Social networks help to drive sales. They serve as a means through which impact to users during the process. Buyers to target them for information, recommendations and opinions from their peers.
Therefore, once decided to include social media as part of our online marketing strategy, what social networks should be? What are the most effective ways to sell online?
The study by AOL and Convertor shows the influence of online marketing actions in the final purchasing decisions by customers and consumers. Thus, we can see that, when choosing which social platform stands out for more conversions on ecommerce, 32% of companies puts YouTube first. A podium which follows closely Facebook (21%).
Instead, these findings do not exclude the other networks for its inefficiency. In fact, it is important to consider the role of each in the process. Thus, 92% of respondents have Twitter as a means of monitoring and permanent point of contact with your target audience. Instead, when formalizing the conversion rate is only 1.45%.
On the other hand, if we focus on the conversion based on advertising campaigns in Social Media, we see that the actions on Twitter are those that offer better results (3.85%).
Interestingly, the study shows very similar results in the case of Facebook.Both advertising and publications organic results recorded a rate of around 3%, slightly highlighting the effectiveness of the ads (3.13% vs 2.95%).
The study also includes an analysis of the effectiveness of other online marketing activities, highlighting the e-mail marketing (6.08%) over advertising in social media (2.49%) and the display (2 , 42%)
It is also important to consider the type of product to sell, and the sector to which it belongs. Thus, the data show the effectiveness of networks oscillates in capturing subscribers (71%), or in selling beauty products (65%) and in the case of services (43%). But if it comes to food products and beverages (3%), home furnishing (7%) or technology (10%), social networks are present for much of the process, although they are not the determinants of materialization of the same.
