Use social media to grow your eCommerce business
Consumer data overwhelmingly points towards the importance of social media to grow an eCommerce business. If you look at the studies, over four billion people on Earth are 'active' social media users.
Pew Research found that 72% of those people use social media to research brands. With the pandemic shutting down the whole world, 43% of users also increased their social media usage to discover new products and brands.
So, if your brand is one of the few that has not yet found success on social platforms - the help is here!
In this article, let's discuss how to build a social media strategy for an eCommerce business or revamp the existing one.
Create a Strategy
The primary strategy you create defines your overall efforts for boosting your eCommerce sales. The goals you suggest in your plan will specify the exact parameters for your time, energy, and resources.
Typically, the strategies focus on driving customers to the website and making sales or selling directly through these platforms. You can also use social media networks to communicate with customers and answer their concerns. It is also a potent tool for getting industry insight.
Of course, there is no bar on combining any or all of the above goals to derive the maximum benefit.
Since many social media platforms are available, it is wise to pick up the channel that resonates well with your target audience and industry. For example, Facebook and Instagram are great for selling consumer goods, while LinkedIn is perfect for pitching professional services.
Create Brand Awareness
Before you start selling anything, it's a good idea to create hype or awareness about your brand. The social media platforms are filled with brands, and naturally, the competition is stiff.
To reach out to the masses, you must post regularly and consistently across all social media platforms in use. Avoid limiting these posts to your products only. Instead, offer beneficial information about your niche in general. You can also post infographics that add value for your customers or upload memes and funny quotes to humourize your brand.
Do not be shy of using images and short videos that target your audiences. Media does a much better job than just words when creating brand recognition.
Work on Your Advertisements
We already know that social media usage is booming across all demographics. It is also essentially the world's best place to advertise as it allows you to define the unique goals for your business.
This is why it is essential to pinpoint the audience and create suitable advertisements to connect with them.
To solve the first part of the equations, you can use all kinds of targeting tools available on the platforms to narrow down who sees your ads. It helps the ads reach out to the right audience while keeping the overall budget in check.
Creating the right advertisement content can be tricky. Image ads and video ads are typically the most used option. Collection ads are also perfect for eCommerce businesses since these ads lead from discovery to transaction phase effortlessly.
Sell Directly on Social Media
If you aim to sell online, should it matter if the sale comes from the website or social media page?
Some of the more prominent social media channels like Facebook and Instagram offer built-in shops for business accounts.
With this option, your entire sales funnel remains in one place. For starters, the customer is not redirected to an external website, and the purchase can be completed on the same platform. The entire process is free and offers a smoother experience to the clients.
Add Social Proof
Social proof is evidence that confirms that other consumers have purchased your products and have found them to be helpful. Social proof can come in different forms, such as customer feedback, reviews, and quantifiable data, among others.
Customer feedback remains the most common way of showcasing testimonials. Well-written client feedback always encourages others to buy online. However, the feedback becomes much more impactful if pictures of satisfied clients accompany it. It is human nature to trust more if they can see the person behind the context.
You should also engage with the customers who leave feedback, which shows that you value their opinion and business. Especially if the feedback is negative, inquire how they think improvements can be made.
Collaborations on social media with influencers can help boost sales for your eCommerce business. A social media influencer is essentially someone considered an expert in a particular field on social media. They have a niche following with their followers taking their opinions seriously.
According to research, four in 10 millennials value the input of influencers more than their friends. A survey also suggested the majority of women respondents are also known to make purchase decisions based on the suggestions given by their favourite influencers on social media.
Getting an endorsement from an influencer helps validate your business before your target audience. Since it comes from someone they trust, it has an immense impact and helps boost your sales.
The Bottom Line
Social media platforms have an unprecedented outreach to literally every nook and corner of the world. Such exposure can help grow any business, regardless of its size and niche.
A social media strategy is the first step in benefitting from these platforms. Creating a brand image and continuously reminding potential clients about your offerings further helps. Using social proof and collaborating with social media influencers gives your potential clients all the motivation they need to convert.
Execute the above tips carefully and watch how you achieve the intended results for your eCommerce marketing strategy.