Most brands and products nowadays have an online presence. This is for good reason too, because according to statista, 14.1% of global retail sales were eCommerce purchases in 2019 and by 2023, 22% of global retail sales will be thanks to purchases Ecommerce Website
With the global pandemic isolating the world in 2020/2021, we can understand why this statistic makes sense. Here are a few possible reasons for this
- The rise of mobile eCommerce
- The increased implementation of omnichannel strategies
- An overall shift in shopping trends including the rise of social media advertising and the power of influencers.
In this article, we shall be talking about social media strategies that will be essential for your eCommerce website. However, before we do so, let us get to know a little bit more about the significance of social media marketing for eCommerce businesses.
Social media in Ecommerce
All the popular social media networks offer built-in solutions for eCommerce businesses. These platforms allow you to showcase your products, run ads, and even sell directly to customers without the need for an external website.
You can also use social media platforms to build relationships with potential and existing customers, which is essential for any business but especially important for eCommerce businesses that exist solely online.
The most important social media platforms for eCommerce businesses include Facebook, Instagram, Twitter, Pinterest, Snapchat. There are also a number of social media platforms that are specific to certain countries or regions, such as WeChat in China and VKontakte in Russia.
Why is social media important for eCommerce businesses?
Social media is important for eCommerce businesses because it allows you to connect with your customers and create a community around your brand. It can also be used to drive traffic to your website and generate sales.
Here are 11 social media strategies that you can use for your eCommerce website:
Embedding social buttons into your product pages:
Make it easy for visitors to your product pages to share your products on social media by embedding social buttons into the pages. You can use a plugin like Social Media Feather to add social buttons to your WordPress website.
If you have a blog on your eCommerce website, then you should also be sharing your blog posts on social media. Add social sharing buttons to your blog posts so that readers can share them easily. You can use a plugin like Social Warfare to add social sharing buttons in WordPress.
This helps your eCommerce website by:
- Increases interaction between your brand and your consumers, building engagements and relationships rather than driving sales.
- Builds social media followers, who will eventually become your potential customers. Gets more traffic to your website as your content is shared on social media.
- Social media advertising allows you to target very specific groups of people with laser precision. For example, Facebook allows you to target people based on interests, demographics, behaviors, and even purchase history.
Thus, allowing your prospects to find your social channels will give you a chance to prime them up before they are properly in the mood to return and make a purchase. This allows them context and a relationship to then make continued purchases with you.
Create, regulate, and share engaging creative content:
The next step is to make sure you are consistently sharing creative and engaging content on your social media channels. This will help attract new followers while also keeping your current followers engaged.
And, when it comes to eCommerce website, product photos and videos are always a great place to start. If you can find interesting ways to show off your products, you’ll be sure to get some attention. But, don’t stop there! You should also share other types of content, like blog posts, infographics, or even just inspirational quotes.
If you just post product info on your social media channels, then your engagement is going to drop pretty soon. Find interesting topics and then mold into something much more interesting and relevant to you. You want to keep your followers engaged, and the only way to do that is by being interesting.
For example, Shopify did an interesting take on social media marketing when they created the hashtag #ShopifyPolaroid. They encouraged their customers to take pictures with their products and then post them on social media using the hashtag. This was a great way to get people talking about their brand while also showcasing their products.
Find the most appropriate social media platform for your brand:
Not all social media platforms are created equal. And, not all platforms will be right for your eCommerce business. It’s important to take some time to research the different options and figure out which ones make the most sense for you.
Once you’ve done that, you can create a social media strategy that takes advantage of the unique features of each platform. For example, if you’re using Instagram, you can take advantage of the platform’s visual nature by sharing high-quality product photos and videos.
If you’re on Twitter, on the other hand, you can use the platform to share short snippets of information about your products or services. No matter which platforms you choose, though, it’s important to make sure that your social media strategy is aligned with your overall marketing goals.
Using social reviews is one of the best social media marketing strategies for eCommerce websites. By integrating social reviews into your website, you can give your customers the opportunity to share their experiences with your products and services.
Not only does this create valuable user-generated content, but it also allows you to get feedback that you can use to improve your products and services. The main idea here is to provide social proof. This means that you show potential customers that other people have bought from you and were satisfied with their experience.
Some platforms like Facebook and Google allow customers to leave reviews directly on their pages. You can also use a third-party review platform like Trustpilot, which can be integrated into your website.
When using social reviews, it’s important to be proactive and manage them regularly. This means responding to both positive and negative reviews in a timely manner. For negative reviews, try to resolve the issue directly with the customer.
This is a great opportunity to show that you care about your customers and their satisfaction. Positive reviews can be used as social proof on your website and across your social media channels.
Embrace user-generated content:
User-generated content (UGC) is a powerful way to build social proof and create brand advocates. UGC is any content that’s created by your customers, such as product reviews, photos, or videos.
Encourage customers to submit their own UGC by running contests or offering incentives. You can also feature customer-submitted UGC on your product pages or social media channels.
This allows you to show off your happy customers and their satisfaction with your products. It also helps to build trust and credibility with potential customers who are considering making a purchase.
Make it easy to buy from you:
If you want customers to buy from your eCommerce site, you need to make it easy for them to do so. That means having a user-friendly design, clear and concise product descriptions, and easy-to-find pricing information.
You should also offer multiple payment options and ensure that your checkout process is quick and easy. By making it as easy as possible for customers to buy from you, you’ll be more likely to make sales.
Everyone loves a good deal, so offer discounts and coupons on your ecommerce site whenever possible. You can offer a discount on a customer’s first purchase, or give a percentage off if they buy multiple items. Additionally, you can offer several free shipping on your orders beyond a certain amount.
Make sure to promote your discounts and coupons on your social media channels so that your followers are aware of them. You can also run social media ads promoting your discounts and coupons to reach a wider audience.
For example, a popular brand that uses social media channels as their main purchase platform is Warby Parker. They offer a “try before you buy” program, where customers can order 5 pairs of glasses to try on at home for free. They also have an extensive social media presence, with over 1 million followers on Instagram.
Use short-form video content across your social media channels:
Instagram Stories and reels are a great way to show off your products in use, share behind-the-scenes content, or give your followers a glimpse into your company culture. You can also use Instagram Live to answer customer questions or give them a tour of your office or warehouse.
Facebook Live is another great platform for short-form video content. You can use it to show off new products, give your customers a behind-the-scenes look at your business, or even host a Q&A session.
Snapchat is another great platform for short-form video content. Use it to give your followers a behind-the-scenes look at your business or show off new products. You can also use Snapchat to answer customer questions or give them a tour of your office or warehouse.
TikToks are another great way to show off your products or create new and exciting and sometimes peculiar content to engage your customers, especially with TikTok’s aggressive growth in recent years.
These are some of the ways you can use short-form video content to increase your engagement with customers and build relationships with them. A brand that does this very well is Warby Parker. The company regularly posts videos on its Snapchat and Instagram accounts, giving customers a behind-the-scenes look at the business.
In addition to video content, you can also use social media to run contests and giveaways. This is a sure-shot way to drastically increase engagement and encourage people to keep talking about your brand. Just be sure to follow the rules and regulations of each platform before running a contest.
Post often and don’t be afraid of showcasing personality:
When it comes to social media marketing for eCommerce businesses, the key is to be active and engaging. By posting regularly, utilizing paid advertising, and showing some personality, you can reach new customers and build relationships with them.
Posting regularly allows you to keep your brand top of mind, and it also allows you to show the human side of your business. Utilizing paid advertising can help you reach a wider audience, and showing some personality will help you build relationships with potential customers.
The most important thing to remember is that social media is a two-way street. It’s not just about pushing out your message, but also about listening to what others have to say.
For example, a brand that does this well is Lush Cosmetics. They post engaging content, they interact with their followers, and they even run social media-exclusive promotions. They post content every day, but they also take the time to answer customer questions and give advice.
Leverage social media influencers:
Social media influencers can be a powerful tool in your eCommerce marketing strategy. They have a large following of engaged users, and they can help promote your products or brand to a new audience.
There are a few ways to work with social media influencers. You can send them free products to review, you can ask them to promote a contest or giveaway, or you can simply collaborate with them on an exciting project. Partnering with prominent influencers in their niches, brands have generated leads, increased their reach, and increased sales.
A prominent example of a brand that nailed influencer marketing is Audible. The company partnered with popular YouTubers, including Casey Neistat and The King of Random, to promote their audiobooks. As a result, Audible’s YouTube channel garnered over 5 million views
There are certain things to be cognizant of when working with social media influencers.
- First, make sure that the influencers you partner with are a good fit for your brand. Their values should align with your company’s values, and their audience should be interested in your products or services.
- Second, be clear about what you want the influencer to do. Do you want them to create original content, mention your brand in existing content, or both? Make sure you are both on the same page before moving forward.
- Finally, be prepared to pay influencers for their time and effort. While some may be willing to work for free products or services, most expect to be compensated monetarily. Be sure to factor this cost into your budget when planning your social media marketing strategy.
There are also many agencies that are specialized in influencer marketing like Viral Nation, Markerly, and Influential. They have partnered with thousands of influencers across social media platforms and can help connect you with the right people for your brand.
Invest in paid social media advertising
A prominent example is Facebook ads. Paid social can be an extremely effective way to target specific audiences with laser precision. For example, Facebook allows you to target people based on interests, demographics, behaviors, and even custom audiences that you create yourself.
You can also use paid social ads to retarget people who have already visited your website or engaged with your brand on social media. This is an extremely effective way to keep your brand top of mind and drive people back to your site.
In addition to Facebook, other paid social advertising platforms include Twitter, Instagram, LinkedIn, and Snapchat.
Instagram allows you to set up an online eCommerce platform on your account itself provided you have a business account. Shoppable ads are also a good idea if you want to increase sales especially as 84% of people discover new products on Instagram and these ads start from as low as $1.
A prominent brand that profited from these kinds of ads is fashion retailer, Forever 21. They increased their Instagram sales by 33% with the help of shoppable posts.
Increase interactions with customers:
Customers are the key to any business’ success and if you want them to remain loyal, you have to interact with them. This can be done in many ways such as-
- Answering their queries on social media
- Asking for feedback
- Running polls and surveys
- Organizing contests and giveaways
- Sharing behind the scenes content
- Posting user-generated content
All these activities will not only make your customers feel valued but will also increase the reach of your posts as they are more likely to be shared.
Fashion retailer, ASOS is a great example of a brand that successfully interacts with its customers on social media. They regularly post user-generated content and also run social media campaigns where their customers can take part.
Apart from interacting with your customers, you should also focus on building relationships with other businesses in your industry. This will help you create a sense of community around your brand and make it more visible to potential customers.
Social media marketing is a powerful tool that ecommerce businesses can use to reach and engage with their customers. By following the strategies outlined above, you can start to build stronger relationships with your customers and increase your brand visibility.
At Pixel Street, our e-Commerce development team is abundantly equipped to aid you in linking several social media marketing strategies to your eCommerce website to allow you to benefit from several of these abovementioned benefits and advantages.