We follow a new online store on Facebook because we like their products on show. But two days later we stop following them because every day our newsfeed was flooded with offers for discounts and promotions. Many online stores and brands make this grave mistake and end up asking themselves why are our followers not interacting with us?. People who follow a brand on social networks do not do it to receive discounts and promotions (e-mail is the best medium to send this kind of information).
They do it because they want to relate to the brand, its image and what it symbolizes. Let us explore the case of Bevel, an American company that makes shaving products specially designed for Afro-American people. Their social network strategy has always been very clear: an “old barbershop” feel to the experience. Well attended, vintage style, everything personalized around what the customer needs.
They have never shown products, discounts, prices or similar things on their Instagram or other social network accounts. They have always shown their products focusing on their great design. They show barbershops where the product is being used with a very special aesthetic. They use social networks to communicate and show what the brand needs, not to sell. Sales will come when the necessary trust is created between the brand and the client.
There’s a general rule you should follow when implementing a social network strategy: 40/60
- 40% of your content should be your own, original, better and distinct from what already exists. If you think your followers would respond well to posts about new products or promotions, use only 10% for this and leave the remaining 30% for original content.
- 60% can be derivative work from a carefully selected collection of content, making references to other related articles or topics.
What social networks do your potential customers use?
Using the customer profile you already have (some people call it Buyer Persona), you can make a list of potential social media networks where the segment is present and more active. Select the top 2 or 3 and focus only on them. As a reference, if your products are related to clothing, style or design, you should use social networks in which images will trigger the user’s attention, Bevel with Instagram is a good example. For more technical products, when the functional qualities are more valuable, platforms such as Youtube can be of great importance to encourage potential customers to buy your products by way of tutorial videos or podcasts.
Run a Social Media Influencer Marketing Campaign
Ever heard of a social media influencer? It is basically someone who has a strong presence on social media and uses that to influence audiences. It is kind of like celebrity endorsements, except social media influencer, are not usually real celebrities but have a large following and reach. Companies use Influencer Marketing Campaigns to boost brand recognition and spread the word about their product/service, leading to potential customers.
When using this strategy, make sure your influencer campaign still aligns with the larger content strategy and image of your company. Businesses that utilize influencer marketing have a 37% better retention rate. So how can you do this? You need to know your target audience. You need to know the goals you want to achieve from that campaign and keep an eye on the indicators such as Audience reach, Views, Engagement, Increase in followers and Sales etc to follow the progress. Before you select an influencer, do your research and make sure that he/she is the perfect fit for you. Use a platform like Klear to connect with suitable social influencers. Lastly, let the influencer do most of the creative work, as they best know how to approach their audience.