Page 77 - Social Media Marketing for Dummies

FIGURE 3-4:
Gap.com
recommends a
shirt based on
what’s in the
customer’s
shopping cart.

Consider these SMM tactics at this stage:

» Highlight related popular products. As depicted with the Gap.com example,
showcasing popular products relating to the ones already in the shopping
carts often leads to impulse purchases.
» Provide tools to broadcast the purchase. This is necessary to allow for the
customer to do remarketing for you. The customer should have the tools to
easily broadcast his purchase to his various social networks. (Remarketing
refers to someone doing further marketing on your behalf after the person
has already been a recipient of your marketing efforts.)

SMM at the loyalty stage

The last stage of the marketing funnel has the fewest people. These are the cus-
tomers who have purchased your product and are consuming it now. At this stage,
it’s most important to encourage customers to spread the word about the product
and encourage others to buy it. Loyal customers are often the best marketers for
your company. With social media marketing, loyalty plays an even larger role.
You must first focus on making your customers loyal and repeat customers. It’s no
use encouraging a customer to talk about your product if she isn’t loyal to or an
advocate of the product. You can incentivize your loyal customers to encourage
their peers to test the product and make a purchase as well. You can do this using
social media marketing tactics.

CHAPTER 3 Getting in the Social Media Marketing Frame of Mind 61