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Does your business have an interactive page in facebook or a business page in Linkedin? Have you twitted lately on twitter or posted a corporate-image clip on youtube?
Latest studies show that the e-Commerce websites allocate more and more advertising budgets and personnel to the area of social networks. Why is it of such importance to us to write a comment on different products, click Like and be recommended by our friends? On which of the social networks should we focus? Does the social network really help position the brand? What about raising the percentage of traffic on the e-Commerce website? And increase its revenues?
In the virtual world, just like in the physical world, one of the factors that influence a buying decision most is a recommendation from a friend or an acquaintance. This is how the social network, which is a platform for daily virtual conversation, became significantly influential to the sales on e-Commerce websites.
The process of “recommending” a product is an integral part of the “network chatter”. The various social networks enable every surfer to initiate a debate open to his friends from intimate or more distant circles. The same casual “girl talk” I would have with my girlfriends when sporting a new designer dress I just bought, could be replaced with a Like in facebook, a twit on twitter or a photo of me actually wearing the new dress. This way I can share the experience not only with my best friends but with all 550 of my social network friends. In a matter of minutes, I will probable receive complements and responses to my purchase. As a result of this ordinary social event, and with no intention on my part, the brand and its e-commerce website gain high exposure and a favorable or critical feedback.
We all have the same social needs to share, be socially popular, be updated on the latest trends, belong to a group and express and opinion, continue to exist behind the screen and keyboard and become even more significant because of the wide exposure and the involvement of the rest of the network friends. The more response I receive to a product I gave an opinion of, whether good or bad, I stimulate interest and movement in my personal profile. As mentioned, as a result, I also advertise the website and its products.
According to the last 2010 L2TinkTank report on how social networks are used, more than 50% said that facebook, blogs and video clips influence their opinion on various products and whether to purchase them. Many e-Commerce websites have already understood this, enabling to interface the customers’ rating and opinion directly from the social network into their own website.
Where surfers spend their time when in front of the computer, through their smartphones and tablets, where they chat, experience and share their impressions – that is where they also talk about your brand, your product, and the service you offer them.
Matching the website’s character to that of the social network
It is important that as owners of a commercial website who decided to connect to a social network, you investigating which social network is most profitable for you to invest in. In many cases, one can choose several networks in order to gain wider exposure, but this should be done intelligently and the investment in each of the marketing channels and target audience should be planned. One should define how that specific marketing platform can promote the growth of your commercial website.
For example, Linkedin is a business social network which is generally formal and professional, while facebook is a less “formal” website and even a bit unrestrained.
Matching the network’s character to the nature of the websites target audience
The network offers a large number of social networks that address different target audiences. It is important that you know where your target audience connects and which network interests them. Does your website address other businesses (B2B) or end-users (B2C)? Does your business address youngsters or businessmen? In which of the social networks you should post a blog or a clip?
What is the competition doing?
Collecting intelligence on your competitors is always wise. It is recommended to discover and check what your main competitors are doing on social networks, understand what type of social networks they are active in, what kind of content are they advertising and what is the number of their network friends.
What content would be relevant for publishing in the social networks of my choice?
The marketing content should be prepared in advance according to strategy and as professionally as possible without being aggressive. Beyond the direct advertising of your products, it is also recommended to share with the surfers posts and articles from external sources, ask questions, and participate in discussions, post photos from events and video clips from lectures. It is often advisable to hire a content writer to write for your business. Companies specializing in Web Marketing offer professional service of this kind.
2010 was the year social networks really made a breakthrough, dramatically influencing the course of business and the commercial activities over the Internet. The social networks create traffic over the Net and particularly on the commercial websites, changing the rules of the advertizing game in those websites, as well as the scope of investments in the traditional advertising channels.
You can find everyone in social networks and it is relatively simple to access and use it for advertizing.
The buying experience has become stronger, it is personal and global simultaneously, a customer has sufficient time to “spend” in a store, he can enter and exit the store several times a day, invite his friends to join his shopping spree or express his opinion on those items being offered.
The surfers can empower your business on the social network, both by creating traffic on your commercial website and through recommendations on the products you sell.
After the surfer “has completed” his work by attracting his friends to your commercial website, it’s your website’s turn to motivate surfers to act and cross the finish line with the shopping cart.
Good Luck!
Roni Keren, Sales & Marketing
August, 2011
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