Social media, one of the most commonly used phrases in modern times. These platforms have become part of everyday life, with a staggering 4.48 billion social media users worldwide in July 2021, equating to 57% of the global population. This shows that social media now impacts all aspects of life, both personally and professionally. But how can you build a pet food brand with social media? This article will focus on how social media can drive traffic for online pet food businesses and in-store pet shops. In addition, the steps that can be implemented to ensure a pet food brand has a successful social media platform.
Social media is a prevalent part of the day-to-day lives of pet owners, with a large number of owners researching products before they decide to purchase for their pets. With this in mind, social media is becoming an important tool for online pet food businesses for many reasons, such as easily communicating with their customers about the latest information from their business. The Covid-19 pandemic saw e-commerce websites gain market share in the pet food industry due to people being restricted with time outside their homes. Internet sales in pet food grew steadily in recent years, but the pandemic significantly accelerated this trend. Social media has definitely contributed to the increase in pet food sales for online businesses for various reasons, such as advertising the latest promotions that a business has to offer.
The importance of a social media and website link
Ensuring that your online pet food business provides links on your social media page to your website is a fantastic way of attracting customers to your business; this is also referred to as social media marketing. Together, social media channels and websites should work in conjunction to promote your online pet business. A key way as an online pet food business is to link your social media platforms to your website by posting about the latest pet products available and including a call to action for the user to click and potentially make a purchase. Without links on social media posts to the website, the customer journey becomes prolonged. They have to manually find information about the product themselves, leading to possible frustration or finding a similar product elsewhere.
How does social media drive traffic for in-store pet shops?
As well as being beneficial to online pet food businesses, social media is a great asset for in-store pet shops. Last year, the average person spent approximately 2.5 hours per day on social media; this presents a fantastic opportunity for in-store pet shops to try and grab the attention of pet owners looking for products for their pets. With a total of 3000 pet shops in the UK and a further 60,000 in Europe, pet shops contribute a large amount to the value of the global pet food market. With the increasing presence of online pet food businesses, pet shops need to differentiate themselves from others, and social media is a great way to do this.
What are the steps to a successful social media platform?
The need for an online and in-store pet food business to have a social media presence has never been greater. This has been heightened by the Covid-19 pandemic, as people have been restricted with their movements meaning they are taking to social media to communicate with businesses.
As social media platforms are consistently changing, it’s important to choose your channels wisely and tailor your content to suit (Gallagher-Hughes, 2021). Below are five key steps to creating and maintaining a successful social media platform.
Inactive social media channels are bad for businesses, so it is important to keep fresh content on your channels. In addition, studies have shown that 75% of customers use social media to influence their purchasing decisions (Gazdik, 2017).
This is why it is key to making sure your business makes a great impression on social media. A customer is more likely to shop with an organisation with active social media platforms than one that hasn’t posted for a long time. This is because many social media users deem active pages to be more credible than inactive.
Analyse the metrics
Ensuring you monitor the performance of your social media is crucial. Tracking customer engagement, page views, comments on posts, and other post metrics is a fantastic way to find out which type of content is operating well or not. This will then help you choose what content to post on your social media channels in the future. You can track the metrics of your posts using analytical tools such as Google Analytics or using inbuilt analytical tools on the most popular social media platforms.
To summarise, building a pet food brand with social media has never been more important. With over 4.48 billion users worldwide, social media plays a major role in modern-day lives and purchasing decisions. So if you are either online or a brick and mortar, or both – you need to ensure that you can use this to your advantage to ensure that your customers can stay up to date with the latest information about your business, such as new offers available, a new blog post that has been uploaded to your website or the latest events to be taking place connected to your business.
With social media consistently changing, pet food businesses need to consider which channels are most advantageous to use. This needs to be followed up with a clear strategy on how and what content will be posted on social media. Whilst also have a defined target audience that you will look to engage with.
Gallagher-Hughes, A. (2021). Are You a Social Butterfly? In Pet Product Marketing – September 2021 (p. 25).
Gazdik, T. (2017, October 22). Amazon, PayPal, Burt’s Bees Top In Authenticity. Retrieved from Marketing Daily: https://www.mediapost.com/publications/article/309112/amazon-paypal-burts-bees-top-in-authenticity.html
Newberry, C. (2020, July 15). How to Create a Buyer Persona. Retrieved from Hootsuite: https://blog.hootsuite.com/buyer-persona/
Samur, A. (2018, November 22nd). The History of Social Media: 29+ Key Moments. Retrieved from Hootsuite: https://blog.hootsuite.com/history-social-media/
Yasyna, I. (2020, February 28). How to make your blog and social media accounts work together. Retrieved from Smart insights: https://www.smartinsights.com/social-media-marketing/how-to-make-your-blog-and-social-media-accounts-work-together/
Article written by Matthew Aiken