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3 Effective Ways to Leverage Pinterest Marketing
Pinterest is a goldmine when it comes to marketing. But finding success with Pinterest marketing goes beyond just having an excellent profile image and company description.Making Pinterest marketing work boils down to having a clear strategy that resonates with your business goals. Because ultimately, building a strong presence on Pinterest is only possible when you’re headed in the right direction.Here are three ways you can tap into the huge opportunity called Pinterest marketing and expand the reach of your business, regardless of the niche you are operating in.
1.Build Your Authority
There are a lot of businesses benefiting in multiple ways by leveraging Pinterest marketing. One simple thanks to use Pinterest is to create and grow your brand authority. Which can help you get more of your prospective buyers to trust your brand and do business with you.
It doesn’t matter what product or service you are selling, you can always use Pinterest to make more people aware of your brand and lead them to buying from you.For example, if you’re within the beauty niche, you’ll create Pinterest boards that help and educate women curious about getting a complete makeover. This not only allows you to strengthen your brand, but also lets you promote your products in a creative manner.
The best part is you don’t have to produce all the content yourself when pinning. You can take a mix and match approach by sharing from various other authoritative sources, which helps you showcase your industry knowledge to followers.
When you build your authority this way
Building consistent trust with your target audience and strengthen your relationship with them.
Experiencing a higher level of customer loyalty, which can translate to repeat sales in the long-run.
Getting more referrals from happy customers and prospects who turn into your brand advocates.
2.Grow Your Reach
Let’s face it, every business wants to increase its reach, because it can lead to bigger sales numbers. Having a larger size audience is also the key to testing new products and getting targeted feedback. Pinterest features a highly accessible community that you simply can leverage to succeed in bent a much bigger set of your audience.In order to actually grow your reach the right way, you need to have a strategy up your sleeve.One such strategy is leveraging group boards. The idea is to travel out there and connect with popular Pinterest users who have managed to create an enormous , loyal following. And then collaborate with them so that you can get your content in front of the right audience.This “joint venture” allows both the parties to benefit. You get a higher degree of exposure and build your authority by partnering with a relevant brand from your industry. And they get to share more value with their followers.
Now, if you want this collaboration to bring results, you have to get in your prospect’s shoes and look at things from their perspective. Their followers should be relevant to your content and vice versa. This joint venture should make sense at all levels.
3.Increase Your Traffic
Traffic is what makes a website tick. Without the right kind of traffic coming in, it’s simply not possible to grow your web presence and increase your online sales. Even though there are many paid and free ways to get relevant website traffic, Pinterest can leave many of those methods within the dust when applied properly.Given the popularity of Pinterest and the way it has grown, it shouldn’t come as a surprise that it can help you get even more referral traffic than YouTube and LinkedIn, combined.
Pinterest users that are successfully using the platform for marketing skills to pin great visuals.
They don’t share images just for their visual appeal, but also because they’re valuable pieces of content that:
1.Solve a real-world problem and offer an effective solution
2.Inspire people to take positive set of actions
3.Offer something that is worthy or desirable
4.Appeal to a certain interest/activity
5.Are unique and creative in their own way
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Use Pinterest As A Marketing Tool
When it comes to social media marketing, the first site that comes to mind is obviously Facebook, followed by Twitter, Instagram, etc. The reason these social media sites are popular amongst marketers is because they work.However, if you can think out of the box and use a dash of creativity, your business can benefit from one of the most underrated social media platforms available for marketing.
What Exactly is Pinterest Marketing?
Pinterest is a social media site that is based on the idea of sharing visuals. Users or “pinners”, can organize, share images/videos from around the Internet and search for them as well. Which also makes it one of the biggest search engines for visual content.Images and videos that users upload (along with their links and descriptions) are known as pins. Pinners have the choice of neatly organizing their pins into virtual bulletin boards, also called pinboards.Users can customize and theme their boards, which can then be followed by other users. You also have the option to make your boards private or public.
Now, when it comes to sharing visuals, you have three options:
Manually upload and share visuals along with their links/descriptions
Repin and share visuals that you discover through your feed
Repin and share visuals that you find via search
Why Choose Pinterest Marketing?
Unless you’re living under a rock, you should know how big Pinterest has become over the years. It has turned out to be the go-to tool for many businesses that want to drive laser targeted traffic back to their site using relevant visuals.When compared to other social media platforms, Pinterest is definitely on the smaller side. But what makes it a stimulating option is that the incontrovertible fact that people using the location are literally engaged with it. Which means, you have a higher chance of getting people to click-through to your site from Pinterest, than say, Twitter.
3 Effective Ways to Leverage Pinterest Marketing
Pinterest is a goldmine when it comes to marketing. But finding success with Pinterest marketing goes beyond just having an excellent profile image and company description.
1.Build Your Authority
There are a lot of businesses benefiting in multiple ways by leveraging Pinterest marketing. One simple thanks to use Pinterest is to create and grow your brand authority. Which can help you get more of your prospective buyers to trust your brand and do business with you.
2.Grow Your Reach
Let’s face it, every business wants to increase its reach, because it can lead to bigger sales numbers. Having a larger size audience is also the key to testing new products and getting targeted feedback. Pinterest features a highly accessible community that you simply can leverage to succeed in bent a much bigger set of your audience.In order to actually grow your reach the right way, you need to have a strategy up your sleeve. Something that isn’t commonly used (or abused) by other marketers.
One such strategy is leveraging group boards. The idea is to travel out there and connect with popular Pinterest users who have managed to create an enormous , loyal following. And then collaborate with them so that you can get your content in front of the right audience.
3.Increase Your Traffic
Traffic is what makes a website tick. Without the right kind of traffic coming in, it’s simply not possible to grow your web presence and increase your online sales. Even though there are many paid and free ways to generate relevant website traffic, Pinterest can leave many of these methods in the dust when applied properly.
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6 Ways To Optimize Your Blog
If you’ve got a blog, likelihood is that you already understand the importance of business blogging. But does one skills to optimize your blog posts to form them more program friendly?
Here are six easy program optimization (SEO) tips to assist get your blog noticed.
1.Do your research.
Keyword research is essential for on page optimization. Chances are you’re naturally including keywords without realizing it just by providing valuable content on a subject . However, there are a spread of tools and techniques for locating related keywords relevant to your blog post that you simply might not have considered. The Google Adwords Keyword Tool and semrush.com both offer great tools that allow you to ascertain k out keywords associated with your topic and even spy on your competition to see what words and phrases they’re targeting to bring traffic to their sites.
2.Utilize keywords throughout your post.
Once you’ve got targeted a few of valuable, relevant keywords, it’s important to put them where they’re going to have the foremost impact for humans and program crawlers indexing your content. Try to include them in the following places:
Title
Headings and subheadings
Introductory sentence
Concluding paragraph
Anchor text (text you hyperlink to other related pages on your site)
Title tags and meta descriptions
A word of caution: Don’t engage in keyword stuffing, which is that the act of filling your content with numerous keywords that it becomes difficult to read. Not only will this irritate your blog followers, it’ll also get you penalized by Google. A couple of strategically placed keywords will do the trick.
3.Optimize your images. Whenever you upload a photograph to your blog, make certain to incorporate keywords within the file name and fill out the alternate text field with a quick , keyword rich description of the photo.
4.Reference others with links. When you mention another blogger or article in your blog post, include a link to the knowledge you’re referencing. Not only is it good blogging etiquette, but you’ll also get lucky and receive a link back. Quality links are a valuable commodity for any site looking to rank higher in program results pages.
5.Give readers the chance to subscribe your blog. Include prominently placed RSS or Feed Subscription Buttons and offer viewers the power to subscribe your posts via email when possible. This allows your blog followers to possess instant notification of your latest posts without having to periodically check your site for brand spanking new content.
6.Use social media to broaden the reach of your blog posts. As alittle business, you’ll be utilizing Facebook, Twitter or other social media sites to make connections with potential and current customers.
5 Digital Marketing Objectives
To achieve your business mission and goals on the online , you would like specific digital marketing objectives that guide your online promotional activities. Each campaign you create and every one ads that you simply run should be in line together with your marketing objectives and be relevant to your target market.
1. INCREASE SALES
Increasing sales or leads may be a top level digital marketing objective for several businesses because it improves revenues and is straightforward to live . Using key performance indicators (KPI), you’ll then benchmark your progress towards achieving your objective and you’ll track this in your spreadsheets.
2.IMPROVE CONVERSION RATE
This is another digital marketing objective which will be tracked in Google Analytics. By fixing goal tracking in Analytics, you’ll have reports on conversions for your traffic sources, campaigns, keywords, landing pages, locations then on.
3.PERCENTAGE OF RETURN VISITORS
The New vs Returning visitors may be a metric that’s available in Analytics and it’s easy to trace . Knowing what percentage visitors return is a crucial objective because it helps you see how effective your business is at visitor and customer loyalty.
4.ORGANIC TRAFFIC VOLUMES
Organic traffic is natural traffic from the program result pages. It is considered as free traffic and is distinct from paid traffic. Lots of businesses have the target to extend organic visitor traffic by achieving high program rankings through implementing program optimisation.To achieve this requires making changes to your website that are effective at improving rankings and one of the important ones is including keywords in the content. Another important tactics is to create quality links that time to your website.
5.REDUCE BOUNCE RATE
Bounce rate in analytics is defined as people that enter your site and leave (bounce) instead of continue viewing other pages. This is a crucial measure of the standard of your website, because most businesses want their visitors to finish an action like purchase, contact or download on their websites.The lower the bounce rate the higher and lots of marketers say that a bounce rate below 50% is sweet , however that differs from business to business.
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Why Social Media Networks and Apps are Important?
Nowadays Social media and Applications are pat of human life. The internet changed the way people interact with one another as a work culture. Social media helps to keep better relationships with their family and friends.
In the modern world, people spend a lot of their time online browsing social sites. The importance of social media is increasing because of its user-friendly features.
Social media features a huge potential to helpsocial people establish a better relationship with their family and friends. All these changes in the networking sites have made them so important for the apps.
Use of Social Media
Initially, the use of social media and apps worth increasing, It helps to keep all communication channels for managing the relationship. Through social media, people share relevant information about everything so that anyone can access information at any time. Some people developing and implementing their business through social media marketing.
Social media is also a platform for market research and decision-making process. also it uses for learning, shopping, marketing, and decision making. Social networking allows users to share ideas, posts, videos, other events with people. Thus, It is clear that social sites are vital for the development of society.
Advantages of Social media
Education
Social media helps students and teachers for many information. You get relevant information from social media. You can educate yourself, without paying from social media.
Connectivity
One of the important advantages of social media is connectivity. People from anywhere can connect with anyone. You can share any thoughts with anyone regardless of location and religion.
Help
You can seek help from social media in any situation. Whether helps in terms of money or advice.
Awareness
Social media also create awareness for the community. From framers to teachers, students every individual can get benefits from social media.
Promotion
If you have running your own business, you can promote this through social media. This makes the business profitable and less expensive.
Information And Updation
The main advantage of social media that you can update yourself from the latest happenings around in the world.
Tips in Using Facebook Ads for Ecommerce
As the largest social media network, Facebook is an excellent platform for ads. Properly targeted Facebook ads for e-commerce can be very helpful for any shopping business.
If you’re not running Facebook ads now, the probabilities are good that you’re missing on a lot of opportunities to make money.
To help you out, we have listed some of the most effective tips that you can use when coming up with strategies for running Facebook ads.
Proven Tips in Using Facebook Ads for Ecommerce
With over a billion users, using Facebook ads for e-commerce is a literal goldmine for businesses. And with such a huge number of users, the reality is that almost everyone is using it to their advantage. So why not join in and reap the same benefits yourself? Here are a few ideas that might help boost your Facebook ad strategies.
TIP# 1: Utilize Multi-Product Advertisements
As the name suggests, the multi-product ads will allow you to showcase several products at the same time on Facebook. Using this type of ad can be very helpful for several reasons:
- This type of ad can help boost conversions as the more products that a potential customer can see, the likelier that the customer will click on an ad.
- It can be used to showcase the various features of a product.
- It gives more options to customers.
More importantly, there are indications that multi-product ads really work. This type of ad is actually more efficient when compared with other types. According to a study, companies experienced up to a 300% increase in their click-through-rates after they used multi-product ads.
Also, here are some more interesting figures from an Adobe study:
- The CTR(Click Through Rate) increased from 50% up to 300% of brands who used multi-product ads.
- The CPC(Cost Per Click) decreased by up to 35% because of higher engagement.
- It resulted to more efficient CPA(Cost Per Acquisition).
However, not all companies that use Facebook ads of this sort will experience that rate of increase in their CTR, as there are still other factors that should be considered but the number is still significant and should be food for thought for any business owner. And it is a great way to start how you can exploit the opportunities offered by Facebook ads for e-commerce.
Tip #2: Run Retargeting Campaigns
If you have been running your e-commerce business for some time now, then you know that most potential customers end up leaving their cart without completing their purchase. To be exact, 72% of internet buyers find yourself abandoning carts.
You don’t need to be a rocket scientist to see that it’s a pretty huge number!
Interestingly, only 8% of those who ended up abandoning their carts will come back. That’s a major missed opportunity because those customers have expressed their interest already about the product being sold. Think of the possibilities if you could just get them all back. Or at least most of them.
So, what do you do in order to get them back? This leads us to our second tip on this list of using Facebook ads for e-commerce. You should run a retargeting campaign. By using retargeting campaigns you have a chance of getting over 25% of those customers to come back. That might not be as huge a number as that of those abandoning the carts but it is still a significant one.
It makes sense for you to use retargeting campaigns. If you spend time and money on new people to convince them to buy your product, then it should be worth it to work on those who are already interested in what you are selling. They might not be as hard to convince when you think about it.
You can run retargeting campaigns together with coupons, discounts, and other enticing offers.
Tip #3: Make Sure You Use Conversion Tracking Pixel
If you’re not aware of what a Conversion Tracking Pixel is and what it can do, then you’re missing out on a great deal. A Conversion Tracking Pixel is a code that is used for tracking the behavior of those who visit your site.
It allows you to track the number of conversions you receive from your advertising campaign.
Conversion Tracking Pixels can also be used by Facebook in order to improve campaigns and target the right audience for your ads. In other words, another fantastic way to use Facebook ads for e-commerce purposes.
When you place Conversion Tracking Pixels on the checkout page, you will be able to get data regarding the actions taken by customers after clicking your ads. That way, you can measure your ROI more accurately.
But this step should be taken way ahead before you actually run your campaign. By doing so, you will give Facebook enough time to learn more about the people who are converting. Sort of giving them a heads up just so they will know about those who will convert ahead of time.
Tip #4: Use Video Advertisements Whenever Possible
If you are planning on other ways of using Facebook ads for eCommerce, you should know that Facebook prioritizes video content. That means your ads would have more chances of ending up in the feed of the right people if you use video. That should be a light bulb moment that points you in a new but successfully familiar direction.
Also, videos are a lot more engaging in general. They are not as dull as other media types. Someone would be more likely to stop and watch a video than to just look at pictures of products. Stats show that most Facebook users end up watching videos on the platform daily.
The way that videos on Facebook have been set up is that they play instantly once a user scrolls over them. That catches the attention of users. And that’s what you want, to catch and then hold their attention. That’s the perfect way to use Facebook ads for e-commerce if you ask us.
Of course, you would have to make sure that you create your video ads correctly. Using these types of ads will not automatically mean better ROI for you.
Your videos should be formatted correctly. They should showcase your products in action or show the best features. Also, this is our chance to be creative with how you come up with the video.
Tip #5: Offer a Discount
This is actually a must-do step regardless of the type of platform you are using for your ads. But it is also extremely effective as one of the ways to use Facebook ads for e-commerce. People love discounts and someone who is not actively looking for the product you are selling might end up purchasing it just because of a discount offer.
You can create advertisements that highlight the discount offer specifically. If you have a new product, for example, you can create an introductory discount offer to your customers.
You just have to make sure that the discount that you are promising your customers will not be disadvantageous to your business in the long run. The last thing you want is to undermine your own business in exchange for some short term success.
By using the Offers feature on Facebook ads, you can minimize the gap which exists between the discount offer and the actual sale where you can lose customers. They don’t even have to leave Facebook in order to take advantage of your offer.
Once a customer clicks on the ad for the offer, they will get a code that they can use. Now, another advantage of this method is that you can show the number of people who have taken advantage of the offer.
This so-called social proof is a great way of convincing people that they should grab your offer. If others are enjoying the benefits of the offer, then why shouldn’t they? That’s the mindset that you would like potential customers to have.
Tip #6: Boost a Past Post
It is understandable if you are hesitant when it comes to creating a new advertising campaign. There is just no way for you to be sure whether it’s going to be successful. While doing business involves taking risks, it can be scary. So if you want to be a little more wary or careful than usual, then no one is going to blame you.
That’s why it makes sense to just boost an existing post. Yes, even this can be a way to use Facebook ads for e-commerce successfully. You can use this feature in order to boost an advertisement that has already proven its effectiveness in the past and get it out there again. By doing so, you can minimize the risks that you are running.
Using this feature, you can choose to promote to those who have already liked your page or to a new audience. Both options have advantages and disadvantages.
The great thing about this ad feature is that you are almost guaranteed to get results through it. After all, the past post already has a track record of success.
Tip #7: Use Posts That Are Not About Selling
Your goal with your e-commerce business is to sell your products but not all your ads should be about selling. Does that sound like a contradiction? How can this be included in a list of using Facebook ads for e-commerce, then? There’s actually a good reason for it.
People tend to stay away from obvious advertisements because they get so much of it online. It can often be overwhelming. So, sometimes you may just have to post something creative and informational without trying to convince people about buying your product to make them aware of your brand.
If you’re not going to sell on your ads, then what can you promote there?
One thing that you can post about is an event related to your business, brand, or product. You can get creative about the nature of the event that you will be promoting.
Just make sure that the event has a real connection with the nature of your business.
If you’re selling clothes, then maybe you can host a fashion show. If you’re selling skateboarding accessories, then you could create a skateboarding competition. Creativity is the name of the game here and you should have fun figuring out the best way to sell without seeming to.
Tip #8: Improve Your Brand Identity
Incorporate your branding into your social content as much as possible to improve your brand identity.
But what exactly is a brand identity and why is it so important?
It’s how your brand, business, and products will be known and perceived by customers. Once you have built, a solid identity for your brand, people will instantly recognize it.
You must be careful when considering what identity to create as it can backfire. If you do not have a graphic designer on staff, strongly consider hiring a graphic design agency.
Use posts to show the audience what your brand is all about. It helps if you have some sort of advocacy that you can identify with. That will make it easier for people to somehow have a connection with your brand without it seeming forced.
Not a Guarantee But a Big Boost
These are just eight tips that you can follow when using Facebook Ads for e-commerce and to help give your business a boost. Using these tips will improve your chances of getting more sales and improving your ROI.
Just because an initial attempt is not successful, it does not mean that you should give up on Facebook as a platform for promoting your business. It might take several attempts to find the right formula. That’s why it’s important that you consider all of the tips and ideas that we listed here.
Remember, Facebook is the largest online platform in the world where you can connect with your market and audience. It is worth your time and money to invest in it.
For the best Social media marketing services contact DMC Online’s Social media marketing team
An Overview Of Link Building
Link building is one among the foremost important factors in SEO because the ranking of an internet site is very impacted by the links that time thereto . In the past 10 years, search engine algorithms have brought about tremendous changes in the digital world. Since Google got smarter with new algorithms like PageRank algorithms, the earlier best practices of keyword stuffing have become spammy. Google analyzes the number of quality links pointing to the page to understand the importance of the page.
In the SEO industry tactics that worked yesterday might not work today because it is an ever-changing domain. Since link building remains considered because the foundation of SEO, let’s check out a number of the simplest practices of link building.
What makes a good link?
Building backlinks is not always easy, but trying to get as many backlinks without considering the quality may end you up in the wrong track. That means while performing link building activity, you ought to always consider the standard of the links too. Search engines are getting more advanced, and that they can sense the standard of your link quite just taking the amount of links under consideration .
Links from high domain authority websites
The domain authority of the web site that links to your page is a crucial factor. Google measures the credibility of the linking website before taking your link under consideration . If the linking website may be a trusted one, the worth of your link are going to be more.
The relevance of the link
Links from high domain authority websites are important, but you do not need to ignore low authority websites. Even if you’re linking from a coffee authority website, if the backlink has relevancy , it’ll gain more value. This is better than having an irrelevant link from a high authority website.
Maintaining diversity in your backlink profile
To build a strong link profile maintaining the range in your link profile is vital . You may be more focused on building many links from websites with 90 DA. Instead, building a more diverse link profile, including relevant links from small authority websites is suggested .
Getting links to your money pages
Money pages are the pages that directly convert visitors into leads like product pages, landing pages, devices pages, etc. You may be wanting to build a better number of links to such pages because they’re the foremost important pages on your website. You shouldn’t narrow your link profile to such pages but should give importance to the pages with the foremost valuable information. In the future , if you build an idea to make valuable assets and backlinks, your money pages also will enjoy that.
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Increase Email Click-Through Rate with These 4 Emotional Triggers
In the world of email marketing, we call wall-sticking noodles “triggers.” and that they work because humans are all hardwired an equivalent way. once you press on certain persuasion buttons within the brain, you’ll get readers to perform the actions you’re hoping for together with your copy.
Businessman pressing button on virtual screen. Man pointing on futuristic interface. Innovation technology internet and business concept. Space for text and words. Abstract background.
The 4 triggers to extend email click-through rate are:
- Gain
- Logic
- Fear
- Scarcity
These principles of persuasion are often applied anywhere you would like your customers to require action.
Gain
At any given moment, we all want to realize something. What that something is depends on the instant .Sometimes we would like to realize the knowledge of why our email open rate decreased by 10% in the week . Other times we would like to realize a burrito bowl.It really depends on the instant .In the moment that somebody is reading your email, you would like to ask:
What will they gain if they click on this link?
That’s what your reader is wondering and you would like to answer it. Your email copy should make a promise that clicking on the link within the email will deliver a selected gain.
That promise could be obvious or subtle.
Logic
It’s true. People buy for emotional reasons—but they justify the acquisition with logic.If you’ve appealed successfully to a buyer’s emotional side, it’s time to offer them something practical to justify the acquisition .Use statistics, odds, comparisons, expert opinions and other practical facts to encourage email clicks.
Fear
With the proper audience and therefore the right promise, you’ll get outstanding click-through rates once you press on a reader’s fear button.This sounds scarier than it really is. You don’t got to go full Parasite on people, you only got to convince them if they don’t click on this link something they don’t want to happen might happen.
For example, Canva does an excellent job of this. once you initially read this email, you’ll think, did DigitalMarketer really just tell me this copy is creating fear?
Scarcity
If the reader feels there’s no urgency to require action on your campaign or product launch NOW, often they won’t roll in the hay . you would possibly offer gain, logic, and fear…but if you don’t put a deadline thereon they’ll just tell themselves, “I’ll get thereto later.”If you would like to extend click-throughs on your emails, you would like to speak that what you’ve got for them is restricted in how .Health insurance providers within the USA have mastered scarcity. They’ve opened enrollment for insurance into just a couple of months at the top of every year, pushing the scarcity of the time remaining to urge health coverage.
Mixing and Matching Emotional Triggers
These persuasion buttons don’t cancel one another out. If you press on the gain trigger, you’ll still catch people with a logic trigger, and follow up with a scarcity trigger.And this is often exactly what you would like to try to to .Your subscribers haven’t banded together to make a decision that on Monday’s they feel logical, on Tuesday’s they like a touch scarcity, and on Wednesday’s they have to understand what’s in it for them.
Your emails are meeting readers where they’re .
Some are getting to be really happy once they read your email. Others might feel overwhelmed. and a few might desire they don’t really need what you’re selling them.That’s why you would like to satisfy your customer avatar where they’re therein moment.Happy readers are getting to feel excited to find out that you simply have something for them to realize , and successively make them even happier.
Overwhelmed readers are often extremely inspired by scarcity.And the readers who aren’t totally convinced need some logic to point out them why this is often an honest solution/answer for his or her problem or question.
By mixing and matching emotional triggers, you’ll personalize batch emails a touch more.For example, an email might be structured like:
- Gain Section
- Gain CTA
- Gain trigger segue into Logic Section
- Logic CTA
- Logic trigger into Fear Section
- Fear CTA
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Why social commerce will rule social media in 2020
What’s coming to social media in 2020?
It can be hard to predict the future, especially for something as fast-changing as social media. But if you look to today’s trends and the latest buzz, you’ll start to see the signs.
Social commerce is one of the hottest trends in social media today, and it looks to have an even bigger impact in 2020.
Continue reading to find out the latest on what social commerce is, what it looks like, and how you can make the most of this buzzworthy new channel to further your brand and your business.
What is social commerce?
Social commerce is selling products directly within social media platforms.
This is different than social media marketing, where you might try to drive referral traffic from social media to a website or online store. With social commerce, the store — the entire shopping experience — happens without the customer ever leaving the social media site.
How does social commerce work?
There are a ton of benefits to this, as you might imagine. It’s a far more streamlined process, especially when you can enjoy things like chatbot checkouts, and autofill payments and delivery details. There are fewer clicks and taps with social commerce than with traditional e-commerce through a web store.
The efficiency of the social commerce purchase journey far outdoes the typical e-commerce purchase. There’s a really great blog post on BigCommerce about this. Basically, the math goes like this:
- If you have a traditional website and store, let’s say you get 10,000 visitors to the site.
- Of that group, 25% give you their email address
- When you send that group an email, 25% of them open it.
- Then 5% of those who open the email click on the link in the email.
- And three percent of those clicks end up buying something.
That’s a grand total of 1 purchase, after starting with 10,000 visitors.
Now, compare that to a hypothetical social commerce journey. Let’s take a messenger chatbot for instance.
- Start with 10,000 chatbot visitors.
- Of that group, you can message 99% of them
- Open rates are quite high for chatbots, around 75%.
- So from the group that sees your message and opens it, let’s say that 48% click-through
- And then 1% purchase something.
That’s a total of 35 purchases, compared to the one (1) purchase in the website example.
Now, it obviously goes without saying that your mileage may vary here.
These are just example numbers. But hopefully, they highlight some of the advantages of the ease and efficiency of social commerce.
There’s also a strong case to be made on the qualitative side of things. Andrew Waber of Teikametrics, writing on Marketing Land, points out that there are really four separate stages of shopping experience. These are:
- Convenience
- Shopping as play
- Shopping as exploration
- Shopping as entertainment
What does social commerce look like on Instagram, Facebook, and Pinterest?
The primary players in social commerce are Instagram, Pinterest, and Facebook. We’ll touch on each of them quickly, starting with Instagram.
Facebook data says that 70% of shoppers look to Instagram for product discovery. Perhaps because of this, Instagram’s roadmap has been taking on a decidedly strong shopping feel. The biggest development is Instagram Checkout, which is a fully contained shopping experience within the Instagram app. It’s currently only available to select brands like Nike and Kylie Cosmetics. With Instagram Checkout, you can see a product that you like in the Instagram feed and then complete the entire purchase without ever leaving Instagram.
This goes one step further than Instagram Shopping, another new feature that Instagram has come out with recently. Unlike Checkout, Instagram Shopping is available to businesses in over 70 countries so long as you sell physical goods and have an Instagram business account.
With Instagram Shopping, you can tag your images and stories with the products that are featured in your posts. Then your audience can tap to go straight to your store to make the purchase.
For Facebook, they’ve already taken some really huge strides toward social commerce with Facebook Page Shops and Messenger. First, let’s talk about Facebook Page Shops.
Businesses can create an entire store within Facebook, quite easily and smoothly. To get started, make sure your Facebook page has the Shopping template selected, then click the Shop tab on your Page, then click Go to Commerce Manager. Here is where you complete a few sign up steps and then upload your product catalog to your Facebook shop.
There’s a ton you can do from here, like:
- Add new products and update product information
- Sell directly from your page
- Manage orders and shipping, and
- Run Facebook ads to promote these products.
The website ConversionXL has a neat case study on a brand that has experimented with a Facebook Shop. The watch seller, MVMT, added a selection of products from its catalog to Facebook.
- Within 90 days, approximately 60,000 users visited the store.
- These visitors converted at a 0.5% conversion rate, resulting in more than $15,000 in revenue.
Pinterest also has some really powerful social commerce features for businesses, with new features coming out all the time. Buyable pins were released four years ago now, in 2015, and had over 60 million buyable pins in its first six months. We’ve seen more and more commerce features since. Most recently,
- Shop the Look, which highlights the items in a photo that are available for purchase. And
- Catalogs, which allow you to upload an entire product catalog to feature on Pinterest
How to get started with social commerce in 2020
1. Focus on your best, lowest-cost products
It makes sense that lowest-cost products might sell best on social media. You’re capturing people at a certain place in their buyer journey where they’re eager to buy, not eager to weigh the pros and cons of a major purchase.
That’s why we recommend using a strategic approach to what you list for sale on social media. If you start with your best products, you’re selling the items that appeal to the widest audience and have been proven to resonate with your fans. If you sell your least expensive ones, then you’re reducing friction for shoppers even more.
Along with this, it’s useful to know the larger themes with social commerce, too. According to an eMarketer report, the most relevant verticals for social commerce are categories like apparel, luxury goods, beauty, and home decor.
If you’re in doubt about what to sell, then start with an experimental mindset. You don’t need to put your entire catalog on social right away. Especially since social commerce is still gaining traction, not all your audience may be primed to purchase. A GlobalWebIndex study found that 21% of shoppers use social to make a purchase — a number that we’d expect to rise quite a bit in 2020.
2. Get the right tools at your disposal.
There are a ton of great options out there, but we want to highlight just a couple to give you a taste of what’s possible. First, there’s a messaging tool called ManyChat, which allows you to combine Facebook Messenger and SMS campaigns. ManyChat, and other chat tools like it, can be great for collecting leads and converting them into buyers.
Similarly, another great social commerce tool is jumper.ai. This tool comes with pre-built automated checkout chatbots, which integrate with all sorts of different tools and platforms. You can integrate it straight into Instagram to create a social commerce experience.
And along with third-party tools, there are new social commerce features coming to social networks all the time. We think it’s really smart to continually try out these new features, both for their commercial potential and for the engagement boost you get from trying out new content on your accounts.
3. Partner with influencers and encourage your community to share your products.
These two groups — influencers and community — can be very powerful for your commerce efforts thanks to the way that networks like Instagram and Pinterest are set up. Many of their new features allow people to share your products on your behalf and still tie into the frictionless buying experience of a buyable Pin or Instagram shopping.
4. Measure your strategy
The ultimate goal of social commerce is to guide customers to checkout. And you can do this in any number of ways, through great content, two-way communication, and more. Ultimately, though, the best measurement of a social commerce strategy is in dollars and cents. How many sales did you make?
And at the same time, as we talked about above, not all your audience may be ready to shop just yet. Social commerce is still a trend in the making. Not everyone is on board.
So this opens up a variety of alternative measures for success. For instance,
- How many emails you capture. These emails can become important for starting a relationship with your customers and helping guide them back to your social accounts or your e-commerce website.
- You can also think about measurements like
- Brand engagement, and
- Completion of certain steps before the conversion
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