ColourPop Case Study: How Social Media Can Increase Your Sales

Sometimes, it can be difficult to understand the cycle of how social media reaches an audience and results in sales for a company. From the second that a post goes up, what exactly happens?

For many individuals, it is hard to stray from the thought that social media posts and ads should lead to direct sales. For the most part, social media posts do not lead to direct sales. A social media post goes through many phases and reaches many individuals before one can see a substantial increase in sales.

I would like to share an experience with you that might help to clear this idea up. Recently, I purchased lip products from an online cosmetics retailer called ColourPop. This purchase wasn’t from seeing an ad on Facebook and thinking, “Hm, these look nice! I’ll purchase them to try them out”. The first time that I learned about this company was through my boss at work. She was raving about this company called ColourPop that has affordable cosmetic products and that I should give it a try! She had seen a video on YouTube of a makeup artist trying it out and reviewing the product. Looking at the infographic at the end of this post, my boss would be known as “The Connector”. She told me how she had been telling all of her friends about this company and that they also loved the products. So, I decided I would take a look at their website, read some reviews online and watch YouTube review videos. A little while later, I sat down and ordered some lip sticks. Let me tell you, these products lived up to their expectations!

What did I do next? Of course I posted all about the products on my social media platforms (Facebook, Snapchat, Instagram, etc.) exclaiming how awesome these lip sticks were. I am seen as “Influencer #1”. Aside from posting on social media, I also had done what my boss had done. I went to my friends and raved about ColourPop. Furthermore, a few of my friends saw my social media posts and ordered the product just from seeing my reviews on social!

My power of influence led to my friends, “Influencer #2” and “Influencer #3,” to get online and purchase some products themselves. They received their products in the mail, and while that was happening, my post on social media was blowing up! People wanted to hear more about these products. I eventually directed them to ColourPop’s Facebook page and the cycle continued.

This might seem confusing to some, and it might take a couple read throughs to fully understand how the system works. Social media CAN increase sales in a company. It may take some time to reach the right people, however, once it reaches that one person called “The Connector”, your products and services may very well become the talk of the town. I’ve had clients who don’t get immediate sales, and then believe there is no ROI in social media marketing. This is just not the case. Think of social media as word of mouth marketing. By being present on social media, you’re giving your fans an outlet to post about your products, as well as share your pages with their own friends. Patience is key!

To stay up to date with social media news, tips and more, join my free Facebook group!

infographic

How To Use Pinterest To Increase Sales

Pinterest is an often disregarded social media platform but it has been very powerful in driving traffic to various blogs and websites in recent years and it can be powerful for you too. With the right strategy Pinterest can help you to significantly increase sales and here’s why: most of the users on Pinterest search for and pin things that they eventually wish to purchase. People are also drawn to Pinterest because of the high quality images and they are more willing to purchase what they see versus what they read. So what can you do to increase your sales with Pinterest?

The Pin-It Button

The Pin-It button allows visitors to your site to add images from your website to their Pinterest boards. When they do this, others on Pinterest will be able to see this content from your website as well. This will increase your web traffic and if the image directly links to a product, a number of visitors may make a purchase right away. You’ll see with  my own image below, if you hover over it, a “Pin it” button appears. You can easily install this through your blogging platform. I use WordPress and use the “jQuery Pin It Button For Images” plugin.

How To Use Pinterest To Increase Sales and Web Traffic | http://pattyrivas.com

Engage With Other Users

You can turn your Pinterest followers into customers or visitors to your website by pinning consistently so that your pins appear in your followers’ feed. You can also use apps like Viral Woot to schedule pins. You should look at your followers’ boards and re-pin content that is relevant to your business. As I’ve mentioned before, social media is about SHARING as well as promoting your own content. The more you share other people’s content, the  more others will find you and engage with your brand. As you find new accounts to follow, leave meaningful comments on pins that interest you. All of this is very similar to what I have talked about in other posts about gaining followers on social media.

Join Groups & Group Boards

If you’re a blogger, there are a myriad of Facebook groups you can join that will help you increase your Pinterest following and engagement. I am also a health & fitness blogger, so I have found fitness groups where we share Pinterest links and pin each other’s content. Search for your niche and see what you can find. If this doesn’t work for you, search for group boards on Pinterest. It’s a great way to collaborate with others and get way more eyeballs on your content. Search your niche/topic in the Pinterest toolbar, then click “boards” and relevant boards will show up. You’ll know if one is a group board because it will have a little icon showing multiple people. Here are a few examples:

Screen Shot 2016-03-01 at 11.55.20 AM When you join a group, as I mentioned above, make sure to share other people’s stuff as well as your own. Re-pin the group’s content onto your own relevant boards. Lastly, you can also make your own group board and invite others in your niche to it.

Make Your Boards Searchable

People are using Pinterest like a search engine. For example, when someone is searching for vegan recipes, they will type “Vegan Recipes.” If you want your board to be found, you need these key words in your board name and board description. Sure, having a fun board name (like I Love Veggies!) might stand out, but when people search for certain terms, your boards won’t show up.

Use The Right Dimensions

Long, skinny pins tend to do the best on Pinterest. So when you’re creating graphics, keep this in mind. I know it’s an extra step to create an image specifically for Pinterest, but if you’re looking to increase web traffic and conversions, this step is key. Here’s a handy guide on Pinterest image dimensions. Pinterest can be a major source of traffic to your website and that traffic can convert into actual sales if you use the right strategies on this platform. That’s why I created a Pinterest checklist for you! Download the checklist so each time you post you’re sure that you’re doing it right.

Start pinning, create good branded content, and eventually the visitors and customers will come pouring in.

Not sure how to create branded content? Stay tuned! I’ll be having a training on this soon.

My Top 3 Social Media Analytics Tools

Social media marketing without a strategy is just guessing. Using analytics helps you see what the best content to post is for your brand as well as many other little things like best time to post, who your followers are following, and what content gets the most engagement.

I use three tools on a regular basis, well technically four if you count Facebook analytics but that might be a whole separate post in and of itself :) I’ll explain each below, but I also included a video at the bottom of this post where I go through each website with you and you can follow along on my screen.

Use these social media analytics tools to monitor your brand and create better content!

Iconosquare

Iconosquare is a website to track your Instagram analytics. You sign in with your Instagram login and then if you’re able to see a whole bunch of data. You can find out who’s not following you, who is following you, when most of your followers are online, your most engaged photo ever, you’re most commented photo ever and much much more.When it comes to Instagram posting at the right time is key. You really are only posting anywhere from 1 to 3 times a day so you want to make sure that it’s during a time where the most people will see it.

Use iconosquare to find out when those peak times are and post around those times. Also, by seeing what your most popular content is you can see what your fans like. You might think a piece of content is amazing yet something else is what is really popular and engaging with your audience.

Lastly, I love that iconosquare gives you analytics throughout the years or months you have been an instagram user. You can see how your account has grown over time.

Twitter Analytics

Twitter has its own analytics website which is actually very detailed and helpful. I will talk about a third-party website in a second but the Twitter analytics tool works very well.With this tool you can see the history of your follower growth and again, track your content and how well it does. You can see which pieces of content gets the most engagement, the most impressions, and the most favorites and retweets. So if a certain type of tweet that you use is getting a really high percentage of engagement, then you need to keep doing that. I have found the most engaging types of Twitter content is when I share someone else’s content and tag them (such as “check out this recipe from @soandso, it looks delicious! {link}”
Usually they will retweet and therefore their followers will see it and your brand name/Twitter handle too.

Followerwonk

Followerwonk is another Twitter analytics tool. You can use this in a way similar to iconosquare but for Twitter. You can see when the majority of your Twitter fans are online and therefore post your content around those times.

If you regularly push links to your own blog posts, or your online store, or anything promoting your brand, make sure that you are posting that stuff during these peak times. And then fill in the rest of the time throughout the day with other stuff like sharing other peoples content, images, funny memes, etc.

Followerwonk also lets you see the demographics of your Twitter followers. You can see what percentage are male versus female, or age groups, or even what country they’re from. You can also see which of your followers has the most followers themselves, so if you want to target certain types of people, you can see who your most influential followers are.

Here’s my video showing you each of these websites and how I utilize it (for some reason it is not embedding in this post).

As always, if you have any questions, just leave a comment below or tweet me @socialstormedia and I will get back to you!

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