Chapter 5

Marketing
Strategy:
Physical Goods

Prepared by: MsC. Nguyễn Thủy Tiên

Physical Goods That Do Well on Social Media
• Merchandise linked to bands, TV shows, movies, celebrities, and other pop culture/
entertainment categories
• Tickets to events
• Limited-edition items
• Auction sites (local, traditional auctions are more like local events or services, and
require a different strategy)
• Supplies featured in videos/training programs
• Children’s items
• Specific problem solvers that can’t be found in stores easily
• Specialist equipment
• Pet supplies: food, treats, beds, toys
• Craft supplies: plans, materials, kits, training
• DVD sets: personal development, unique or difficult-to-find items
1. The Right Intent
Bigger isn’t better.
• You don’t need tons of fans to make sales. Social media engagement is
definitely a
• “quality over quantity” situation. Overlook the vanity metrics: likes,
fans, friends,
• and followers. Instead, focus on the actions that drive sales.
1. The Right Intent ( cont.)
Incorporate ratings and reviews on your sales pages.
• Make them prominent. This is an excellent way to get simple,
introductory engagement.

Reward people for referrals and recommendations.

• Figure out why your current customers recommend you, and start
using this information to assist with your sales follow-ups.
1. The Right Intent ( cont.)
Ask for the testimonial ASAP.
• Get that review while the positive experience is still fresh in the
customer’s mind not months later.

Engage.
• Look for a problem you can solve and a question you can answer, and
send a relevant, helpful response.

Listen.
• Look for buying signals: questions, concerns, and complaints.
1. The Right Intent ( cont.)
Be authentic.
• Show the real you with photos of yourself, your staff, and your office.
Show that you’re a real business by posting videos of your office or
warehouse.

Your site is your home.

• Facebook “storefronts” are generally not successful; people prefer to
purchase on your website. When people view your content, they view
it in their News Feed; they rarely go back to your storefront.
2. Converting Leads into Customers
Some basic tips:
• Build an email list
• Make it easy for people to purchase
• Link directly to the item’s sales page whenever possible
• Provide incentives
3. Forming a Superior Strategy
• Set goals and checkpoints
• Make a content plan
• Build a “starter” audience.
• Execute your content plan/
4. Site-Specific Tactics
• Facebook?
Simple, inexpensive, no-brainer purchases are within the impulse buy limits
and can be sold directly very effectively.
If you’re selling many different products, it will take some work to determine
the threshold for your customers.
If it’s over the threshold, then direct your Facebook ad to an opt-in landing
page that starts the sales process with a good initial message and a quick and
simple name and email collection form; if it’s under the threshold, then it’s an
impulse buy, and you should direct the click to the ecommerce product page
for that item.
Regardless of which path you take, don’t change your tracking code or
analytics. You still want to know how people are finding you and what they’re
doing while they’re on your site.
4. Site-Specific Tactics
• Twitter?
➢Not an advertising platform
➢A decent number of followers→for announcing sales, new products,
deals (if you want to track Twitter referrals, make a special “Twitter
only” deal), coupons, and special
➢Worth participating, but the benefits are indirect
4. Site-Specific Tactics
• YouTube?
➢Offer advertising platform
➢Worth your while to do a preliminary ad campaign through sponsored
videos and in-video ads
➢ Be more expensive than Facebook
➢ Practically made for product demo
4. Site-Specific Tactics
• Instagram?
➢An app for smartphones and tablets; doesn’t offer a separate type of
account for business
➢Ideas for types of photos you could post:
➢Action shots.
➢Behind-the-scenes photos.
➢Contests.
➢Something crazy.
4. Site-Specific Tactics
• Instagram?
There are three good ways to find people to connect with:
❖Use Instagram’s “Find and Invite Friends” feature.
❖Search for users and hashtags on Instagram
❖Comment on other people’s pictures
❖Add a brief description called a caption beside your photos
❖ let your other social media followers and contacts know that you’re
on Instagram so that they can begin following you
 4. Site-Specific Tactics
• Pinterest?
➢Pin videos, photos
➢Put prices on image
➢Hashtags aren’t very useful
➢Also include prices with all of your product
images
➢create a repin board specifically for posting
 4. Site-Specific Tactics
• Pinterest?
➢Use the Button and Widget Builder
➢Pin in other types of images(quotes, memes, and creative images ) that
your audience would find interesting
➢Put a call to action in your description “Click image to buy,” or “Visit
our site for more info.” Links
4. Site-Specific Tactics
• Tumblr?
Obvious choice for businesses with high-quality photos or videos
Curating content (collecting and sorting through images and videos on a
particular theme),and presenting and commenting on the most valuable
pieces.
The most effectively is the fashion industry