Case Study: Ecommerce Site Shows The Power Brand Awareness and Facebook Referrals
December 22, 2017
Does Facebook traffic actually help you sell online?
This is a common question we get at Marketing 360®.
An increasing number of business owners realize that Facebook has potential. They can see that their target audience is on Facebook and that they can get brand exposure.
But is social media management actually worth it? Do people discover you on Facebook and then go to your website to make a purchase?
This Marketing 360® client’s data shows that the answer is yes – with big-time ROI.
Case Study: The Power of Social Referrals and Brand Awareness
For an eCommerce business selling to a large target segment, there is a moment of critical mass. This is when the popularity of your brand goes viral. Your popularity creates more popularity. Use of your product creates more use. Your customers become one of your main marketing channels.
In digital marketing, there are two channels that show when this is happening.
One is Facebook (as well as Instagram and other social media sites). When you have a large enough following and conversions coming from referrals, your popularity is working for you.
Marketing 360® works with an eCommerce business that sells concealed-carry garments for women. With consistent social media management over a period of several years, they have 327k followers. Every time they do a post like this one, they see a spike in sales:
They also get the majority of searches on their brand name, and the biggest overall percentage of their sales via direct website traffic. Here are their sales numbers for the last month from brand channels:
These conversions account for 61% of the total conversions for this period. But also consider that email and branded searches (on both paid and organic search) account for most of their conversions. Their brand name was the most searched keyword in organic, accounting for 92% of their organic traffic. Their email campaign comes from people who’ve already interacted with their brand.
Brand Ambassadors
To get to a point of critical mass where the popularity of your social media and brand name are themselves creating the majority of your traffic, you need an audience that serves as brand ambassadors.
This is a community where it’s become a cultural imperative to recommend your product and share your content.
It starts with the design of your product itself. This Marketing 360® client is working within a niche. They offer concealed-carry holsters for women only. Their customer base is very active on Facebook. They get references from all types of gun publications and manufactures.
With these multiple touchpoints, organic growth kicks in. Buzz creates it own buzz.
This client has garnered majority market share in their product line, and their data shows how it’s done.
When potential customers are familiar with your brand and follow your social media, you have a much better chance of getting the sale.
*Results are based on past client performance. Individual account performance may vary. Results are not guaranteed.