Thanks to the Internet, the concept of “commerce” has opened up to a ton of new meanings. In fact, the word in itself has taken a new shape. Today we see merchants using new methods of commerce, including eCommerce and Social Commerce, to drive sales online and in-store.
Here, we dive into Social Commerce or Social Selling, which is defined by Super Office as the act of engaging with prospects on social media by providing value through answered questions and relevant content.
How do you move the needle from “liking” to “purchasing”? Check out these tips:
Mobile First
In an October 2014 article, Clickz.com reports that larger screen devices (4.7 inch or larger screens) now account for more than a quarter of all smartphone sales. The story also quotes a recent Facebook earnings report finding that the company’s daily mobile active users increased 15 percent, and mobile-only daily activity (users who use mobile devices exclusively) grew an astounding 34 percent. Many customer segments, particularly Millennials, keep their smartphones handy 24/7 and rely on it almost exclusively for their content.
The Right Content
Too many businesses and brands share one-size-fits-all content, rather than content tailored to the specific channel and customer. To achieve “shareworthy” content, you need to provide unique value to your viewers in order for them to see it, click it, and think it is valuable enough to share with their network. Keep your sales pitch out of the equation, and focus on content that is engaging, interactive, contextual, as well as educational and entertaining.
Be An Authority Through Originality
To build trust with your shoppers, establish brand identity, and differentiate yourself – it’s important to disseminate your own videos, photography, infographics, and blog posts.
Which Channels Matter?
One of the biggest mistakes businesses make is that they invest all their time and money into every channel. If you're looking to drive online ordering, for example, you can focus on the platforms that deliver the most value. Be sure to adapt your messaging, specific to each channel.
- Instagram: This is the best channel to sell an experience. Primarily visual, Instagram is great for highlighting strong lifestyle imagery and video of what you sell. Interact with shoppers and diners by asking their opinions and holding photo challenges. Keep your contact information clear in your bio, and be sure to set your location so shoppers and diners can find you!
- Facebook: This is where the majority of your customers are. Because Facebook has the largest number of users, it is a great space to build a community. According to Shopify, 85% of all orders from social media come from Facebook. Engage and interact with your customers, and encourage them to interact with one another. You can also link to your online website, both in social posts as well as permanently in your ‘About’ page.
- Twitter: Similar to Facebook, this is another great platform to foster engagement. And by leveraging Twitter’s trending topics, it is a good opportunity to place your brand in the center of new, trending topics relevant to your industry.
Listen
Take advantage of social media monitoring tools like Sprout Social or HootSuite to actively monitor industry news and conversations about your business, as well as direct comments and feedback. Share helpful links, product recommendations, and provide web links so users can find exactly what they want. This is will be your highest conversion in directing traffic to landing pages.
Automated Chats
You can deploy messaging services to automate your communication on your social media channels. Especially if time is an issue, automated messaging helps you provide sales support in real-time. Note, that if overused, or used as a sales tactic, not a support tactic, your brand can come off as pushy and inauthentic.
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