On today’s Business Beat, Jeff Sloan shares sobering and cautionary news about how online shoppers use social media and what businesses must do to regain their trust.
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Good morning, Paul!
In today’s business world, social media is viewed as a central, if not primary, way of reaching consumers to create awareness and to drive leads that lead to sales and for good reason. It’s highly tailorable and configurable and it allows you to very effectively target your demographic all while being able to dial up or dial down your spend on the fly. And the more you use it, the more you’re able to optimize your customer acquisition costs based on the learning you do along the way.
However, this morning on the Business Beat, we’re highlighting a new study, just released by SimplicityDX based on their survey of 500 online shoppers who provide some sobering and cautionary intelligence on the use of social media as a top-of-funnel tactic to drive those sales.
Here are some key takeaways. No. 1, consumers clearly are concerned about issues of whether or not they can have confidence that their personal data will be protected. No. 2, that the user experience between the handoff from the social media platform to the brand site is a good one. Fifty-three percent of consumers surveyed indicate that they just don’t trust social media channels to protect their personal data. And 81% of consumers complain about that user experience between the social media site and the brand site. Issues specifically relating to broken links, for example, and lack of inventory once they hit the brand site.
Now does this mean that we shouldn’t use social media to create that awareness as a top-of-funnel tactic? Absolutely not. Of course, it’s still a great way to drive those leads, but if we do use social media as a primary way, we must pay attention to these two critical areas in order to make it a good and confident user experience leading to a sale.
Ultimately there you have it, Paul. Have a great day everybody.
I’m Jeff Sloan, founder and CEO of startupnation.com, and that’s today’s Business Beat on the Great Voice of the Great Lakes, WJR.