Why Social Media Marketing is Important for Your Catalog Business
At the timing of publishing this article, there’s a lot going on in the world today resulting in mandatory stay-at-home and in-shelter orders.
This is also a time where consumers and businesses alike are gravitating more towards social media and the internet…to either pass the time or fine-tune their strategies to take advantage of the downtime.
Either way, if you haven’t already, now is the time to consider how you can leverage social media marketing to amplify or bolster your catalog marketing strategy.
You see, social media couples well with a well-defined catalog marketing plan because your platforms are excellent for boosting awareness and driving attention to your products. It’s also an opportunity for consumers to get to know your brand and what you stand for, key ingredients for building trust with a new audience.
In fact, here are five real ways why social media could be a game-changer for your catalog marketing strategy . . . today and long-term.
#1 Your Customers Are on Social Media
We can agree that your customers are buzzing on their favorite social media platforms. HubSpot shares that 42% of the world’s population uses social media. Additionally, according to GlobalWebIndex, 54% of social browsers use social media to research products.
So users are expecting to find and connect with brands on social media. For marketers, it’s one of the easiest ways to begin to build an authentic following, drive conversations, and boost awareness.
Social media is an excellent medium to hear directly from your audience and gain valuable insights. This increased engagement will put you in front of even more followers as the algorithms will deem your content meaningful and valuable.
Finally, being present on social media builds the know, like and trust factor. Your transparency while doing a live video or sharing valuable content allows consumers to get to know you. People do business with those they trust. Your social media presence will help solidify this!
#2 Show Your Authority & Expertise
Social media gives you a platform to showcase your expertise and knowledge in your industry. It’s important that we’re not just using social media marketing to simply sell or promote our catalogs. The essence here, of course, is to build and nurture relationships and naturally attract people to our content.
So, you want to share expert advice that adds value to your audience. One of the best ways to do this is by answering questions often asked by your customers. You will quickly grab their attention–because it’s likely they’ve had the same question–and foster engagement.
Here are a couple of other ways:
- Offer valuable, how-to posts that show your audience how to achieve a specific goal
- Go live, talk about a specific topic with 2-3 key points to drive your topic home!
#3 Bolsters Brand Loyalty
Every brand’s goal is to improve customer retention and build brand loyalty.
When people strongly favor a particular brand over all the others, that’s brand loyalty. They don’t need to be convinced, or heavily marketed to because they already enjoy your products and prefer them even to competitors with similar offerings (SproutSocial).
Social media gives consumers an opportunity to find and connect with you. But even further, you’re also offering multiple channels for your customers to reach out in the event they have questions or problems about an order. You improve customer satisfaction, and, in turn, retention.
Also, through amazing content, you’ll delight followers in a way that keeps them coming back to you.
#4 Promote Your Catalog Naturally
As you continue to educate, entertain, and engage followers, your social platforms naturally become a channel to promote your catalog. The key is doing it strategically so it doesn’t come off as sporadic.
You see, by creating content that aligns with the catalog or product that you’re promoting, your campaign makes sense to your followers because they’ve seen messages related to it before.
For example, let’s say you’re in the printing business and your catalog consists of promotional branded pens, t-shirts, and swag bag items. So your social media messages leading up to promoting the next catalog could be around the following:
- How to use company swag items to cheer up your employees during a difficult time
- Show your clients some love by mailing a swag pack and other goodies
- The best tips for a successful live Zoom conference (be sure they wear their favorite company t-shirt!)
So now it seems natural to promote your next catalog because you’ve already been speaking about the products. You’re taking your followers on a journey! This approach–a well-planned social media marketing strategy–significantly increases the success of your catalog campaign.
#5 Increases Website Traffic
One of the biggest obstacles many small businesses face in their digital marketing is traffic generation. In fact, a whopping 61% of marketers agree that driving traffic is a top challenge, yet, a key metric to achieving success online.
But here’s the good news according to Wishpond: Social media is said to be the primary source for generating e-commerce traffic.
Other marketers and sources concur that social media marketing can be a game changer for website traffic. In fact, it’s the recommended strategy to create awareness around your brand through top-of-funnel content that attracts visitors.
So whether you’re using organic methods through meaningful, thoughtful conversations that add value, or by leveraging paid advertising strategies, social media is a top tactic for getting new eyeballs to your site.
Conclusion: Social Media Marketing is Effective
The time to leverage social media is now! More consumers are on their favorite social platforms more than ever, and it’s important that you show up.
Commit to ramping up your social media marketing to get in front of new audiences while continuing to engage your existing one. As a result, you’ll find increased traction on your catalog campaigns, better engagement from your followers, and drive more visitors to your pages. You’ll also improve customer satisfaction and position your brand as a leading source in the industry.
It’s a win-win!