Social Media’s Impact on Consumer Purchasing Can Make or Break Your Business 

You’re scrolling through your favorite social media app when, suddenly, an ad catches your attention. It could be a clothing brand showcasing their latest collection or a bakery displaying mouth-watering cupcakes. This is no accident. This is the new wave of social selling. And it’s a powerful tool your business needs to be using.  

Let’s talk about it.  

A Quick Summary of Social Selling: The Impact of Social Media on Consumer Buying Behavior  

“Social selling” is when salespeople find and engage with potential (and current) customers in order to build a relationship. Back in the day, this used to happen face-to-face or over the phone. Then, over email. Now, it’s all about social media. And you know why? Because it’s become the main avenue of communication for billions of people. That’s right. Around 60 percent of the whole world (almost five billion people) use some form of social media.  

Social media has flipped the script on how your customers purchase products. Instead of relying on ads, cold calls, or their personal experience, they now head to social media to vet your business. There, they can get recommendations from other customers, research your products, and compare you to other brands. If they like what they see, they’ll reach out – already prepared to purchase.  

But if your company is MIA on social platforms or your online presence is sub-par, you’ll miss out on warmer leads at best. At worst? Your revenue will see a slow and steady decline.  

And that’s not just our opinion; it’s a fact. According to recent data, companies actively selling on social media consistently outdo those who don’t – 78 percent of them, to be exact.  

But don’t worry, we’re here to help! Below, you’ll find a few quick tips on how to start building a better social media selling strategy.  

4 Ways Social Media Can Boost Your Current Strategies  

1. Tapping into Consumer Behavior  

Social media provides an invaluable window into your target audiences’ preferences, habits, and needs. By analyzing user interactions, comments, and shares, you can gain insights that can shape your marketing strategies. Here’s how:  

  • Data Analysis: Utilize built-in analytics tools to track post reach, engagement rates, and audience demographics.  
  • Social Listening: Monitor brand mentions and relevant keywords to understand what people say about your services, identify trends, and promptly respond to customer inquiries or feedback.  
  • Persona Creation: Develop customer personas based on the information you gather. This helps you tailor your content to resonate with specific audience segments.  

Imagine you’re a communication service provider offering high-speed internet services. Analyzing social media interactions shows that a significant portion of your audience is interested in remote work solutions. This insight prompts you to create content highlighting how your service can enhance remote work experiences, which shows just another impact of social media on consumer buying behavior and the effects on your behavior as a seller.  

2. Transforming Your Platforms into Marketplaces  

With the right approach, you can turn your company’s social media accounts into another point of purchase for your customers. It’s quick, easy, and encourages them to buy now rather than later. Here are some ways to do it:  

  • E-commerce Integration: Many platforms like Instagram and Facebook allow you to set up shop directly on your business profile, making it easy for users to browse and purchase your services without leaving the app.  
  • Shoppable Posts: Create posts that showcase your services with direct purchase links. It will streamline customers’ buying process and reduce the steps between discovery and conversion.  
  • Influencer Collaborations: Partner with influencers or micro-influencers in the tech or communication niche to promote your services. Their endorsement can significantly expand your reach.  

Suppose you provide VoIP services. You can leverage shoppable posts on platforms like Instagram, showcasing your service’s benefits with a direct link to a sign-up page. Additionally, you could collaborate with a technology influencer who can demonstrate how seamless and cost-effective your VoIP solution is for businesses.  

3. Harnessing Algorithms and Recommendations  

Another impact of social media on consumer buying behavior is “recommended content.” These platforms curate content for users based on their interests and behavior using advanced algorithms. Understanding and using these algorithms can help you reach the right people at the right time. Here are some excellent starting points:  

  • Content Optimization: Craft compelling and visually appealing content that aligns with platform algorithms. This increases the likelihood of your posts appearing in users’ feeds.  
  • Hashtags and Keywords: Incorporate relevant hashtags and keywords to enhance discoverability. These elements help your posts surface in searches and trending topics.  
  • Paid Advertising: Most platforms offer targeted advertising options. Utilize these features to reach specific demographics, ensuring your content reaches those most likely to be interested in your services.  

Let’s say you offer cloud-based communication solutions for businesses. By strategically using hashtags like #BusinessCommunication and #CloudSolutions, you can increase the visibility of your posts in searches related to these keywords. Additionally, using paid advertising, you can target your content toward decision-makers in companies seeking efficient communication tools.  

4. Nurturing Relationships and Mitigating Negative Feedback  

Social media isn’t just a one-way street. Customers expect to hear from you, yes. But they also expect to communicate with you quickly, easily, and positively. Here are some ways you can keep consumers engaged:  

  • Prompt Responses: Respond to comments, messages, and mentions promptly. It will show your commitment to customer satisfaction and build trust.  
  • Engagement Campaigns: Run contests, polls, or interactive campaigns encouraging users to engage with your content via liking, commenting, or clicking particular options. This boosts your visibility and creates a sense of community.  
  • Crisis Management: Negative comments happen. It’s a fact of life. It’s how you handle them that matters. Address these comments or reviews professionally and courteously. If an issue escalates, guide the conversation to a private channel to resolve it effectively.  

Imagine a customer tweets (or perhaps Xes) about an issue they’re facing with your service. Responding promptly and empathetically to their tweet addresses their concern and demonstrates your commitment to customer care. This interaction can turn a potentially negative situation into a positive one.  

Make Your Mark Using Social (Media) Selling with GreenStar Marketing  

We’ve seen firsthand the impact of social media on consumer buying behavior. And we have the tools to help you make the most of it! From optimizing your LinkedIn content to preparing an entire social media strategy, the GreenStar team is ready to help. Just reach out, and we can chat

Joanna Toso

Joanna Toso

impact of social media on consumer buying behavior
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