With Christmas just around the corner and more people shopping online than ever before, Superfast Business Wales says it is a great time to promote your business through social media.
Since the pandemic struck, daily routines have changed dramatically and adults are now spending more than a quarter of their waking day online. According to Ofcom’s annual report, during the height of lockdown, adults spent an average of four hours and two minutes a day online – up from just under three and a half hours the previous September.
Figures show 45 million people in the UK were active on social media last year. As well as keeping in touch, people are increasingly using social media as a tool to research businesses and buy products/services, and there’s no reason for your business to miss out.
But how can you make the most of a captive audience and create opportunities to sell in the countdown to Christmas? According to Superfast Business Wales, social media has been a key player for Welsh businesses looking to reach new markets during Covid-19.
On the back of a successful #WashYourHands social media campaign, its client The GoodWash Company saw orders spike by 500% as customers moved online.
So, how can you do the same for your business? Superfast Business Wales gives its top tips for selling on social media and why not also book onto one of Superfast Business Wales’ free social media webinars here
Understand your audience
Before spending time, effort, or money on social media campaigns, you need to fully understand who you’re selling to and what makes your customers tick, what makes them engage, and most importantly, what makes them buy.
Picture your ideal customer. This person could be different depending on your business product or service. It’s important to put yourself in their shoes. You should consider the following:
- What would make you buy from a business?
- Do your customers want to know about the benefits of your product or are they interested in the technical specification?
- Perhaps they are just interested in the cost?
- By building a customer profile it will help you not only understand what they want, but it will help you communicate better online.
Whenever you are writing social media posts, ask yourself, what am I trying to say? This is a great way of simplifying things and making it easier for potential customers to understand why they need to do business with you.
Sell directly on social media
Anything you can do to make your customers’ lives easier when buying from you will help draw in more sales. Instagram shopping allows you to tag your products in posts and stories, making it easier for you to sell online.
No more “link in bio’ or closing the app to buy something. Instagram Shopping guides your audience directly to your product so they can buy it in just a few clicks. An example of this is on The GoodWash Company’s Instagram profile.
To set up Instagram Shopping, you first need to make sure you have a business profile on Instagram and make sure your profile is connected to a Facebook page. Once that is done, you can create a product catalog on Facebook, similar to how you would set up product pages on your website. You can even integrate Instagram Shopping with Shopify to target your customers better and advertise further.
Instagram will need to approve your shop before you can launch it, but once that is complete, you’re ready to sell. Setting up Instagram Shopping will also make it easier to set up a Facebook shop, as it follows a very similar process. So no need to double your efforts!
Make sure your paid-for ads are effective
If Instagram Shopping takes care of things when customers find your page, how do you get them to find your page in the first place? Social media advertising is key in attracting the right customer. Facebook and Instagram adverts can be set up through Ad Manager, which allows you to target potential customers using a wide range of criteria, such as age, location, interests, and more.
But remember – it’s important that you understand your customers and their needs. You should consider who you want to view your adverts. It might be several different types of people. For example, a laborer and beautician might both need hand cream but it’s worth noting how each one would describe the product. Differently, right? So perhaps consider making one advert for each type of customer, so you’re not mixing messages and potentially missing out on selling to both customers.
Your advert wording needs to be compelling and concise. It needs to be on brand and, most importantly, it needs to have a clear call to action such as “buy now”, “sign up” or something similar. Your advert image also needs to be just as engaging. It needs to stop scrollers in their tracks and needs to relate to the words in your advert post so people know what to expect. This is key to the performance of your advert. It is worth taking your time setting up a social media post to ensure you get it right, after all, you want a return on your investment.
You can find out more about social media advertising by signing up for a free Superfast Business Wales webinar here.
Measure. Measure. Then measure again
If you’re spending time or money on social media campaigns, you need to measure your return on investment.
The first step is to define what success looks like. Do you want to use social media to drive people to your website, where they can buy a product or get in touch with you? Maybe, you want to net sales from your Instagram Shopping page. Or perhaps, you want to increase your social media engagement to help brand recognition.
Once you know what you want your social media strategy to deliver, now you can decide what to measure. If you’re using ‘organic’ social media (i.e. free), you might measure views or reach (the number of people who’ve seen your post), engagement (the people who click, react or comment), or something similar.
Each social media platform has its own native analytics portal to show you just how people respond to your posts, so be sure to check them out. These analytics gives you more insight into the type of people who engage with your content too. Facebook and Instagram’s pages show you information such as the location, age, and interests of the people who interact with your page. You can use this information to tweak your content to better increase the likelihood of your customers taking action.
Social media advertising gives you even more data to play with. Similar to PPC (Pay Per Click) adverts, social media advertising reports show you how much you’re spending on each ‘conversion’ – for example, how much does it cost you to get someone to click on your Facebook advert?
We at ShopShipShake have been working with businesses like yours with fulfilling experiences. We offer one-stop services, including an efficient supply chain, over 10 thousand of China’s suppliers, and more.
With a successful track record of over 20,000 clients, we are sure to deliver your orders requirements. Let’s get in touch to build, sustain, and grow your businesses.
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