The business world has gone through an evolution of its own with literally hundreds of companies dabbling into e-commerce.
Social media plays a significant role in expediting the growth of e-commerce businesses as it provides an ideal platform to highlight the products and their unique selling point (USP), direct traffic to your website and interact with the consumer base at a personal level.
Moreover, 90% of the consumers rely on social media to help make their buying decisions. Therefore, it is imperative for every e-commerce business to establish a social media presence and to nourish it meticulously to rake in potential leads and customers.
Following is a comprehensive social media guide to growing your e-commerce business:
Before commencing your social media campaign, you need to find out what interests your target audience and create quality content that is pertinent to their requirements.
You can monitor your target customers’ interactions on social media channels, study social media accounts of your competitors to gauge which content enjoys the most viewership and which posts invite user engagements, and interact with the users directly to gain insight into what they would like to see on your accounts.
Extensive research can help you accumulate topics and ideas that will lead to posts that are valuable for the audience.
The next part of your research revolves around deciding which social media platforms are most suitable for your company depending on your target demographics.
Facebook, with its 1.86 billion monthly active users, is the most preferred social channel for hosting business accounts. Twitter, YouTube and Pinterest have varying age demographics whereas, Instagram and Snapchat are newcomers that attract younger demographics.
2. Create content
Content creation is the core essence of your social media marketing strategy. It is a subtle art of promotion that does not blatantly endorse your products or services. Instead, it keeps your customers appropriately engaged until they develop an organic interest in your brand and want to buy from you.
Social media content should be insightful, engaging and shareable which can help create awareness about your company. The main aim of content is to generate activities and discussions among potential customers which can be achieved by:
- Running a Twitter poll or creating a questionnaire
- Hosting fun contests with giveaways
- Creating micro-content with 10-second Snapchats or brief Instagram videos
- Hosting live webinars with Q/A sessions
According to research, 78% of the respondents said that social media posts of companies have a marked influence on their buying decisions. Therefore, focus on producing insightful content that drives profitable actions.
3. Share the right content
Another way to keep your social media accounts active and entertaining is to share useful content which provides valuable insights to your target audience.
You can share the latest news relevant to your company, perceptive tips that are valuable to the readers, customer stories and testimonials that provide credibility to your products or services, and your well-crafted blogs that will directly guide user traffic to your website.
The key for successful social media campaigning is to keep a perfect balance between promotional, informational and entertaining posts.
4. Build a community
Social media offers a unique opportunity for e-commerce entrepreneurs to interact with the customers on an interpersonal level and gain a first-hand understanding of their reactions and expectations from the company. These interactions can help the business owners to perfect their products or services as per the customer requirements.
You can achieve this by building a social media community around your business. A community can help you gather people who share a common interest, relating to your brand, on a single platform and open channels of communications that will enable you to garner customers’ trust and respect. It will signify the importance you place on customer experience thereby elevating the reputation of your company.
According to a study, 85% of marketers believe that having a branded online community will enhance the customer journey and also increase trust in the brand.
5. Expand your reach
To establish a notable social media presence that helps you generate revenue, in the long run, you need to accumulate followers consistently. While content creation and sharing are vital for a thriving social media existence, you need to employ clever marketing tactics that will expand your reach and help you gain respected followers.
You can initiate contact with the influencers of your field by leaving intelligent comments on their social media posts regularly. Once you have a point of contact with your relevant influencer, you can approach them to feature your brand in their posts. This gimmick will help you tap into their large fan base and also provide you with credibility since an influential personality promoted you.
- Account Takeovers
You can invite prominent figures of your niche to take over your social media accounts. Create ample publicity about the upcoming takeover to generate buzz around your brand and compel the followers of the famous personality to flock to your social media accounts.
You can also harness the power of references to increase your social media following. According to resources, 92% of the consumers trust referrals from the people they know, and people are four times more likely to buy a product or avail a service referred by a friend. In addition to producing top-notch products and providing exemplary services, offering valuable incentives is one of the most effective methods of generating referrals for successful business.
6. Manage reviews
Online reviews have emerged as one of the major influencing factors on customers purchasing behaviours. They play an essential role in a brand’s online reputation, thus, they need to be managed efficiently.
According to a survey, 84% of the customers regard an online review to be equivalent to a personal recommendation.
Hence, you should always acknowledge reviews by responding graciously to positive reviews and employing smart reputation management techniques in case of bad reviews.
7. Paid posts
Paid posts are becoming increasingly common on various social media newsfeeds. You can avail the affordable promotional packages offered by prominent social media networks such as Facebook ads, Instagram ads and Promoted Tweets to expand your outreach and gain more followers.
Social media integration into your marketing strategy is highly essential for the prosperity of your e-commerce business. By employing an intelligent social media strategy, you can generate awareness about your business, gather more followers, drive increased user traffic to your website and eventually reap the rewards in the form of increased sales and revenue generation.
ABOUT Alycia Gordan
Alycia Gordan is a freelance writer who loves to read and write articles on healthcare technology, fitness and lifestyle. She is a tech junkie and divides her time between travel and writing. You can find her on Twitter: @meetalycia