Social Media: ReframeYour 2024 Marketing Strategy

I recently had a conversation with a CEO who is prepping for their first round of fundraising and looking to rapidly expand their social presence to appeal to investors. They wanted to use social media to build brand awareness, and to push consumers off the platform to purchase through their website.

This led to one of my favorite topics - the shift in social commerce.

"Social commerce is the next digital shopping revolution and it will change people’s shopping behavior as profoundly as internet shopping did over the last twenty years. And just like any revolution, it will bring unanticipated change and leave behind collateral damage." - Forbes

Based on the trends we’re seeing, more and more consumers are looking to purchase directly on their social media platform of choice.

Consumers crave instant gratification, and the in-app purchasing experience often provides a level of convenience that websites simply cannot match. As a customer, I can effortlessly find and purchase the exact item I spotted in an ad or within a brand's content, all with just a few clicks. With my payment and shipping information already saved, the barriers to purchase are significantly lower compared to navigating a brand's website, searching for the item from their social media ad, and tediously inputting all my details.

Social media also offers a unique way to humanize your brand. Not only through your content but through engaging and responsive customer service. Many people who struggle to find solutions through automated phone systems, customer service emails, and chatbots have found that sliding into a business's DMs is more effective.

Outside of purchasing and service, consumers are also looking to social media to vet their business. They want to see the heart of your business, the people behind it, and the feedback from your current customers. Social media gives them a more comprehensive and transparent look at your business. Maybe it's trust issues, but I rarely buy from brands I can't find on social.

Social platforms provide a space where you can build rapport with your customers and prospects, grow a loyal community, provide a seamless buying experience, handle any complaints or issues, and get customer feedback all in one place.?

So why aren't more businesses excited about it?

In my experience - they've been led astray. Many end up using social media ineffectively, which leads to burnout, a lack of ROI and long-term disdain for it.

The world of social media marketing sometimes feels like the wild west and finding the right way to grow a platform can be a daunting task. I have been asked everything from how to feed the algorithm to what SEO tactics they should be using to grow their account. Many businesses don't yet have their foundations built and focusing on these items is like figuring out what color you're going to paint your walls before you've even bought the land to build on.

Prior to focusing on the minutia of each platform and it's algorithm you need to be able to answer the following questions:

How do my customers currently experience me online?

What kind of experience do I want them to have?

What do I want them to feel when they interact with my brand?

What impression do I want to leave them with?

What about my brand is unique?

What is our story?

What is our customer's story?

How do we relate to them?

Is their purchase experience seamless?

Do they feel heard by our brand?

Do we follow through on our promises?

Is our purpose clear?

The answers to these questions will help to create a digital experience that is interesting, valuable, and memorable. Your content should be valuable. Your message should be unique. Your focus should be on building a community, not an audience. Trend chasing and algorithm "hacking" will leave you running in circles (and struggling to keep your social media manager role filled). Focus instead on curating the experience your customers want and fostering your relationship with them.

Whether you're product based or service based - social commerce will change the entire landscape of how business is done.

Platforms will continue to innovate. Technology will continue to advance. Buying habits will evolve.?

The human urge for connection, quality, and convenience?

Some things never change.?

For more data here is a great synopsis from Duel. How effective do you think your business is on social media? Are you prioritizing it in your 2024 marketing strategy?