How to Use Social Media For B2C Marketing
You wouldn’t place an ad in just any magazine and expect it to magically boost sales. Setting up a profile on a social media platform and blindly posting updates is the same concept. Using social for social’s sake is not a strategy that gets results.
Don’t worry; you don’t need an entire team of people to start seeing social ROI. By spending as little as six hours per week, 69% of marketers see lead generation benefits with social media.1
If you’re wondering how to use social media for marketing, start by incorporating these four practices:
- Find New Customers
- Consider the Customer First
- Create an Engaging Content Plan
- Leverage the Power of Community
1. Find New Customers with Paid Social
Organic reach has gone the way of fax machines and rotary phones. The days of free impressions are over; social is now a pay-to-play environment. Paid social is a tried-and-true approach because it inserts your brand into the minds and vocabularies of potential shoppers. Once you’ve chosen the right social media platform, try these two successful tactics for increasing brand awareness and finding new customers with paid social advertising:
- Invest in mobile video ads for your next branding campaign for a 32% lift in brand awareness.2
- Deliver targeted messages directly to your competitors’ customers by browsing for them by name in the Interests category on Facebook or searching for their usernames on Twitter.
2. Consider the Customer First
When you’re using social for B2C marketing, your number one priority should be paying close attention to customer needs.
- Engage when and where your customer needs you, on the channel of their choice, not yours.
- If there is a problem, respond authentically with valuable answers. Customers need solutions or suggestions.
- Leverage a social response tool to respond accurately and quickly.
3. Create an Engaging Content Plan
Compelling content is a way to cut through the noise and clutter on social media. Your content must be visually enticing, and it must tell a story. Videos are one of the most effective storytelling formats—people are 85 percent more likely to buy a product after viewing a product video.3 Studies show that people would rather watch a live video than read a blog post. It’s important to note that your video doesn’t have to be perfectly produced either; it just has to be interesting and useful.4
Check out these five steps to developing a social media content plan that engages your customers and keeps them coming back for more.
4. Leverage the Power of Community
While social networks are terrific tools for acquisition, powering reach and winning your audience's attention, they fall short on the deep engagement you need to build relationships with your customers. The simple reason for this is that they are off-domain. You can’t control the experience your customers have when they view your content and interact with your brand on Pinterest or Instagram, and you certainly can’t communicate with customers on these properties in any scalable capacity.
Branded, on-domain communities are a powerful, untapped consumer touch point that influence consumer behavior and generate B2C social sales. Superfans and engaged community members are the most loyal customers, and they spend more.
Get in-depth data and analysis on the business value derived from branded social communities, compared to public social networks like Facebook and Twitter, in the Millward Brown Digital report Owning Your Brand’s Social Community Drives More Shoppers and Sales.
Looking for a way to get ahead of the game? The benefits of adopting a social media management technology platform can be transformative. Download Forrester’s Study: Mature Your Social Media Strategy with Technology to learn more about the crucial role social technology plays in achieving your goals to win, serve and retain customers.
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