The Definitive Guide To Leveraging SOCIAL MEDIA MARKETING for Online Sales

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
14 min read

71% of Internet surfers in the United States actively use social media networks.

That means (almost) three out of four people could be reached, interacted with, and persuaded through social media.

Marketers everywhere want to harness social media to boost customer experience, boost brand awareness, and increase sales.

Andrew Hubbard turned a $4,000 investment in Facebook ads into $36,449 in profits.

And, it’s not only for marketers.

Online retailers may also be using social media to operate a vehicle revenue.

A women’s online clothing store supporting a non-profit wildlife conservation organization saw a 192% upsurge in social media sales with Facebook resulting in new customer acquisition.

So, to assist you increase sales for the business, I’m likely to show you how exactly to use social media to operate a vehicle sales.

To begin, you need to utilize the right social channels to attain the proper people.

Use the proper social channels to attain your target audience

As much as we’d all want to master every social platform, it’s about as likely as winning every lottery by only playing Powerball.

Just just like the same winning numbers aren’t likely to score you that sweet jackpot for each and every active lottery game, no blanket strategy can net you big wins on every network.

Why?

Because the preferences, demographics, and interaction styles change between each.

Some of the is the consequence of design constraints.

But a few of it boils down to the usual user bases, which explains why it’s so vital that you choose your channels wisely.

Facebook could be the crown king of social media in terms of growth and frequency of use, but that doesn’t ensure it is the best option for the business.

social media platform usage frequency

Because there’s one crucial thing you need to remember about Facebook.

Just since it reaches more users than other networks doesn’t mean it reaches more of your users.

And that’s ultimately who matters most when choosing a social platform.

Just consider the social channels these top brands elect to build relationships their audience.

how brands engage using social media

As Michelle Vroom, founder of Vroom Communications explains, “Each channel can be used in various ways, and really should be used in various ways. There’s no ‘one size fits all.’”

Carnival Cruise is a great example of how exactly to leverage the proper social channels to attain your market.

Carnival Cruise Line wished to reach more “rookie” cruisers. In addition, it wished to keep its costs right down to the very least. For them, Pinterest was a golden goose.

Its campaign on Pinterest saw a 14% increase in click-through rate while its CPC was just as much as 71% less than exactly the same outreach tactics on other networks.

carnival cruiselines pinterest

How did they get such money-saving numbers while boosting customer acquisition?

By likely to the proper network to attain the proper people.

After all, who’s more prone to embark on a first-time cruise: a college freshman still shopping a high Ramen diet or perhaps a family that pulls within an income more than $100k?

According to Pinterest’s self-reported demographics, the latter makes up about 40% of their user base.

pinterest demographics

Flight Media saw similar results if they doubled down on the Instagram efforts. Instagram didn’t just surpass Facebook, nonetheless it became their top social media performer.

To the tune of 58% of these total lead generation.

Check this out.

136 instagram leads

And all that happened in only a couple of months.

So, as you can plainly see, identifying your target demographics and meeting them on the platform of preference might help rake in clients and save well on marketing spending.

And sometimes, as demonstrated in the aforementioned examples, that platform isn’t always Facebook.

Use paid promotion and buyable pins to improve sales

Paid promotion programs vary between networks with regards to delivery and cost, and you also can’t throw a stick without hitting a sales-boosting success story.

Don’t trust me? Check these out.

57st. design, a high-end furniture design house and retailer, get at least 35% of its revenue directly from Pinterest, which consists of “Promoted Pins” feature to great effect.

sales from pinterest

Here’s another.

OGX, a beauty and hair care retailer focusing on natural and exotic ingredients, pulled its U.S. sales up by 8% using Facebook’s advertising platform.

ogx facebook sales

And all that in a month. Considering there’s barely a supermarket in the U.S. that doesn’t feature OGX’s products, that sales lift is huge.

Let’s ensure it is a trifecta and appearance at yet another.

Pringles, the tube of chips which makes us uncomfortably alert to how much we are able to eat in a single sitting, nets a 2.9x ROI on promoted tweets for each dollar spent.

pringles ROI return

So, in case a paid promotion isn’t section of your social media strategy, you’re really missing out. But how can you discover the program and format that fits your products and budget best?

Start by experimenting with A/B testing.

ab testing ad sets

That’s what SHEIN, an online fashion retailer, did with Instagram’s paid promotion program.

Running three concurrent experiments with different ad formats, SHEIN tracked its conversions with Facebook pixel to land on the format that worked best because of its customers.

Best as in 8.5% a lot more than other ad formats for a complete of 23% conversion lift.

23 percent conversion lift

They’re not the only real ones who know the worthiness of a fantastic side-by-side, either.

AdEspresso runs on the similar approach for their Facebook ads.

adespresso facebook ad tests

That said, paid promotion isn’t the only method to create customers in directly from the social platform.

Pinterest, where 93% of users use pins to plan purchases, can be a gold mine of potential increased revenue.

Buyable pins, which allow users to perform their purchase Pinterest, have yielded some awesome results for e-commerce stores seeking to grow sales and new customer acquisition.

buyable pins from pinterest

Did I mention the very best part yet? They’re absolve to use for approved businesses.

Look at the outcomes for Gardener’s Supply Company, an online retailer of landscaping supplies.

Using buyable pins boosted its sales by 300%, and 95% of the pin purchases were clients.

buyable pins boost

FlyAway BlueJay saw similar results. Buyable pins drove 20% of the retailer’s sales, and 100% of the purchases were from completely new customers.

jetblue buyable pins sales results

Holly Feld, owner of FlyAway BlueJay, says this about her experience with buyable pins:

“Buyable Pins makes Pinterest more user-friendly for both people searching for an ideal gift and for businesses attempting to reach new customers.”

This may be the gist of it:

Every social network includes a paid promotional program that may turn over an enormous profit and put your sales in to the stratosphere.

On Pinterest, buyable pins may take you even more in to the e-commerce cosmos.

So, escape there, shop your alternatives, and get prepared to open your doors for clients, stellar ROI, and huge traffic with paid promotion.

Leverage emotion to draw customers in

Content with high emotional impact is three times more prone to achieve mega success than campaigns without it.

high vs low performing content marketing

And, it’s not only for B2C organizations. Emotional marketing can be extremely profitable for both B2C and B2B organizations.

Here’s what Michal Zarankin, the former head of digital marketing for Pendo, had to state about any of it:

“I believe that the strategies and tactics to create a direct effect on people’s decisions lay in exactly the same places for B2C and B2B. B2B marketers should use emotional marketing if it seems sensible because of their entire strategy.”

But endure: precisely what is emotional marketing and why is it so not the same as other styles of marketing? And much more to the stage, so what can it do for the sales?

Emotional marketing, at its core, is storytelling.

And, it’s powerful enough to improve your repurchase rate by around 300%.

emotionally engaged customers

Emotional marketing is taking real-life situations and with them to drive a spot home, whether that’s to prevent teens from texting and driving or get visitors to buy more of one’s products.

We might love stats in the marketing world, but consumers respond better with emotions. 31% of advertisers reported significant gains by using emotional marketing.

emotion and logic in advertising

But precisely how significant?

Beats, the now-premiere headphone company, climbed to the very best of consumer’s wishlists with three different story-based campaigns which were rooted in emotion.

The most memorable section of Beats’ success is that the vast majority of the campaigns started with little to no budget.

You read that right.

Its product rose to acclaim through campaigns which could barely cover the monthly rent generally in most metropolitan cities – if.

Here’s another exemplory case of emotional marketing driving sales.

Back in 2008, a Subaru was nothing special. Dependable, decent, nonetheless it didn’t strike a chord with anyone. That all changed with the “Love” campaign.

subaru love

Turning its focus to emotional storytelling, Subaru rose from the ashes of lackluster reception and happens to be riding a 73-month long streak of growth, netting 647,956 sales in 2017.

Since launching their emotionally-charged campaigns, Subaru’s marketing has evolved, however the core of it – the emotional resonance – has stayed exactly the same.

Subaru officials put it in this manner: “Our target demographic is experience seekers. It’s exactly like eight years back, only we have been reaching more of these, in better ways.”

Let’s look at yet another exemplory case of emotional marketing doing his thing, this time around, specifically on social media.

Knorr, a food and beverage brand, wished to get millennials talking (and purchasing) its products. Thus, the “Love initially Taste” campaign was created.

love initially taste

Wildly creative, this campaign leveraged emotional reference to other folks – intimacy – to cultivate its reach across its target demographics on social media.

It used YouTube to operate a vehicle its film content, Facebook to obtain shares flowing, and Twitter to spark the conversation with millennials.

The results went well above its expectations.

love initially taste results

Globally, they saw a 13% rise in purchase intent across all demographics! That’s insane, particularly when you consider the prior year’s increase came in at a paltry 1.25%.

OK, you’re sold.

Emotional marketing works well for sales, offline, online, so when found in social media.

But, how can you incorporate that into your social media strategy?

First, understanding your audience is key.

The more emotional reactions it is possible to elicit, the more shares and engagement you’re likely to get together with your posts.

branded content emotional engagement

One of the very most reliable methods to use emotional marketing on social media is using milestones.

Over 1 / 2 of millennials have made a purchase for a milestone after seeing the associated products on social media.

purchase after seeing brand on social

Here’s an example of milestones – and their brand associations – you may use as inspiration for working into your social media.

Knorr, our above example, leveraged “relationships.” Subaru used “family,” and Beats used a variety of “personal accomplishment” and “professional.”

milestones consumers share on social media

Here’s how everything reduces:

Emotions are such as a roadmap for the products.

As SmartBug Media’s Jennifer Lux explains…

“When you can truly understand the sentiments that drive buyers’ actions, it is possible to cultivate an engagement technique to bring about those collective emotional triggers across the way to purchase.”

So, stop writing bland posts and begin incorporating emotion-driven marketing and milestones. Your sales and followers will many thanks.

Deliver greater than a sales pitch

Do you remember the final time you have trapped within an uncomfortable conversation with a neighbor running among those catalog businesses?

How, thirty seconds in to the conversation, you started wishing for a meteorite to provide you from their sales page?

Your customers have the same manner. They don’t desire to pay attention to you sell, sell, sell.

That lands you in spam or annoying territories (or both). And that results in losing followers, especially your older users.

brand behaviors that cause visitors to unfollow

So you will need targeted content to help keep your social media from self-sabotaging.

Which is really a cinch if you’ve got a content marketing budget create and a writer readily available.

And in the event that you don’t, it’s worth buying one. The very best content marketing strategies include both curated and original content.

Curated content may save time, however the extra effort and expense necessary for original content might have a significant effect on directing users to your internet site.

More traffic means increased sales opportunities.

But in the event you’re not sold on the need of original content, consider HotPads.

Using original content, the web rental marketplace was able to pull in 4000% more traffic in only seven short months.

increased traffic results

At this aspect you could be thinking: OK, you will want to just opt for all original content then?

Beyond enough time and money investment, you ought to be sharing both curated and original quite happy with your audience because both help your audience.

And moreover, because both drive consumers on social media to create purchases.

brand actions on social that prompt consumers to get

So ensure that your social channels aren’t just one single long sales page after another to help keep your visitors happy (and much more importantly, consuming).

OK, there’s one final pillar you should hit to leverage social media to operate a vehicle your web sales. It’s a straightforward one, but it’s vital: being social.

Increase revenue with influencer marketing

Engaging with users is crucial to help keep them coming, nonetheless it isn’t limited by direct conversations.

In fact, there are a great number of creative methods to engagement which have yielded some powerful rewards.

Take Nicaila Matthews’ approach.

She used a five-day social media challenge to create her business and help her users reap the rewards with her. The numbers are pretty staggering.

built side hustle research study

The setup was simple.

Matthews used a variety of organic social growth and paid social advertising to spread the term of her free challenge and direct users to a sign-up page.

Her challenge helped users grow their very own Instagram followings and featured five live sessions (that later became evergreen content following the challenge ended).

Using live engagement and great content netted Matthews 1,020 leads in just five days.

She then used those opportunities to upsell her premium product packages and begin moving leads into conversions. Brilliant, right?

Want an even savvier way to drive users to your products without having to create a lick of content for it?

Let users generate your articles instead.

Better yet, use an influencer to net content, sales, and engagement.

The ROI on influencer marketing has been estimated around as much as eleven times higher than traditional marketing techniques.

11x higher ROI

Here are simply several companies which have yielded some epic rewards with influencer marketing.

Daniel Wellington, a wrist watch company, built its entire sales strategy on influencer marketing and sold its one-millionth watch within 3 years of launch.

Want a far more staggering result?

Foodspring, a culinary upstart catering to the fitness-minded consumer, grew its earned media value 750% in a single year because of influencers.

foodspring instagram audience

Influencer marketing isn’t simply for newcomers seeking to make waves. Well-established brands like Bigelow Tea have netted some impressive results, too.

To the tune of an 18.5% upsurge in sales.

But in the event you’re not in love with influencer marketing yet, let’s look at yet another example.

Gerber Lil’ Beanies boosted its national sales by 5% because of a thorough influencer campaign.

This campaign netted Gerber Baby almost 10,000 bits of content and 25 % million interactions across different social platforms. That is crazy considering this:

It had just under 350 influencers working to promote its products. Which means for every influencer, it netted roughly 800 engagements!

OK, that’s all well and good, but how can you capitalize on influencer marketing if you’re dealing with a baby-sized budget? Choose influencers who already desire to promote your product.

Alternatively, get in touch with “micro-influencers.”

These homegrown social media players can deliver high engagement, they’re better to find than macro-influencers, and they’re often significantly cheaper.

why micro influencers

Ready for a few very good news?

Finding influencers that fit both your allowance and niche is simpler than ever before.

One of the best tools for finding influencers is Influence.co.

influence.co homepage in 2018

Organized visually and including an exhaustive tagging system, Influence.co makes it simple to filter influencers by industry, follower count, geographic area, and so a lot more.

Think of it as a freelance platform designed for influencers. One which puts the energy in the hands to get the perfect people for the budget and products.

You can begin by checking out its collections, the hand-selected cream of the influencer crop.

influence co collections

But the true power of the platform is its advanced search.

influence co search

Check out your options for filtering influencers.

filtering influencers with influence.co

Nice, right?

With Influence.co, it’s easy and absolve to find the appropriate people to use your brand.

Basically, here’s the offer.

Social media can drive sales and generate leads, nevertheless, you need to be involved and obtain the proper players on the board to start to see the bucks roll in.

Reach out to your users, try the city, and use influencers to operate a vehicle your web sales, bulk up your articles, and elevate brand engagement. It’s that easy.

Conclusion

The most significant facet of using social media for online sales is certainly going where your visitors are already. Different demographics like different networks.

Find your target demographics and build your presence where they’re already comfortable. That isn’t always likely to be Facebook.

Once you’ve nailed down your networks, use paid promotion to obtain some serious ROI and sales traction. The “buyable pins” on Pinterest may also be an excellent option for trusted online retailers.

Want your products to stick out in the ocean of social media? Leverage emotion to activate together with your customers…and their wallets.

But don’t just concentrate on your products. Users will drop like flies if your channel is really a day-in, day-out sales page.

Instead, give your followers a variety of stellar original and curated content to create your brand worth following.

Finally, leveraging your social media to obtain people committed to your products requires one particular but pivotal action: be social.

Engage with users, whether it’s through user-generated content or clever campaigns just like the one run by Nicaila Matthews to create over 1k leads in five days.

Alternatively, bulk up your articles and increase your sales by embracing influencers. Don’t think you have the cover influencer marketing? Get in touch with “micro-influencers” instead.

They’re often cheaper, well-trusted, and far simpler to reach than star-studded endorsements. Influence.co is a good way to see them.

The social media game might not be easy and simple around, nonetheless it could be rewarding with the proper metrics and approach. Utilize this guide to provide your products some pop with social media.

What social media strategies perhaps you have leveraged to improve sales?

About the writer: Neil Patel may be the cofounder of Neil Patel Digital.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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