Seeing a path to better revenues, and being a better business
By now every growing e-commerce entity has figured out the critical role social media plays in their business. It’s become a household pastime; a venue for people from all demographics who are connecting with the world through computers and devices.
The opportunities for marketing and branding are rich. And increasingly, the picture has become much rosier. Research conducted in 2018 showed that social media users made their most recent purchase directly through Facebook and their eBay Daily Deals. Facebook ran away with the biggest share of the pie, with Instagram coming in a close second.
Yet there is a demographic often left in the dust; one thought to be unable – disabled, as it were – to use social media.
That has changed. With technological developments in connectivity have come celebrated advances in bringing the Internet to people with varying degrees and types of disabilities. There are nearly 60 million of them in the U.S., and that number will grow as they age. They are players. They are shoppers. And they can be your best customers if given the chance.
It’s easy to get stuck following the same tactics in social media marketing, particularly if one strategy has been lucrative or has grown your business exponentially. Amazingly, though, many social media “gurus” continue with campaigns that aren’t bringing in revenue.
While it’s important to keep up-to-date with new strategies and evolving techniques, it’s also important to ditch so-called “best practices” that aren’t delivering. Sometimes, it’s what you don’t do that contributes as much to your success as what you do do.
If you’ve been a copywriter for any length of time, you know the ongoing debate of what the ideal length of a sales letter should be. As long-time A-list copywriter Mark Ford notes, everyone purports to despise long copy, yet it has always consistently out-pulled and outsold short copy.
But what about social media posts? Is shorter copy is the ticket to higher sales?
Some say that copywriting has evolved—and social media is to thank (or blame) for it. But saying it has evolved is too broad a brush to paint this picture.
It’s more accurate to say that copywriting has expanded. Different media platforms may take center stage now, yet the same principles upon which advertising and marketing were built in the mid-20th century still apply.
So, in today’s social media-dominated world, how much is too much? Is it possible to optimize the length of a post to engage and convert readers? What’s the ideal length of a post to drive viral engagement that reaches as many people as possible?
As always, it’s up to you to find out what your unique audience wants and cares about. To know their pains and concerns so you can offer the best solution, service, or product for them.
Generally speaking, though, it depends on your forum. But to know for sure, you’re going to have to test and find out what works for you. Neither guessing nor being creative for the sake of it is going to cut it.
Strict business decisions often result from employing an either/or strategy. Either you will build a storefront location and sell online, or you won’t. Either you will accept returns or you won’t.
But when it comes to advertising online, consider an alternative here and ponder the wisdom of both. When ecommerce merchants decide where to direct their ad dollars, they tend to study their options and choose one of the top two sales platforms. Facebook and GoogleAds, behemoths in marketing, searching, and advertising combined, offer similar yet slightly different approaches. Regardless of your favored business model, there is no hard and fast rule requiring you to pick one over the other.
Search marketing firm WordStream has studied the relative efficacy of both platforms, showing the strengths and weaknesses of each. Recently it has reached the conclusion that using both in combination is your best bet.
We’ve all been there, right? Thinking we’ve crafted a great Facebook post only to see it linger, no comments, no reactions, no click-throughs. It’s not the best feeling, that’s for sure. And if you’re not getting results, it’s not very efficient—in terms of time or dollars.
So, what can we do to boost engagement on Facebook? Believe it or not, there are plenty of simple steps we can take to make sure our message is breaking through.
Boosting Sales with Facebook
As 2018 approaches, it’s hard to imagine that smart ecommerce merchants are not already present in the social media stratosphere. But it’s a fact. Building a business is time-consuming, and attention to more pressing matters such as inventory, payment processing, and other finite details come first.
Everybody gets that. But the social media revolution has flourished along with the pace of the internet in general, creating a remarkable opportunity for merchants to ingratiate themselves with potential customers who are socializing, sharing, and often living much of their lives in online communities. Facebook, especially, increasingly has dominated the average internet user’s time.
With more than 2 billion users, the social media behemoth is such a household name that it transcends family interactions, politics, hobbies, and other areas of life that once were segregated into groups accessed individually. With a single account, a Facebook user may keep up with relatives, recipes, fellow dog-lovers, news, and finally, consumer life.
If your business is not already established with a Facebook page of its own, you’ll need to launch one post-haste. The cost-free exposure to markets and buyers – and even vendors – is invaluable. More to the point, it’s a gargantuan negative to not have a presence on Facebook.
In less than a decade, social media’s marquee platform, Facebook, morphed from a fun way to pass time to a primary form of communication connecting friends, family members, and strangers alike. The company claims to have more than 1 billion users worldwide, a phenomenal statistic by any standard.
Facebook has been a material factor in launching careers, selling books, solving crimes, and forming significant, even lifelong partnerships. It’s life in a vacuum.
It also offers a genuine coup for merchants, who increasingly are finding big success through advertising there. As an online merchant, Facebook Ads may be your new best friend.