Anatomy of a Social Buyer – Understand Your Customer
Social media marketing is a business necessity. It increases awareness about a business, brand, product or service, and amplifies the engagement with your target audience and so generates more leads, prospects and customers. Owners understand that for their venture to withstand the competition and survive in the current economic environment, they need to be on Facebook, Twitter, and other social networks. They need to update fan pages, upload photos, and interact with their audience. After all, 67% of all Internet users use social networks, according to Pew Internet research. Indeed no online marketing strategy is ever complete without it. But at the end of the day, it is sales—not likes, retweets or repins—that keep the business going. So the question now is…
“Do businesses actually get sales from social media?”
Social Users Actually Do Buy
Some 43% of social users actually do buy. The purchases happened after conducting some form of social action on the item, like sharing and favoriting, says global research provider, Vision Critical. Broken down by site, Facebook appears to be the best platform to drive sales as 38% of its users have purchased an item after liking and sharing it. Pinterest ranks second with 29% of users saying they have purchased an item. Twitter was third with 22%. Social sites can drive both online and offline sales.
Social: Vast Network of Networks
Despite doubts clouding social’s power to keep the cash register ringing, business still believe in conducting marketing via social networks. In fact, 83% of marketers surveyed by Social Media Examiner consider social media as important for their business. The same source found that 59% or marketers are using social media for 6 hours or more each week.
As for which site is considered most critical to business, 42% of marketers asked by HubSpot for the State of Inbound Marketing report voted Facebook as their choice. Some 80% of U.S. social network users prefer to connect to brands through it.
Apart from Facebook, which now has 1.28 billion monthly active users; marketers also cited Twitter and Pinterest. According to a study by Edison Research, 51% of active Twitter users follow companies, brands, or products on social networks. Pinterest, on the other hand, is ranked by Experian as the third most popular social network in the U.S., based on traffic. Google’s very own Google+ is continuously growing with 359 million monthly active users. Then, there’s YouTube, LinkedIn and other popular sites.
The Social Buyer
So what’s inside the mind of a social buyer? A whopping 60-70% of social media purchasers said they were thinking about purchasing the product at the time they bought it. And nearly 80% of purchasers rely on Reviews and Referrals from their friends in formulating their purchase decisions.
Social Buyers Leave Reviews, Refer Friends and Grow Your Reputation
Whenever you have satisfied your purchaser with your product or service, particularly if it involves a high degree of trust, you owe it to yourself to ASK those satisfied purchasers to give you a Review which you can display on your website and on your social media sites like Facebook and Google +. As a result, your online reputation will grow and help prospective purchasers form a positive reaction about you.
If these Reviews are from their friends, then the prospective purchaser will be warmly predisposed towards you and is more than likely to purchase your product or service. Your reputation and referrals from friends are very important.
A 2010 Economics of Loyalty study performed by Advisor Impact and Vanguard in USA found that in the financial services industry 83% of satisfied customers reported a willingness to recommend services to others but only 29% of customers actually did so. The reason is that these customers were not asked to refer these services. Asking for referrals is crucial – they won’t happen otherwise and their satisfaction with you will remain a secret.
How to Appeal to Your Social Buyer
Use a Specific Network’s Purchasing Influence – Auto posting the same exact stuff on all your social accounts is not the best way to approach social media. If you want to get social-inspired sales, you must understand how a particular network or social website influences a customer’s purchase decision. For example, 43% of Pinterest purchasers said they were influenced by the “additional information on the product,” according to Vision Critical. This means Pinterest is a great choice when providing product details, reviews and recommendations, different models, etc.
For identifying where prospects can purchase the product, 38% of buyers used Twitter. When alerting to a sale or deal, 37% credited Facebook and 32% Twitter. Some 32% got reminders to purchase through Twitter. But when it comes to providing a coupon code, the race is tight between Facebook (18%), Pinterest (14%), and Twitter (18%). The product discovery contest is also close: Facebook (31%), Pinterest (35%), and Twitter (35%).
Use Facebook to Define Your Target Audience and Market to Them – Facebook has an audience search capability that enables you to very accurately define your target audience so you can use Facebook ads to target only that audience with great results. Facebook searches its database for potential users who have the characteristics of your customers and presents you with a “lookalike audience’ of prospects to whom you can market using ads. Facebook gives you the size of this audience down to the suburb, family size and many more “interest” variables. Facebook also allows you to retarget your website visitors who leave without buying and also to market to “custom audiences”. Facebook newsfeed ads are ver
Network Where Your Targets Are – Leading data firm comScore estimates 80% of Pinterest users are female. Repinly, an online pin directory, says the most popular Pinterest categories are as follows: food & drink, DIY and crafts, women’s apparel, and home décor. Head over to Google+ and the world turns upside down. According to SocialStatistics, nearly 87% of Google+ users are male. Students, early adopters, and engineers are some of the biggest groups. Go to LinkedIn and you’ll find a healthy balance of professionals from both sexes.
The idea is to analyze which site best suits your target market’s profile and then start your social media optimisation campaign in that network. This strategy gives your marketing focus and maximises results.
Get Started with Focused Social Media Marketing Today – You can use social media marketing not just to get a legion of followers, but also to generate sales; a fact that’s already been proven across multiple industries worldwide. The best approach right now is to get started—if you haven’t already—and give it focus to ensure you influence social buyers to purchase your products and avail of your services today. We can help you or do it for you.
CALL US on (09) 449 1005 or (027) 489 5009 or email firstname.lastname@example.org for a FREE consultation to optimise your social media marketing, attract social purchasers, understand your customer and generate more sales from social networks.
Patterson Digital Marketing