Social Selling: Increase your sales despite the crisis
The world is facing an unprecedented situation: with a few exceptions, public life was or is standing still and sports events are also canceled. At the same time, a lot of fans and users are at home spending more time on smartphones, tablets or computers. What would have meant the end of a striking part of the economy just a few years ago is – despite the danger – also an opportunity that the modern company can make use of for their online business. Initial statistics show an increase in internet use of up to 70% (source: Forbes). An enormous amount of potential fans and customers. Google Trends shows extreme upward swings in all search topics related to online shopping. People are ready to shop online – and not just for everyday goods. No matter if you want to achieve engagement in the target group, digital leads or the increase of voucher or merchandising sales – we’ll show you how you can now exceed your digital goals with social selling.
The potential of the current situation is already showing. Amazon alone is hiring 100,000 new employees in the United States and Digitec Galaxus is looking for 200 new employees in Switzerland. In some cases, sales well above Christmas sales or Black Friday have already been achieved. The example of a Swiss store and e-commerce operator shows the development: After the lockdown was officially declared, the number of daily online transactions has been increased rapidly by factor 7 using social selling with the right adjustments.
The prerequisites for driving your digital business forward are currently optimal. So what can you do to achieve this?
Reach your fan base through social selling
Social selling means finding potential customers using social media and establishing and strengthening a relationship with them so that your brand is first in mind when the customer wants to make a purchase. Using a three-step social selling practice approach, you can reach your goals quickly and easily.
1. Preparation & analysis of social audience
- Take a look at the analytics of your social media channels and website. Find out:
- which topics have had the highest engagement rates so far. Always include current demand developments and trends when choosing your campaign topic.
- which formats worked best (photo or video).
- which products work best with which audience.
- at what times and where your ads work best.
- Define the goals of your campaign. Do you want to raise awareness and/or achieve engagement and/or conversions?
- Make sure that your analytics are set up correctly and your landing page and checkout page are optimized for mobile (you lose customers if the loading times are too long).
- Implement the 3-touchpoint sales funnel for your campaign.
2. Plan campaign and optimize posts
Optimize your campaign structure and content for your goals and audience.
- Note the optimal video and image resolution: Square (1:1) videos or images have 78% more screen area in the feed than a rectangular image or video (16:9).
- Show the call-to-action (CTA) in the image/video and text and use your logo and branding (overlays). Make sure that there is not too much text in the picture: Facebook only allows a certain amount. This can be checked with Facebook’s own text overlay tool.
- Make sure that your videos are optimal for each channel: thumbnail, duration, most important things in the beginning and – very important – videos must also work without sound. The use of subtitles leads to an increase of up to 12% in video views.
- Only the first one or two lines of your post’s copy are visible on smartphones: again, mention important information at the beginning.
3. Ad variation testing and budget on ads with high performance
Now that your campaign is ready and live, it’s about constant optimization. Run A/B tests, also called split tests, to find out which ads work best in which audience.
- Ad variation testing: video variations (duration, thumbnail, soundtrack, etc.), image variations (different image, color palette, font, etc.) and text variations (length, call-to-action, use of emojis, etc.)
- Ad sets variation testing: different audiences
- Campaign variation testing: different campaign goals
- Always analyze your target analytics: during the campaign to make changes if necessary and after the campaign to gain insights for your next campaign.
The approach above allows you to make the best of the current situation. We will be happy to support you.