E-commerce has rapidly progressed to become a dominant aspect of the social sphere, with social commerce set to reach £19 billion in the next five years. With this in mind, individuals or brands that plan to generate revenue from social media networks need to take into consideration how the competitive market has transformed. When developing a social media commerce campaign, the below five factors should act as a guide on how to generate successful results.
Before planning content calendars for posts, it is advised to create a set of clear and concise key messages that need to be communicated with the audiences. These then should be conveyed throughout all posts to ensure a consistent brand image which assist with campaigns and seasonal projects. Key messages also allow audiences to familiarise themselves with what followers can gain from following a social commerce post. For example: Will they be shown promotional offers that are only available through social posts? or Does following a brand on Facebook expose them to exclusive imagery of new products/ services? Both of these examples are incentives for consumers to keep following and could lead to them purchasing.
Stand Out in the News Feed
Brands should take into account ways in which to capture the audience’s attention in social feeds, the more creative the better. Thinking outside the box and using themes such as humour, puzzles, controversial posts or exclusivity can be essential ingredients for social commerce success. Researching relevant competitors also provides a good indication of what companies may be up against by observing how their customers react to certain techniques. All these aspects will encourage users to interact and share, ensuring maximum exposure.
Brands should also focus on differentiation. In order to progress in a competitive industry, a plan should be developed for how to set the brand and page apart from the rest. Whether it be videos, images or news stories, having a variation can also help. To encourage revenue, jump on the back of themes and calendars such as Christmas and Halloween, or national days/ weeks that suit your brand such as ‘National Baking Week’ or ‘Happiness Happens Day’ is applicable.
Brands should also address security concerns, ensuring customers know that they are able to purchase via social media in a safe and secure environment. Recent figures published by All Facebook show that 55% of social shoppers are not comfortable with giving out credit card information on social media sites.
Finally, brands should encourage open recommendation. In a study of social shoppers conducted by All Facebook, 75% said they would be more likely to purchase a product via a social network that a friend had recommended rather than an item the brand itself had recommended.
For information on how a social media presence can encourage sales, contact us today.