Читать книгу Social Media Marketing All-in-One For Dummies - Michelle Krasniak - Страница 99
MAKING A ROYAL LIVING FROM SOCIAL SALES
ОглавлениеLiving Royal, whose website appears in the next figure, proudly describes itself as a “funky printed sock company.” Started in 2010, the company makes all its socks at its Wheeling, IL, headquarters.
Courtesy of Living Royal
According to its president, Michael Elyash, “We knew the only way to be successful selling online was to have a large social media following. We started with Facebook, then went to Twitter, Pinterest, and lastly Instagram.” Initially, social media was the only source of traffic for the newfound company.
The firm tested just about all social media channels to see which ones would best achieve various marketing goals, from online sales, retail customer acquisition, social following, and email collection to wholesale customer acquisition and branding.
The company found, for example, that at the time “Facebook was great at getting people to buy product,” citing Facebook’s capability to tightly target an audience. However, “Pinterest and Instagram were great for spreading awareness about our brand [but] were not as good at converting visitors into customers.”
To manage its social media activities, Living Royal took advantage of an Instagram visual-posting program from Later. “We typically posted once a day in the late afternoon,” Elyash explained. “A team of [four] people focused on social [media] from photography to social outreach,” with the goal of making the company’s social presence as good as possible. To back up their results, the team relied on Google Analytics and Shopify. To get out the word, the team placed social media icons on every web page and pushed engagement through various contests and giveaways. They now have a “Shop our Insta” link on their main website where customers can shop the products they see on Instagram, as well as a “Shop Now” button on their Facebook Page that links directly back to their website.
Courtesy of Living Royal
It wasn’t always easy, Elyash noted. “Getting the attention of our audience at first was a real challenge. Finding out which style of imagery to get the right conversions also was a big issue for us. [But] if you test anything enough, you will find the right, winning combination.”
Following is a list of Living Royal’s web presence:
