社交商務：如何在 2021 年推動社交媒體銷售

毋庸置疑，社交媒體（尤其是近年來）是一種強大的工具，個人企業家和企業都可以利用它來發揮自己的優勢。 事實上，與閱讀電子郵件相比，美國人在社交媒體上花費的時間最多可多出三倍。

更準確地說，在線用戶將 7.6% 的在線時間花在閱讀電子郵件上，23%（相差 15.4%）用於社交網絡活動（查看朋友的照片、更新他們的狀態、上傳圖片、與朋友和親人交談等等） ）。 然而，最重要的部分是，超過 70% 的社交網絡用戶（積極參與上述社交網絡活動的人）也在積極在線購物。 這比普通互聯網用戶多 12%。

那麼，為什麼這很重要？

這些統計數據彌補了一個非常有希望的開端——特別是如果您試圖通過多個社交渠道推廣您的品牌，並且您也希望做得對。 事實上，如果您立即確定您的社交媒體網絡戰略，您將在短期和長期內獲得巨大的收益（主要是在可見性和收入方面）。

然而，在你做所有這些之前，你需要提出一個長期戰略，並儘可能清楚和現實地定義你的目標。

定義社交媒體目標和設定目標

提高品牌知名度

品牌知名度是營銷人員決定使用社交媒體的主要原因之一。 這是非常合乎邏輯的，因為人們比以往任何時候都傾向於在社交媒體上花費更多的時間，因此社交媒體是在正確的目標受眾面前宣傳您的品牌的最佳場所之一。

此外，社交媒體為營銷人員提供了一系列全新的可能性，主要是在增加對其品牌在不同在線環境（如 Facebook、Pinterest、Instagram、YouTube 等）中的存在的了解方面。

就此而言，以下是衡量品牌知名度時需要考慮的一些潛在指標：

• 追隨者數量：您的品牌可以覆蓋多少用戶？
• 社交媒體帖子覆蓋率：您的帖子每天、每周和每月有多少用戶？
• 提及、分享和轉發：有多少用戶在討論您的品牌並分享您的內容？

大多數主要社交媒體網站（如 Facebook、Instagram、Pinterest 和 Twitter）都有自己的原生分析，但您始終可以將它們與第三方工具結合起來，以更客觀的方法來衡量您的品牌社交媒體指標。

為您的網站增加流量

將訪問者從您的社交媒體渠道吸引到您的品牌網站或博客是將潛在客戶轉變為付費客戶的非常重要的一步。

以下是衡量在線流量的一些重要指標：

• 社交媒體流量：從您的社交媒體渠道跳轉到您品牌網站或博客的用戶數量
• 整體流量份額：您的整體在線流量中有多少來自您的社交媒體渠道流量？
• 社交媒體流量跳出率：來自品牌社交媒體渠道的流量質量
• 社交媒體帖子點擊次數：您與在線受眾就通過社交媒體渠道分享您的內容的能力進行溝通的情況如何？

綜上所述，在為您的網站帶來流量方面，仍有一個變量需要檢查：

測量您網站的流量

衡量網站流量的最簡單、最方便的方法是使用 Google Analytics（請注意：我們會經常使用它）。 這個非常強大的工具可以讓您深入了解您需要了解的有關網站流量的所有信息； 包括自然流量（來自用戶進行的自然在線搜索的流量，通常通過 Google 或其他一些搜索引擎，如 Bing 和 Yahoo!）、社交媒體流量、付費流量等等。

要了解您所有網站訪問（也稱為“流量”）的來源，請單擊“獲取”>“所有流量”>“渠道”。 在那裡，您會找到多種在線流量來源，即：

• 有機搜索
• 直接的
• 轉介
• 社會的
• 其他
• 電子郵件

“社交”選項卡顯示來自社交流量的總訪問次數，包括新用戶、“跳出率”（新訪問者登陸您的網站後點擊“返回”按鈕的數量）、“頁面在Session”（訪問者平均點擊的頁面數）和“Avg. 會話持續時間”（您的訪問者在登陸您的一個頁面後平均會花費多長時間）。

例如，如果您的社交媒體流量為 10,000 名訪問者（來自所有社交媒體渠道），並且您的總流量為 100,000 名訪問者（來自上述所有在線渠道），那麼您的社交媒體訪問量將恰好佔 10%的整體在線流量。

但是，你可以更深入。

如果您點擊“社交標籤”，那麼您將在 Google Analytics 中看到來自所有社交媒體來源的完整數據細分。 為了給你一個整體的想法（對於那些剛接觸社交媒體追踪遊戲的人），其中一些來源可以包括 Twitter、Facebook、LinkedIn、Pocket、Pinterest、Google+、Quora、Reddit 等等，具體取決於你的社交媒體存在.

您可以使用此數據進一步辨別哪些有效，哪些無效，以及您的流量驅動社交媒體策略的哪些領域需要額外調整。

產生新的潛在客戶

潛在客戶生成是一種通常應用於銷售渠道較長的公司（通常是企業軟件公司）的策略。 這些公司使用潛在客戶生成來預熱潛在客戶，並最終引導他們購買某種軟件解決方案。

換句話說，這被定義為“銷售漏斗”。 如果您在社交媒體上的存在或關注量非常大（超過 20K 的所有內容），那麼您可以利用這種存在將您的潛在客戶帶到銷售渠道的頂端（或向他們介紹您提供的解決方案）。

同樣，要做到這一點，您需要潛在客戶。

現在，構成“鉛”背後的理論非常廣泛，但這不是這裡的重點。 簡單地說，潛在客戶是為您的品牌/公司提供了某種個人信息的人——通常是他們的姓名、電子郵件地址、電話號碼或類似信息。 當然，您需要跟踪這些潛在客戶，並且有幾種有效且有趣的方法可以做到這一點。

潛在客戶生成：指標

跟踪業務潛在客戶生成的最重要指標是：

• 用戶的個人信息：例如姓名、電子郵件地址、電話號碼等。您通過所有社交媒體渠道收集了多少潛在客戶？
• 門控內容下載和參與：有多少用戶參與了您的社交媒體測驗、競賽或贈品並繼續下載您的門控內容（電子書、傳單、有關您品牌的其他信息等）？
• 您的潛在客戶內容的點擊次數：您對這些帖子中的品牌信息的理解程度如何？
• 潛在客戶轉換：這些潛在客戶是否準備好採取下一步行動併購買您的產品或服務？”

潛在客戶生成：跟踪

正如我們上面所說，谷歌分析是跟踪潛在客戶生成並相應調整或改進社交媒體策略的最佳工具之一。

為此，您必須先設置轉化目標（您可以在“Google Analytics 標準報告”>“管理”>“目標”>“+目標”中設置新目標）。 設置好轉化目標後，轉到“獲取”>“社交”>“轉化”，然後選擇要衡量的首選轉化目標。

然後，轉換報告會列出一份完整的列表（取決於您的目標數量），說明哪些社交媒體渠道吸引了最多的潛在客戶。 您還可以使用一些第三方分析工具和/或插件根據您的偏好（以及首選的詳細信息級別）來衡量目標。

這就是它在收入方面變得有趣的地方。

增加收入

通過社交媒體增加收入的最佳方式是那些不受漫長而曠日持久的銷售流程困擾的企業（如我們上面談到的企業軟件公司）。 就此而言，提高銷售額的一種方法是提出有效的社交媒體廣告策略（例如：Facebook 廣告）並從那裡開始實施。

如何？

收入增長：指標

以下是有關收入增長的最重要指標：

• 註冊數量超過收入數量：您是否注意到註冊數量與收入增加之間存在相關性？ 如果是，是因為您的新社交媒體策略，還是其他原因（提示：如果不確定，最好進行 A/B 測試，以查看註冊數量和收入增加之間的可能相關性是否為事實上，潛在收入增長的主要原因）
• 廣告收入：自上線以來，您的社交媒體廣告策略帶來了多少收入？

收入增長：跟踪

還記得谷歌分析嗎？ 您也可以在 GA 中跟踪收入增長，但這次您必須為每次轉化分配一個美元價值。 長話短說：分配美元價值基本上意味著將特定的社交媒體帖子與您的 Google Analytics 帳戶相關聯； 您可以在 GA 中的“目標詳細信息”下找到它。

另一方面，如果您運行的是電子商務網站，那麼 Google Analytics 電子商務跟踪很可能更適合您的業務。

Facebook 廣告更容易：只需使用 Facebook Pixel 將價值與所有即將發生的轉化聯繫起來。 Facebook Pixel 是 Facebook 的原生分析工具，它基於您需要包含在網站後端以跟踪數據的代碼運行。 或者，換句話說，複製 Facebook Pixel 提供的幾行代碼並將其粘貼到您網站自己的代碼中。

提升品牌參與度

如果第一個原因是品牌知名度，那麼參與度是近年來社交營銷人員使用社交媒體的第二大原因。 事實上，與目標受眾進行適當的社交媒體互動可以提高品牌認知度，提高品牌忠誠度，並增加口碑推薦。

此外，大多數社交媒體渠道的算法（Facebook、Instagram、Pinterest 等）都將優先考慮在各自受眾的供稿中具有更高參與度的帖子，這已不是什麼秘密。

這究竟是什麼意思？

從這些社交平台的角度來看，更多地提升已經流行的內容是合乎邏輯的，因為它主要做了兩件事：

• 它增加了其他用戶加入樂趣的機會
• 它減少了潛在的負面反饋和用戶不滿的機會

當然，為了清晰和時間起見，這個公式被簡化了，但主要的一點是，在給定社交媒體平台上的用戶和平臺本身都更多地分享了引人入勝的內容。

品牌參與度：指標

這些包括：

• 每個帖子的點贊、評論和分享數：有多少用戶與您的社交媒體內容互動？
• 提及、回复或轉推：有多少用戶提及您的品牌，您回復了多少用戶？

品牌參與：跟踪

同樣的規則——正如我們之前討論的品牌知名度——也適用於跟踪參與度指標。 您可以使用社交平台的原生分析工具，也可以選擇退出並選擇第三方管理工具（根據您對詳細指標的偏好）。

建立社區

有什麼比跟踪觀眾成員更好的，包括總關注者和潛在粉絲？ 嗯，事實證明，建立緊密的社區（論壇、聊天、忠誠的品牌成員）可以創造奇蹟，讓您的企業脫穎而出。 一些建議包括建立一個以品牌為導向的 Slack 頻道、開設一個新的 Basecamp、嘗試使用 Discord 甚至 Facebook 群組。

要記住的關鍵點是區分普通粉絲或追隨者和專門的社區，主要是因為後者與普通粉絲相比有非常不同的目標和關注點。 為了看到改進，這裡有一個可能的指標陣容來幫助您入門。

社區建設：指標

有幾個重要的指標可以跟踪社區建設：

• Facebook 指標：包括帖子、喜歡和評論的數量。 您的用戶參與度如何？
• Twitter 指標：包括參與者數量和每個參與者的推文數量。 您有多少用戶參與了您的 Twitter 活動，他們的活躍程度如何？
• Slack 指標：包括每日用戶總數。 有多少用戶積極參與您的 Slack 聊天？

社區建設：跟踪

社區建設是一個複雜的過程，因為它不僅僅涉及數字或名稱，而是結合了多個指標（活躍用戶的數量以及隨時準備解決您的業務社區中的問題的忠實追隨者的數量）本身）得出社區成員的總數和您的社區增長的速度。

聽起來很棘手，對吧？

確實如此。 然而，有無數的第三方工具（Grytics、Hastracking、Keyhole）可以使這個過程輕鬆進行，而且沒有任何重大挫折。 大多數這些工具都不是免費的，事實上，它們可能相當昂貴，但它們都提供免費試用供您測試，看看您是否會長期使用它。

那些沒有預算的人呢？

如果您目前預算不足，完全可以在簡單的 Excel 電子表格中跟踪和記錄您的數據！ 此過程將取決於許多變量，包括您的硬件配置、操作系統、您使用的平台等，但它最終將幫助您更好地了解社區跟踪策略背後的數據。 唯一的缺點是手動跟踪在一段時間後會變得有些乏味，因此請確保您還將預算分配給購買工具以從長遠來看減輕工作負擔。

提供有效的社會客戶服務

擁有良好的社交客戶服務（或在您的社交媒體平台上提供良好的客戶服務）可以幫助解決三個主要問題：

• 增加收入
• 提高訪客和客戶滿意度
• 優化保留

然而，只有五分之一的品牌所有者使用社交媒體為其用戶提供客戶支持——這意味著還有很大的改進空間。

客戶服務：指標

這裡需要注意的一些指標包括：

• 支持查詢總數：您的企業是否需要社交媒體客戶支持策略？
• 響應時間：您的社交媒體代表回复客戶的速度有多快？
• 客戶滿意度：您的客戶對您的社交媒體客戶服務是否滿意？如果是，滿意程度如何？

現在，您需要做的下一件事是衡量您的客戶支持服務的有效性。

客戶服務：衡量有效性

可以根據兩個主要變量來衡量社交媒體客戶支持的有效性：

• 如果您的請求/票數較少
• 如果您有大量的請求/票

如果您的客戶支持查詢量很少，您可以手動跟踪每個請求及其相應的響應時間。

如果您有大量的客戶支持查詢，您可以使用 Help Scout 等眾多社交媒體客戶服務工具之一，以提高響應時間和社交媒體客戶服務質量。

增加媒體提及

雖然最近所謂的社交媒體渠道的複興確實讓公司能夠完全掌握他們的新聞，但媒體現在並且仍然可以成為傳播品牌信息的可行選擇。

為什麼這很重要？

一方面，這可以更輕鬆地與可靠的記者建立關係，從而使您的品牌更加突出（尤其是當這些記者擁有良好的聲譽和鐵定的報導誠信時）。 此外，它還可以幫助您的品牌（通過提及、反向鏈接和其他重要的流量指標）成為您所在行業信息的首選資源。

這不可避免地導致我們想要衡量我們潛在的媒體提及：

媒體提及：指標

要衡量您的公關成功，您需要仔細查看以下指標：

• 潛在覆蓋面：您的公關活動通過社交媒體渠道覆蓋了多少潛在買家？
• 提及和分享：有多少用戶通過您的社交媒體渠道提及、分享和談論您的公關文章？
• 影響者：有多少有影響力的記者或其他類型的人物在談論和分享您的文章？ 他們有相當多的追隨者嗎？
• Outreach：有多少用戶在詢問貴公司的行業相關問題？ 有多少記者通過您的社交媒體渠道與您的公司取得聯繫？

當然，指標和跟踪您的公關成功是相輔相成的。

媒體提及：跟踪

如果您是遊戲新手，您可以自己（或您的團隊）手動跟踪所有社交媒體公關提及。 當跟踪整個公關活動變得越來越困難時，這意味著您的品牌得到了高度認可。 但是，這也是尋求一些優質第三方工具幫助的標誌。

通常（並且一般來說），這些工具將具有以下部分或全部功能：

• 列出要跟踪的關鍵字
• 設置優先頁面（當有人在社交媒體上提及或分享時您希望收到通知的頁面）
• 選擇您希望該工具跟踪您的頁面提及的社交媒體平台（Twitter、Pinterest、Facebook、Instagram、Reddit 等）

根據您使用的工具，會有一些不同的功能，但概念在多個第三方工具中通常保持相同。

使用社交聆聽來發揮您的優勢

社交媒體將品牌和服務用戶/客戶拉得更近，現在客戶可以更輕鬆地在幾分鐘內向他們喜愛的品牌提供反饋。 通過“搜索”並回复這些帖子、提及或評論，您的客戶會覺得他們與您的公司進行了雙向溝通（這建立了誠信並增加了社會認同）。

社交聆聽：指標

按照慣例，以下是最重要的指標：

• 客戶對話：您在社交媒體渠道上與用戶進行了多少次對話（或正在進行）？
• 社交媒體建議和/或反饋：您的用戶通過您的社交媒體渠道向您發送了多少建議（更重要的是，它們是否是優質建議？）？
• 接受的建議：為了未來改進您的產品和/或服務，您接受了多少建議？

社交聆聽：跟踪

在這一點上，這聽起來像是我們在重複自己，但跟踪您的社交聆聽在很大程度上取決於哪個社交媒體平台是您的主要目標。

例如，如果您想在 Twitter 上“了解事情的關鍵”，那麼 TweetDeck 是一個出色的免費工具，可以進行適當的社交聆聽跟踪。 您需要做的就是設置正確的關鍵字搜索，軟件將自動跟踪關鍵字，之後您可以輕鬆地向客戶發送推文。

此外，由於大多數社交聆聽工具都允許關鍵字跟踪（即使您的用戶沒有使用“@”句柄），您可以加倍努力，在客戶忘記在推文中標記您時給他們一個驚喜。

好的，既然我們已經提出了一個有效的長期社交媒體戰略，並且我們還設法盡可能清晰和現實地定義了我們的社交媒體目標，那麼我們下一步應該採取什麼行動？

如何增加社交媒體銷售

將所有這些策略（甚至只是其中一個）牢牢實施到位並不足以增加您的收入。 將這些戰略加倍並立即採取行動是可行的。 就此而言：

成為客戶“懸停”的地方

任何社交媒體營銷人員都應該遵循的第一條規則是使用您的受眾使用的社交媒體平台。

怎麼辦？

首先，深入了解您的目標人群：是新媽媽想要購買您的特殊嬰兒配方奶粉嗎？ 或者，也許法律專業的學生在撰寫 5,000 多字的國際法論文時需要幫助？ 當然，您也可以選擇在現有的每個社交媒體平台上，但請記住，將您的資產分散得太細和太廣泛可能會很耗時，甚至可能弊大於利。

請記住，最受歡迎的社交媒體平台以 18-29 歲年齡段為主——這告訴我們他們年齡的所有信息，但沒有告訴我們他們的購買習慣。 要準確找到您的受眾（和潛在買家），您需要的不僅僅是藉錢。 還記得我們上面提到的資源：Keyhole？

Keyhole 是發現目標受眾群體的完美工具。 它的工作方式是你選擇一個流行的標籤，讓你的競爭對手用於他們的策略和活動，然後繼續使用 Keyhole 進行搜索。

然後，向下滾動將帶您進入名為“熱門站點”的部分。 該指標提供了一個圖表，說明哪些頂級域使用了某個主題標籤最多。 它還可以讓您大致了解目標受眾最活躍的地方。

不言而喻，但適合您的業務的社交媒體平台將為您提供更大的機會來實現您的目標。 此外，如果您可以更快地接觸到您的受眾，並且盡可能減少摩擦，那麼您實際進行銷售和增加收入的機會也會顯著提高。

使用社交媒體影響者為您帶來優勢

當我們談到上面的媒體提及時，我們簡要地談到了社交媒體影響者。 現在我們正在擴展我們已經知道的內容。

作為社交媒體營銷人員，您可能聽說過最近提出的一種稱為“影響者營銷”的策略。 用外行的話來說，影響者營銷只是意味著通過在少數幾個最流行的社交媒體平台中的任何一個上擁有重要社交媒體關注（和影響力——因此這個術語）的人來推廣產品或服務。

讓我們來看看 Twitter 和 Annalect 最近關於影響者營銷的一項研究。

基本上，這項研究證實了每個社交營銷人員都已經知道的事情：與隨機營銷人員相比，消費者更傾向於信任影響者（事實上，他們對社交媒體影響者的信任等於消費者對他們最親密朋友的信任！）關於這種社交媒體營銷策略的有效性。

更重要的是，幾乎 40% 的 Twitter 用戶在他們在影響者的提要或推文中看到產品/服務後感到有必要購買。 在某些情況下，網紅推廣產品後的投資回報率 (ROI) 高達 600%（儘管正常情況下可能只有一半）。 無論哪種方式，如果你仔細想想，這真的很合乎邏輯：如果消費者像信任他們最親密的朋友一樣信任有影響力的人，而一個朋友走到你面前，熱情地向你推荐一種產品供你購買，你會購買該產品嗎？

然而，在不破壞銀行的情況下與有影響力的人取得聯繫比看起來更難。 我們是否有關於如何與某人取得聯繫的神奇公式？ 不，但我們可以提供一些有用的提示：

• 吸引您首選的社交媒體影響者的核心利益，但不要過於激進。 誠實地對待您的產品或服務。
• 製作一個引人注目的信息，解釋為什麼您的產品或服務是影響者的追隨者的理想選擇。 如果您正在聯繫他們的營銷團隊，請嘗試協商免費或打折的提及以換取免費產品

當然，這些只是您可以用來製定自己獨特策略的一般規則。

將忠實客戶轉變為品牌說客

與有影響力的人一起推廣您的品牌很棒，但如果您的產品與有影響力的人的理想不一致（不符合），有時這種策略會適得其反。 如果情況確實如此，但您仍然渴望與真實的人一起推廣您的產品，那麼解決方案比您想像的更接近。

這完全是關於使用您的真實客戶作為品牌擁護者（通過提供免費贈品、優惠券、折扣和各種免費“好東西”來吸引他們推廣您的產品）。

解決此問題的一種方法是在社交媒體上收集相關關鍵字和其他與品牌相關的搜索（例如主題標籤）。 這將幫助您找到您品牌中最著名的“意外擁護者”並將其正式化。 將這些類型的客戶升級為您品牌的官方說客。

分享用戶製作的內容

消費者比一些營銷人員（和社交媒體市場專家）認為的要聰明得多。 在將辛苦賺來的錢在網上購買商品或服務之前，他們傾向於閱讀幾條不同的評論（可能來自幾個不同的來源），以確定該品牌是否值得信賴。 這些評論減輕了每個消費者在考慮從他們不知道的品牌購買產品（或投資於他們不熟悉的服務）時的焦慮。

事實上，當這些評論來自與他們一樣的其他消費者時，他們會感受到那種促使他們購買產品的誠實。 當你想到這一點時，我們所有人都這樣做，因為一個簡單的原因——我們天生就會尋找社會證明。

我們之前提到過社會證明，但它到底是什麼意思？

簡而言之，社會認同本質上意味著其他消費者已經嘗試並推薦了該產品，而且由於他們只是普通消費者，對產品沒有偏見，因此他們可能會給出誠實和公正的評價。 這使得他們的意見對其他消費者來說最為重要，並且這使得他們的認可印章比企業或廣告商的話更重要。 根據大多數社交媒體營銷專家的說法，多達 70% 的美國消費者在閱讀了其他用戶產生的關於這些產品的正面（或相關）內容後，將更傾向於購買產品，這就是社交證明如此強大的原因。

通過社交媒體增加收入的另一種有效方法是鼓勵您的客戶在線發布他們對您的產品的看法（書面形式、照片，甚至是正面的模因）。 此外，您甚至可以更進一步，在所有相關社交媒體渠道中分享這些用戶生成的意見。 每當潛在客戶開始瀏覽您的社交媒體渠道時，這是為您的品牌增加額外可信度和社會證明的萬無一失的方法。

創建高度吸引人的內容以進行教育和銷售

從這個標題的外觀來看，創建引人入勝的內容聽起來說起來容易做起來難（再說一次，如果這很容易——每個人都會去做！）。 這就是聘請創意專業人士（通常不推薦大型創意機構，因為他們有一個冗長的營銷活動審批過程，最終將幾種不同的想法拼湊成一條信息）發揮作用的地方。 或者，如果您覺得自己可以勝任這項任務，也可以使用 Placeit 等服務提供的預製社交媒體模板在內部製作引人入勝的內容。

理想情況下，無論是聘請有創意的專業人士，還是獨自涉足戰壕，您都應該致力於製作高質量的指南和引人入勝的操作方法內容。

這裡的一般想法是吸引您的潛在客戶嘗試您的產品，因此自然而然地將他們推到漏斗的下方，從而使您有更高的機會完成交易並進行銷售。

投資社交媒體廣告

最受歡迎的社交媒體平台擁有數百萬活躍用戶，這已不是什麼秘密（在撰寫本文時，Facebook 甚至擁有 10 億用戶！）。 但是，即使您提出了最有效的策略並選擇了一個完美的平台來吸引目標受眾，您的努力最終也可能不會那麼有效，因為這些用戶之前都沒有聽說過您的品牌。 要取得先機，請繼續將您的一些社交營銷預算分配到社交媒體廣告中，但請確保您接觸到正確類型的受眾，如本文“提高品牌知名度”部分所述。 您最不想做的事情就是對那些對您的品牌不感興趣的人失火。

如今，大多數社交媒體平台使企業可以輕鬆地在本地做廣告，可以選擇創建廣告或宣傳或提升內容。 我們可能聽起來像是經常重複自己，但這是因為這些是需要記住的最重要的一些要點（而且，重複是技能之母！）。 因此，創建廣告將確保您的品牌在相關受眾（潛在買家）中的知名度更高。 反過來，這將進一步提高您增加社交媒體銷售收入的機會。

Instagram
以 Instagram 為例。 在它上面，你可以選擇通過他們流行的“Instagram Stories”功能在他們的常規廣告模式之上做廣告。 選擇 Instagram 快拍有助於提升品牌知名度，這是廣告回想度以及最終收入和銷售額的主要預測因素之一。

Facebook
Facebook 廣告提供了類似的模式來提高品牌知名度、增加轉化率和完成銷售。 Facebook 廣告的好處是提供了創建視頻廣告的獨特功能（請記住，所有人都是視覺動物），其購買率已被證明是普通文字廣告的三倍。 如需幫助以預算製作精美的 Facebook 廣告，請查看我們關於電子商務企業的 10 大 Facebook 帖子模板的文章。

推特和領英
與 Instagram 和 Facebook 類似，Twitter 和 LinkedIn 提供相同的廣告模式，包括贊助或推廣帖子和 InMail (LinkedIn)，以便在您的每次活動上線時接觸正確的目標受眾。

這些模型的最大優點是能夠自定義您的廣告以展示用戶最近在您的網站上滾動瀏覽的產品。 這可能會在關閉您的頁面之前提醒客戶他們正在尋找什麼，從而進一步吸引他們繼續購買。 這在營銷行業中稱為“重新定位”，我們在 Facebook 重新定位廣告：分步指南中討論瞭如何操作重新定位策略。

在 Pinterest 上使用 Rich Pins 和 Buyable Pins 的力量

Pinterest is an entire market on its own, and this is one of the main reasons why it's getting a dedicated chapter (that and the fact that it's predominantly a visually oriented search engine). According to Shopify, the sales made from ads pins on Pinterest have a $50 higher average order value as compared to the other social media platforms. If you're also running a Shopify store, there's good news on that front as well: Pinterest accounts form the second-most online traffic from all social media sources to Shopify stores.

If you plan to market your products/services through Pinterest marketing (and really, there isn't a reason why you shouldn't do it), it's a wise move to simplify the purchase funnel by utilizing what's called Rich Pins and Buyable Pins. We covered these in detail in our Pinterest Marketing for Ecommerce Businesses: Drive Traffic with Pinterest article, but we'll recap them here.

Rich Pins
Rich pins are pins that feature more information about a certain product directly on top of a regular pin. These pins come in four distinctive types:

• 應用程序
• Product
• Recipe
• 文章

App pins feature an install button so customers can easily download your app whilst still staying on Pinterest for additional shopping from your store. There is only one caveat though: currently, app pins are only compatible with iOS.

Product pins are designed to make the shopping process as easy and intuitive as possible. They feature pricing (including real-time change), availability, and the location of buying a certain product.

Recipe pins contain all the ingredients a food connoisseur and recipe warrior would want from a pin. These include ingredients, cooking time, and serving size.

Article pins help users save stories that are most important to them. These pins feature headlines, author bios, and article excerpts.

Buyable Pins
Buyable pins are perfect for ecommerce use since they allow your customers to buy your products without leaving your Pinterest shop. These types of pins can be found in search results, related pins, and on your enterprise profile as well.

The other great thing about Buyable Pins is their functionality; they work seamlessly across both mobile and desktop platforms. This is excellent from a business owner's perspective since users can buy your products without changing several different platforms (which also carries the risk of losing the sale or your customers getting stuck somewhere in the sales funnel).

To avoid the trouble of losing your customers to avoidable factors, buyable pins feature the “Add To Bag” button, where customers can add their shipping and payment information without having to make a switch to another platform. This process is very effective and allows for increased conversions right there and then.

Additionally, Pinterest leaves it up to you to handle shipping and customer service (if a purchase is made through a Buyable Pin), but more importantly, the platform doesn't take a cut of your sales.

Finally, Buyable Pins can be promoted to make it easier for potential users to find your products. Think of this as a Pinterest's equivalent to social media advertising of Facebook, Twitter, or LinkedIn.

Promote Your Brand Through a Story

If your brand doesn't have a narrative behind it, then consider building a story behind it to strengthen the relationship between your company and your prospective (as well as existing) customers.

為什麼？

First of all, humanity is hardwired to love a good story. Ever since the dawn of epics such as The Iliad and Odyssey by Homer, people have gathered around bonfires to tell, listen, and enjoy a good story.

How does this help modern businesses to increase revenue and sales?

It's simple: Consider social media as the metaphorical “bonfires” where people now gather to tell and listen to stories. And why do they gather? Because they want to be emotionally charged and feel better long after they've logged out from their respective social media accounts. The major social platforms use the habit-creating dopamine rush of unopened messages to create a feedback loop so that users will spend more time on their platform.

So, you have your bonfire (social media platform), you have your audience (people who want to hear a good story), and you have your storyteller (in this case, the storyteller is you, your company, or your digital marketing team) all lined up and it's really up to you how you'll go about creating a narrative behind your brand.

Prioritize Quality Over Quantity

This should be obvious to most digital marketers, but sorting through mediocre and sub-par content to reach highly engaging and informative content is a recurring problem most social media users have to handle on their own. Or, in other words: There is a big discrepancy between quality content and run-of-the-mill texts that add little to no value in the digital world.

This is why it's very important to keep high standards content-wise; not at the peril of neglecting your social media accounts but at a steady pace that both you and your customers can handle. Plus, remember how we've talked about people being visual creatures first and foremost (which is part of why Pinterest experienced a growth-explosion in recent years)? Always make sure to post high-quality images to serve as leverage for your engaging content.

Follow Content Trends

Trends exist for a purpose: To be followed. Now, it's possible to invent a new trend, but it usually takes a lot of time, resources, skill, and luck to pull it off properly. However, this is where you jump on whatever current fad is popular on social media and seize the opportunity while the trend is still hot.

Use the “Obvious” Trigger

Why be indirect when you can generate sales with a direct trigger? Large companies with enormous social media followings tend to use these triggers, and to great effect, we might add. Using some, or all, of these triggers can lead to an obvious sale:

• “Buy now!”
• “Get started!”
• “Get yours now!”

All of these are direct triggers, and they work best with a large social media audience. And it's only logical: If you tell 5,000 people to buy something, and you have the proven authority to do so (including social proof), then chances are you'll get decent sales. It's an obvious formula that not enough digital marketers use, so think about crafting several campaigns by using direct buying triggers (like the ones above).

For small business owners, this can be tricky as they tend to be “assimilated” into the vast ocean that is social media presence. Plus, small businesses are usually run by a single person (or a handful of people) at any given time, so using direct triggers here would be less-than-ideal.

With all of that being said, how do you succeed in social media marketing if you're a small business owner?

Use Conventional Tactics in Unconventional Ways

Social media can create a big buzz both for companies and individuals alike. Social media can also narrow down your business communication to a particular niche. To this extent, social media users want to browse for items/products they might like, but not necessarily buy.

In fact, as much as 56% of shoppers aren't ready to make a final decision, but instead, they want to save their potential purchase for later. This shopper behavior is even more prevalent in recent years. If this is the case with your business—it's time to use your social media channels to introduce your products to the customer.

Generate Buzz

Sales appear less chance-driven if there's a new product to sell to customers. What this basically means is new products tend to generate more buzz than what's already out there, so customers will like these new products more and will tend to gravitate towards buying them more as well. This is exactly how you eliminate chance. Each sale will become a deliberate effort, even though it may seem like a chance or a sudden stroke of luck for the customer (where instead your strategy is what did all the heavy lifting).

Be Consistent With What You're Selling

Or in other words: You can't tweet about ice-cream if you're selling video games. Well technically you can, but those tweets won't generate any revenue for you.

The key to achieving this is to start early in the process of a new product or service. Use tried-and-true titles to grab your customers' attention:

• We are releasing a brand-new downloadable content early next week!
• Only next week, all sales are off by 50%!

Meanwhile, try to create scarcity in your offer:

• Enter our giveaway for a chance to win one of the 210 exclusive beta keys for our latest product!

You can use everything we've talked so far to create recurring offers and repeat them (usually your most profitable offers) as much as you'd like.

The Untapped Power of Re-Sharing Your Posts

Why don't the majority of small business owners re-share their posts? Currently, there is no scientific data on this yet, so we're going to go with the two most probable reasons:

• They're Busy: Most business owners have thousands of other things to consider, so re-sharing what they've already deemed a job well done is the last thing on their minds
• The Fear of Spamming: Earlier, when social media wasn't as big as it is now, sharing the same thing multiple times was considered lazy and borderline spammy

This problem, however, is easily solvable: You should become more organized about re-sharing your posts or use a tool like Buffer to pre-schedule your business' social shares.

On the other hand, fear of spamming is a more legitimate concern which is also harder to overcome. The solution, of course, is to adopt a wider stance and realize that social networks in recent years are not the same as they were ten years ago. Nowadays, social media users have very busy social feeds. On top of that, the algorithms these social sites employ also work, in a sense, “against” small businesses and small business owners (on Facebook, posts by business pages are seen by as little as 6% of the total number of the pages' followers).

This makes it super hard for a single post to be seen by your followers, which is exactly where we have to pull off a change of tactics.

Schedule Multiple Shares

Sharing your content multiple times works, but make sure you're not over-sharing your content and becoming spammy. To give you an overall idea, scheduling your best content to be shared at least 5 times is the proper way to go (less than that, and the chances of your post to be seen by the prospective buyers will decrease; more than that, and you're pushing your luck with both users and page algorithms as well).

However, you can never really predict which post will become the most popular post amongst your followers. This is precisely why you'd have to share your most popular posts 5 times at most.

Come Up With a Sound Multiple Share Strategy

The biggest impediment to pushing out multiple shares is the brain. As soon as you write, edit, publish and share a given post, your memory considers this as having completed a task (which it has, but not if you want to schedule 4 more shares of the same post). To override this, you can use calendars (Google Calendar comes to mind) to make reminders over the next several months or so “nudging” you to re-share your content.

Another, more sophisticated way of doing this is by using automated publishing tools. Most of these tools are very powerful and have a pre-scheduling option to allow multiple shares on several of the most popular social networks. If you opt for a sharing tool featuring a calendar like Buffer or MissingLettr, then all you'd have to do is click on a given date and time to create your post. The post will then automatically be shared on the pre-set date and time which you chose.

Thirdly, you can also introduce variation in the way of sharing and re-sharing your posts (this is also useful if you want to avoid any fears of becoming too spammy). What do we mean by this?

If you think about it, most social media content shares start with the title of the post. And this is exactly how your first share should lead. After that, you can plan your additional shares by pulling out useful information from the body of the post. So, instead of sharing your post 5 times where it leads with the same title, you could share a tip or statistic from deeper within the post itself.

This tactic prevents any potential spamming issues and it also allows for casting a wider net so that your specific tip will grab someone's attention where the title didn't.

Now, we've already stated to re-share your content 5 times at most, but is this true for all social media platforms?

The “social flow” of Twitter, for example, tends to move very quickly. The average “shelf life” of a single tweet clocks in at 24 minutes. This is an excellent opportunity to break the golden rule and get away with more than 5 re-shares. However, if you're re-sharing within a short time-frame, then make sure to rewrite your post since Twitter will reject the same tweets sent too closely from one another.

Finally, if you're into big data and want to know everything that goes on behind the scenes, you can always tag your links. 如何？ By using the Google URL Builder tool to make a unique URL for each individual share and each distinctive social platform as well. Then, just go to “Campaigns” in your Google Analytics dashboard to see how each individual share performs traffic-wise.

Creating High-Quality Social Media Images

We briefly touched upon this topic when we talked about prioritizing quality over quantity, and now it's time to expand on it even more. To this extent, more than 70% of social media users find high-quality images at least twice as effective at grabbing their attention as opposed to text-content alone. In fact, as social media users become more discerning in recent years, this 70% rule excludes generic stock images and low-quality images as well.

If you're not a designer (and let's face it, most entrepreneurs aren't), then it's best to either:

• Hire a visual designer from sites like Dribbble, Upwork or Fivver
• Use some of the dozens of quality third-party tools to source photos for your articles such as the ones we mention in our 200+ Graphic Design Resources article

Strapped for ideas still? 這裡有一些建議。

Create Themed Images

Themed images are defined as a series of images that fall within a specific design pattern (for example: black & white, grayscale, art deco, pop art, etc.). This design pattern can greatly vary between different companies, but it's always recognizable, predictable (“predictable” as in, similar to what's already proven that people like) and 100% reliable for a specific company.

So, coming up with your own themed images style is critical for the success of your social media advertising, sharing included. Themed images are absolutely crucial for promoting brand recognition and developing a consistent brand presence as well.

Bottom line, if you want to create images, keep things such as your company's color, typeface (font), and company's voice consistent across all media platforms. Tools like our Ecommerce Branding Guide can help you develop all these brand assets for your business.

Hire a Visual Designer

Third-party image platforms (Canva comes to mind) make it easy to create your own infographics, graphics or visual content. However, creating and manipulating images is a very time-consuming task for people who don't have sufficient skills and don't do it frequently. Here's where hiring a visual designer is the wisest move to make.

A designer can help you in multiple ways. For instance, by opting to hire one, you'll immediately get access to a large batch of high-quality images that would otherwise be out of reach (if, instead, you're doing the design on your own volition). In turn, this will free up a valuable chunk of time which can then be applied to growing your business and better macro-management of your social media channels.

Not sure where visual designers mingle? You can use freelance talent platforms such as Dribbble, Guru, Upwork, and Toptal, hire an agency or opt for solo freelancers (not bound by platforms) instead.

But saving time is much more than just hiring outside talent.

Create a Consistent Image Format

Regardless, if you choose to make the images on your own or hire a designer to do it in your stead, one big thing you should be careful about is creating a standard image format that you can use down the road. Some tend to call this format an “image set”, but this theory is of little help here. What's important in regards to image standards is to always have:

• Featured image size for each social platform
• Inset image formula for an easy share on all social platforms

What do these mean? Basically, the main thing to remember is to save image size presets to ensure a streamlined operation when it's time to share your new content to your subscribers. Here's which sizes work best for all major social platforms:

• Facebook: 170px x 170px, but some industry experts recommend uploading images at least twice that resolution to ensure all quality standards are met
• Instagram: 1080px x 1080px
• Pinterest: Pins should be 736px x 1104px, while Board Covers are 736px x 736px
• LinkedIn: 1200px x 628px

Don't Forget About Alt Text

Alt-text is one of the most overlooked variables among social media marketers in recent years where, in fact, alt text—however cliche it may sound—can make or break your Search Engine Optimization (SEO).

So, how to define alt text?

In simple language, alt text is an abbreviation of alternative text, and it basically refers to the text behind a given image on your site. If, for example, your image doesn't load (for one reason or another), alt text is there to give the reader an overall representation of what the image represents, in text form. But alt text is also used to allow people with vision disabilities to “read” the image or have the image read it to them via screen readers.

If your site is WordPress-powered or powered by most ecommerce platforms like Shopify or BigCommerce, then you won't (or you don't need to) deal with code to attach alt-text to your images. You can easily fill, update, or change your alt text whenever you upload an image in your media library.

What's more, you can also use alt text to include keywords so that search engines can find your content more easily on the web.

The interesting thing with alt text is that, unlike meta descriptions or tags, alt text doesn't have a maximum proposed length. If you're unsure how to include alt text in your images, remember to always include your keywords here and you'll be good to go. However, it's also important to add alt text to every image on your site and to include all the relevant information such as full product names, product IDs, head as well as and long-tail keywords.

To Recap:

• Always include your relevant keywords in alt text on ALL images on your site
• Channel these rules in the Featured Image section, where search engines (usually Google) scrape data from these images to later show in knowledge graph SERPs

Uploading the Right Social Media Image Format

Most digital marketers don't realize this, but the type of image file that you upload on your site has an impact on image quality! Many people tend to upload JPEG file types almost automatically, but there may be another option for this.

Generally, there are three major image types for internet use, which we discuss in detail in our Optimizing Images for Web article:

• JPEG: Commonly used for photographs where people, places, and objects are featured
• PNG: Best used for logos, text designs, and graphics. Additionally, PNGs are also recommended for images with a transparent background, such as a logo for a website
• GIF: Animated (moving) images which are commonly used to express an emotion, tell a joke or insert a meme

If you're still in the dark about which format to use for your website, you essentially have to remember two main rules: Use JPEGs for standard photos, and use PNGs for any of the custom graphics you make.

Besides file types, you'll also need to pay attention to your image's dimensions as well. Avoid uploading enormous files (keep it down to less than 2MB per image), because they tend to affect page speed, SEO, and users will slower internet connections/older computers won't be able to reach to your content as fast and consequently, may exit away from your site.

How to do all of this?

Many web hosting/publishing platforms (WordPress included) offer built-in options for resizing and tweaking images. If you're still not satisfied with the results, you can always use professional photo editing software like Photoshop to resize your images according to the guidelines we put above.

And what about using stock photos for your business?

Be Careful With Stock Photos

Sometimes, using stock photos is necessary if you're in a hurry or just want to get the job done. However, too many stock photos in your social media strategy can unequivocally make your website—and content—look bland and boring. If for some reason you absolutely have to use stock photos, then it's best to keep the following practices in mind:

• Search for High-Quality Options: Most stock photos come from professional platforms, but that doesn't mean that they're always going to have the highest quality (this is because these platforms utilize freelance photographers who then sell them images in bulk). As you're searching for images to use in your social media strategy to increase sales and revenue, look for pictures that are crisp, clear, and have the right tone (for example, comedic if you're running a comedy site, euphoric if you're a sales-oriented business, etc.) as well. Plus, if there are people in your stock photos, make sure that they reflect your target audience and the topic in the photographs are relevant to your content.
• White Space is a Must: Another general rule of thumb is to look for photos with enough white space on them. 為什麼？ Because you need additional text to advertise a product, convey your brand's message, or come up with a witty remark to increase visibility and ultimately make a sale.
• Look out for Attribution Rules: Most stock photos don't require any attribution for use. However, some do. By thoroughly understanding attribution and copyright rules, you can avoid some unforeseen legal issues which can impair your business from seemingly out of nowhere. If you get lost in the legalities of fair use, there's always the option to hire a legal person to do the work in your stead.

Become A “Visual” Storyteller

While considered important, most small business owners think of website images as a mere afterthought in the larger scheme of their social media strategy. Unfortunately, this is the wrong approach to have. What you need to do instead is create a unique visual content that stands out from the competition and immediately catches the eye of prospective customers.

This may sound like a truism (a statement that is always true), but that doesn't make it any less important than, say, having a well-researched and engaging piece.

Think of it this way: Instead of following the herd and making your pictures as generic as possible, you'll need to invest the time (or hire a team) to grow a truly eye-popping visual strategy. Then, have all of your new images neatly “fall” within this social media strategy—with each image you publish being the best one yet. Sure, it takes extra effort to pull this off, but it's well worth it, in the long run, both brand awareness, and revenue-wise.

結論

So to recap, we've seen that a firm social media strategy in place is crucial if you want to increase sales for your business. In fact, with the social platform landscape moving ever-so-quickly, having these goals defined is not only crucial—but it's absolutely necessary for every business owner.

These goals include:

• Increasing Brand Awareness
• Driving Traffic to Your Website
• Generating New Leads
• Growing Revenue
• Boosting Brand Engagement
• Building a Community
• Providing Effective Social Customer Service
• Increasing Press Mentions
• Using Social Listening to Your Advantage

A business can have either of these goals, one, or all, but the general rule says to narrow down on two-three and build your social media strategy based on these few goals in mind.

Additionally, we've also gone through some of the most popular (and effective) ways on how to drive sales by utilizing the several major social media platforms (Facebook, Twitter, Pinterest, etc.).

These ways are as follows:

• Be Where Your Customers Are
• Use Social Media Influencers To Mention Your Products
• Transform Loyal Customers Into Brand Lobbyists
• Share User-Made Content
• Create Highly Engaging Content to Educate and Sell
• Invest in Social Media Advertising
• Use The Power of Rich Pins and Buyable Pins On Pinterest
• Promote Your Brand through a Story
• Prioritize Quality Over Quantity
• Follow Content Trends
• Use Obvious Triggers Like “Buy”
• Use Conventional Tactics in Unconventional Ways
• Re-Share Your Posts
• Use High-Quality Social-Friendly Images

As you may notice, all of these ways mainly involve winning the trust of your target audience via other people, both influencers and customers alike. But some of them are also reflective of your skills as a social media marketer and your abilities to delegate tasks cleanly, efficiently, and effectively (and of course, within budget).

Plus, you'll also have to ensure that your brand gets the desired visibility out of your social media campaigns in order to reach the right audience (it gets somewhat repetitive by this point, but this is mainly to increase revenue and stimulate sales). Don't forget to craft compelling content to entice your readers to buy your products and services and turn them into recurring and loyal customers.

Finally, the main objective of these social media strategies is to reduce friction and minimize any unnecessary steps that could prevent interested prospects from making a purchase.

And, going forward, that's a very clear rule to adhere to.