How to use social media to boost your business’s sales

I run a small jewellery business and am used to using Instagram and other social channels to market my pieces. 

But with all the pressures of the coronavirus crisis, it’s harder to convert my posts into sales.

Do you have any tips?

Sarah Davidson of This is Money replies: You are not alone in having suffered a fall in your business income as a result of the coronavirus and lockdown. 

For many firms that rely on physical trade, pubs, bars, shops, restaurants, gyms, cinemas, theatres – the list feels endless – lockdown has crippled their cash flow and in the worst cases, pushed firms over the abyss and into closure. 

It sounds as though you don’t rely on a shop front to sell your wares however, and have managed to muddle through lockdown by continuing to sell online and through social media. 

This distribution channel has been a lifeline for many firms that, until the coronavirus outbreak, wouldn’t have bothered too much with posting online and on social media platforms.  

But the lack of alternatives has forced them into marketing in the virtual world to survive. 

It’s a crowded place though, with ferocious competition and a complex web of influencers, paid-for promotions and an often sceptical or critical audience. 

We asked sisters Elma and Amra Beganovich, both digital influencers themselves with a following of more than 2.3 million online and founders of digital marketing agency A&E, to offer their insights into navigating business promotions online in the aftermath of Covid-19

Elma and Amra said: For small businesses, social media is an extremely cost effective tool to drive awareness, traffic and essentially conversion for their brands especially during the pandemic. 

The rule of seven in marketing applies equally to small businesses as it does to corporate behemoths – in other words, customers need to see your product at least seven times before making a decision to buy. 

Below, we will outline five tips for small businesses how to drive traffic and ultimately conversions to their eCommerce shops.

Partner with influencers

Carefully outline, if you have not already, who is your target demographic? 

Make sure you have thought it through very well because there may be more than one group – young millennial mums and young professional singles, for example. 

Then, do your homework: research influencers and carefully scrutinize their brand image and engagement – do they share your target demographic? 

If so, reach out and try to form a relationship with those influencers by speaking their language – speaking to their core values. 

Partner with them on an exchange basis, and develop those relationships for the long haul – they will serve as brand advocate for your brand.

Do not go dark on social media 

Keep talking to your customer, post at least five times per week – remember that consumers are experiencing unsettling times and feel good posts will go a long way. 

Moreover, keep in mind that a consumer does not make a purchase decision instantly the moment he or she sees a product. 

They will need time to process, research or merely think about the purchase. The goal of a small business is to keep the communication channels open and presentations of new offers streamlined.

Engage in social responsibility 

Engage in cause marketing, even the smallest efforts by your brand will speak to your consumer emotionally. 

For example, offer to donate 10 per cent of your sale proceeds to a non-profit highly affected by Covid-19. 

Announce this effort to your consumers on social channels to encourage them to purchase from your brand.

Partner with other brands and host Instagram Live

Consumers are feeling increasingly isolated and are spending more time than ever online. 

According to Facebook, Instagram Live and Facebook Live views have doubled in late March at the outset of the pandemic. 

Take advantage of this surge in online viewership and partner with another complementary brand. 

You run a jewellery brand, so think about partnering with a stylist from a fashion brand, and give consumers style tips for their Zoom meetings.

Engage in giveaways 

Giveaways allow your followers and potential new followers to tag their own friends, encouraging them to follow your brand – word of mouth marketing is the best from your existing customers.

Be smart and host giveaways on your social channels to engage with your former, current or potential customers. 

Customers like to engage in sweepstakes, which are both fun and can be rewarding. 

Ask your followers to tag their friends to enter to win! You will see a spike in engagement, following, and enthusiasm for your brand.