Working in marketing, I look at a lot of small business sites and social media pages. While social media marketing is often complex and technical, the one mistake that probably costs more businesses is a simple one.
We fail to give the customer an easy buying experience. To explain let’s look at this from a real world perspective. Say you went into a store and they had exactly what you wanted but it is in a room that is closed off with large windows so you can see it but can’t pick it up. So you’re standing here wanting to buy it but there is no way in and no one to help but you see a door in the far side of the room you want to get into but no door except the entrance you used to come into the store. So to get to what you want, you have to leave the store go back out into the mall then turn left. Unfortunately, there are no doors in the building that way so you have to walk all the way around the building until you finally find a new door with the same store name over it, which you can go into then down a hall and into the room that houses the item you wanted to begin with. Now anyone who has any retail experience would tell you in a minute that this is a terrible way to display product and many customers would just walk away.
This is exactly what many businesses are doing on the internet every day.
Everyday I see businesses that post product to Facebook or Pinterest or any of a dozen social networks but don’t take the time to link the picture back to their store. Because of this, what you see is comments. “Oh that is so cute.” or “I would love to have one of those.” and a few may leave Facebook and google your store and buy one but most won’t. Most will leave the comment and click on the next item and be gone. All because we failed to make it easy for them to buy. I know that there are businesses who make sales off just a Facebook page by having people message them and then working out a private sale. If it is a hobby, that is fine, but I guarantee these people are leaving money on the table. If you are serious about your business you have to make it easy for people. It only takes a second to add a direct link to the product in your store.
Luckily this is easy to do if you use WordPress or Etsy for your store they have options to share to social media and will link back directly to the right URL for your product. But if you have some already out there or some that don’t link back it is easy to fix especially in Pinterest which has a place to put the desired URL for each item Pinned. Facebook will also allow you to edit your post once it has been made just put the desired URL in the text. A quick search will show how to fix it on most other Social Networks
That’s our E-Quick tip of the week now it is your turn. Please comment with your own tip or share the post with someone who can use it. Small business is the lifeblood of America and we all do better together.