The average person in 2018 spent 45 minutes on social media every day, and the trend toward shopping online straight and even getting there direct from social media sites continues to grow. Already, companies without a social media presence are starting to seem irrelevant … Of course social media platforms are packed with all kinds of people, but as the leader of an ecommerce business, you probably know that most of those people shouldn't concern you. The problem is, it can be tricky finding these warm customers. Though most companies have a Facebook page and use the platform for paid advertising, few have taken the time to figure out how useful some of the platform’s analytic tools actually can be. Last, you can create audiences on Facebook based on their engagement. Target people who have interacted with your Facebook page or Instagram business profile before, and you’ll be able to catch those leads who find your brand attractive enough to have checked out your social media presence. Make impulse buying easier on Pinterest and Instagram. Very often, “warm” customers are already following your social media channels or looking at your posts; they just haven't committed enough to take the plunge and buy. Platforms like Pinterest and Instagram, used in the typical fashion, add lots of steps to the buying process and make it difficult. These are people willing to go to a little effort to find the information they need -- so you need to be there with the answers.
These ‘warm’ customers are just like GoldiIocks — interested in the porridge that’s ‘just right.’ They’re also exactly the people you want to target.
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Back in the good old days, businesses drove commerce by buying ads in the local newspaper, renting space on a billboard or calling people out of a phone book. Customers came to a physical storefront to do their shopping, and each business had a very limited geographical sphere that it worked in.
What a different world we have today: Many businesses don’t have a physical storefront or even see their customers. They sell to people all over the planet, and instead of buying ad space in the local paper, they compete for SEO rankings.
As the world of commerce continues to change, the role of social media in that world has only become bigger. The average person in 2018 spent 45 minutes on social media every day, and the trend toward shopping online straight and even getting there direct from social media sites continues to grow. Already, companies without a social media presence are starting to seem irrelevant …
Of course social media platforms are packed with all kinds of people, but as the leader of an ecommerce business, you probably know that most of those people shouldn’t concern you. Instead, your main source of growth is going to come from the golden and sometimes elusive “warm” customer. You know who these people are: people with whom you already have at least a fledgling relationship.
They know about your brand; they may follow you on social media; they just haven’t bought anything — yet. Though other customers have their good points,”Goldilocks” should be your focus when you’re building up your customer base. Aim for the porridge that’s not too hot (current customers who have already bought), not too cold (people with no knowledge of or interest in you), but just right.
The problem is, it can be tricky finding these warm customers. Sure, you’re checking your follower lists and website traffic. But what exactly do you look for? What can you do to help them take the next step and buy?
Here are a few ideas to help you find them among the social media crowds:
1. Take advantage of all of Facebook’s nifty tools.
Though most companies have a Facebook page and use the platform for paid advertising, few have taken the time to figure out how useful some of the platform’s analytic tools actually can be.
If you set up a Facebook pixel to track your website traffic (and online store purchases), you can later use that data to target your social media advertising directly at the people using your site.
You can also use Facebook to create
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