Okay, it is about data but not how to get it but why you need it.
I argue that it is more important than ever to make sure the authenticity of your company comes across. (Zappos and Levi’s)
If the social feed is full of cat videos, what do you think get’s ignored? Your sales pitch! It is hard to make an old fashion sales pitch in that context. It appears out of place.
Social media’s tone and consumer driven content make the social content seem like a dud for driving review, but I believe it’s the best place to drive revenue.
To establish consumers’ confidence in your brand, a prospective customer has to feel that what they are buying will perform as promised and then your sales funnel has no friction. But they have to trust your brand! Knowing that…Shouldn’t you find out where your consumers are living online and hanging out in the real world? Building this social strategy is where the data comes in handy.
Four points to consider to establish what we’re talking about, authentic presence.
Where: Find out where your audiences are living online and off and make sure you’re telling your story there. The demographics of your different segments should help you find their favorite social platform and real-world routines. Each platform or place has a tone of voice you need to use. Is it pictures or is it video and is the tone advice versus just showing results? Is it a sponsorship or supporting a cause?
What to say: Social media is a perfect place for helping remove any doubt that might hinder the sales conversions later. Be patient and realize that the platform drives the context. You’re not making the sale here but setting a preference for a frictionless sale for later. Here is your “better than the competition” story you tell everywhere. The one that sets expectations and has to be true.
Example from, “How Levi’s Built the Most Authentic Clothing Brand”.
Conversion: the buying process has to be easy, or the trust goes right out the window! The buying experience cannot have any hidden or extra effort, risk, or costs. But it won’t because you already made sure of that in all the stories you’ve told. You do have to worry about the way it loads and if the technology supports the effort but that’s almost not as important as the attitude the buyer has when they start the journey. I’ve seen bad experiences produce results because the company was so well liked…
Back to the beginning: what they’re friends say about the decision to buy your product, is huge. If your buyers share their purchase experience with friends, you’re a trusted brand. Making sure you’re asking to be shared, shows confidence in that interaction. The story gets told.
Reputation, buying experience, knowing your customer’s price sensitivity, transparency, and reviews of the product are all places that have to display your brand’s integrity.
I believe that if you keep this in mind and have a data-driven social content strategy, social becomes the best tool you can add to your sales toolbox.
What happens when things go wrong? Next blog post.