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It’s no secret that women are typically the shoppers in the family. Whether it’s day-to-day needs or that extra special holiday gift, women are the ones making the time and spending the energy to make sure their loved ones have what they need and want.
So this of course begs the question, how can you convert this buying powerhouse’s heart, mind and ultimately wallet during major shopping moments? Social media is perhaps the obvious answer, but let’s ground ourselves in why and how we can drive the biggest impact with social media marketing.
The Why. According to a recent study by the Digital Marketing Institute, 78% of women use social media and 86% of those women use social media to make purchasing decisions.
The Where. The 78% of women who use social media responded saying they prefer to consume content on Instagram and Snapchat.
The How. Among women on social media, over 50% stated they were convinced to make a purchase based on an influencer’s recommendation.
The Catch. Not all influencer marketing is created equal. If you’re doing it right, you should be able to measure the efficacy of your campaign to deliver not only on top funnel metrics, but lower funnel ones like sales, app downloads, etc. as well. In fact, most businesses early $5.78 for every dollar spent on influencers with some seeing as much as $18 stemming from the effort. Here at The Cirqle, we’re seeing a 3-6x ROAS for our campaigns, but have seen as high as 20x ROAS.
The Case. The work speaks for itself, check out a few ways we’ve helped our clients achieve best in class ROAS via these case studies.