After all, 67% of all Internet users use social networks, according to Pew Internet research. Indeed no online marketing strategy is ever complete without it. But at the end of the day, its sales—not likes, retweets, or repins—that keep the business going. So the question now is…
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Social Media Optimisation
1. ANATOMY OF A SOCIAL
BUYER: USE SOCIAL
MEDIA OPTIMISATION TO
UNDERSTAND YOUR
CUSTOMER & GET SALES
2.
3. Social media optimisation is a known
business necessity. Owners understand
that for their venture to withstand the
competition and survive in the current
economic environment, they need to be
on Facebook, Twitter, and other
social networks. They need to update
fan pages, upload photos, and interact
with their audience. After all, 67% of all
Internet users use social networks,
according to Pew Internet research.
Indeed no online marketing strategy is
ever complete without it.
5. Social: Vast Network of Networks
Despite doubts clouding social’s power
to keep the cash register ringing,
business still believe in conducting
marketing via social networks. In fact,
83% of marketers surveyed by Social
Media Examiner consider social media as
important for their business. The same
source found that 59% or marketers are
using social media for 6 hours or more
each week.
6. As for which site is considered most
critical to business, 42% of marketers
asked by HubSpot for the State of
Inbound Marketing report
voted Facebook as their choice. Some
80% of U.S. social network users prefer
to connect to brands through it.
7. Apart from Facebook, which now has
1.11 billion monthly active users, Twitter
and Pinterest were also cited by
marketers. According to a study by
Edison Research, 51% of active Twitter
users follow companies, brands, or
products on social networks. Pinterest,
on the other hand, is ranked by Experian
as the third most popular social network
in the U.S., based on traffic. Google’s
very own Google+ is continuously
growing with 235 million monthly active
users. Then, there’s YouTube, LinkedIn,
and other popular sites.
8. So, Do Social Users Actually Buy?
Some 43% of social users actually do
buy. The purchases happened after
conducting some form of social action
on the item, like sharing and favoriting,
says global research provider Vision
Critical. Broken down by site, Facebook
appears to be the best platform to drive
sales as 38% of its users have purchased
an item after liking and sharing it.
9. What do they buy? Recent social-
inspired purchases by users fall mostly
under technology and electronics, with
the category accounting for 34% of sales
driven by Twitter and 25% by Facebook.
As for Pinterest, the top category was
food and drink (24%).
10. What do they buy? Recent social-
inspired purchases by users fall mostly
under technology and electronics, with
the category accounting for 34% of sales
driven by Twitter and 25% by Facebook.
As for Pinterest, the top category was
food and drink (24%).
11. The Social Buyer: Dissected &
Analysed
The social buyer exists, and is mostly
(51%) between the age of 18 and 34.
The 35-54 age group represents 34% of
social purchasers while the 55+ age
group accounts for the remaining 15%
or so. Divided by sex, 56% are male and
44% are female.
12. The demographics change when mobile
comes into the picture. The ratio
between males and females further
favors males, 69:31. The 18-34 age
group grows to 68% of the total number
of social purchasers using mobile.
Facebook (43%) and Pinterest (38%)
purchases are mostly not mobile but
35% of Twitter-driven purchases are
purely mobile.
13. So what’s inside the mind of a social
buyer? A whopping 70% of Twitter user-
purchasers said they were “vaguely”
thinking about purchasing the product
at the time they bought it. Facebook
(60%) and Pinterest (49%) users had the
same mindset when they bought a
product, adds Vision Critical. The
difference surfaces in buyers who “had
not thought about purchasing this
product” when they bought it.
14. How to Appeal to Your Social Buyer
Use a Specific Network’s Purchasing
Influence – Auto posting the same exact
stuff on all your social accounts is not
the best way to approach social media. If
you want to get social-inspired sales,
you must understand how a particular
network or social website influences a
customer’s purchase decision.
15. Use a Specific Network’s Purchasing
Influence – Auto posting the same exact
stuff on all your social accounts is not
the best way to approach social media. If
you want to get social-inspired sales,
you must understand how a particular
network or social website influences a
customer’s purchase decision.
16. Network Where Your Targets
Are
Leading data firm comScore estimates
80% of Pinterest users are female.
Repinly, an online pin directory, says the
most popular Pinterest categories are as
follows: food & drink, DIY and crafts,
women’s apparel, and home décor.
Head over to Google+ and the world
turns upside down.
17. The idea is to analyse which site best
suits your target market’s profile and
then start your social media optimisation
campaign in that network. This strategy
not only gives your marketing direction
some focus, it also maximises your
resources.
18. Get Started in Focused Social
Media Today
You can use social media optimisation
not just to get a legion of followers, but
also to generate sales. That’s already
proven. The best approach right now is
to get started—if you haven’t already—
and give it focus to ensure you influence
social buyers to purchase your products
and avail of your services today. We can
help you.
19. We can provide you free in-depth
consultation on social media
optimisation, and how you can attract
social purchasers, better understand
your customer, and generate more sales
from social networks today.
