When the Communications Secretariat (Secom), of the federal government, points out that 92% of people who are on the internet are also on social networks, it is clear that it is quite possible to use this channel to improve brand performance.
Today, people are super connected through smartphones, tablets and computers, which have taken on a fundamental role in personal and work relationships.
And why social networks? Because they are a social structure that people use to share interests in a wide range of subjects. So, it is obvious that brands also want to be there to interact with prospects and customers.
In fact, Brazilians don't hide their love for social media. They spend hours and hours looking at photos, commenting on posts and sharing information.
To give you an idea, according to research, the average frequency of Brazilians on social media is 3h39 per day, second only to online use in the Philippines, which is more than 4 hours per day.
From a commercial perspective, this long online presence of users undoubtedly places social networks as one of the ways to sell more as well.
With the arrival of more and more young people from Generation Z into the consumer market, the trend is for sales to be increasingly online and increasingly through social media.
Why should companies use the potential of social networks?
Social networks can be a kind of showcase for the company in the digital universe, where it is possible to share not only products and services, but also the business vision.
Furthermore, it is possible to have a closer and more personalized relationship with the customer.
With the possibility of audience segmentation, brands' targeting efforts can be better utilized according to the particular characteristics of each audience.
Through social media, brands also stay up to date with the desires of their target audience, as this is where the audience exposes absolutely everything, from vacation trips to new courses taken.
This information can be super useful for planning marketing strategies and actions.
Another positive point of social networks is the possibility of real-time actions, which proves to be very functional in crisis management situations.
What is the best social network for your business?
To give you an idea, in the last year alone, Brazil added 8 million new users to social networks. It is clear that the potential is immense, but how do you choose the best social network to invest in your social media initiatives? digital marketing industry?
One of the secrets is to adjust the characteristics of each social network to your audience.
Without a doubt, the world's favorite social network is still Facebook, which has more than 2,2 billion active users.
This statistic shows that the network is a great investment for different audiences, although its growth has slowed with the emergence of other networks.
In Brazil, the statistics are the same, Facebook is the preferred network, followed by WhatsApp, YouTube, Instagram, Linkedin, Twitter, Facebook Messenger, Pinterest and Snapchat.
Let's get to know the networks and their possibilities for generating business:
Brazil has the third largest Facebook user base, behind only India and the United States.
The network is quite versatile, intuitive and functional, serving both personal relationships and business development, through personalized pages.
With your Facebook page, which is different from your user profile, you can deliver content, provide support and even make sales. But before that, you need to know your persona well, to qualify your audience properly.
Also learn about the features of Facebook Ads, which is the network's advertising platform. Facebook's average cost per click is very competitive when compared to other ad networks.
Network advertising channels still work well for a variety of audiences, unlike organic reach which is virtually non-existent.
The tip here is to use ads as part of a larger digital marketing strategy, make the most of remarketing and invest in Facebook's own lead generation forms!
Brazilians love WhatsApp, which is literally the country's favorite instant messaging network. It can be used on mobile or desktop.
Ease of use is what motivates Brazilians the most, especially because some cell phone operators allow the use of data packages without debiting.
So, with this, people exchange personal messages non-stop, inform each other, share photos, videos and chains, that is, use is unrestricted.
In terms of business, the chat network created the Whats app Business, for small and medium-sized companies, which only need to include the company account in the app.
It can be used for marketing actions, such as promotions and news, in addition to customer service functionality.
Focus on sending promotions to people who are already customers and have given their permission. Be careful not to send too many messages and never include people in groups they did not ask to join. Objectivity is the watchword here, no long texts.
Youtube
The largest video distribution platform in the world, YouTube can be considered a social entertainment network, where the main objective is not to connect with people, but to consume content for different purposes, from entertainment to learning.
To distribute content in video format, companies have this great platform, which is already well-established.
If you are going to bet on this network, remember that the frequency of posts is very important.
Instagram has been one of the fastest growing networks in recent years, especially with the difference of the “selfie” culture.
Despite being a network that can be accessed via desktop, mobile is still the preferred method for users, especially because people have a hard time letting go of their smartphones in their daily lives.
The network works for sharing photos and videos between users, like stories, and with the possibility of applying filters.
Stories represent a major attraction point for brands on the social network, as they allow for many formats such as questions, sequential videos, polls and GIFs.
This makes it possible to humanize the brand, present behind-the-scenes information, and disseminate content in a very visual way, which generates credibility.
Remember that it is important to transform your personal profile into a business profile and make it public.
Invest in beautiful images, well-designed feeds and make the most of stories to interact with your audience.
Linkedin is the largest professional networking site. It is increasingly similar to Facebook in terms of functionality.
For companies that are recruiting, it is the best channel, as it is possible to verify users' skills through their profiles, experiences and many other information related to the corporate universe.
In addition, you can take advantage of:
- Have contacts made in courses, lectures and other events, adding future new clients;
- Monitor updates from potential prospects to get the timing of your approach right;
- Develop a good connection with customers, encouraging their loyalty, with comments on their posts, participation in the same groups and recommendation of relevant materials;
- Humanize contact with additional information, on topics of interest, discussion groups and previous work.
It's a great network for sharing professional content, so if your company is B2B, bet on Linkedin.
Organic reach still exists here and although the ads are a little more expensive than on other networks, the leads are also more qualified. Test it to see if it's worth it!
Despite the decline in preference for Twitter among social networks, this channel is still important as a business strategy.
It has been used as a second screen for commentary on programming from other media, such as TV.
Its potential has been verified by its use by politicians, who are using the platform to disseminate information.
This shows that it is very efficient for those who want to reach their audience quickly and succinctly, in addition to generating more traffic.
It is a great ally for generating business, through the dissemination of promotions and brand news, in photos, videos and even external links.
Facebook Messenger
Who doesn't remember that on two occasions the courts cancelled the use of WhatsApp and the public users had to resort to Messenger, which is Facebook's instant messaging tool?
The tool was separated from the social network in 2016, and to use it you need to download the app.
One of its benefits is Stories, as well as bots and smart responses for companies. This way, it also works as a customer service channel.
But besides facilitating communication with brands, is it possible to sell through messages? Of course.
Promoting communication with the customer is already a positive point for strengthening the relationship with them. Furthermore, this communication happens when they need it, quickly and efficiently.
Offering this differentiated experience, such as “conversational” commerce, brings agility and convenience, which are already positive factors that encourage purchases.
Through Facebook's ads manager, you can advertise on Messenger and it's worth saying that the results are very good, test it with your persona.
With the concept of a reference wall, the Pinterest has been one of the most promising sales channels and an incredible way to generate traffic organically.
Popularized in areas such as architecture, fashion, weddings and cooking, its potential goes far beyond these segments, and can be important for sectors such as education, technology, games and others.
On this social network, you can create folders and save your inspirations, upload images and add external links.
So, use great photos, with an attractive description and include the name of the services or products you want to sell.
Snapchat
Snapchat is a network aimed at hyper-connected young people who love using technology in their photos, but it also allows you to share videos and texts on mobile devices.
Its main difference is its ephemerality: the snaps posted disappear a few hours after publication.
It was the precursor network to stories, which are now so common on other platforms.
To sell on Snapchat, where users spend an average of 30 minutes a day, you need to make good use of its tools, which have great reach:
- It can be used for quick sales actions such as stock clearance or big promotions such as Black Friday;
- New product launches;
- Contests and promotions with prizes for customers;
- Exclusive content from live events or behind-the-scenes presentations, with short videos;
- Interaction with customers in quick, direct and very personal contacts.
But you need to be sensible when using it for customers. Don't fill their devices with lots of snaps, because that can have the opposite effect.
Influencers
A separate chapter that will certainly yield a post just on the subject, we will just mention here that it is a strategy to use the authority that other people already have on social networks.
A well-executed strategy with influencers can transfer this authority to your company and ultimately you can create a community around your brand.
Social Networks – Conclusion
What does your customer need? What do they want to hear from you?
Although networks have their specificities, the main tip for selling more on social networks is to create relevant content that provides solutions for your customers, encouraging their engagement.
To remember:
- Bring accurate and useful information;
- Remember that the aesthetics of the page is another point of attraction, so post good images related to your services and products;
- Make reading easier with infographics;
- Use social media management tools to monitor all channels and meet your audience's expectations.