With the gap between social media marketing and eCommerce rapidly narrowing, combining marketing and technology has become more important than ever to creating and maintaining visual brand awareness. Social Commerce allows targeted users and brand loyalists the opportunity to engage and purchase products as well as services within their existing social ecosystems. This creates an increase in brand loyalty while attracting new customers through targeted social media efforts. While social media used to be disconnected from direct sales, it is now a fully integrated sales attribution channel. eCommerce sites need to up their game in order to keep up with consumers on social platforms, integrating full omnichannel experiences to drive greater brand affinity and increases in sales.
Reaching New Customers
One great advantage of social commerce is it can reach a global audience, so the influence has no boundaries. Integrating a strategy of social commerce creates more than an opportunity for repeat sales, it drives customers’ trust in a brand or product. Finding new customers is simple when implementing the right strategy. Targeting potential customers who will be interested in a brand supported by real customer engagement builds great trust from new audiences. In the first few months of a targeted social media strategy, an apparel company saw an increase of more than 270% increase in Traffic Referrals. Targeting new customers on social media is one of the easiest ways to boost a marketing strategy.
Creating Brand Awareness
Social Commerce is one of the most rapidly growing commercial markets and can be a great way to showcase more than just products and features. Creating a brand culture and brand lifestyle makes a company more personable to current and potential customers. Social networks open the doors for two way communication between brands and customers. With the right strategy, PeakActivity increased the brand perception of a leading retail furniture chain driving traffic and sales by more than 50%. These continuous efforts to drive engagement through social commerce attract new customers while increasing brand loyalty. This loyalty drives repeat customers and increases the lifetime value of the customer.
Streamlining Customer Experience
Some social networks allow customers to buy directly from the platform. This means businesses can enhance customer experience with a frictionless and streamlined checkout process. This ultimately eliminates the need to fill out long forms and visit the company website to make a purchase. This type of social commerce makes it easier for customers to make purchases on the go and to compare products or consult their trusted network. This new type of eCommerce customer experience requires a specific marketing strategy related to social commerce. Once PeakActivity took over an apparel brand’s Facebook page, the last click attributed sales increased over 112% over the previous year.
Integrating social commerce with existing channels is a proven strategy to increase sales, increase order value, increase repeat customers, and reach new customers. By creating a social commerce strategy on platforms that are already free, you can directly influence the purchase decisions of customers. By integrating a full social commerce strategy an apparel company saw an increase of time on site of over 156% and an increase in conversions by over 75%.
Social commerce is the future of eCommerce, and without it, businesses are losing out on the conversions from targeted social media demographics. Along with creating a cohesive story across all channels, PeakActivity consistently has been able to reach customers through social media and increase engagement for a wide range of clients including apparel, furniture, healthcare, and industrial businesses.
In order to keep up with consumers, any company planning on investing in eCommerce and social media must also ensure Social Commerce is added to the strategic plan as soon as possible.