EM360 Digital Blog

28 Sep 2016
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The Impact of Social & Search Marketing On Sales

Mar­ket­ing cam­paigns impact con­sumers year-round, and at dif­fer­ent points in their pur­chas­ing deci­sions. The cycle of mar­ket­ing solu­tions runs through sev­en main fil­ters:

  • Aware­ness
  • Inter­est
  • Edu­ca­tion
  • Shop­ping
  • Pur­chase
  • Loy­al­ty
  • Advo­ca­cy

Even though your prod­uct sales peak at select times through­out the year, your mar­ket­ing cam­paign can and should always be puls­ing, gen­er­at­ing some sort of con­nec­tion with the con­sumer.

There are three pre­lim­i­nary goals for your dig­i­tal mar­ket­ing solu­tions to most effec­tive­ly con­vert shop­pers into loy­al con­sumers.

  1. Gen­er­ate a list of poten­tial leads. This can be exhaus­tive. Focus your ini­tial efforts on the niche cat­e­go­ry that align best with your tar­get audi­ence, but keep your hori­zons expan­sive. You’ll often find that you attract con­sumers you did not expect, so it’s worth it to make an effort (even if not the largest) in sev­er­al areas.
  2. Con­vert leads into cus­tomers. To con­vert leads into cus­tomers, you have to pro­vide suf­fi­cient edu­ca­tion about your prod­uct and be present dur­ing the con­sumer shop­ping expe­ri­ence.
  3. Devel­op long last­ing rela­tion­ships. Once you effec­tive­ly con­vert a cus­tomer into a buy­er, the mar­ket­ing cycle con­tin­ues to devel­op a sense of loy­al­ty between you and the cus­tomer and even­tu­al­ly, an advo­ca­cy by your con­sumers for your brand. If your mar­ket­ing is effec­tive as it should be, your cus­tomers will become an addi­tion­al mar­ket­ing arm in your cam­paign.

Let’s look at each of the sales cycle ele­ments. We can break down solu­tion builder to exam­ine when and how to exe­cute each mov­ing piece.


Cre­at­ing aware­ness about your brand is the first, most essen­tial ele­ment in gain­ing cus­tomers that will even­tu­al­ly trans­late into sales. Pro­vid­ing qual­i­ty con­tent is the best way to reach your con­sumers in this phase. Since 90 per­cent of U.S. smart­phone users read their news feed at least once a day, make sure to active­ly post in all rel­e­vant con­tent fields. Post more than once a day because dif­fer­ent con­sumers read their feeds at dif­fer­ent times. Try once in the morn­ing for the cof­fee drinkers, once at mid-day for the lunch break­ers and once in the late after­noon for those need­ing a pick-me-up.


Next, build inter­est. Hav­ing an inter­est­ing prod­uct is not alone suf­fi­cient for gen­er­at­ing demand for your prod­uct. Build a cam­paign around the prod­uct or around the con­tent you are shar­ing to engage con­sumers. Forty-nine per­cent of all social media users share infor­ma­tion on prod­ucts they like, hop­ing to shape oth­ers’ opin­ions. So curate some con­tent that they want to share!


Edu­ca­tion is more com­mon once a con­sumer is already inter­est­ed, so your pri­or­i­ty is mak­ing sure that edu­ca­tion infor­ma­tion is avail­able. Infor­ma­tion on prod­ucts is impor­tant and so is infor­ma­tion on your brand! Who are you? For what do you stand?


Catch­ing con­sumers where they spend the most time via ads, con­tent shares or high vis­i­bil­i­ty in search engines is cru­cial. Sev­en­ty-five per­cent of search engine users nev­er scroll past the first page of search results, so it is imper­a­tive you put in the leg­work to make sure that your brand ranks as one of the high­est for rel­e­vant search terms.


The pur­chas­ing expe­ri­ence should be flaw­less. Ide­al­ly, you have seam­less com­pat­i­bil­i­ty across all chan­nels. A con­sumer should be able to flip between your store on their desk­top, your app on their smart­phone and check out in your tan­gi­ble retail loca­tion eas­i­ly in and across every medi­um pref­er­ence.


Forty-sev­en per­cent of U.S. Face­book users claim social media as their top indi­ca­tor of pur­chas­es. Once you make a con­nec­tion that is strong enough, you’ll cre­ate a last­ing bond with your tar­get audi­ence. For any sim­i­lar pur­chas­es, your loy­al­ists will choose your brand over oth­ers.


You’ll find that your loy­al con­sumers always engage with your social media mar­ket­ing. They are the first to like all of your posts, com­ment accord­ing­ly and use your hash­tags in their own pho­tos. This is the point at which your brand loy­al­ists become your advo­cates, pro­mot­ing your brand for you. Now they’ll be the ones to gen­er­ate the begin­ning of the sales cycle, cre­at­ing aware­ness of your brand for their friends and fam­i­ly.

Con­stant­ly fil­ter­ing your mar­ket­ing cam­paign through these sev­en ele­ments will keep your cam­paign in check to effec­tive­ly con­vert leads to sales, and sales to advo­cates, strength­en­ing the over­ar­ch­ing reach of your mar­ket­ing capac­i­ty. When you are ready to enlist a pro­fes­sion­al ser­vice for dig­i­tal mar­ket­ing solu­tions, get in touch with our team at EM360. Until then sub­scribe to our blog so you nev­er miss our posts.

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