In today’s digital age, it is not uncommon to see clients use social media platforms for a variety of purposes. In fact, some would argue that these are the best way to communicate with your customers and prospects. But this could change in the future due
as more companies clamp down on what they feel should be shared publicly online. Whether you’re an agency or a business owner looking for new ways to connect with their audience, this session is just what you need! Topics may include: What do we mean by “Social Media”?, How does Social Media work?, Is there really such thing as “too much” social media? Are all people really using Social Media equally at different levels? et cetera…
The “social media journey map” is a visual representation of the buyer‘s journey. It helps marketers to understand the different steps that the customer goes through before, during and after the purchase.
Social media may aid in the development of long-term connections with customers who will be eager to buy from you. This is something we hear a lot.
Many companies are attempting to use social media these days, but not all of them experience any significant returns. Businesses understand the importance of creating unique content that caters to the demands of their target audience. That is, however, easier said than done. How can social media help purchasers get from initial curiosity to a well-informed decision? How can it assist businesses in keeping up with their customers? Which social media platforms should they employ to engage with consumers and convert leads?
We addressed how social media influences buyers’ choices with our SEMrush Chat members and special guest Steady Demand, a team of specialists that offer content generation and fully managed social media services, to answer these and other relevant topics.
Customers’ purchasing choices and the process to making a purchase are influenced by social media. The buyer’s journey is divided into three stages: awareness, contemplation, and choice. We asked our chat participants at the start of the conversation which phases of this journey are most impacted by social media.
According to our special guest expert, social media has the most impact on the awareness stage.
According to Steady Demands, during the awareness phase, a consumer must be aware of two key points:
That they have a requirement
The fact that you exist
This is a critical stage in the buyer’s journey from the marketer’s perspective. Customers will not even consider you if you don’t have it.
This was something that the other conversation participants agreed on. During this stage, according to Amel Mehenaoui @amelm, social media enhances your brand’s existence in the thoughts of your consumers.
Nonetheless, some of our conversation participants feel that, although social media has an impact on awareness, the situation may alter depending on the setting.
A1: In most cases, I’d say it influences the awareness stage, although this varies depending on the situation. Targeted postings may be used in any situation. #semrushchat
June 15, 2016 — Dillon Brickhouse (@drbrickhouse)
Your prospective buyers would undoubtedly want to learn more about your product and business before making a purchase choice. Even if consumers have restricted their options to only a few websites, including yours, they will continue to investigate and seek further endorsements. They want confirmation that your business can be trusted and that acquiring your product or service is the best choice. This is the start of the study and deliberation stage, which is affected heavily by your social media.
A1) I’d say research stage, since they’re seeking for favorable feedback before making a choice #semrushchat
June 15, 2016 — Provoke Marketing (@ProvokeOnline)
“Social media greatly effects the discovery and information collecting part of buyers learning about goods and services,” says Bill Slawski @bill slawski, adding that “social media significantly impacts the discovery and information gathering component of buyers learning about products and services.”
Your social media presence has a significant influence on their initial impression. It may influence whether or not consumers will stay on your page, follow you, join your “army” of committed followers, visit your website, and even want to buy the things you’re selling.
A1 In most situations, social media is the initial point of contact between a client and a brand. #semrushchat You must make a good first impression.
June 15, 2016 — Obed M. (@MrClics)
According to some analysts, social media has an impact on every step of the buyer’s journey, including the final choice. Even if a consumer is ultimately ready to buy, he or she will want educational publications, guidance, and advice. Make sure you continue to give them with useful information and engage in suitable social media activity.
A1 At every stage. Bridging the gap between offline and online engagement & social interactions is key. Always & everywhere #semrushchat
June 15, 2016 — Zala Bricelj (@ZalkaB)
Companies can convince their clients to step beyond the funnel by properly exploiting social media platforms, according to ThinkTank @Think Tank Mktg: “Social media may have an impact at any time; it all relies on the buyer’s position.” You may utilize social media to assist them go down the funnel!”
In addition, the article ” Social Media: A Buyer’s Journey,” published by Steady Demand, has further information on this issue.
As we can see, social media has an impact on every stage of the buying process. As a result, it’s critical to utilize social media correctly at all times. It may be a strong and persuasive tool if approached correctly.
Social media is a commonly utilized technology in today’s marketing industry that enables many organizations to communicate with their audience. But how can you know which social media platform will provide you the best results?
We asked our visitor to list the social media platforms that have shown to be the most beneficial in terms of communicating with customers.
As many experts have pointed out, it all depends on your sector.
Any social network may be beneficial if you want to engage with and expand your audience, as Steady Demand suggests: “However, we feel that any social network may be useful if you are really interested in interacting with people.”
Nonetheless, our guests mentioned a number of big social media platforms that they have found to be beneficial.
Some social media platforms make it easy to identify and connect with others who share your interests. Keep up with the latest industry trends and interact with prospective consumers by joining an interest-based group on Google+.
“There’s no excuse not to be on G+ if you’re a local company; the local SERP results alone are fantastic!” ThinkTank @Think Tank Mktg explains.
A2-1) We are big fans of Google+, where we’ve developed a lot of business contacts and lifetime friends over the years. #SEMrushchat
June 15, 2016 — Steady Demand (@SteadyDemand)
LinkedIn is primarily a social networking tool for business professionals. It’s also an excellent area to look for new customers.
You’ve most likely heard that Microsoft is planning to purchase LinkedIn. Chris Desadoy @EliteYouTubePro believes this will turn the social network into a significant B2B corporate platform: “Now that Microsoft is buying LinkedIn, it might be a huge corporate platform for B2B.”
Twitter makes it simple for users to share both lengthy and short-form material with others. It may be a successful tool for both huge multinational corporations and individuals if utilized correctly. LinkedIn allows you to communicate directly with companies and customers.
A2: It depends on your target audience and industry. Twitter has been quite beneficial to us. It’s simple to make a connection here. #semrushchat
June 15, 2016 — Express Writers (@ExpWriters)
You may post almost any form of internet material, as well as events and advertisements, on Facebook. It features incredible picture and video-sharing capabilities, as well as interest-based communities. You can easily enhance brand recognition, reach out to your audience, and respond to any customer care inquiries by using Facebook.
A2: You can use Facebook. You may display your personality and submit customer email lists to target advertising specifically to them. #semrushchat
June 15, 2016 — Joe Martinez (@MilwaukeePPC)
Creating and distributing video content is another approach to inform people about your company. Video has become the dominant mode of communication thanks to sites like YouTube. It gives companies more opportunity to encourage subscribers to talk to one another.
YouTube, according to Sadie Sherran, is also useful for interacting with younger audiences.
A2 Depends on the audience Facebook sponsored ads 4 ecom, YouTube & Instagram good for younger customers, LinkedIn B2B #semrushchat
June 15, 2016 — Sadie Sherran (@seobelle)
A image may convey a lot of information in a short amount of time. The primary emphasis of Instagram is photographs. Short movies (less than 60 seconds) may also be shared. Brands may properly resonate with their target demographic by using Instagram. It’s also a mobile app, which is an added benefit of this network since an increasing number of individuals use their phones on a regular basis.
A2: If you’re marketing a business or product that will generate buzz, Instagram is undoubtedly the place to be. #semrushchat
June 15, 2016 — Andy Drinkwater (@iqseo)
According to Marcus Guhlan @ marcusguhlan, various networks perform well for different countries: “For sell explains, B2C here in Germany, it’s absolutely Facebook, Instagram, and YouTube.”
If you haven’t used Snapchat yet, you should at the very least give it a try in 2016. Snapchat users saw more than seven billion videos each day at the start of this year, which is a vast pool of prospective clients.
Finally, Ben Fisher @TheSocialDude offered some sound advise, stating that the most successful social network is the one where your consumers congregate: “This is an important notion; select your platforms wisely, and concentrate on where your customers congregate.”
Distinct social media platforms provide different chances and features. Based on their target demographic, each firm should choose which social media platform to employ. Some marketers make the error of relying only on social media behemoths such as Facebook and Twitter. There are plenty alternative options. What works well for some businesses may not work well for others.
For many companies, defining and executing a good social media strategy may be difficult. Your internet presence should assist you reach your objectives by attracting the proper individuals.
Our participants in the talk provided their advice on how to build a great social media experience that converts prospects.
Take a look at these suggestions from our guest experts!
These essential elements will assist you in broadening your social reach and creating a memorable social media experience.
Businesses may engage with their consumers in a more transparent manner thanks to various social networks and live chat services. Businesses who haven’t included social media in their marketing strategy may be losing out on a huge potential.
A4: #socialmedia is a way of communicating, simple as that. Choose 1 or 2 platforms & focus on them. Look after your audience! #semrushchat
15 June 2016 — Sarah Wilkes (@TrafficJamSarah)
However, using social media to communicate with your audience would only be effective if you do it correctly. Steady Demand has a formula for using social media into your marketing strategy:
Determine the goals of the client.
Create material that satisfies your customers’ demands and requirements.
Maintain people’s interest and involvement.
First and foremost, according to Steady Demand, marketers should determine particular client goals. This might be a desire to learn how to do something or to obtain assistance, for example. Following the identification of these goals, you should generate interesting content that your target audience requires. You should constantly keep your audience interested and engaged in order to take them from awareness to consideration. Otherwise, they’ll just abandon your website.
Christine Moorman’s Forbes piece also has some helpful recommendations for using social media into your marketing approach.
Maria Podolyak suggests providing valuable material to your clients in the form of free reports, white papers, SlideShare presentations, tutorials, templates, and e-books, to mention a few. There are several alternatives available.
Companies may quickly respond to their customers’ questions through social media. Before making a purchase choice, users may wish to learn more about your product or service. You should be able to simply give them with the information they need. Also, if a dissatisfied consumer posts a critical review on social media about your product, you may respond as quickly as possible, apologize, and take all necessary steps to fix it. This will reaffirm your brand’s trustworthiness and credibility.
A4 Use social media to engage in discussions with potential customers, respond to queries, and reward with education. #SEMRushChat
June 15, 2016 — Bill Slawski (@bill slawski)
For today’s enterprises with an online presence, social sign-in features are critical. It helps you to have a better understanding of your consumers and boosts your conversion rate. As Andy Drinkwater suggests, after you add a social login option, you may make offers based on your customers’ prior purchases.
A4: Make it more personal by including a social login that allows you to make offers based on previous purchases. #semrushchat
June 15, 2016 — Andy Drinkwater (@iqseo)
Remarketing is also a strong technique for maintaining a connection with a user who has previously shown interest in the items and services you’re selling.
A4: Ingenious remarketing. What if they only made it halfway? Reintroduce them! Go for the upsell if the user has already converted. #sales #SEMrushchat
June 15, 2016 — Traffic Jam Media (@trafficjammedia)
In the following recap, you’ll find a few more answers.
And what advice would you provide to businesses who are merely planning to use social media as part of their marketing strategy? Leave your suggestions in the comments section!
When we spoke about other social networks, we highlighted Google+. The problem is that the discussion regarding using Google+ for marketing is still going on. We asked our guests whether they thought this social media network might benefit marketers in any way.
Our special visitor affirmed that Google+ is still alive and thriving, and that it benefits both its company and its clientele. Local companies’ use of social media has influenced their rankings in search engine results pages (SERPs) and resulted in more calls and clicks.
A5-3) G+ has influenced local companies’ SERPs, resulting in more calls and clicks for driving directions. #SEMrushchat
June 15, 2016 — Steady Demand (@SteadyDemand)
Marketers and companies should not neglect Google+, according to Steady Demand; instead, they should seek out a less competitive sector and claim their niche. ZenContent @ZenContent also believes that the social platform may assist brick-and-mortar businesses: “Yes, particularly for small companies with physical locations. Otherwise, why not give it a shot?”
Social signals from social media sites, such as Google+, may have a significant influence on your SEO and help you rank higher in the SERPs.
A5. Can YouTube assist you in promoting your videos? Even having social signals from G+ would help you rank higher in SERPS #semrushchat
June 15, 2016 — Chris Desadoy (@EliteYouTubePro)
Google’s interest-based social networks allow businesses to join groups, showcase their expertise, and interact with others who share their passions.
Google+ Offers opportunities to participate & show off expertise in communities & Hangouts-On-Air; and to connect with people. #SEMRushChat
June 15, 2016 — Bill Slawski (@bill slawski)
The network provides users with incredible content-sharing options. “Google+ allows the flexibility to publish something substantial, to show off Images, to have debates, and to interact with professionals,” Bill Slawski says.
However, unless you spend enough time and effort to your online presence, it will be ineffective. Focus on developing high-value Google+ Collections, which enable users to categorize their work by particular subjects, according to Dustin W. Stout.
In addition, whether or not you need to utilize Google+ is determined by your industry and amount of community interaction. If their specialty is represented on this social network, Lisa Weinberger suggests that businesses become engaged.
G+ It depends on the business niche & how engaged the community is on there. If the niche is on G+, then you get involved. #semrushchat
June 15, 2016 — Lisa Weinberger (@LisaWeinberger)
To summarize, if your firm does not yet have a Google+ presence, you should do so immediately. It’s never too late to make a change. “Any network has value if you understand how to utilize it and connect with other people.” Ronnie Charrier @ronniecharrier illustrates why not everyone is an early adopter.
Whether or not Google+ can assist marketers is dependent on their industry. Brands, on the other hand, may use it to engage with their target audience, publish various sorts of information, and establish their expertise, to mention a few.
Finally, at the conclusion of our conversation, we asked our guests to share their experiences and state whether or not social media played an early part in their shopping journeys or whether it was their final encounter before making a purchase.
Let’s have a look at their responses.
For instance, if someone is searching for a new restaurant, hotel, or whatever else, they would most likely do a search first and then follow the firm on social media, according to Steady Demand.
Jerome Joseph Gentes also discussed how, before revamping their client’s website, his team moved their content approach to social media.
Social media is critical throughout the early phases of the buyer’s journey, according to our other conversation participants. It is, nonetheless, becoming more vital for brand loyalty and development.
@semrush A6: It’s crucial in the early phases, but it’s also crucial for brand loyalty and long-term development. #semrushchat
June 15, 2016 — ZenContent (@ZenContent)
And many of our visitors believe that social media is crucial at every step of the trip.
A6) From discovery to aftercare, social is present at practically every point of the consumer experience. #semrushchat
June 15, 2016 — Tim Fawkes (@Tim Fawkes)
As Tim Fawkes argues, social media allows companies to tell stories about their goods, people, and sales while also demonstrating their trustworthiness.
A6 Prospects, leads, buyers, clients, customers, & fans are all on social, so social is important throughout the process. #semrushchat
June 15, 2016 — propecta (@propecta)
That’s all I’ve got for today!
We’d like to thank our special guest Steady Demand, as well as all of the other participants, for making this talk fun and fruitful!
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Frequently Asked Questions
How does social media fit into the buying journey?
A: Social media is a huge part of the buying journey. A study found that 35% of consumers use social to learn about deals. Twitter, Facebook, and Instagram are all tools people will look at before making purchases online or in-store.
What is a customer journey on social media?
A: This is the process of interacting with a brand or product via social media.
How decision makers use social media?
A: Most decision makers use social media to inform and interact with the public. They post updates on products, events, or other things happening in their company that they think would be relevant for people to know about.
- social media customer journey
- google scholar
- digital technology and security