Social media usage is reaching all-time highs. In fact, 28% of all website visits are to social networking channels. As consumers are spending more and more time on social media, retailers have a great opportunity to engage with customers through these platforms.
According to a recent survey, 58% of retailers are increasing their year-over-year spending on social media marketing, with 25% naming Facebook as a leading acquisition channel.
These sites can also be leveraged for customer retention through both organic social media posts and paid advertising. In this post, we’ll examine how Facebook and Twitter specifically can be used to engage and retain your customers.
Facebook offers a variety of ad types based on the intended outcome of the ad campaign. The four types of campaigns that are most relevant to retailers are:
- Post Engagement to boost post performance
- Page Likes to expand your audience
- Website Clicks to drive people to your website
- Website Conversion ads to see the actions people took on your website after viewing the ad
Twitter offers three types of paid ads:
- Promoted Tweets appear in the timelines of users at a certain time
- Promoted Accounts encourage users to follow your business
- Promoted Trends are displayed at the top of the trending topics list for one day
You can combine these ads with Twitter’s Tailored Audiences feature, which allows you to target your ad to a specific group of users by uploading a list of information like email addresses, phone numbers, or usernames. You can take this further by using the Tailored Audiences feature with our Advanced Segment Builder tool for powerful targeted ad campaigns.
You can use your organic social posts to determine which ads will be most likely to resonate with your audience. By using analytics, available in Twitter and Facebook, you can track the posts that receive the most engagement (clicks, likes, comments, retweets, etc.) Examine the content of these posts to see what appeals to your customers, then use this information to develop your social ads.
One of the best ways to raise customer engagement with both organic posts and social advertising is to provide useful and relevant information for your audience.
Customers are more likely to respond to your ad if you offer useful content, like tips for how to best use your products. For instance, if you’re an apparel retailer, you can offer style guides to give your customers inspiration for different outfit combinations that can be made using a certain piece of clothing. If you want to take this further, you can use the #OOTD, or the “Outfit of the Day” hashtag, which is a popular apparel-related trending topic. In this example, Kohl’s was able to leverage this hashtag to expand their reach on Twitter, by showing up in the timeline of consumers who follow that trending topic, but may not be following brand.
Your customers want to be a part of a community that extends beyond the products, so they likely want to see useful information that doesn’t directly relate to your products. GolfHQ does a great job of this on their Facebook page with a mix of product recommendations and fun, light-hearted posts. They create timely and relevant posts about current events that may be interesting to their audience, such as this list of fun facts about the Master’s Tournament. They tease the list in the Facebook post, but the complete list is only available on the company’s website, which is a great way to drive web traffic.
With social advertising as well as organic social posts, always remember that your customer is the most important factor. Spend time determining what they like, and give them what they want. By truly knowing your audience, you are able to strengthen your relationship with your customers and keep them coming back for more.