We hear a lot of companies ask for social media to increase sales and we just want to clarify what you, as a business owner, marketing manager or even communications assistant, should realistically be expecting of adopting a social media strategy.
Sometimes, it's nice to just remind ourselves of what it is we can see from a certain marketing method and measure its value accurately, rather than against our own hopes.
For instance, there is no e-commerce social media site. Your Twitter profile visitors cannot click "buy" and spend money on your Twitter profile - so why do you think it is directly going to grow sales?
Let's look into the value of social media a little more...
A lot of social media agencies may advertise their social media as being able to grow business or "grow sales".
They're right about growing business, it can do this, because social media increases awareness. Not sales, however.
What it can do is grow sales opportunities. These opportunities come from someone resonating with your social media messages and clicking through to your website.
This is your opportunity.
You must turn that opportunity into a sale yourself, with your website, product descriptions, user friendly web features, great products and fantastic service offering!
Your Twitter profile (Pinterest board, Facebook feed etc...) has done its job - it created the opportunity.
It's easy to neglect this thought process when you spend a lot of time, money or resource on social media, but when it's spelled out like above, it's probably seeming fairly obvious?
Let's look at what social media can do...
1. Grow an engaging community
A billboard advert or a magazine editorial cannot build an actively engaged community. Only social media holds the power in 2015 to gather loyal fans, customers, business friends and others in one place - celebrating your successes and sharing industry news that matters to your business.
2. Gain fans that go the "extra mile"
Anybody can like a company, just as they can 'like' a Facebook page. Over time, as you engage more with these people on social media you will notice other communiation paths will open. For instance, bumping into that Facebook contact at a networking event or trade show, seeing them 'follow' you on Twitter too or moving their communications to email.
All of this is beginning the process of converting them from a simple social media statistic to a very real prospective lead and, then, customer.
These people will now love your company and look forward to seeing your relevant, engaging content and sharing it with their networks. Ultimately, you need these people because they can transform once more into "defenders".
Received a bad product review or unfortunate luck with premises or a business deal and the word's got out? It's amazing how your engaging community can step up and not only "defend" your reputation but solve your issues too.
That's impressive stuff, no?
3. Content ideas in abundance
Your audience will share the stuff they love, or like it, favourite it, retweet it... whatever, it will get further than you'd expected, that's for sure.
Did some pieces of content see considerably less of the World Wide Web, thanks to a lack of shares? Your audience is rejecting your content - it wasn't what they wanted. Use this feedback to determine your future content strategy!
You will not only be able to discover and analyse this feedback, but also find new ideas for content and explore how your customers are finding content they like (and what they do when they find something they like).
Not only that, but you can find many guest bloggers in clients and social media followers, in general. Simply put the message out there that you're happy to accept guest content and you'll be surprised how many are happy to share their materials (especially if they love what you do in your blog and on social media)!
Also, social media is a clear portal for receiving and dealing with customer feedback - does your audience have questions? Use them for new blog materials, or even offline materials - use that pain point from one of your customer's Twitter queries as the perfect advert for your company and how you solve those pain points!
4. Deliver more than they expect
Using social media as a customer service platform can be incredibly beneficial and rewarding in terms of your business culture and reputation.
Even if you're getting complaints, being able to deal with them effectively in a public arena can be extra powerful to those who are watching you.
What's next?
Remember to consider the whole picture. Social media is only effective if it is actually done with patience and with a clear understanding of realistic expectations from everyone, including your boss, the marketing department and your social media team themselves.
It's great to go through your social media strategy and see what kinds of content you're putting out, how they can be changed and adapted to suit your buyer personas.
If you want more information about social media management and how to reach realistic goals with your content and marketing strategy, email hello@thriveability.co.uk.
