It is amazing how many enterprise business, new or established still fail to grasp social media and, use it to market their business, either by simple interaction with their customers or, through the use of social commerce to help with brand building and sales. Word of mouth advertising, outbound marketing and trade shows are great marketing tools, but adding social media to your marketing strategy will give your ecommerce business greater exposure that will benefit your business well into the future.
There is a saying. Times have changed, and they have especially for online business. It’s more than likely that your intended audience uses social media. The days of people going through the yellow pages or the newspaper have gone the way of the Dodo bird. Now there’s Google, Yahoo, Bing and other search engines that provide instant access to companies on computers, tablets and smartphones. When someone wants to know more about a company they look for a website, read a blog or Facebook page or anywhere the company has an online footprint. In the fashion industry, people will look for a brand on Instagram and Pinterest. If the company does not have enough presence online or keeps relying on outdated strategies, potential customers will simply move on to someone who does.
Abercrombie and Fitch had to embrace social media, to save their business. With sales sliding for four quarters in a row, and profits shrinking 77% last year Abercrombie & Fitch problem was a dependence on an outdated strategy that once made them a powerhouse, was now leading them towards the path that so many had gone down before such as, Kodak, Blockbuster Video and Circuit City. These companies focused on the present marketplace and failed to anticipate the future.
Instead of falling into the same trap as other before them, Abercrombie and Fitch embraced social media and by partnering with fashion bloggers and “kids who incorporate Abercrombie products into their Instagram posts.” The company posts more than 300 items per week on social media and their rate of engagement has quadrupled since January.
Social media is important for online businesses for several reasons. Content that is generated by consumers that links back to your products enhances your search engine ranking and drives more traffic to your website. Reviews written by customers who actually use the products will have an effect on potential customers. They will listen to what others are saying is great and worth buying. Because social commerce is amalgamated on so many levels and deeply personalized, it offers ecommerce companies new ways to engage with customers more intimately. Consumers want to feel like they are being listened to and have a say in what a brand does.
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