Why should businesses integrate social commerce into their marketing mix? Well first, let’s think about where our consumers are spending their time. Thinking about this makes me remember days of being in large lecture classes in uncomfortable chairs while trying to not fall asleep. I remember looking around the room at the hundreds of students around me and instead of seeing students furiously taking notes I recall the familiar white and blue Facbook screen on just about all of the laptops of those around me.

It’s no surprise that about almost 23 percent of time spent online is spent on some form of social media¹. Considering this, why not make it easy for your consumers to buy without leaving their Facebook window? Let’s not make anyone do anything crazy like open a new window!

We all know how effective the original form of marketing – word of mouth – can be to a business’s success. And let’s face it, consumers trust other consumers more than they trust marketers. That being said, a whopping 70 percent of consumers are going to research their purchases online before purchasing and 60 percent will look for ratings and reviews during their research¹. By allowing consumers to purchase on your social outlets you are creating a one-stop shop. No leg work required.

If you are not convinced yet, consider this: often consumers are leaving the purchase process to check for deals before they buy to ensure they are getting the best price. Personally, if I can save $20 off the latest William Rast Jeans by being a fan on Facebook then sign me up!

One dynamic aspect of this strategy is the ability to show the products your friends have purchased or recommended when you visit a business’ social site. When you can see the products that your friends have engaged with in some form, it will make you feel closer to the brand that sparks a personal connection to it.

So, if you find yourself ready to implement your social commerce strategy and you don’t know where to begin, here are a few tactics that will help ensure you are headed on the road to social success:

1. You need to start actively engaging with the customers that are posting on your social media channels.
2. Provide social sharing that’s purpose is to encourage shoppers to share information with their family and friends via their different social outlets.
3. Remember how I said that everyone is looking for a deal? Well I know you already know this, so capitalize on it by offering a daily deal.
4. You want to provide social customer support through your social media platforms to make sure you can address customers concerns and counter potential objections to get the buyer to seal the deal.

Related articles

• Is Facebook’s EBay Integration the Real Start of Social Commerce? (readwriteweb.com)
• Attention B2Bs! Is your marketing mix social? (themarketingid.com)
• The Seven Types of Mobile Social Commerce (marketersstudio.com)