5 Lion Experts’ Bytes – Five lessons for building your social commerce brand
Social platforms are constantly developing new commerce features to facilitate opportunities for brands to start their digital transformation and consider social platforms beyond simple interactions. But why is this important?
Social commerce removes the drop-off points that can result in abandoned transactions. With the advent of social commerce, we are now able to handle every stage of the purchase journey directly through the social network of our choice. By understanding how consumer interactions reflect buying patterns on social channels, brands can drive those potentials towards purchase points.
To ride on this immersive platform trend, brands need to be flexible and consumer-centric before implementing it. We believe this new way of commerce must be developed around five key dimensions.
Brand building and performance on social
As a brand holder, we should construct connections between commerce and brand building, with each aspect helping the other to improve performance and results.
This zero stage helps us leverage the correlation between short and long-term approaches, measure effectiveness and create relevant journeys for the consumer. Brands with a stronger and purposeful online presence will see a higher response rate from their activation channels, which leads to a better ROI.
Create an omni-channel strategy
We’re experiencing a new norm, where consumers are not focused on single channel purchasing. Today, the path from ‘need to purchase’ to ‘re-buy’ traverses across the user journey and this proves the need for designing consistent omni-channel strategies and ecosystems that follow consumers across the journey and serves them the right content.
As social networks plays a key role in this channel mix, it’s important to build seamless synergy and data tracking between organic and paid social content, cross social channels activities, influencers and other touchpoints to utilise data analytics for a better buying experience for consumers.
A funnel leading to eCommerce
The key is defining a customer-centric approach and building social/content strategy around it by re-engagement across different stages of the funnel, seamlessly. The audience is continuously filtered from stage to stage based on social signals. For instance, only people who engage with the top funnel content will be served with mid funnel content to validate the message and eventually sales assets.
Defining and refining the audience
When we craft a social commerce-driven strategy, all usual targeting such as interest, demographic and behaviour-based targeting are key building blocks, not only to sharpen our media spending but also to craft the message that can jell well with audiences on different stages of the consumer journey. We need to find the ideal balance between broad and niche targeting and messaging for more defined segmentation.
Design immersive and seamless content experiences
As content plays a key role in social commerce strategy, experimental experiences such as augmented reality (AR) are able to stimulate click-through-rates, purchases and reduce dropping off.
On the other side, utilising influencers and content creators in order to maintain authenticity and credibility on mid funnel content strategy helps to contribute to the decision process and navigate consumers to lower parts of the funnel.
Settling on the right fit for your social commerce strategy is a learning process, one that will be improved as you experiment and modify your approach, depending on the responses from your audience. These five dimensions are useful reminders to help you get into the mindset of interacting with consumers and turning them into customers.
Need some assistance in developing your social and eCommerce strategy? We can help you there.
About this series: 5 Lion Experts’ Bytes is a series where Lion & Lion experts share tips and insights on different aspects of the ever-evolving marketing landscape, from social media, creative, strategy to digital marketing.