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Ecommerce Social Media Marketing
Marketing Map
• Social Media customer journey
Marketing Map
• Social Media customer journey• Tactics for each step
Marketing Map
• Social Media customer journey• Tactics for each step• Metrics that matter
Marketing Map
• Social Media customer journey• Tactics for each step• Metrics that matter• The business results – revenue!
From awareness to brand advocacy, in just 3-months.
1) Awareness
• Respect new audience
1) Awareness
• Respect new audience• Avoid being promotional
1) Awareness
• Respect new audience• Avoid being promotional• No direct sales pitch
Competition
• Viral competition
Competition
• Viral competition• Emails captured
Competition
• Viral competition• Emails captured• Custom audiences
Competition
• Viral competition• Emails captured• Custom audiences• Ads boosted reach
Results
• Total reach = 89,530• Engagements = 1,167• Total clicks = 3,345
Emails Captured
• 1,377 emails captured• Costing just 18 pence each
Sourced Content
• Relevant content• Interesting• Educational• Entertaining
2) Demand
• Intersperse branded content• Boost engagement• Drive website visits
A Bounty of Data
• Customer email uploads
A Bounty of Data
• Customer email uploads• Remarketing audiences
A Bounty of Data
• Customer email uploads• Remarketing audiences• Build lookalike audiences
Cheap Traffic
• Small budget of £30• 1,277 clicks• 2 pence each click
3) Transactions
• Direct product promotion• Remain cautious in the early months• Introduce a compelling offer
Dipping a Toe
• Try before you buy offer
Dipping a Toe
• Try before you buy offer• Low risk, low commitment
Dipping a Toe
• Try before you buy offer• Low risk, low commitment• Doesn’t have to be free
Sales!
• £12,738 direct sales• With assists• Total sales ~£24,500
… it doesn’t stop here!
4) Adoption
• Make existing fans feel good
4) Adoption
• Make existing fans feel good• Engaging customers
4) Adoption
• Make existing fans feel good• Engaging customers• After-sales support
4) Adoption
• Make existing fans feel good• Engaging customers• After-sales support • All via social media
Community Spirit
• Value input from fans• Sparking conversion• Listening to opinions• Curry favour
The simple rule, no more than20% promotional posts.
5) Advocacy
• The power of ‘positive’
5) Advocacy
• The power of ‘positive’ • Share brand message
5) Advocacy
• The power of ‘positive’ • Share brand message• Loyal followers
5) Advocacy
• The power of ‘positive’ • Share brand message• Loyal followers• Extended audience reach
Return on Investment (ROI),Over 500%
