7 Ways to Leverage the Power of Social Media
The retail industry has a lot to gain from tapping into social media marketing and reaching customers directly. Social media has become a key avenue for communication and advertising. Given the current worldly circumstances, people spend a big part of their day connecting online. Most users check their social media apps 5–10 times a day and rely on Facebook, Twitter, and Instagram for more than just news and friend updates.
Social media marketing is a very effective way to participate in consumers' daily lives, whether you communicate a promotion, a new product, or a service. Research shows that 90% of people buy from brands they follow on social media. Used wisely, social engagement allows merchants to direct traffic to various sections of their website—products, blogs, or eCommerce stores.
All social platforms can facilitate connecting with users at almost any point in their customer journey. This also creates challenges for getting the most out of marketing campaigns. Here are 7 ways to convert digital traffic into loyal customers.
1. Be Present on Several Channels
If your budget allows it, don’t limit yourself to just one channel. Even if Facebook is the most used social platform in your industry, invest efforts in developing your Instagram, YouTube, Snapchat, TikTok, and LinkedIn.
Your presence on each channel must support a distinct strategy. You need to plan your communication and advertising in advance. Many brands make the mistake of posting the same content on different web pages. Users expect a different experience on each platform, and you must meet this expectation.
Context is king!
If Facebook is a good place for promoting your marketing campaigns, your Instagram should feature beautiful photos and less advertising. LinkedIn may be ideal for news-related communication about your company itself.
2. Support Existing Marketing Campaigns
Social media communication should be a natural extension of your marketing strategy. All activities, both online and offline, must be integrated to bring higher business results. The goals you pursue on social media should support the objectives of your annual marketing plan.
Let’s say you are focused on launching a new product—aim to craft your social media communication around it. If you are offering special promotions, do not wait for users to become aware of them on their own. You need to deliver this information in the most interesting and entertaining way.
Customers are increasingly looking to social media for information about brands they are interested in. If they hear something about your company or product on TV, users are most likely to look for your social media accounts to learn more.
3. Connect with Users
Your social channels should not be used as the main avenue to advertise products and promotions. Although customers are happy to learn about promotions of their favorite products, your long-term social media strategy must integrate building a brand identity and connecting with your audience.
Your Facebook, YouTube, and Instagram pages are great places for collecting feedback. You can ask your audience direct questions and run in-depth analyses of consumers’ messages and reactions to specific products.
Genuine customer feedback can improve your content and refine your product strategy and is great for publicity. Leveraging word-of-mouth and public opinion is the best way to engage new audiences.
4. Invest in Customer Service
Did you know the main reason consumers interact with a retail business online is because they have a problem or a question? Efficient social media management means listening and responding to questions with great care. You must personalize your answers and reply in a timely manner, as most users expect an answer within an hour.
Social media has become a primary channel for sharing positive experiences, making sales inquiries, and lodging complaints. Caring for your customers means giving them the space to express their experiences. These occasions serve as social proof for your brand.
5. Target Users with Remarketing
Some of the most effective social media strategies require a financial outlay, so it’s important to plan for it in your overall marketing budget if you want your social media marketing plan to thrive. The good news is that most social platforms offer the opportunity to target audiences, and each ad can be customized to speak to a specific segment of your users, which maximizes the return on your investment.
Social media advertising becomes even more exciting when you include not only demographic data and interests but also remarketing capabilities. You can tag your site’s visitors and users who have previously engaged with your content online. You can reach out to former clients and mailing list subscribers by using social media remarketing options. These ads are a cost-effective way to re-introduce your brand and have a high return on investment.
6. Increase Customer Value over Time
The main goal of social media in the retail industry is to tend to users and encourage them to remain long-term clients. In other words, don’t just focus on acquiring new customers. Use social media to increase long-term engagement and purchases.
If a user is following or engaging with your brand, they are signaling their interest in your products. This emphasizes the need to diversify promotional messages with content that builds and keeps your brand in the minds of consumers. Your brand will benefit from emotional, educational, inspirational, and fun visuals that entertain your audience.
7. Produce Quality Creative
Surveys show that 65% of advertising campaigns go unnoticed, while 26% of the campaigns being watched by users are viewed for less than a second.
When you have created the right strategy for your social networks, planned interesting and diverse content, and set up a comprehensive marketing budget, it’s important not to let your efforts go in vain.
Good creative attracts and retains consumers' attention. We recommend replacing stock videos or photos with your own products, shooting genuine videos, and writing in-house articles. Users will definitively see and feel the difference in communication styles. Think of it as a long-term investment that will make your brand unique. The more you invest in creating your own content, the better the context and engagement.
In order to position your products as the best choice, your visual communication must be produced at a high level. Your images need to be true to your brand’s tone of voice, consistent across channels, and created by a professional designer.
Whether connecting with new customers or engaging existing clients, the business opportunities for retail brands on social media are endless. Leverage your online presence by planning your content, creating appealing visuals, targeting your niche audience, and getting the most out of your campaigns.
