Now that everyone is almost perpetually online 24/7, social media is currently pivotal in today’s retail scene. These days, businesses are now encouraged to have WiFi in their brick-and-mortar stores and to continuously engage their customers across many online platforms—and it’s not just plain common sense.
A research done by RingBoost emphasizes that around 60% of consumers who research products online learn about retailers and brands through social networking sites, The company adds that over 20% of adults go on social media every day and that active social media users are more likely to read product reviews online.
But increasing your business’ online presence is not just about creating an official Facebook page or putting up Instagram and Twitter accounts. There are also more behind-the-scenes factors involved, including having a good SEO, like what Jayson DeMers, AudienceBloom’s founder and CEO, recently wrote for Entrepreneur.
Here are our top takeaways:
POST LIVE VIDEOS AND PRACTICE REAL-TIME ENGAGEMENT
Nowadays, a lot of online users are already flooded with written web content, which DeMers believes “has left users hungry for something more visually engaging.” With the rise of apps like Snapchat, live, in-the-moment content has become more pivotal in retail (example: Target and Snapchat). Live-stream videos are now being promoted by various social media platforms, and DeMers thinks that this practice will just continue to grow.
CONSIDER THE RISE OF DIGITAL ASSISTANTS AND VOICE SEARCH METHODS
Online users are also utilizing voice commands to navigate search engines, as illustrated by Siri and Cortana. This means that for retailers to be more searchable, they will have to adjust their online content aptly. DeMers’ suggestion: “lower focus on short, core keywords, and a higher focus on long-tail keywords and on conversational, colloquial types of searches.”
MAKE INSTANT SOCIAL CONTENT
Here’s a social behavior that you probably do but haven’t fully noticed until now: Each time you browse Facebook, sometimes you actually watch short videos without ever leaving the app or the website itself. According to DeMers, this one is a habit that’s briskly emerging, as online users are warming up to the concept of videos that automatically play in their newsfeeds and on articles that can be perused on the spot, so retailers also have to adapt when it comes to producing content for their consumers. “This puts an increased demand on brands to provide content through social channels first, which as you might imagine, also has implications for traditional on-site SEO,” says DeMers.
—Eugene Y. Santos