Contributors:
Amol Ghemud Published: August 14, 2018
In This Article
Share On:
Social media is reaching its boundless figures and rapidly growing especially, in developing country like India. The audience can be broadly accumulated as everyone using the internet and social media. Apart from the additional factors of using Social media such as Brand awareness etc., organizations are increasing their budget for its wider range of onlookers and perceived credibility.
Purchasing online has contributed a lot towards generating revenue. Also, the social media reviews and opinions affect the purchase decision process on a large basis. However, the tendency to share their experiences post purchase was low when social media did not exist.
Let’s look at two scenarios of buying a product – before and after social media became a boom. I have put them in 3 stages for better understanding – Pre-Purchase phase, During Purchase Phase, Post Purchase Phase.
Before social media era:
Pre- Purchase
During Purchase
Post Purchase
The consumer would only know about a product from offline advertisements such as Newspapers, Radio, Hoardings etc.
People had the mentality of buying clothes only when they see/hear a big sale or discount advertisement.
The consumer will evaluate & purchase the product at the store without having much of choice to compare it with other contemporary stores.
There can be better selections available which are not accessible owed to distant locations or lack of awareness.
Time is a constraint
If the consumer is pleased with the product, then that brand/store is a hit.
If the consumer has issues with the quality or they want to return the product, then there is a possibility of losing a buyer.
After social media era:
Pre- Purchase
During Purchase
Post Purchase
An interested consumer would right away know about the sale, offers, discounts and can tell which product is best suitable based on the comparison choices available.
Non-attentive viewers can be converted to prospect customers & redirected to buy online perpetually.
As per the ratings and customer reviews, consumer can choose from a range of products.
There is no time, distance constraint giving a wide range of selections available.
If not satisfied with the quality of the product you can take on to social media and post your concern.
To maintain the brand name response on social media for the concern is quick and quite helpful.
Return of products is easy.
Non-consumers or consumers know about issues resolved or not resolved based on the social/customer reviews.
To sum it all social media has advanced in the trends of purchasing, having a varied choice of products to buy from, responsive customer servicing through social media reducing the gap between consumer and seller.
Examples of eCommerce Brands Rocking Social Media Marketing:
Etsy
Etsy considers itself extra than a marketplace—however as an alternative as a logo on a undertaking to reimagine trade to “build a extra pleasing and lasting international.”
when it comes to social media advertising and marketing, Etsy has embraced fb, Pinterest, Instagram or Twitter as its move-to structures for sharing and engaging. Of path, each submit consists of an picture or video, and the textual content and speak to to motion are tailor-made to the target market.
but it changed into the Etsy fulfillment facebook page—which is dedicated to assisting shop owners—that really caught my eye. On its fundamental fb page and different bills, Etsy is marketing to the cease customers. With its achievement web page, Etsy is giving special interest to the makers, supplying suggestions to better market their groups, Q&As with save owners, and greater.
2) AirBnb
if you observe the social media accounts for most tour and lodges sites, you’ll regularly discover an image of a stunning scene—along with a caption encouraging you to e book now.
but that’s now not how Airbnb plays it. Their social media advertising and marketing method is all approximately showcasing the journey enjoy, frequently sharing pics and stories from actual folks who’ve used their provider to travel the world. And every channel has a completely unique angle.
Twitter leans closer to enterprise vacationers, aiming to reveal them what their brief workplace should seem like in a number towns and attractive them to share.
Finally, Facebook encompasses a little bit of everything, as well as some brand-building content.
3) Sephora
This beauty store has a great tune document of using social media to its advantage. Sephora uses Instagram frequently to publish product pictures and pics of people wearing various makeup mixtures. It posts to Vine with smart videos as well.
Some are just product classified ads at the same time as others are a bit greater stimulated and display off short splendor hints. That’s quite amazing for simply six seconds of pictures! Sephora has definitely dominated Pinterest and is on Twitter and facebook, too, of course.
But I think what’s simply putting this retailer apart is their gumption to create their very own social network. sure, you examine that efficiently. again in March, the organisation announced its extraordinary social website online, The splendor Board.
This social website online features all of the content material from Sephora’s other on-line communities along with beauty communicate, The sleek, Sephora tv, and Sephora to go.
Conclusion:
Ultimately, on the way to understand which social media strategies are driving the most ROI and income to your ecommerce commercial enterprise, you need to be monitoring and reading records on a regular foundation.
You should be monitoring data from in the social media equipment themselves, as well as the use of Google Analytics and some other tools you operate to music site visitors and conversions as they arise for your website.
To drive the most ROI, allocate some time every month to assess your metrics and decide what modifications you’d like to make to your ordinary social media strategy.
For Curious Minds
Top e-commerce brands craft a compelling narrative by showcasing the experience behind their products, a strategy perfectly executed by Airbnb. Instead of just posting images of beautiful locations with a 'book now' caption, they focus on sharing authentic pictures and stories from real travelers who have used their service. This user-generated content approach builds trust and an emotional connection with the audience.
Airbnb demonstrates a sophisticated understanding of platform-specific engagement by tailoring its content for different audiences. Their strategy involves:
A focus on business travelers for Twitter, where they showcase what a temporary office could look like in various cities and actively engage users to share their own experiences. This turns a functional platform into a source of inspiration.
A broader, brand-building approach for Facebook, which encompasses a little bit of everything. This includes traveler stories, brand mission content, and community engagement, creating a holistic view of the Airbnb experience.
This method of differentiating content by channel allows the brand to connect with diverse user segments effectively. To learn more about how to apply this multi-platform approach to your own business, explore the detailed examples provided.
The most significant shift in consumer power is the move from private dissatisfaction to public accountability. Before social media, a consumer's experience, good or bad, had limited reach, forcing them to navigate complex return processes with little leverage. Now, social media platforms act as a public forum where a single negative review can reach thousands, compelling brands to prioritize responsive and transparent customer service.
This transformation has reshaped brand obligations in several key ways:
From One-Way to Two-Way Communication: Brands have moved from broadcasting advertisements (newspapers, radio) to engaging in direct conversations. Customer concerns posted on social media demand quick and helpful responses to maintain brand reputation.
Proactive Reputation Management: In the past, reputation was built over years through traditional PR. Today, it is managed in real-time. Brands must constantly monitor social channels to address issues before they escalate.
Simplified Resolutions: The ease of publicly sharing a negative experience has led brands to simplify processes like product returns. A difficult return process can quickly become a viral complaint.
This new dynamic means that customer service is no longer a cost center but a core marketing function. Discover how leading brands leverage this public forum to their advantage by exploring the complete guide.
Etsy has masterfully differentiated its marketing by recognizing it serves two distinct audiences: buyers and sellers. While their main social accounts market products to end-users, their dedicated Etsy success Facebook page specifically supports shop owners. This dual strategy builds a stronger, more engaged marketplace ecosystem rather than just focusing on transactions.
The benefits of this approach are substantial and create a virtuous cycle for the brand. By providing value to sellers, Etsy improves the quality and success of its entire marketplace. Key elements include:
Empowering Sellers: The Etsy success page offers tips on how to better market their businesses, features Q&As with successful shop owners, and provides a community forum. This investment helps sellers thrive, which in turn enhances the products available to buyers.
Building Community and Loyalty: By giving special attention to the makers, Etsy fosters a sense of partnership and loyalty. Sellers feel supported by the platform, making them more likely to remain active and invested.
Enhancing Brand Mission: This strategy reinforces Etsy's brand identity as more than a marketplace, but a community dedicated to building a “more pleasing and lasting international” through creative commerce.
This bifurcated focus on both sides of the marketplace is a powerful driver of sustainable growth. Understanding how to serve multiple audiences can unlock new potential, as detailed further in the analysis.
Measuring social media ROI is crucial for any e-commerce business seeking sustainable growth. It requires moving beyond vanity metrics to track how social activities translate into tangible revenue. A systematic process ensures your marketing budget is allocated effectively and your strategy continuously improves.
Here is a stepwise plan to track and refine your social media marketing:
Step 1: Define Clear Conversion Goals: Identify what actions you want users to take, such as making a purchase, signing up for a newsletter, or downloading a catalog. Set up conversion tracking for these goals in your analytics tools.
Step 2: Utilize a Mix of Tracking Tools: Do not rely on a single source of data. Combine information from native social media analytics (e.g., Facebook Insights, Pinterest Analytics) with more powerful web analytics platforms like Google Analytics to get a complete picture of the customer journey.
Step 3: Track Traffic and Conversions by Channel: Use Google Analytics to monitor which social platforms are driving the most traffic to your website. More importantly, analyze which channels are leading to the most conversions and highest revenue.
Step 4: Conduct Monthly Performance Reviews: Allocate time each month to assess your metrics. Analyze which posts, campaigns, and platforms performed best. Identify trends, such as the type of content that drives engagement or the time of day your audience is most active.
Step 5: Adjust Strategy Based on Data: Use your findings to make informed decisions. If Pinterest is driving high-value traffic but Instagram is not, consider reallocating resources. Test new content formats or messaging based on what your data indicates is working.
By regularly analyzing performance and making data-driven adjustments, you can systematically increase your social media ROI. To see how established brands apply these principles, delve into the full case studies.
Public accountability has become critical because social media has turned customer service into a spectator sport, where a brand's response to a single complaint can influence thousands of potential buyers. This transparency means that every interaction is a reflection of the brand's values and commitment to its customers. A swift, helpful public response can build trust, while a poor one can cause significant reputational damage.
The effect of this public forum is twofold, impacting both existing and future customers:
For Current Customers: When customers see a brand actively and positively resolving issues online, it reinforces their decision to buy from that brand. It assures them that if they encounter a problem, they will be heard and supported, which increases loyalty and repeat purchases.
For Prospective Customers: Non-consumers often use social media reviews and comment threads as part of their pre-purchase research. Witnessing a brand handle a complaint with grace and efficiency serves as a powerful, authentic testimonial. Conversely, seeing unresolved issues or defensive responses acts as a major deterrent.
Effectively managing public-facing customer service is now an essential marketing strategy that directly impacts sales. Understanding this dynamic is key to thriving in the social media era, a topic explored more deeply within.
A common mistake is treating social media as a one-way broadcast channel for promotions, similar to old-school advertising. This approach fails to leverage the platforms' core strength: community and interaction. Another frequent error is failing to track performance data, leading to decisions based on assumptions rather than tangible results.
To pivot to a more strategic approach, businesses should adopt the habits of successful brands like Etsy and Airbnb. This involves:
Focusing on Value Over Sales: Instead of only posting about discounts, provide content that helps or inspires your audience. Sephora, for example, shares quick beauty tips in its videos, offering value beyond just showing a product.
Fostering Two-Way Dialogue: Actively engage with comments, messages, and mentions. Acknowledge customer feedback, both positive and negative, to show that you are listening. This builds a loyal community that feels connected to your brand.
Making Data-Driven Decisions: Regularly analyze your social media metrics and website analytics. Use tools like Google Analytics to understand which platforms and content types are actually driving traffic and sales, and adjust your strategy accordingly.
The goal is to build relationships, not just chase transactions. By shifting focus from selling to serving, brands can create a powerful engine for long-term growth. Explore the full content to learn more about implementing these advanced strategies.
Sephora's creation of 'The beauty Board' was a pioneering move to consolidate its various online communities into a single, brand-owned social destination. By integrating content from Beauty talk, The sleek, and Sephora TV, the company built a centralized hub for its most engaged fans. This strategy allowed Sephora to control the user experience and foster a dedicated community centered entirely around its products and brand ethos.
This initiative highlights a significant trend in brand marketing: the shift toward creating owned platforms. While third-party platforms like Instagram and Pinterest are essential for reach, an owned network offers unique advantages:
Deeper Customer Relationships: It allows for more direct and meaningful interactions with superfans, free from the noise and algorithms of public platforms.
Rich Data Collection: An owned platform provides invaluable first-party data on customer preferences, behavior, and trends, which can inform product development and marketing campaigns.
Content Control and Longevity: The brand dictates the rules of engagement and owns the content, protecting it from changes in third-party platform policies or algorithms.
This move signifies a future where brands may act more like media companies, creating their own ecosystems to cultivate loyalty. While not feasible for every business, it shows the value of building a community you truly own, a concept worth exploring further.
Converting passive scrollers into active customers requires a strategic blend of engaging content and seamless redirection. Unlike static offline ads, social media allows brands to capture attention with dynamic visuals and then immediately provide a path to purchase. This perpetual cycle of discovery and conversion is a hallmark of successful digital marketing.
To effectively turn viewers into customers, brands should focus on several key tactics:
Use Visually Compelling Content: High-quality images and videos are essential. Brands like Sephora use Instagram to post eye-catching product pictures and photos of people wearing makeup combinations, making the products aspirational and relatable.
Provide Value-Driven Content: Go beyond simple product showcases. Offer tutorials, tips, or behind-the-scenes glimpses that entertain or educate the audience. This builds interest and positions your brand as an authority.
Incorporate Clear Calls to Action (CTAs): Every post should guide the viewer on what to do next. Whether it is 'Shop Now', 'Learn More', or 'Swipe Up', a clear CTA removes friction and directs interested users to your website or product page.
Leverage User-Generated Content: As seen with Airbnb, showcasing real customers using your product builds authenticity and social proof, making passive viewers more likely to trust your brand and consider a purchase.
The key is to interrupt the scroll with value and then make the next step effortless. Learn more about crafting a high-conversion social media funnel by reviewing the detailed examples.
Social media ratings and reviews have become the dominant force in the 'During Purchase' phase, fundamentally altering how consumers evaluate products. This represents a monumental shift from the pre-social media era, where decisions were made in-store with limited information and few direct product comparisons. Now, a wealth of peer-generated feedback is available at the consumer's fingertips.
This departure from older methods impacts the purchase decision in several critical ways:
Democratization of Information: Before, brand messaging was the primary source of information. Today, customer reviews provide an unfiltered, and often more trusted, perspective on product quality, fit, and performance.
Expanded Comparison Choices: Consumers are no longer limited to the options available in a single physical store. They can use reviews to compare dozens of products from various online retailers, ensuring they find the best possible option for their needs.
Reduction of Perceived Risk: Positive reviews and high ratings act as social proof, reducing a buyer's hesitation. Seeing that hundreds of others have had a good experience with a product makes the decision to purchase feel safer.
This reliance on collective opinion means brands no longer have full control over their product's narrative. Instead, success depends on delivering a quality product that generates positive organic feedback, a topic explored with brand examples in the full piece.
The primary risk of ignoring negative feedback on social media is the rapid and widespread erosion of brand trust and reputation. In today's interconnected environment, a single unresolved complaint can go viral, deterring countless potential customers who view the brand as unresponsive or uncaring. This inaction can directly translate to lost sales and long-term damage to the brand's public image.
To mitigate this risk, brands must adopt a proactive and transparent approach to social customer service. Stronger companies avoid common mistakes by implementing the following steps:
Establish a Monitoring System: Use social listening tools to track mentions of your brand, products, and relevant keywords. You cannot address issues you are not aware of.
Respond Promptly and Empathetically: Acknowledge the customer's concern quickly, even if you do not have an immediate solution. A simple, 'We're sorry you had this experience and are looking into it' shows you are listening.
Take the Conversation Offline When Necessary: For issues requiring personal information, publicly ask the customer to send a direct message. This shows other users you are taking action while protecting privacy.
Learn from Feedback: Treat negative feedback as valuable data. Use it to identify recurring problems with products, shipping, or customer service, and make internal changes to prevent future issues.
Viewing criticism as an opportunity rather than a threat transforms customer service into a powerful tool for building loyalty. Discover how to create a resilient brand reputation in the complete analysis.
The increasing reliance on social media for customer service is fundamentally reshaping consumer expectations towards demanding immediate, personalized, and public resolutions. As this trend continues, the traditional silos between marketing and customer support teams will become unsustainable. Brands will be forced to create a more integrated structure where customer service is seen as a key part of the marketing function.
This integration will manifest in several ways:
Unified Brand Voice: Consumers will expect a consistent tone and message whether they are viewing an ad or reporting an issue. Marketing and support teams must collaborate to ensure all communications are aligned with the brand's identity.
Real-Time Marketing Opportunities: A brilliantly handled customer complaint can become a powerful marketing moment. Integrated teams can quickly identify and amplify these positive interactions, turning a support ticket into a public relations win.
Feedback Loops for Product Development: Social media support channels are a goldmine of customer feedback. A closer link between support and product/marketing teams will allow brands to rapidly incorporate this feedback into product improvements and future campaigns.
In the future, a brand's reputation will be defined less by its advertising and more by the quality of its public interactions. Exploring how to build these integrated teams is the next step for forward-thinking businesses.
A niche social media presence creates significantly more value by speaking directly to a specific audience segment's unique needs and interests. This targeted approach fosters deeper engagement and loyalty than a generic strategy ever could. Instead of broadcasting one message to everyone, brands like Etsy and Airbnb create dedicated spaces for high-value user groups.
The advantages of this tailored strategy are clear:
Increased Relevance: Content is hyper-relevant to the target audience. For instance, Etsy provides marketing tips for sellers, which would be of little interest to buyers but is invaluable to its creator community. This relevance ensures the audience stays engaged.
Stronger Community Building: Niche platforms become a gathering place for like-minded individuals. Airbnb’s Twitter for business travelers fosters a community around shared experiences, making the brand a central part of their professional lives.
Higher Conversion Rates: By addressing specific pain points and aspirations, niche marketing can guide users more effectively toward a desired action. A business traveler seeing a perfect 'work-from-anywhere' setup on Twitter is more likely to book than someone seeing a generic vacation ad.
This strategy of 'narrowing the focus to deepen the connection' allows brands to build powerful moats of loyalty. Understanding how to identify and serve your key audience segments is crucial for standing out in a crowded market.
Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.
