Social commerce: is it worth it?

Social commerce has made some big headlines since the start of the year. Developers are making some mind-boggling claims about both engagement and conversion rates. But is pure social commerce a risk worth taking for businesses in East Devon? Tech experts say no.

If you sell cheap beauty products, fast fashion or gifts, you may be onto a winner. Note the word ‘may’. Sell anything else, especially services, and social commerce gets a big thumbs down. There are reasons why every business, including B2B enterprises, should have a social media presence. But restricting sales to social media platforms is a mistake.

Social media can help you build trust in your brand, ensure you reach more people and encourage your audience to become more emotionally attached to what you do. But, as many who have flirted with Facebook ads have discovered, direct selling on social platforms is often more miss than hit. The bottom line is: you are better off developing your own platform where you remain in control while exploiting the benefits of social media.

For best results, the advice is to increase your discoverability and brand awareness on social sites with engaging posts that drive traffic traffic to your own platform. Once you have got someone’s attention, you can re-target them with personalised marketing that extends beyond the limited information you can publish on the likes of Twitter, Facebook and Instagram.

You can now integrate social media with your own website. Posts and platforms can be embedded in everything from product descriptions to blogs. Bringing your fans to your platform has longer-term benefits than pure social commerce campaigns. You can better manage the customer experience for a start, as well as use dynamically-generated automations to increase sales.

In particular, you can harness the power of ‘micro moments’ to reduce cart abandonments with personalised offers that are time-sensitive.

Get the drift?

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Further reading: How rural businesses are reinventing themselves.


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