Chizhov Studio analyzed more than 200 projects and collected 5 popular reasons why SMM in retail does not produce results.
Social media is constantly profitable for businesses. This sales channel is constantly evolving and scalable. The audience is ready to buy online, so SMM is especially interesting in retail.
But when companies come to social networks for a thousand sales in a week, they become disillusioned with SMM. The wrong approach can lead to the loss of tens of thousands of rubles and the promotion of social networks with no visible result. SMM can and must sell, but like other advertising channels, it requires a special approach to promotion.
Since 2015, we at Chizhov Studio have launched 200+ projects on social networks and we know how to bring clients to a business. And in this article, we have collected the 6 most common reasons why social networks in retail do not bring sales.
Reason number 1 – misunderstanding of the essence of SMM
Many companies go to social networks with full confidence that they will receive a return in a week. This feeling arises after looking at the cases and accounts of competitors, it seems that you just need to declare yourself and money from social media will float like a river.
But when thousands or even tens of thousands of rubles spent on promotion did not bring the expected sales, an understanding comes that something went wrong. And the problem is in the very foundation.
Social networks need to create demand for goods and services.
SMM is about working with unmotivated traffic. To put it simply, people did not come to social networks to buy our product. They don’t even know about us. Therefore, the main task is to create a selling funnel and lead customers by the handle from not knowing the brand to buying.
And it is almost impossible to achieve stable results with an acceptable price of the application in a week. SMM is a long-term job. If you want to create an account today, and make 500 sales in a week, social networks will definitely not give such a result.
But at the same time, sales can be received already in the first month of work. And in three days – to make social networks a stable channel for attracting customers. And this work requires a certain approach.
For example, if a business sells New Year’s toys, then the best time to get sales is at the end of the year. And it seems that if you come to social networks in December, you can immediately get a lot of sales.
It won’t actually work. The market by this time is already filled with dozens of competitors who have already launched the project, attracted the audience and gradually show them why it is worth buying from them. Is it possible to break into this chain from scratch? Yes, but sales will be expensive – SMM will be ineffective.
But if you prepare for ad hoc demand in advance, you can get the most out of it. For example, now it is worth starting preparations for March 8, February 23 and Valentine’s Day. In a few months, design the pages, attract the audience with engaging content, show all the advantages of the company and the reviews of satisfied customers. And also prepare and test advertising funnels, creatives and offers.
With the help of such preparation, we will know exactly what brings sales in the project, and will put maximum effort into this point. So there will be more sales, and their price will be lower. If you start now, the promotion will be more effective.
Reason # 2 – head-on sales
Another problem arises from a misunderstanding of the essence of SMM – a business is trying to go on some direct sales. They come to social networks, fill their account with their products, launch ads and even get some results.
The key here is “some”. If the goals of working in social networks are not defined, then even such a result may seem like a success. But in the long run, the efficiency will be low. This is because the audience knows nothing about your company and product. Why would they buy from you, then?
Imagine logging into Instagram to relax and have fun. And then, among the interesting information, a post with an advertisement for a sofa flies by.