September 12, 2014

Help! My Social Media Marketing Isn’t Driving Sales

food social mediaWell, good news bad news here.  The good news is that you’re not alone.  The bad news is that social media marketing, despite all the hype around it as the *it* tool for marketers, is proving to be a little lackluster when it comes to actually driving e-commerce sales.

A report by Monetate found that email accounted for 3.84% of e-commerce purchases, search (people typing things into Google or Bing) accounted for 2.28% of online sales and everyone’s favorite, social media marketing, came in a lackluster third with only .74% of traffic from those sites making an actual purchase.

Those numbers should give entrepreneurs pause given that most entrepreneurs rely heavily, if not solely, on social media for marketing their businesses.  Which leads to the question of, if it’s not working then what’s the point?

Truthfully there is a use for social media when it comes to small business marketing.  Through tools like Pinterest, Facebook, and Twitter you can actually work to develop long-lasting relationships with customers that is not solely based around transactions.  In the past, the only time a customer would interact with you is when they made a purchase (or called your comments phone number with a complaint).  Thanks to social media though you can now engage in a more personal conversation with those customers and get to know them as people outside of simply asking them to buy from you.

Social media, used correctly, can certainly help build your customer relationships but needs to be used in combination with other marketing tools if you really want to drive sales.

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