Danielle Wiley’s article from MarketingLand.com, an online marketing publication website, would argue that social media websites such as Facebook, Twitter, Instagram, Pinterest, blogs, etc. are the places where people are talking about your company’s goods and services. According to Technorati’s 2013 Digital Influence Report, there is a growing trend of consumers turning to blogs and social media when looking to make a purchase. We shouldn’t underestimate the importance of social media marketing when wanting to reach out to potential customers.
It’s obvious that blogs and social media sites have a powerful influence over consumers, but Wiley asks, “what about action?”. Are all those impressions actually worth anything if the audience isn’t following through?
Increasing a brand’s social reach through online promotions can be incredibly beneficial, however it’s possible to create an even bigger impact with a call-to-action. Wiley believes that they key is to encourage readers to take the extra step — while also maintaining the honesty that makes an influencer a trusted source.
It’s all about perfecting your (Native) Advertising
Native advertising has many upsides: consumers are 25% more likely to look at a native ad than a banner, and they look at them 53% more frequently. Wiley says that if it is done well, this will definitely lead to more click-through rates.
Wiley also says that content-based marketing like blog posts are far more effective than traditional advertising because it creates a much more personal style, where the consumer feels more comfortable with the brand.
Discounts drive results
When executed poorly, discounts can hurt your brand’s equity. However when they are executed perfectly, they can be an extremely effective tactic for boosting sales. For instance, Wiley suggests creating a single call-to-action method on your website where there aren’t any distractions for the customer and they can easily navigate through your website and make an easy purchase.
Get creative with immersive social media
A promotion for your brand through social media sites like Twitter or Facebook encourages participants to become more active and leads them to your website for more information. Wiley suggests Twitter scavengar hunts can be a great way for consumers to become friendly with your brand and it encourages them to search the brand’s website to answer a series of questions — this is effective as it can lead to an increase of sales.
Follow up sales: Turning customers into marketers
Once a consumer makes a purchase from your company’s website, how should you convert them into your company’s spokesperson? Wiley suggests one successful way of doing this is by encouraging social shares with interesting content. Whether it be through entertaining videos, relevant articles, or posts about your company, people who associate themselves with that person will read and listen to what he/she is saying. Don’t forget to reward your customers and maintain a positive image of your brand in their minds.
Engaging customers pre-purchase
Wiley states that social media and blog promotions offer countless possibilities when it comes to building customer excitement pre-purchase. They are also great platforms for motivating prospects to take the next step. With planning, action-oriented social campaigns can deliver incredible results for your company.
Use social media marketing as a tool to engage with customers and drive traffic to your website. Once they’re at your website, make sure to develop a call-to-action plan to create tangible results for your company’s sales. Keep in mind that your followers do not want to only see promotional type posts. Mix in some non-promotional items, like tips for using your products better, or how to demonstrations, or polling your followers on questions related to your industry.
Read the full article by Danielle Wiley.