Online Skay.ua Store Promotion in Instagram: SMM case
SMM promotion
Execution time: August 31, 2016, till now.
Every eCommerce business that created its account in Instagram ever thought about turning its profile into a golden goose which is called “Instagram Landing”. It may be different for each business but only few people know what kind of work lies behind it.
There are two ways for the eCommerce business that wants to get conversion traffic from its social accounts:
- One-time sales. Fast and expensive. In this case, the work success depends on 55% of the advertising budget and strategy, 30% — on sellers who close deals, 15% — on the convenience of a business platform (e.g., site/bot), and tools for working with clients.
- Creating a business audience that will bring repeat sales through social networks in the future. It takes a long time and costs a lot of money if you need a long-term result. In this case, success depends on 30% of the advertising budget, 40% — on the content and strategy in social networks, 15% — on sellers who close deals, 15% — on the convenience of the business platform (e.g., site/bot), and tools for working with clients.
We will consider the second way to develop social networks of the Skay.ua eCommerce project.
“What does really stand to the success of SMM in eCommerce, where there is a task to turn social networks into a channel for conversion traffic and repeat sales?
And the answer is organized teamwork”.
Well, the truth is that an “attractive” number of subscribers and lots of likes on an Instagram account of any eCommerce business is not an indicator of the Instagram Landing. They are just a pleasant side bonus of an antifragile strategy and teamwork between a client's business and agency.
So, if you think that by giving your social networks to an experienced agency, you will get rid of the headache and sales flows will start rolling in, then it’s not like that. And you will be faced with challenges for your business processes.
A few years ago, the Skay.ua company decided to turn its social accounts into an additional sales channel. Over the years, Skay has become a standard for us of how teams can interact within the business to achieve large goals successfully.
What we had:
Social networks were used only to support the brand. There was a posting of current news from the technology world, and the company's working days were reviewed.
Occasionally, new company’s products and event promotions were posted.
The goal of social media accounts was limited to the correct way of how to present the Skay.ua in social networks. They emphasized the authority of the company and showed feedback of clients.
The average number of requests to Instagram about products was 3-5 per month. And there were no actual sales or repeat transactions.
The uniqueness of graphic content in social networks was up to 10%. Being one of the leading companies in the market with a wide range of products, Skay.ua did not use its bargaining chip.
Advertising was spontaneous and always focused on a wide audience coverage, as there was no knowledge of the clients who remained in social networks.
As a result, there was a mixed picture of the Skay.ua social accounts: they had a good base of responsive subscribers, but its content was useless to the clients. We were faced with serious tasks to give the company's social media accounts their meaning. The meaning that will work and sell. Not once or twice, but constantly.
What we’ve done:
Redesigned the concept of the Skay.ua social media accounts.
Created a flexible strategy for managing content and advertising.
Made a number of important technical settings, integration of analytics and social accounts with the company's website.
Organized photo sessions of products whose relevance is confirmed based on important metrics and advertising statistics developed for Skay.ua
Working closely with the company's marketing department to prepare advertising activities and discuss creative ideas.
Created a position of SSM Specialist whose responsibilities are to process clients’ requests quickly and efficiently in social accounts, as well as make sales.
Created algorithms for communicating with clients in the social accounts, working with them to make repeat sales.
Created a position of Provider whose responsibilities are to shoot video reviews, creative stories, and other video content for the company's social media accounts.
During the process, up to 10 people were involved in the company's social media accounts.
What we’ve got now:
The number of active followers at the time of the article creation is 11,505 on Instagram.
Product requests on average are 300 per month.
The average number of actual sales and closing deals, pre-orders of the upcoming product are 35-40.
Repeat sales are 10.
The clients who make purchases only through social accounts due to quick consultation and communication with sellers.
Sales on the website after posting the products in the social accounts.
Monthly update of the clients’ base via Instagram and other social accounts.
Prompt customer support for products, services, and problems with the service.
The uniqueness of content in the social accounts is 98% (2% mandatory promotional materials of brands such as Samsung, Playstation, GoPro and others).
Flexible content plan for current innovations, which takes into account all the company's requests and services, and quickly responds to unscheduled situations.
Systematic advertising activity in accordance with the developed promotional strategy and the intended goals — sales and loyal clients.