Why First Engagements Are Essential To Your Social Media Campaign

 

According to social CRM specialists Get Satisfaction, 97.09% of people have bought a product or service from a brand based on their online experience. When several vendors offer the same or similar products, engagement strategy becomes key to a brand’s success.The role of online experience

Social Media platforms are continuously offering new ways for brands to engage their customers. Get Satisfaction states that 36.9% of Facebook users choose to “like” a brand based on special deals they offer. This makes sense.

More interestingly: Get Satisfaction states that 18.5% of people choose to “like” brands simply based on interesting, engaging content. ExactTarget released the results of a survey stating that 25% of the people surveyed “like” a brand to get access to exclusive content, while 29% like a brand for fun or entertainment. Therefore, it is often best when brands can make their exclusive content fun and entertaining. By engaging customers with unique, entertaining content, brands can separate themselves from the competition.

Why Social Media Engagement Is So Important

Engaging with consumers is increasingly important for brands. Successful social media campaigns can be used to generate traffic to a website. Since Facebook introduced the “Like” button, ABC News has reported a 190% traffic increase. Effective consumer engagement can not only give a brand’s Web site higher placement in organic search rankings, but also signal the consumer’s friends when an interaction occurs in social media.

A successful engagement strategy can help brands attract new followers on social media sites. I know this from personal experience. I recently purchased equipment from two different online soccer retailers. However, I only engaged with one of them on their Facebook page and Twitter account: SoccerPro.com. Here is an overview of why that happened and what lessons can be learned?

Product Page Comparison

Online Soccer Store 1

This is the largest online soccer store. There is an incredible variety in their products, and it’s the top ranking site in both paid and organic search. When I determined the type of soccer cleat I wanted, this was the first result I clicked on:

 

soccer-product-description

However, the product description highlighted is a stock description of the product—this is the exact same copy that I saw used by nearly every other online retailer:

Online Soccer Store 2 (SoccerPro.com)

Let’s compare Online Soccer Store 1 to Online Soccer Store 2: SoccerPro.com. SoccerPro.com uses a unique description that perfectly encapsulates my feelings when looking at the product:

SoccerPro.com’s copy, in addition to being more humorous, does a better job of evoking the excitement I feel when playing soccer. Even though I had already made my purchase from the first store, this copy stood out among the dozens of sites I had visited. I noted the URL and thought I’d try them again next time I needed something soccer-related.

Confirmation Email Comparison

Online Soccer Store 1

I had purchased my cleats and received a standard looking email confirmation from the first store:

 

 

 

 

The content is fairly standard, but particularly of note, there is no call to action to engage with the company through their social media properties.

Online Soccer Store 2 (SoccerPro.com)

When my order was cancelled at the first store because they ran out of stock, I immediately checked SoccerPro.com, found the product I wanted and completed my purchase. Here is a snapshot of my email confirmation—it’s very different from the previous one I received:

 

 

 

 

 

 

 

 

Social Media Calls to Action

Unlike the first store, SoccerPro.com has a clear call to action to engage with their brand in social media. Because I had really enjoyed my experience with SoccerPro.com, I “liked” their page on Facebook and started following them on Twitter.

 

 

 

 

When you create an end-to-end user experience that pleases  your consumer and gives a clear call to action, it’s much more likely that they’ll  engage with your brand. Social media gives brands the opportunity to edge-out their competition and gain followers by offering special discounts and deals and engaging customers with entertaining, interesting content.

Why People Follow Brands

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