Your Social Content Can Be Lucrative
BOOM!!! Did you hear that? It’s the sound of social media content exploding all over the world and most certainly in your local area. I’m sure you’ve heard much about content marketing, social sharing, and social content over the last year. But what about social media return on investment (ROI)? Is it worth your time, effort, or marketing budget to develop and execute a cohesive social media and content marketing strategy for your business? Sure it is, and this post will show you how to fuel your sales engine with social content.
The Secret Can Be User Generated Content
For years now, people have been sharing their daily life experiences on social media platforms. Facebook has always been the leader in photo uploads, but Twitter, and new kid on the block/Facebook’s sister, Instagram, aren’t very far behind. For example, over 35 million selfies have been posted on Instagram since they launched in October 2010.
How can a business exploit all this user generated content that gets shared via social media platforms each day? It’s tricky, but it’s possible. You need to create content that is so compelling, useful, relevant, or even better, a combination of all these factors, and share it on your company’s social channels.
If the content is useful and relatable, it will get shared, and your company will benefit. How? First off by gaining social favour such as likes, comment, retweets, shares, etc, as well as gaining new customers. At the very least, with your inbound content marketing in place, you’ll be generating qualified leads.
Let’s be honest and understand that it’s not easy for some brands to create sharable content. If you’re lucky, your customers may already be sharing photos of them using your product, wearing your clothes, or making use of your services. This social sharing is sure to increase the probability of you making a sale. But what can you do if you’re not this lucky?
KISSmetrics makes a wonderful suggestion that is fairly easy to implement and available for almost every company and business.
“The best way is to use incentives. Running contests that people can enter simply by showing they’ve shared pictures and/or videos of products on Facebook, Twitter, and Instagram. In some cases you can skip the contest and give people a credit off their next purchase for sharing products on social. For instance, if you sell clothing, you can have a box post purchase that says “share a photo of you wearing this shirt out in public, tag us in the comment and we’ll give you a $5 credit off your next purchase with us.
A brand can then share these photos to their followers.”
An illustrated example of a brand using incentives is discussed in the KISSmetrics post. Read it to see how incentives work for Whole Foods.
How To Fuel Your Sales Engine With Social Content
If you’re paying for a social media marketing campaign and strategy, it’s no secret you;re doing this to build your business by increasing sales. Social media is a great way to help move your customers and prospects through the sales and marketing funnel. So let’s looks at your options of boosting sales using your social content strategy.
1. Build a Library of User Generated Content (UGC)
The idea is to incentivize your customers and prospects to share photos and videos of their purchases. VPDM did this with Nightmares Fear Factory. Users were given the opportunity to purchase their photo (FEAR Pic) of them freaking out inside the haunted factory. If they bought a photo, we’d email them a digital copy of their fear photo. We knew they’d want to share the photo with their friends and family using social media.
A brand should create a contest out of this UGC and promote it through social media posts, social advertising, and product packaging.
The most important thing to do is collect a stream of all the authentic content and showcase it on your company website. Make sure that content is sharable directly from your website.
92% of consumers around the world say they trust word-of-mouth above all other forms of advertising.
2. Capture Data From Promotion Participants
Through the use of forms and other areas of your website, you should be able to capture demographic data and contact info. Be sure to always ask for permission to reuse content on your website, advertising, media, etc.
Also make sure you have clear content rules as well as terms and conditions. Make that an opt-in piece so users are prompted to accept.
44% of hashtag content converts into promotion entries.
3. Turn Your Website Into A Social Hub
Your website should always be the hub of your digital marketing activity. It’s vital to aggregate the campaign content and feature it on your website. You should create a strategy to post all the UGC on all your social media channels, making certain to always be linking back to your website.
The more traffic you can drive to your website via social media, the more “social signals” are generated, the more “SEO juice” is gained, and the more likely your website content is to be shared.
Brand engagement rises by 28% when consumers are exposed to both professional content and user-generated product video.
4. Drive Commerce and Measure Results
It’s possible for brands to leverage content to drive purchases. When you associate photos and videos with product content like photos and video of related items, you’re using content to leverage a sale.
Your website should be laid out clearly with call to actions and easy navigation and click-through. This allows you to create a clear path to purchasing items on your website.
While you’re creating this user flow, be sure to include tracking urls to measure sales and ROI.
UGC us 20% more influential than any other type of media.
To take a deeper look at how effective “user generated” can be and how brands and SMBs can use it to their advantage, we’ll defer to this infographic from Joe Schettini of Offerpop that he provided to KISSmetrics.
* Featured Image Source