The impact of social media on sales is increasingly significant and approved by brands. A HubSpot Study, one of the global marketing and sales references, pointed out that 87% of sellers are efficient in their social selling strategies. Furthermore, 59% of those interviewed claimed to have recorded an increase in results compared to the previous year. The strong impact is due, mainly, to changes in consumption patterns, which has been consolidating social networks as the preferred sales channel in recent times.
Social networks have become the main showcase for consumers, with expansion of offers, diversity of products and ease of making payment in a few minutes. At the moment, technology provides access buttons for financial platforms and catalogs, already incorporated into marketing content. That's why, the study categorizes online stores as “the largest shopping avenue in the world”.
“Social Selling” and organic strategies stand out
To get to these official data, HubSpot interviewed more than 500 professionals in the field. The data highlighted is a recurrence of the “Social Selling” phenomenon – or social commerce –, which has become the preferred option for discovering new products online, especially among Generation Z, millennials and generation X.
Social networks also allowed greater customer segmentation and audience reach, including from different regions. This scenario provides companies with leads that really convert, whether through paid ads or organic marketing strategies. The study shows that content sharing, and high-performance engagements, has favored the final revenue of brands.
Influencers is a strategy for online trust
Despite the results, the HubSpot study also showed the main difficulty brands face in the online environment. Building trust with followers and customers is the biggest concern among new and small businesses. The increase in cases of scams on the internet means that distrust is very present among the public.
The solution is to bet on social proof strategies, through partnerships with influencers and content with buyers that validate the brand. In the end, the study shows that one in four consumers have already purchased based on recommendations from influencers. Yet, 45% of respondents said they actively interact with the public to transform followers into brand promoters.
