Take a Step Back to Sell More Effectively on Social Media!

• Image vs. Sales on Social Media – What You Need to Know

  46% of online purchases in Poland are made via social media, with 26% of them happening on Facebook. This is the highest result among the surveyed European countries [1].

  These figures provide a compelling reason for a brand to be present on social media! However, merely “being there” is not enough. Actions should be based on a strategy: they must draw from a core communication idea, be tailored to specific audiences, and align with actions across other channels.

  Brands like IKEA do this brilliantly by combining Real-Time Marketing with humorous presentations of their products, or Pizza Hut, which has embraced the meme world and creates viral content. But inspiration can be found everywhere – not only among large brands but also smaller, often local ones.

  How do you start generating revenue through these channels? By taking a proverbial “step back,” which means focusing on building your brand image. Brand building is a time-consuming but rewarding process, where in addition to showcasing your product or service, you also communicate the values your brand represents [2].

  Creating a brand story, ensuring a positive user experience, and maintaining consistent communication (not only on social media but across all brand-customer touchpoints) boosts brand recall. As shown in last year’s Nielsen Report, brand recall is one of the key factors influencing whether a consumer becomes a customer [3]. How does this work in practice?

  Step 1 – Resource Analysis

  If your goal is to drive sales through social media, start with… an analysis. Review what’s happening on your fan page, how your content is received, and whether it aligns with how you want your brand to be perceived. Such an audit should cover two aspects: organic actions, which include what the company posts on social media, and paid actions, which refer to how the brand is advertised and whether those practices are correct.

  What should we analyze in organic actions?

  • Frequency of published content
  • The topics and variety of posts within a platform, and across different channels
  • The accuracy of the copy and whether it engages the audience
  • Formats used in publications
  • Communication consistency

  What should we analyze in paid actions?

  • Correct implementation of the pixel/tag and configured events
  • Whether custom and lookalike audiences are used
  • Whether the campaign objective aligns with the desired goal
  • Whether appropriate placements are selected
  • Whether targeting is effective
  • Where the ads direct users
  • Whether UTM tags are being used

  These aspects help identify the strengths of your actions and highlight areas that require your attention. By analyzing user engagement, you can more easily determine which channels are worth focusing on for future activities.

  Step 2 – Channel Selection

  For your branding and sales efforts, you can choose one or several channels. Each social media platform has its own characteristics, so this decision should be well thought out!

  • Facebook – Content here should engage the audience with valuable insights and position your brand as an expert. The audience expects answers to their questions and is diverse in age, as almost “everyone” is on Facebook.
  • Instagram – This platform is designed to showcase products/services in use, which is exactly what most users expect. They want to see how the items they’re interested in look in real life. It’s one of the most rapidly evolving platforms, shifting from photo sharing to reels domination.
  • Pinterest – A source of inspiration, where users actively search for specific products they want to buy. Seven out of ten people end up purchasing something they found on the platform [4]. What distinguishes Pinterest is the high level of user intent.
  • TikTok – A video-dominated platform, but not just any video – it needs to follow current trends and challenges (short videos with specific guidelines that are meant to be a challenge for creators). It’s crucial to capture the audience’s attention in the first few seconds.
  
  When choosing your channels, also consider the Gemius Report: E-commerce in Poland 2022, which shows that social media purchases are most commonly made through Facebook and Instagram [5].

• Of course, whether your brand fits a particular social media platform also depends on the industry you represent. Some products simply cannot be effectively presented on certain platforms, as they don’t align with the brand’s character or offering. However, it’s important to create as many brand-customer touchpoints as possible.

  Step 3 – Planning Consistent Actions

  Now that you know which areas of your social media presence are working well and which need more attention, and you’ve selected one or more channels where you want to sell, it’s time to create a plan of action!

  Define:

  • What goals will be pursued on each platform – they should overlap and complement each other across channels. For example, TikTok activities can attract new audiences, which can then be retargeted with sales campaigns on Facebook.
  • Who the offer is targeted at – each platform has a slightly different audience, so the message must be tailored accordingly.
  • What the communication will look like and what will link the different channels.
  • Where the audience will be directed – this destination should answer all the questions a potential customer might have.

  If the audience is unfamiliar with your brand, the purchase journey will be much longer; this changes when there are more touchpoints [6].

  It’s essential to maintain communication consistency across all the channels where your brand is present. At every touchpoint, your brand should evoke similar associations and emotions, and remain consistent in language, tone, and visuals. What’s published on Instagram should align with what’s shared on TikTok. Importantly, the content should “overlap,” not be a duplicate of the same material across different channels. First, because algorithms on various platforms detect such practices and stop promoting the content. Second, users often follow multiple channels, and seeing the same content everywhere can lead to boredom.

  Key Takeaways and Expert Tips

1. If you want to start selling on social media, begin with an audit of your current actions. Pay particular attention to your organic efforts!
2. Find something that sets your brand apart in communication. Beyond sales content, start building relationships with your audience by creating content that engages and interests them. Talk more about the brand itself, its values, and discuss topics that matter to your target audience.
3. Adding an additional channel for driving sales is a great idea, as long as you ensure consistency throughout the Customer Journey. This will build brand recognition and awareness, which in turn fosters trust.
   
   

Even though a significant portion of online sales occurs via social media, many brands are unaware of this and neglect their social media image. Understanding this gives you an advantage over your competition. Therefore, make sure:

• Your social media channels are aligned,
• They are consistent with your brand’s overall communication,
• The communication emphasizes what sets your brand apart.

Sources:

[1] PayPal Ecommerce Index 2022 www.paypalobjects.com
[2] Jamie Moldafsky, “How to Build Brands That Resonate” www.nielsen.com
[3] Nielsen – Report 2023 Brand Lift: Building Brands with Emerging Media www.nielsen.com
[4] Inspired Decisions. The Media Agency’s Guide to Pinterest – Internal Pinterest materials
[5] Gemius Report: E-commerce in Poland 2022 www.gemius.pl
[6] Robert Jadach, “Does a Brand Matter?” blog.ue.wroc.pl