wide and varied place, and there is no real limit to the type of media you use. Linking to our previous point, to be successful on social media, you need to create and optimise the right kind of content for your audience.
This means understanding what your customers are looking for and providing a wide array of access to it for them. As different people are attracted to different things, using a mix of media types is best for success.
You’ll want to use some text-based promotions, as well as some stunning product and promotional images, some gifs and best of all, video. Social media is geared for video and prioritises it well above other forms of media, so this is a definite must.
But all of your efforts should be geared towards telling the story of your brand, your values and embracing the personality of your brand.
This is important since people are now buying from brands they feel a connection to, instead of just what’s available or what’s cheapest. It’s one of the reasons John Lewis’s sales spike at Christmas – because they create social campaigns that help people connect with them.
Influencer Marketing and Collaborations
Influencer marketing has become a huge part of product marketing over the last few years and is one of the big keys to getting your brand seen by members of your audience.
An influencer is a person with a huge social media following and usually a well-read blog or a YouTube channel, who will collaborate with brands to promote their products.
Connecting with influencers in your industry and offering them a chance to review your products is a fantastic way to unlock a brand new audience.
This may mean you have to send them some products for free or even pay them to do a review and promote your product, but the returns you can get nearly always make it worthwhile.
And if you’re not sure, just remember that 70% of millennial and post-millennial consumers (that’s people aged 14 to 37) will buy something that an influencer has recommended, so it’s worth exploring if it fits in with your product.
You can also try more ‘mainstream collaborations with suppliers, like negotiating deals with major grocers or stockists to promote your products using their social media.
Use The Platform’s Tools
A key part of any marketing success is able to test and measure your results and tweak your approach. And with selling on social media, that’s never been easier.
Every social media platform now comes with a set of built-in tools for businesses to take advantage of, from Instagram’s storefront to the Facebook marketplace. The tools available will range from highly-targeted advertising platforms to a full shop front for your products within the network itself.
You can use these tools to spread your brand message, adding to your ‘social media footprint’ and making it much easier for customers to find you and your products. The marketplace tools also make the buying process a seamless, frictionless process for buyers, which is a huge bonus since over 28% of buyers will abandon a purchase if the process is too long or complicated.
Social Media Selling Support
At Orbital Media, we believe that every brand can be successful in selling on social media if they have a plan in place. That’s why we help businesses just like yours to create a foolproof strategy for social selling.
Every year, we work closely with our clients to produce a comprehensive yet flexible social media strategy, which is regularly visited and tweaked in accordance with market and user trends.
The strategy is essentially a ‘go-to’ working document with clear KPIs and benchmarks that allow us to measure ongoing success, learn from and improve upon. And right now is the perfect time to start, and get 2019 off to a flying start. If you would like to know more, just get in touch with us today.