Social Selling Guide : How to Sell Products on Social Media
What is social selling ?
Because they are increasingly present in our connected lives, because they are a place where we exchange, inform ourselves and interact with brands, social networks have naturally taken a prominent place in our new online shopping journeys.
This evolution of e-commerce relies on highly integrated innovations that enable brands to better connect and interact with consumers on social networks, in order to accompany them in their online purchasing process. Social selling makes it possible to develop online sales while simultaneously building trust with customers and creating value around the brand and its products.
Here are 4 key steps to set up a successful social selling strategy.
1/ Turning your social accounts into your brand's main showcase
In order to encourage all customers to join the brand’s social networks, it is important to create bridges with online stores. Many functionalities allow today to embed social media directly into ecommerce sites. Dedicated activations are able to create this momentum that will gather all customers in a single point of contact. This principle enables brand to keep a connection with all their customers despite the fact that they may have purchased their product on different sites.
Social media then becomes a real digital showcase that fulfils a double purpose – developing brand image and accelerating online sales. In order to implement these two guidelines and improve performance, the brand will have to integrate some shopping features and also offer communities a powerful narrative, expressed with proper social media language.
2/ Turning communities into customers
Because they look like regular posts, Instagram shopping posts are now perfectly integrated into common feeds. Moreover, there is a real demand from communities to learn more about products.
To answer this demand, brands are stepping up their creative game and are inventing new content that transforms the act of discovery into an act of purchase. Virtual dressing rooms, tutorials, Q&A, behind the scene, are all formats that catch the attention of communities and convey this feeling of being constantly on the lookout for a new product to buy.
In order to help brands reach new customers where they actually are, social networks are equipped with extremely efficient advertising targeting tools. These technologies offer brands the opportunity to target new customers every day in the most relevant way possible.
3/ Developing an advocacy strategy to infiltrate conversations naturally
71% of consumers recommend the brands they follow and the products they buy on social networks to their friends and family. Today, influential communication and advocacy are the most powerful levers to foster word-of-mouth and put brands at the heart of conversations. Trend setters, opinion leaders, social talents, creators, super fans and brand ambassadors are all forces that can be used to develop brand awareness and image within communities.
Having regular, creative and authentic collaborations with these stakeholders is the most efficient way to generate engagement and promote dialogue between brands and communities – and thus develop an exceptional customer relationship.
Shoppertainment- offering an augmented customer experience
Shoppertainment is an online experience that blends shopping and entertainment by engaging consumers in an immersive and interactive experience including live streams, photos, videos and interactive games – all with the aim of generating sales.
Highly popular in Asia, this trend is growing in Europe since the start of the sanitary crisis, driven by the Alibaba group, the largest online trading platform.
An authentic and innovative product discovery experience is a key factor in driving sales today.
European consumers tend to be more engaged when brands organize livestream events hosted by trusted personalities with whom they can interact about products. This phenomenon is particularly noticeable in the electronics, fashion and cosmetics sectors.
In France since May 2020, AliExpress has streamed more than 3,000 lives and worked with over 100 local livestreamers. Globally, since the group launched the new version of its livestreaming function, more than 44,000 livestreams have been broadcasted, in thirteen different languages, attracting an audience of nearly 92 million people, and generating more than 84 million interactions.
CTZAR helps its clients transform their e-commerce environments and create bridges with social networks in order to develop social selling campaigns.
If you’d like to learn more about those social media mechanics and content that convert conversations into purchase decisions, contact us here.