How to sell through social networks?
Si hay algo que nos ha dejado en claro la pandemia ocasionada por el COVID-19 es que, en un mundo con distanciamiento social, alcohol en gel y desinfección constante, el ecommerce se transforma en algo esencial para cualquier marca. Esta nueva realidad en la que se ven atrapadas implica que, quienes no se transformen y digitalicen, perderán miles de clientes.
More and more brands are betting on selling through social networks and complement it with ecommerce, using the networks as an anchor to the web where customers make the purchase. Brands aim to create original content to sell through social networks.
The keys to sale and interaction
The kings of the networks
Social networks are undoubtedly one of the causes of the digital revolution. The growth of Internet consumption through phones, tablets and computers does not stop growing, and what is surprising is that those who use the networks are not just a niche, but are users with different socioeconomic characteristics, places of birth, gender and age. It is a diversity of people who live online. People who connect and share from anywhere in the world through a cell phone or a console.
Facebook and Instagram, the kings of social networks, are two social networks that have been able to update and be of great help to entrepreneurs and brands. In these, the segmentation is very detailed, since your brand's ad goes directly, non-stop, to the audience you define. Your ad doesn't waste time with people who aren't interested in your product or service. In the case of Instagram, it is important that, when creating the account, we put a "commercial profile" since this will allow us to see statistics of the posts I make, see the times in which my public spends the most and promote the publications. It is also important to have an organized profile and take advantage of all the tools that Instagram offers us, such as featured stories or Reels, which are short videos that can be used to show behind the scenes or how to use your product.
On the other hand, on Facebook it is important that we enter our page as an administrator in order to reflect the products for sale and, therefore, ensure that this is reflected in its design. The great segmentation that this social network has makes it ideal for creating visual and creative content with the aim of promoting your ad. The dedication factor is also important, since 85% of Facebook users expect brands to answer a message via private chat in less than 6 hours. In any case, if you don't have the time to dedicate it full time, it allows you to create automatic responses. It is also recommended to be authentic and real, since people do not like robotic responses, they prefer what is human and personalized.
Ecommerce, the sale of the moment.
What the pandemic made clear is that sales by mail or by phone call have been forgotten. According to a study conducted by Harvard Business Review, 90% of the people who make decisions in a company say that they do not respond to calls or emails. In the same study, marketers claim that potential customers only actively and frequently respond to text messages sent via social media. The main characteristic of these messages on social networks is that they are short and simple. Today an ad with a lot of text is a lost ad. Users do not like to waste time with long texts. They prefer the visual, without going around.
Today to sell on social networks it is not enough with a simple contact, you must know the user and establish a relationship. If your brand does not sell through social networks, it is likely that your competitors are doing it and you are one step behind them. The most important thing to start selling on social networks is that you have a well-defined audience, the people to whom you are going to sell your product or service, and thus be able to define which social network is most convenient to implement your sale.
The importance of audience and content
To define the target audience well, the following steps must be followed. First of all, you should start with the most general, that is, age, location and interests. Then you can use the analytics of social networks that will allow you to have a broader vision of the tastes and preferences of your potential customers. On the other hand, it is important to be aware of the competition. It must be deeply analyzed to better define the target audience and also to know if your competitors pursue the same objectives and target the same audience. Finally, you must know and make known the real value of your product or service. It does not only imply selling the product, but also meeting the expectations and needs of the public.
Another important aspect that must be taken into account is to be constant with the content to achieve interaction with the public through the different tools that social networks have such as comments, contests, surveys, etc. It is essential to stay tuned to current trends in order to have updated content. You have to try to be creative with the content in order to find different perspectives on it. In turn, design is important, since you have to create content that is adaptable to all platforms.
The business of networks
In conclusion, taking advantage of all the tools that social networks allow us to use will make it possible for the business to be improved and strengthened. You must also focus on organic content, be constant, creative and interact with your audience in order to generate leads. The digital revolution is here to stay, you have to know how to adapt your business to social networks and make the most of all the facilities that these give us in order to boost the business and generate more sales. It is important not to fall into total automation so as not to lose what is human and real
If there is one thing that the pandemic caused by COVID-19 has made clear to us, it is that, in a world with social distancing, hand sanitizer, and constant disinfection, e-commerce becomes essential for any brand. This new reality in which they are trapped means that those who do not transform and digitize will lose thousands of customers. More and more brands are betting on selling through social networks and complement it with ecommerce, using the networks as an anchor to the web where customers make the purchase. Brands aim to create original content to sell through social networks.
Social networks are undoubtedly one of the causes of the digital revolution. The growth of Internet consumption through phones, tablets and computers does not stop growing, and what is surprising is that those who use the networks are not just a niche, but are users with different socioeconomic characteristics, places of birth, gender and age. It is a diversity of people who live online. People who connect and share from anywhere in the world through a cell phone or a console.
SEO or SEM?
Web visits, sales and creative content. These are the goals of brands today. This, in turn, is a competition to appear in the best search engine positions. That's what SEM and SEO are all about.
But, ¿de qué hablamos cuando decimos SEO y SEM? Seguí leyendo y te despejamos todas tus dudas.
SEM: Posicionamiento pago
El SEM o Search Engine Marketing, también conocido como marketing en motores de búsqueda, es utilizado como técnica para mejorar el posicionamiento de nuestra web a través de anuncios pagos y con palabras claves. Se puede decir, como se dice en general, que el SEM tiene ventajas y desventajas.
Por el lado positivo podemos encontrar la visibilidad, ya que nuestra página web saldrá colocada entre los primeros puestos del ranking. Otra ventaja que tiene es el control de la inversión dado que sólo deberemos pagar cuando la gente haga clic en nuestro anuncio. En este sentido, el retorno de la inversión será rápido si la campaña está optimizada. Todo esto permite llevar tráfico a la página web, el cual podrá ser bien segmentado, ya que Google nos permite hacerlo por edad, sexo, ubicación, y hasta por intereses. De esta manera apuntaremos solo al público que nosotros consideramos target.
Por el lado de las desventajas, encontramos, por un lado, la inversión, ya que solamente vamos a conseguir resultados si invertimos la misma cantidad de plata, o más, que la competencia. Si estamos en un sector muy competitivo y no tenemos para invertir tanto dinero, la misma no va a servir y no habrá resultados positivos. Por otro lado, se debe ser muy cuidadoso y estratégico con las palabras clave que se eligen debido a que, si no hemos hecho una buena elección, nuestra campaña no tendrá éxito.
Based on what has been said before, it is recommended to use SEM when you are just starting a project since it is very difficult to achieve an effect with organic positioning, which we will talk about next.
SEO. organic positioning
En segundo lugar, encontramos el SEO o Search Engine Optimizationn (optimización para motores de búsqueda), el cual se centra en los resultados de búsqueda orgánicos, es decir, lo que no son pagos. Aquí podemos hacer una división en dos grandes grupos: lo interno y lo externo. El primero trata sobre lo que se encuentra dentro de la página web, es decir, de la importancia del tiempo de carga y la experiencia del usuario. El segundo, es la parte que se encarga de los factores externos de la página web, es decir, la presencia en redes sociales y menciones en medios. Como todo, el SEO tiene sus ventajas, pero no es perfecto, también cuenta con sus desventajas.
Among the positive, is the high profitability. Una vez que somos capaces de posicionarnos correctamente a través del mantenimiento y la optimización continuos, es suficiente para mantenernos en first place. With an accurate description and keywords, it is possible to attract the objective public. La inversión no es en dinero, sino en dedicación, ya que lo más importante del SEO es el contenido y se debe lograr que el mismo sea creativo, constante y atraiga. Los anuncios que están pagos son mal vistos por los usuarios, y hay algunos que directamente saltean los anuncios promocionados y van a los orgánicos.
As for the disadvantages, the results are not seen in the short term, but you have to be patient since they do not occur from one day to the next. It is, in itself, a bet in the medium or long term. On the other hand, it is not possible to carry out segmentations, that is, we cannot segment by location or demographic profiles. In this sense, organic search results are the same for everyone. Something that affects SEO is also that the message cannot be determined; what appears in organic search results is unique.
A favorable union
Many will wonder what is better? Which of the two do I use? Is there one better than the other? The answer is that the best option is to combine them.
Al combinarlas y usar las dos herramientas de manera optimizada y eficiente los resultados serán positivos. Lo primero que se debe hacer es un estudio de las palabras clave, y para esto se debe ser estratégico y elegir palabras que tengan alta demanda, pero que la oferta de las páginas web sea baja.
Once the keywords that we are going to use have been identified, we must launch the SEM campaign to get traffic to the web page. Before this, on the SEO side, we must be producing content that the user finds useful and entertaining. An original and constant content so that the users who arrived thanks to SEM are entertained and are potential customers also thanks to SEO content.
The two tools must be balanced so that between the two they can be combined. If we choose words with a lot of demand and little investment is put into them, our competitors are going to win in the search engines and that investment is going to be useless. And if we get traffic thanks to SEM, but the content is bad or not creative, those users are not going to take action on the website. So, what must be achieved is to be dedicated to the content and invest efficiently.
El equilibrio entre las herramientas
In short, it is about doing good research and understanding what the user is looking for and what the content that is created is of use to them. That being the case, the best thing to do when combining SEO and SEM is to balance the tools, since, for example: if we invest more in SEM but our content is bad, it will be useless to promote a website that has no content or is not useful for the user.
In conclusion, by combining these two tools, you can get traffic through the SEM campaign and entertain your audience with your content (SEO), to finally achieve traffic, visibility and sales from your website with unique, creative and constant content. .
