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21 Kick-Ass Social Commerce Tactics to Sell More Today, Revealed by John Lawson

This year’s virtual Inbound event organized by Hubspot was full of surprises. One such great surprise came in the form of the Chief Executive Officer at ColderICE Media, John Lawson. 

In his exclusive talk, he broke down social commerce for us into 4 phases: 

    • Contact (the customer) – the state of touching; contact customers using social media
    • Engage (with the customer) – the law of reciprocity; keep things in balance
    • Action (get customers to act) – the process of doing something
    • Measure (your success and growth of the business)

Let’s analyze each of these in detail to better understand the tactics associated with them.

CONTACT – The State of Touching

The first phase has all to do with getting in touch with your consumer. Whether you do this through social media or other platforms depends on your brand. But your goal should be to get your message and content across to your audience.

1. Identify your “king consumer” (avatars)

The most important thing to know is your audience. It might sound cliche, but its true.

Ask yourself, who are you trying to engage with or reach through your content? 

Once you have identified your target audience or the “king consumer”, give them content without asking a lot in return. Even if it’s just telling them how products are used or a case study, it should be something that your consumer can use and gain value from.

2. Reciprocity

As a result, you will create reciprocity. Your customers will start to communicate and interact with your content, and you will build a two-way relationship with them. This is important as it helps you create your business’s authenticity and develop trust among your audience.

3. Create content with relevancy

One of the essential steps is to have relevant information/content for your consumers. It’s important because, in the absence of relevant content, your target audience is more likely to lose interest easily. So to ensure that they’re hooked to your content and keep coming back for more, create content that resonates with them.

4. Know where the consumer is on the buyer journey

Your consumers may have passed the awareness phase onto the consideration phase of buying a product. You should know where they are in their buyer’s journey and then use that to your advantage. Customers may be trying to decide who to buy a product or service from. So, the content you create for them will be different than what you’d create for them at the start of the funnel, and it can make all the difference in helping them trust you and hence, decide to purchase from you.

5. It’s all about “ME” not you or your company

When it comes to content, you shouldn’t be focusing on yourself or your company. Your primary priority should be to focus on your customers and engage with them. For your audience, it’s likely all about them, so they’ll pay more attention to material that’s created and curated for their benefit and not yours.

6. Be provocative, alluring, or enlightening

Creating content and publishing it might seem like a tedious task to you. But it’s not. It’s a continuous process of evolving and coming up with meaningful content that provokes or enlightens your audience somehow. 

Creating valuable or enlightening content is crucial to garnering a response from your audience. Remember, without their reciprocity, you probably wouldn’t be able to make as many sales as you want. So keep your focus on creating content that not only sells but provides meaning and value too.

7. Repelling is not a dirty word

There are customers you want to attract and others you may want to repel. You don’t necessarily have to bring everybody in, only your king consumers. So, it can help to repel some people sometimes. By creating content that only speaks to one particular demographic, you’re not doing something wrong. It’s part of marketing.

ENGAGEMENT – To Participate 

When it comes to engagement, it’s all about showing or demonstrating how to use a product or service. Videos can be a great way to accomplish this. You can then ask something in return from your customers – like asking them to click on a link to find more information. Sometimes, that’s all it takes to get engagement from your audience!

8. Stop telling and start showing

By showing how to use your products or services, you can engage customers a lot more than just by giving them information on it.

This essentially shows your customer base that you have their best interest at the heart of your business and makes it more likely for them to trust you. Earning this trust eventually leads to sales, which is your purpose at the end of the day.

9. Tag it

If you’re not using the digital tools right, you’re missing out on a huge chunk of participation and reach from your audience. This includes using the right tags will get you residual views.

So make sure that you conduct a quick research on who you should be tagging in your post and do that.

10. #AllEmojisMatter

Emojis can change and evoke emotions, and businesses rarely take advantage of it. It has been shown that people engage more with content that begins with emojis. It can help you stand out from competitors because you’ll be doing something different.

11. Size matters

Sometimes, short and quick content works, but other times, long and descriptive may be required. You should mix up the size of your content to keep things interesting.

12. Word counts

People like to read in straightforward language, so don’t try to use difficult words. That doesn’t mean you should dumb down the content, but at the same time, the kind of tone and words you use can make all the difference when it comes to retaining a reader’s attention.

13. Optimize the URL

It’s a smart tactic to optimize your URL according to your subject matter. When your URL also spells out what people are searching for, your web pages are more likely to show up in the search results.

14. Curate the best of the best

People want to know what the best content is. So, if you can find material relevant to your “king consumer” and consists of significant value, it will perform well.

ACTION – Process of Doing Something

Once you build up reciprocity with your audience and you ask them for something, you can end up exhausting that reciprocity. Even though this doesn’t imply that it’ll completely go away, it does mean that consumers will be less likely to respond the next time you ask them for something. Therefore, you must consider your asks carefully. The action you want from your consumer should hold value. After you ask them to act on something once, you’ll have to build up a level of reciprocity again.

15. Focus on the next action they need to take

After you deliver a piece of content to your audience, determine what action they need to take next. It doesn’t necessarily have to be making a purchase. A call-to-action could also merely be asking customers to comment on your content or engage with it, especially at the start when you’re still trying to build reciprocity with them.

16. Use action words that convert

This is perhaps the trickiest task but the most important one too as it will seal your sale. Remember to use keywords that will grab your potential customers’ attention and provoke them to take action. 

Also check out our other blog post that is a deep-dive into this subject: 10 Scientific Secrets that make your Content Impossible to ignore.  

You can research the industry-related keywords and perhaps take inspiration from how other businesses are doing it.  

17. One goal and one goal ONLY

You should only have one action-taking goal on one page. Lawson emphasizes that there should only be one call-to-action on a single piece of content.

18. Keep it short, simple, and direct

If you want them to click on a link, say it directly: “Click here.” Don’t beat around the bush or try to hide things. Keep your wording direct and straightforward because that’s the easiest way to get people to convert. You can actually lose out on conversion if you end up using the wrong words.

19. Which button you use makes a difference

Depending on what button you ask your audience to click on, your conversion rate can vary. So, ensure that the links are accessible and convenient for people to engage with.

20. Landing pages are preferred

The world of websites may be slowly dying out. Most searchers don’t land on your homepage; Google takes them directly to web pages or product pages. Therefore, you should work on optimizing your landing pages.

21. Always ASK

When you think your audience is ready to take action, do ask them to act. If you don’t do this, you’ll be missing out on creating conversions or generating leads from them. So, to build that reciprocity with your consumers, ask them to act on your content.

MEASURE – To Ascertain the Degree (of Success)

Once you’ve begun integrating the tactics mentioned above – or the first three phases – into your social commerce strategy, it’s then also crucial to measure your success. 

Here are some units of measurement that you can use to do this:

  • Unique Visitors
  • Pageviews
  • Transaction Value
  • Cart Abandonment
  • Open, Click, Likes
  • Sales
  • Time on Site
  • User-Generated Content (or UGC)

Key Takeaway

In summary, there are four phases to social commerce that John Lawson identified: Contact, Engage, Action, and Measure. Using the combined tactics that are part of all these phases, you can make a massive difference in your sales and conversion rates. 

The critical thing to remember throughout all of it is to prioritize your consumers before anything else. Provide value to them and then ask for action in return. Build a relationship of reciprocity with them. And as you do this, you can develop excellent brand loyalty and reputation.

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