According to Paquette, (2013) on social media, the number of American citizens spending time on social media is three times more than those who read emails. Of more significance is the fact that 70% of social media users do their shopping online. This means that many online customers are waiting for products to purchase. As in the case of New Balance, footwear, and apparel manufacturing company, social media can be a profitable place to do their advertisement as well as selling their products. Fortunately for the company, Moris Bronwen has already done research and knows well the customer preference. Social media is an excellent platform to do an advertisement or sell items if one is already aware of customer preferences and knows what to bring to the customers and during which season. It would not be proper to assume that all businesses can boom with the same strategies. For the case of New Balance Company, the following tips may tweak them to fit in their already existing campaigns and constraints.
The company may begin with developing its profile into a more advanced one. When customers are interested in learning about any product, the first step they do is to search for the product or company profile from Google. For this reason, it is essential that the company develop its profile into one which can highly sell to the customers. This should start from Facebook, website and other sales pages. Even though the company may not gain direct sales from its profiles, the profiles would serve as the introduction to the company. When the profiles are poorly developed, customers would be turned away and may not proceed further to engage in any business (Paquette, 2013). A highly refined profile on the other hand gently pushes the customers to the next phase of the business conversation.
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The company can also start using social selling tools. If the company wants to sell directly though the social media, then it can find tools such as Soldsie and Shopial helpful. These are selling tools which turn the company's profile into e commerce-enabled pages. This means that customers can buy the product by leaving a note in the comments section. Just like selling products directly on a landing page, the method of purchase is easy and quick for customers (Hays, Page, & Buhalis, 2013).
The company can utilize the art of PPC advertising. Arguably, Facebook advertising can be more effective than the other Google Adwords from the targeting and customization point of view. Whereas Facebook may not give the same impression of Google, the impression gotten from Facebook is also relevant and cannot be ignored (Hays, Page, & Buhalis, 2013). Facebook allows the company to target audience regardless of the age, gender, spending habit and income. The options for customization are limitless which enables the company to maximize expenditure. From a sales standpoint, PPC advertising is a robust method of advertising.
The company can also drive traffic to land pages. Some businesses succeed in driving traffic from social sites to the landing pages and the product listing. Even so, the majority of those who use social media would not like clicking through many pages to purchase a product. That is why it is vital for the company to sell directly from their landing pages. This makes buying as easy as a few clicks and thus preventing the customers from losing interesting in the product before doing any purchasing. Moreover, the more options of payment the company offers on the landing page, the higher the conversation rates.
Ultimately, the company needs to obtain sales in any possible way. While social media prides in having many uses, its potential is maximized when used as a tool for sales. The company should be able to focus on direct selling to improve the general sale strategy.
References
Hays, S., Page, S. J., & Buhalis, D. (2013). Social media as a destination marketing tool: its use by national tourism organisations. Current issues in Tourism , 16 (3), 211-239.
Paquette, H. (2013). Social media as a marketing tool: A literature review.
