5 Marketing Tips from the Social Commerce Summit
It’s all happening at the Social Commerce Summit and since we can’t all be there, Business Insider is boiling down the important points in a series of articles on their website. It’s still a lot to take in, so I’m narrowing it down even more.
Here’s my pick for the top 5 pieces of marketing advice culled from lists put together by Business Insider.
5. Like it or not — Google+
Jason John, Gilt Groupe marketing exec says:
Search is extremely important to us. Google will have its way and we will have to focus on Google+. We launched our presence on Google+ yesterday.
Like it or not, Google has added Plus pages to search results. Yes, it’s one-sided and it benefits them, but it can also benefit you. All you have to do is start posting to Google+. It’s that easy, folks. And hey, you don’t like Facebook anyway, so why not favor the opposition for awhile?
4. Games for good.
We have around 450,000 players — around 2.5 percent of them pay for goods in the game. We give around 50 percent of our profits — but no less than 20 percent of our revenue — to social good. It turns social games from a guilty pleasure into something gamers feel good about playing.
Giving back, locally or globally, is a good thing for any company. It not only lifts your brand reputation but it’s good karma points for judgement day. If you have ties to a community, give a donation to a school or local charity. If you’re strictly on the web, donate to a variety of global charities, or find a single needy source that your customers can get behind. You may think you can’t afford to donate, but I’m telling you, you can’t afford not to.
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3. The light at the end of the tunnel.
Dave Thomas, director of community and social strategy for Radian6:
Ideally, you already understand what your business and your goals are. If you establish those goals in advance before you start any campaign, that’ll give you a leg up. Tie them to your existing goals.
This sounds simplistic, but I talk to business owners every day who don’t have a clear goal in mind. Sure, they want to be more profitable and more well-known, but what does that mean exactly? How do you plan to get there?
Define your goals and be specific. Then look at everything you’re doing and ask the question, how does this relate to my goal? If it doesn’t lead you where you want to go, dump it and move on.
2. A picture’s worth a thousand words. . . a video, two million.
Katia Beachamp, co-founder of Birchbox:
Facebook has been incredibly powerful, but YouTube was eye-opening. Birchbox creates its own content — people were creating videos and showing what a Birchbox was. It’s an authentic conversation about product.
YouTube is one of the most underused marketing tools around right now. It’s alive with users, it’s full of energy and it’s free. Show off your wares. Show people how to do something better. Show people what your website is all about. Don’t be intimated. We’re not looking for Oscar material. And don’t worry about people laughing at you, some of the most maligned videos are the most successful (Rebecca Black).
1. Power to the people.
Chris Bolte, VP of Demand Generation:
We allow anyone to submit a product and a video of the product, and the users vote on that. We engage small businesses to get products into our pipeline and give our consumers a vote in what we should be carrying. It’s really been on fire lately.
If there’s one thing that cements customer loyalty, it’s listening to what your customers have to say. Granted, you can’t act on every request, but when you can, make sure they know it. Allow them to vote on new colors, styles and options. Ask them to come up with a great marketing idea, then reward the best. Involve your customers in your business and they’ll be loyal to the end.
There you have it, 5 pieces of free and good advice that anyone can use.
Want more? Check out Business Insiders’ Social Commerce Summit coverage.