Social Media is how consumers are discovering new products, engage with brands, see how current customers are enjoying their products or services. So how does all these contests, posts and tweets turn into revenue, you ask?
According to research compiled by MobStac in 2013, 78 percent of consumers rely on social media to guide their purchases, proving that your social media is either attracting more customers to you or making you unattractive to potential customers, you lost the chance to engage with by not having a strong social media presence.
brands who do not implement a strong social media strategy will be ignored. Brands who are solely relying on newspaper, magazine, TV and Radio ads are ignored along with millions of other brands blasting their message on bus signs and TV ads. Successful brands know when using traditional advertising to drive viewers to their social media.
The primary goal in using social media is driving traffic back to your website to track customer activities. You need to be unique and creative when designing a social media campaign that is efficient and user-friendly.
You have to create a excitement strategy to motivate and excite viewers to engage with your Facebook page to then visit your website for a free offer or contest.
Case Study #1: JustFab.com
E-commerce company, JustFab used a creative strategy to tie social media to their website in a campaign called #JustFabWish. JustFab informed its online viewers and subscribers to look at their online collections and Tweet their wishlist link with the hashtag #JustFabWish for a chance to win their products.
The company created exposure for the campaign with an email blast sent to millions of current members and leads. JustFab marketers also promoted the campaign through banner ads onsite, and on Twitter and Facebook.
Result: When compared to the prior month, JustFab registered a 140 percent increase in web traffic and a 240 percent increase in revenue from Twitter. The campaign out-performed their second most successful effort by more than 50 percent. Now that is awesome!
The campaign required that participants go to the website to submit their entry. Once on the website, potential customers were already browsing products, and one click away from making an online purchase.
Case Study #2: Gilt.com
Gilt.com paired digital Ad buys with a giveaway to boost web traffic and partnered with Hanky Panky, a popular retailer of women’s underwear, for a giveaway campaign that highlighted Hanky Panky’s main product on the Gilt.com website.
As the entries increased, daily content increased and ads promoting the referral contest, more and more people saw the product therefore, more people wanted the product.
Result: More than 45,000 people visited the sweepstakes page during the two-week contest and 21,000 people participated. Gilt.com added 3,000 new social fans that would continue to see their products and be driven back to the point to purchase them. There was more than just one winner in that contest; Hanky Panky earned exposure for a product directly from the retail site.
Case Study #3: Lilly Pulitzer
Fashion retailer Lilly Pulitzer decided to tempt online viewers with an Exclusive Offer. They used the power of exclusivity to launch a campaign that granted early access to online sales for those that opted into their newsletter. Their social sign-up program helped create a massive buzz around the launch of the sale.
By the time the early birds had their carts filled, there was another group of fans clamoring to get in on the regular launch. The campaign made their social audience excited to get on their website and actually buy product.
Result: Lily Pulitzer ended up collecting thousands of email addresses of potential customers, doubling the size of their email database and giving the brand a lasting connection with a new customer base. The social teasers and following email campaign translated into measurable revenue during the online sale.
Combining Social Media sites and tools are ingredients for a successful social media campaign, such as: email campaigns, Facebook landing pages, Hashtags and contests, is instrumental for brands to increase revenue during and after a social marketing campaign.
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