Browsing through my Facebook page the other day, it dawned on me that I was being naturally drawn to sponsored adverts and products that had been shared and liked by my friends. Furthermore, I found myself actually clicking on the ads which had been shared by friends who's opinions I value the most.
'Influencer' marketing isn’t a new phenomenon but the way it’s done via social media these days is. Bringing a community together offering product reviews, hashtags, images, video, events along with the ability to buy all from one platform makes perfect sense. No more need to Google the product only to be bombarded with repeated sponsored ads and annoying videos (even more frustrating when browsing on your mobile).
So when it comes to selling via social, what are the key elements you need to consider?
Well from a buyer’s point of view you need to make sure that you choose a product that will really stand out, that hero product that captures interest and makes the target audience sit up and take notice. Of course that’s a lot easier for me to write than it is to do as this product needs to be relevant to not only the end user but also the influencer.
Measuring past behaviour is a start and coupled with all your other data and social analytics will help you identify trends and key influences that will shape your future predictive marketing campaigns. Having said that, this is only possible if all your office systems are talking to each other, there’s little point in capturing data from your social page (and website) if it’s not automatically updating your CRM, CMS or other management systems.
There’s no greater voice than that of the customer so encourage them to write product reviews. It’s a given that we’ll purchase products where we see lots of positive reviews as opposed to ones where there are no reviews at all. And because you’re selling via social keep it natural while still maintaining brand and tone consistency across all channels.
Make it easy for the customer to share your product, perhaps turn sharing into a game while recognising and rewarding with something exclusive.
Finally, never underestimate the importance of delivering a great customer experience; create an experience that ‘fits in’ with your target audiences lifestyle and natural behaviour.