During the Holiday season, almost all companies have only one thing on their mind: SALES. Anything that can profit their business or boost their revenue is essential. The National Retail Federation predicted sales in November and December to go up 3.7% to $630.7 billion. Although it is an increase, a challenging Holiday season is still expected.
Companies must be willing to use all the tools they have accessible to them in order to drive their sales. Social media has become one of the most dominant tools in sales and can be used to their advantage. Janet Fous, a social media coach and chief executive of Tatu Digital Media, stated:
"Social media allows salespeople to see what prospects are saying about their brand and competitors. You can really get to know his or her needs through social listening. It's a great way to research a market and initiate conversation leading to a sale."
Facebook, Instagram, and blog platforms have been proven to be most helpful for salespeople. Salespeople can post images or videos of products and can connect with customers instantly. Big retailers like Nordstrom's and Urban Outfitters feature a product on their page and attach a short description and link to the product. Thousands of comments are then posted by customers and fans worldwide, sharing their voice and opinion about the product.
A consumer focused marketing model named the purchase funnel, created by Rohan Ayyar on Search Engine Watch, represents a sincere way to approach sales within social media. His steps are; awareness, familiarity, consideration, purchase, and loyalty.
Awareness requires one to be aware and engage with the audience. Asking questions and encouraging feedback is important to develop a good image. Once the customer becomes aware of your brand, you build familiarity and credibility within the community. Consideration comes into play when the customer is looking at purchasing your product or service. They will be comparing prices, features, and options before they make their decision. The goal is to turn the consideration into a purchase. Once the purchase is made, you want to make sure the engagement continues so the customer will spend their money with you again. Loyalty is crucial for making a "one-time-shopper" turn into a frequent and loyal shopper.
Social media is a great place to share reviews about a product and service. Being able to "like" images or comments and "share" posts is a great way to share a message across multiple platforms and reach more people. Now that there are so many ways for customers to shop, it is important to build a strong relationship with them. Social media can be used to build sales and create a lasting impression with the customer.