Yeah, I bought a pair of shoes from them. I would probably have to say [I found them] on social media. I follow all sorts of people and brands on Instagram and on TikTok and either someone mentioned them, or tagged them in a picture, and liked the shoes. So I looked them up on my own.
It definitely took several returns [to the site]. I explored the website, I saw things that I wanted but wasn’t ready to purchase right away, So I ended up just following the brand on Instagram, so that I would kind of see and kind of be reminded that maybe I want to buy something from them. And honestly, I was probably following them on Instagram for like a year before I followed through with a purchase.
Margret, Ohio
Persistence is key. It might take 7 touchpoints to get someone from learning about T.U.K. Footwear to checkout, but it might take much more for others. It looks like it took several dozen before Margret was ready to buy.
Social media is the long-haul in marketing. It requires a clear, consistent strategy and the persistence to keep it going.
We sometimes get stuck thinking about social media in terms of ads - for short-term sales. But that is not why social media was built. They didn’t start out as advertising platforms, and people certainly didn’t sign up just to see a bunch of ads.
When social media is used in the way it was meant to be uses - as a connection between you and your followers - we build stronger brands. We create a space in followers heads as the go-to, trusted brand for your particular product.
You might not have a perfect attribution model, but you do have happy customers willing to continue to spread the word.