Be social media savvy

on 12 July, 2017

Harnessing the power of social media can make a huge difference for merchants looking to promote new stock, product offers and business services.

Customers often turn to social media first to seek out companies and services, as online reviews are perceived as very trustworthy sources. What’s more, users can choose to follow and interact with your feed, meaning that they are automatically more engaged with your business/brand.

This may seem like nothing new and you might already be on some form of social network. Nevertheless, changes in algorithms and how users interact with social platforms mean that merchants must stay on top of the latest trends and changes to be successful. Simply posting content is no longer enough.

So what are some of the ways you can you maximise your social media activity?

Make sure you’re on the right platforms

Just because Instagram or Pinterest seems like the ‘in’ thing doesn’t mean it is necessarily right for your business. Research which platform your target audience uses and also look into what type of content they are most engaged with. Do posts about home security tips get lots of likes? Or perhaps videos on how to spot a lock that needs replacing are well received? Experiment with different content until you find what works best and which platform.

Utilise rich content

People tend to favour and engage with rich content that captures their attention. In fact, research from HubSpot uncovered that visitors spend 88% more time on a page if it includes video. What’s more, 64% of users admit that after watching a video they are more likely to purchase the product. Consider using videos or GIFs to promote new product offers and lines.

Invest budget

Many social platforms, particularly Facebook, have changed their algorithms in favour of ‘friends and family’ content. This means that it’s more important than ever to not only approach creating content from an audience-first perspective, but also to assume zero organic reach when posting. You now need to consider setting aside some budget to support social media activity.

Promoted posts don’t have to break the bank. The targeting options on social sites are extremely detailed and a little budget can go a long way. Try boosting posts or creating adverts with a couple of pounds to seek out your target audience.

Customer service

Social media platforms enable instant communication with customers. For example, the @YaleTradeUK Twitter account provides a platform for customers to engage directly, enabling a quick response to queries. This helps foster relationships with customers and improve the user experience.

By continually exploring and testing ways to improve your social media strategy, you can enhance customer experience and help to boost sales.

Stephen Roberts is marketing manager for Yale.

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