Effectively the fundamental function of any advertising, be it on social media or other mediums, is to drive brand awareness. By virtue of people being aware of the brand, it is more likely that sales will happen. It’s like having the best product in the world, but if no one knows about it then no one is going to buy it. Rightly so, a mediocre competitive product might just gain more sales thanks to a great marketing plan, and even so just by pure brand awareness.
Marketing and PR are only the tip of the iceberg when it comes to the functionality of a well-executed social media campaign with brand awareness often-times being the start of the sales funnel.
Ultimately, every business wants to drive sales and in all cases potential clients require between 6 and 8 brand touch points in order to gain trust and convert to a paying customer. Social media is not the silver bullet in speeding up a sales cycle or marketing campaign, however with multiple touch points, digital strategies allow for a more organic sales cycle as opposed to a linear process, meaning that potential clients at any point within their journey could slot into your sales cycle.
With this in mind, sales is not always the only measure of success and it is key for businesses to identify where within their customer journey there are areas where they can drive conversion.
Social media has the ability to underpin and support the entire customer journey and with the added benefit and ability of razor focused targeting, your brand is able to speak to the right person at the right time with the right message.
A data footprint is collected online and everything can be tracked from impressions, to clicks to conversions making social media the best way to measure success of campaigns, it really comes down to what the objective is.
Whatever your business objective whether that growth, maintain or sustain sales we are able to assist with a tailored digital solution to support this.
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