Shockingly, social media isn’t just for sending tweets that say “omg i love u plz retweet or ill DIE ?” to celebs (they love that, trust me.) It’s also an insanely good – and crucial – tool to promote your product and yourself.
Let’s look at 1: what sites create the most sales, 2: which to use, 3: how to use them and 4: how to get creative with them.
What sites create the most sales?
- Facebook is the leader here, dominating at getting the most social traffic and sales. According to Adweek, Pinterest came in 2nd here and Twitter came in 3rd.
- Facebook also has the highest conversion rate (rate at which visitors actually go on to buy something after visiting social media)
- Instagram, Pinterest, and surprisingly, Polyvore were the leaders in terms of order value.
- For clothing and apparel, 87% of online sales were made from Facebook.
- People feel more connected to a brand after following on Twitter. It’s like the promise ring of social media.
So which sites should you actually use and why?
For an apparel/accessories/art online store, I recommend the following big ones:
- Top site for social traffic/sales.
- Top site for conversion rate of e-commerce traffic.
- A little goes a long way in terms of how much bang you get for your buck when you throw down for advertising your product.
- One of the leaders in terms of highest order value, and that’s without being able to click a link in the photo description. So you have more people going to your main Instagram page, which always rocks.
- Liking and commenting on photos is a solid way of promoting your brand/product, and also gaining followers.
- It’s a pretty purely visual medium. On Facebook, 93% of the most engaging FB posts are visual. As a designer, platforms like Instagram that are super visual-friendly are your friend.
- Pinterest has the highest revenue per click than any other social networking site.
- Another visual medium which, remember, is your friend.
- Twitter is a good way to generate brand loyalty – people feel more connected to a brand, apparently, after they follow them on Twitter. Which if you think about it is kinda true. You have to really like a brand to actually want to see their tweets enough to actually follow them. Twitter is clogged as it is.
Kissmetrics also recommended trying out several of these “smaller” sites:
- Tumblr: can help appeal to your niche audience (tags are your friend here!)
- StumbleUpon: can also help appeal to your niche audience, since it’s customized to what particular users “thumbs up” or “thumbs down.”
And finally, they recommend utilizing one niche site as well, a list of which you can find right here [LINK HERE].
So how do I actually use these sites?
Everyone always wants to know how often to post on social media. But Forbes reported that, plot twist: there’s no real connection between amount of posting and follower gain/loss.
The three real keys?
- Posting on the daily
- Quality of content
It’s more about finding the Goldilocks amount of posting – not too much, not too little – and, most importantly, to maintain that level. Which is why it’s OK to be selective about what social media sites you choose to use. It’s better to have a couple of social media profiles with content that is high quality and consistent rather than a dozen social media channels that are poorly kept up with half-assed content (Buffer can help with this).
But, if you’d like some posting guidelines:
The fun stuff – what content should I create?
SO, you’ve picked your social media outlets, made your profile look pretty…and now you’re sitting there, watching that little flashing “type” line thing on your screen…forever.
Social Media is a way to promote yourself and your stuff, but you’re a creative. Let that bleed into how you post and what you post. Don’t be a robot.
Here’s 5 basic yet creative ways to post on social media that lets you utilize social media without selling your soul to being boring:
- Photos, photos, photos
- Process art – your final product while it’s still just a sketch/concept
- Behind the scenes shots of you working/your space/your life
- Photos that have nothing to do with your brand, but rather the feel that you want to portray (ex. Anthropologie organizes their products into rooms/lookbooks that portray a specific lifestyle aesthetic)
- Fan photos! Post pics of people using your product
- Give ‘em something to share – share a book recommendation, TV show thoughts, a funny comic or meme. Gives your customers something and makes you a human being who’s fun to follow (online, not in real life – that’s the following you don’t want).
- Have a voice. Your voice. Don’t be afraid to post random stuff sometimes. They make you seem more real. Pizza Hut is really funny on Twitter. It makes them follow-able.
- Get people involved
- Funny polls (ex. if you have a pizza shirt and a burger shirt, do a “which is the better food?” poll. That’s kinda lame, but you get it.)
- Send out a pic and say “caption this” and pick a winner
- Post things your audience might be into: if you’re a geeky, pop-culture oriented brand, maybe share cool geekcentric news, or caption your posts with references your fanbase would get and appreciate. ThinkGeek does this all the time.
- Have regularly-scheduled ongoing “series” – Foodie Friday where you post a (quality) food pic and a recipe with it, maybe do a Throwback Thursday to some super old drawings you did back in 3rd grade, etc. Weekly things that people will expect, along with your other content.