Social media is one of the most valuable resources you have as an online store owner. It can be used to promote your products and interact with customers. In the Netherlands, over 65% of the population reports being active on social media – that’s roughly 11 million people. A smart marketing campaign can help you take advantage of this opportunity, drive traffic to your website, and potentially increase online sales.
In this post, we’ll show you the best practices to fully exploit the potential of your social media channels.
For best results, it’s important to first define the most profitable way for your business to use social media. In order to guarantee success, start by identifying clear goals and objectives. The aim of the marketing campaign will determine a course of action. Some possible objectives could be:
- Create brand awareness
- Get exposure for your products
- Gauge how your company is perceived by customers
- Generate new leads
- Build stronger relationships with your customers and create brand loyalty
Narrow down your target audience
One of the main advantages of advertising on social media is the ability to personalize the target audience. Detailed consumer data make it easy to create a successful marketing strategy. For instance, Facebook allows you to reach specific demographic segments with varying interests and behavior characteristics. Although the level of customization makes it possible to target any niche, it also raises an important question – who are your customers?
Making assumptions about your potential customers can be dangerous. Conduct A/B testing with your social media advertising to identify the characteristics of your target audience. Set a broad scope initially and narrow it down as you learn more about your customers. Spend some time doing some research.
Adopt the ideal language and overall message
Figuring out the best way to relate to your target audience can be difficult, but it can truly make a difference to your online store’s bottom line. A helpful tip is to use your advertising copy to appeal to customers emotions. Imagine you’re trying to advertise a phone case, how would the ad copy read? Consider the main purchase drivers: device protection, styling, and functionality.
The ideal ad for social media could be a video showing a person dropping their phone with text that reads, “Never crack your screen again”. We all can relate to the fear that washes over you as you drop your phone. The video and copy in this ad trigger a feeling we all know too well.
Keep in mind that the language you will use depends highly on your target audience and what resonates with them. Unfortunately, when it comes to ad copy there is no one-size-fits-all solution.
BONUS: If you want to learn more about how to increase your online sales, check out our series on 30 actionable tips you can implement today.
Identify the best social media channel for your business
Many believe that Facebook is no longer a profitable place to advertise – this is wrong. In fact, Facebook is the most used social media platform in the Netherlands. If you’re planning to use social media ads for your marketing strategy, you must not ignore the largest of them all.
Instagram, Youtube, and LinkedIn can be suitable for some online stores depending on their product catalog. Each of these platforms differs in the characteristics of their users. Note that your message should adapt to the social media platform for which it will be used. Carefully consider which platform would best suit your business.
Create brand loyalty
Produce quality content for your customers. When customers find value in products, it leads to a purchase. When they find value in your brand, it leads to good word of mouth. Valuable content will serve to win over a buyer and creates a commitment that goes beyond the company-consumer relationship. A loyal customer is extremely important for your social media marketing. Effectively, they will act as (unofficial) brand ambassadors.
Analyze results and hone performance
Most social media platforms will provide you with analytics about your reach and performance. Constantly monitor those statistics and adjust your marketing strategy accordingly. Alternatively, there are some useful tools for managing and monitoring your social media such as Hootsuite or Socialoomph. If your social media campaigns are not performing well, adjust your advertising copy or fine tune your targeting settings.
Increase your online sales today
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