Social Media graph

Credit: Custora

Everyone knows you can’t be in business without a social media presence.  Facebook, Twitter, Google+ and LinkedIn are absolute musts to engage your audience and expand business presence.

But did you know that good ol’ e-mail marketing still beats the crap out of all platforms in actually making sales?

According to CNN Tech “Custora found that customers who came to retailers from search were more than 50 percent more valuable than average” and, more importantly, “E-mail customers were nearly 11 percent more valuable than average

Why?

Possible reasons; people want to be active purchasers, not sheep being force-fed useless stuff.  Social engagement creates closeness with current and past customers.  Trackable purchasers are more likely to be new customers.  Engagement is about conversation, the brick and mortar equivalent of “I’m just looking“.  It becomes a way to turn browsers into buyers, but is a slower process.  And finally, social engagement is about awareness and learning.  Social media platforms let followers know about you and your business reputation and expertise.  These things all lead to sales eventually, but it is almost impossible to track this behavior.  Click and buy behaviors track directly.

Customers may use a search engine to find your site after following you on Twitter for 6 months.  But now Google search gets the credit for making the sale that you have “massaged” for months.  So don’t drop or neglect your social media.  Redirect social marketing energy.

Action Plan

So, what does this mean for the small business owner?  First, put your social media specialists’ hours into cultivating and maintaining a robust email list.  Right now.  Craft and execute regular e-blasts to your list and post to other platforms on the benefits of subscribing to your e-blast.

Next, keep your social media posts focused on your goals.  If it is to drive traffic to your website, post links to interesting information on your site.  (You do have interesting information on your site, don’t you?  If not, contact DKemp Designs right now for help).

Finally, SEO is king.  Work on your search rankings to get them and maintain them.  Ironically, social media is good for this.  So have your social media person work on making your company a household word with posts and web content.

Social Fights Back

Don’t think social media is taking this sitting down.  Twitter and Square have joined to create product cards that essentially act as instant ways to purchase products posted on Twitter feeds.  The product cards can also be posted to other platforms such as Pinterest.

This new model of selling directly through social media platforms will not only create opportunities for entrepreneurs, but allow business owners to track their sales better.

Let us know in the comments what tools you use to track sales.