Monday, 15 October 2012

It's not what you say, it's what your customers say

According to figures released at the BAI Retail Delivery conference in Washington, consumers are 12 times more likely to believe something that a person tells that as opposed to a brand. This staggering figure demonstrates the importance for online businesses to use social media to it's full potential in order to generate as many sales as they can through social commerce.

Whether you are setting up a new ecommerce business or have been running an online store for a number of years, you shouldn't overlook the importance of regular social media engagement.

Engaging with the followers of your various social media channels can come in a number of different forms such as sharing blog posts, images, status updates, offers and various products that your ecommerce store provides. Having variety in terms of content ensures you are able to broaden your message as much as possible in order to achieve the highest reach. However, as stated at the start of the article, true social media success for your business will come in your customers sharing information regarding your business between themselves. 

While you can't control if your customers do decide to share content regarding your store either by word of mouth or social sharing, you can encourage them to do so by placing social commerce buttons across your various pages allowing them to not only share the page on their social media account, but also have the option to email content to their friends who don't have social media accounts.

As in all aspects of your online store, true success comes in being able to deliver a great overall experience to all customers who visit your store. It's no good having a large number of social media followers and deliver a poor service to the majority of your customers, all this is going to do is seriously harm your public image as most people following your social media page will be doing so just to complain about your service.

For many online businesses, their social media page is the first port of call for potential customers, who look to not only if they have any offers currently running, but also what other customers think of your store. If the majority of people had a pleasant experience, this new user will be more likely to turn into a customer. Read: 'Beginners guide to social media' for information on how to improve your business's social media standing.

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