Conversion Channels

Are social media good conversion channels? Social media has become one of the best ways for companies to connect with their potential customers. However, many brands aren't satisfied with this and are seeking to generate sales through them. Is this possible? Social media strategies have gone through several phases recently, always with the ultimate goal of achieving conversion to sales in mind . Undoubtedly, the most important of these is the pursuit of engagement, but accumulating followers doesn't automatically equate to generating sales, as has already been proven. Have you considered using your brand's presence on social media to increase sales? If you want to achieve this, it's time to become aware of some of the misconceptions most companies make when trying to do so. To begin with, you must be clear that social media is a recommendation channel, not a sales channel . This implies the need to change the approach of the traditional social media strategy and focus almost exclusively on seeking engagement. It's important to keep in mind that being on social media can "push" your potential customers toward a purchase decision, but it will never be their primary focus. For this purpose, there are other sales channels specifically designed for this purpose. The second aspect to keep in mind is that you must maintain a proactive communication strategy with your potential customers to engage with them before they make a concrete purchase decision. Your role should always be to facilitate the purchase, not make the sale. Therefore, it's essential that you don't base your strategy on past events. Consequently, if you want to improve your sales rate through social media, you must base your strategy on three fundamental pillars: measurement, proactive listening, and predictive analytics. Correctly measuring each of the actions carried out on social media will give you enough data to avoid making decisions based on intuition. This is essential so you know how to orient the listening and monitoring tools at your disposal toward direct sales and proactive customer service. Of course, it's essential that you maintain this attitude throughout the entire purchase funnel. This way, you'll be able to define your sales strategy at all times. Finally, to ensure your sales strategy is successful both on and off social media, you should consider using predictive analytics. Studying your customers' behavior and trying to anticipate it will help you offer them the product they need before they've already decided to purchase on another channel. Ultimately, only by changing the traditional sales strategy framework will we be able to transform social media into a true purchasing channel.