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Blog and they will buy: how social media is driving our customers to buy

Blog and they will buy: how social media is driving our customers to buy

Retailers that have not adopted a strategic social media strategy that has as much weighing in their marketing budget as their traditional media spend, are at risk of not only losing marketshare but also staying alive as a business.

Retailers were slower to discover the benefits of using bloggers and affiliate sites to reach their target audience, but those who have taken seriously the trend that has absorbed the world in the past five years of social media engagement are seeing a lower cost marketing platform that is complemented by a more loyal and trusted customer base.

In Los Angeles, blogger, Sandie Ward, writes on a restaurant that she has visited on The Food Stalker, and within hours, people are searching for the restaurant that she has written about online eager to make a booking.

Fashion Designer, Sophie Moran, who has worked for Cotton On and other various high profile fashion labels opened her own label last year with enormous success on Facebook. The designer sweaters are high quality cashmere, with fun designs, that have customers waiting online for the next release of her bespoke designs. Demand is higher than supply - all because of social media. I bought 5 sweaters and a kaftan from her in less than an hour and have savoured the quality of the fabric that is enhanced by her designs and ability to ensure that they fit a real woman.

Fashion blogger Bip Ling, knows that she can make or break a retailers business by her review. At just 21 years old, retailer Forever21 made sure that the right guests were at the recent launch, with a host of young bloggers such as Ling and others from sites including, Iamvintagelovercom, 5inchand, and - all of whom talk to their target audience.

Retailers of every size need to get involved with social media - especially smaller chains. The US was in the forefront of influential bloggers with Australia and the UK falling behind and now playing catchup. Brands in Australia and the UK still don't understand the power of social media.

While a favourable review means sales, an unfavourable write-up can "go viral" and be uncontrollable from a brand damage point of view. So beware.

From a business to business perspective, it is no different. I know that when I blog on a topic, my blog will come up on the first page of google. Given that I write about good and bad experiences, that can directly influence someone's opinion of the product or service that I have written about. Conversely, if I write favourably about a product or service, companies find that hits and ultimately sales are increased through their websites simultaneously.

Connecting with bloggers to promote your product or service is paramount to any marketing strategy. Investing in social media and using it as a complementary form of marketing with your traditional marketing spend, will enhance your ability to cement loyal followers and ultimately sales.

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comments ( 21 )
  • kaftan from morocco
    kaftan from morocco
    11 Jul 2013

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  • caftan en pantalon
    caftan en pantalon
    11 Jul 2013

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  • Social Media Expert
    Social Media Expert
    25 Nov 2012

    Without Social Media, it's impossible to compete on the market. All other things are not much close to people as like social media.

    It's the power of people, using this power, competitors are getting live and real support. We have to thanks Google first for this. Google's updates has changed a lot of thing.

  • SEO Wales
    SEO Wales
    21 Nov 2012

    Hey, I think your blog might be having browser compatibility
    issues. When I look at your website in Chrome, it looks fine but when opening in Internet Explorer, it has some
    overlapping. I just wanted to give you a quick heads up!
    Other then that, superb blog!

  • Aleksandra
    19 Nov 2012

    So true! Writing a blog considerably improves your SEO so it's good you keep it updated. Examples of fashion bloggers are really involving, liked it!

  • Aleksandra
    17 Nov 2012

    So true! Writing a blog considerably improves your SEO so it's good you keep it updated. Examples of fashion bloggers are really involving, liked it!

  • Jay
    03 Nov 2012

    Valuable info. Lucky me I discovered your site by chance, and I am surprised why this accident
    didn't happened in advance! I bookmarked it.

  • Egot
    29 Jul 2012

    Hört sich gut an. Woher hast du diese Infos?

  • priscilla
    27 Jul 2012

    Social media is so cost effective that majority of business will benefit from it, and it allows you to connect with your customers which is crucial now that there are so many alternatives for nearly every type of goods or service. It's true that people are spending probably an excessive about of time on the internet but it is reality so we might as well accept it and take advantage of it.

  • David
    24 Jul 2012

    The power of social media is overwhelming. I as a consumer and heavy user of social media sites, will more often turn to social media for purchasing decisions.
    I often find more people leaving comments about a product on a facebook page than on their website.
    Social media is definitely a cheap and effective marketing tool for any small or big business.

  • Dane Bartlett
    Dane Bartlett
    23 Jul 2012

    Mellissah, you have made a valid argument and presented great examples of why social media should be part of a business’s marketing strategy. It is a cost effective platform that can reach difficult market segments which is increasingly important considering the current fragmentation of media consumption habits. The popularity of social media as a communication medium means that those businesses who are not involved find that they are losing out when it comes to the share of voice stakes.
    Social media and blogging provide the social proof that people desire and are great methods of attracting consumers and converting them into customers. As you suggest, connecting with market mavens that have a passion for blogging is imperative and should form part of any solid marketing strategy. It is essentially electronic word of mouth and we all know that people are more willing to trust fellow consumers’ opinions over most companies.