Every morning I walk past David Ogilvy’s “We Sell or Else” stencilled on the glass wall of our reception.
Yet in social, marketers aren’t even turning up to sell a lot ofthe time.
It’s not surprising if they aren’t trying to sell through social – since many brands have had failed attempts.
Relatively little traffic to e-commerce sites is driven by social. Plus conversion rates are often poor when people do arrive on a website from social channels.
This is unsurprising really – people in social are often simply chatting to friends, and most importantly they are spending most of their social time in apps on mobile devices. So it’s not very convenient to click on something to purchase it.
That’s why Google’s new research on how people use channels shows that social is relatively early in the purchase process compared to active search, email or paid search.
But this doesn’t mean social has no role in closing purchase decisions. There’s a big difference between ‘People use social earlier in the funnel than search’ and ‘Marketers should mainly use social to influence consumers at the
4. Click to call is gradually starting to appear as an option in social, currently mainly in ad formats, and has huge potential given that most social use is on smartphones. Encouraging people to call, even if they don’t actually purchase in the call, will deepen their commitment as well as resolve many fears that consumers have immediately before purchase.
5. Implement reviews through your social channels – for instance linked to from your ‘About’ pages. Reviews increase conversion rates on websites, and in search, by 10-20%, yet are rarely implemented in social channels.
Rob Blackie is director of social at OgilvyOne UK