Social media marketing is now without a doubt one of the most powerful tools out there. Networks like Facebook, Twitter, and Instagram are up 13 percent on users when compared to 2017. The total number of people across all networks is estimated to be around 3.196 billion — yes, with a B.
When it comes to their experience online, all of these people have one thing in common; personalization. It’s easy to look under a microscope at marketing, but this is a huge trend that luckily bleeds into what we do for a living. The truth is, most consumers love being able to feel like everything is personalized just for them. It doesn’t matter if you’re talking about cars, meals, or their favorite online brand, people love a touch of individuality.
You can take that experience and inject it into your social media marketing plan. As a result, you could see an increase in sales, more conversions, and of course, a larger profit. We are going to look at the ways you can increase the personalization process and get better results from your online social marketing.
Create Tailored Product Recommendations
Many marketing stats show the quickest way to expand your reach on social media is by advertising to people who could benefit from your product. Typically, you’ll want to pick out your target audience and advertise to new customers.
You can use this information to help you stay in touch with people who convert on your pitch. Once enough people purchase your product, you’ll be able to use data to develop product lists that seem to go hand in hand. For example, if you notice that many return customers who purchased product A later purchased product C, this may signify a trend.
After understanding what products compliment each other in the eyes of your consumers, you’ll be able to upsell and create special offers for customers who purchased product A and advertise product C.
Tailored products go a bit further than that though. Social media marketing allows you to target people who have specific interests, at the right time. Let’s look at an example from Nike below. You’ll notice they are very heavy on the patriotic side of things in terms of messaging and color scheme. This would be the perfect ad to send out if you wanted to create a tailored recommendation for someone who likes patriotic social media pages and perhaps around a holiday like Independence Day.
Mentioning that they are getting this recommendation because of past purchases is an excellent way to get customers to keep shopping with you. Social Bakers released info showing that repeat customers are 65 percent likely to say yes if you know their previous order history and 58 percent of people are likely to say yes the second time to businesses who present offers based on their order history.
Use Retargeting Tools
Retargeting is a great way to get customers to come back your way if they leave without making a purchase. By its very nature, retargeting is a very personalized experience. Think about the typical types of retargeting emails out there and it’s easy to see why this would be a viable option for social media.
When you send out a retargeting email for abandoned carts, it ends up in their email address. The difference with social media retargeting is that the content appears seamlessly in their normal newsfeed.
Perhaps a customer is browsing your site, they add a few things to the cart, and bam — an emergency pops up. They close their online browser and that’s usually the end of it. However, with retargeting maybe later that customer is browsing their Facebook and there it is, an ad for your business with a 10 percent off coupon for using the ad.
Here is a great example of a retargeting ad by J. Crew Factory. They put out this “flash sale” as an ad that reaches customers who showed interest in their company but never made a purchase. The goal of this ad is to convince the consumer that they should go back and take advantage of the sale due to FOMO (Fear of Missing Out.)
With some people, that’s all it takes. They see your ad and realize they didn’t have time to make a purchase previously. Plus, there’s no doubt they love the fact that you were able to reach them and make a special offer.
Consider Personalized Videos
A new trend is emerging all over Facebook, and you had better believe that marketers are seeing the potential in this new form of personalization. We have all seen those new personalized videos on Facebook for people who are celebrating friendships or core life events — this is quickly becoming an amazing tool.
Companies are taking advantage of Instagram Stories when they want to blend their marketing campaign with an organic, interesting experience for their end users. As you can see in the example below, Instagram Stories, even if done in a traditional advertising sense, still have a natural appeal that is pulling in a lot of attention from consumers across multiple generations and interests.
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