It’s not about having a presence on social media. It’s about having an effective one. Online branding and social media go hand in hand. Twitter, Facebook, Instagram, LinkedIn are now household names. When you have something to say, it’s only obvious to go where your listeners are, and right now most of them are at on social platforms, ready to listen.
For eCommerce businesses, effective social media marketing illustrates real substance in terms of revenue. The social platform serves a brilliant opportunity for entrepreneurs to connect with their specific target audience, entice prospective customers and continue delighting the existing ones.
Now the question is, how do you make the most of social platforms to drive buyers to your website? Here are five ways to help you do that.
1. Don’t just talk, engage
One of the biggest advantages of social media that tradition advertising platforms don’t offer is the ability to have a dialogue. Use this opportunity to create meaningful connections with your prospects. On a platform that says ‘social’, it helps to be that by using slightly casual language. Your readers want to know they are talking to a human, not a corporate robot.
Here are some ideas to keep your audience engaged:
- Share photos of your company’s daily activities. Perhaps some events you’ve attended, or your staff attending an event
- Ask questions, conduct polls for your followers to participate in
- Give value to your followers by sharing content (news, videos, etc) from external sources.
2. Showcase your products on YouTube
YouTube is the second largest, most-visited website and can drive major traffic to your eCommerce site. Also, since it’s Google’s company, the search engine indexes the videos on search results. You can use the video platform to share videos of your products creatively and dominate the searches.
Invest in some high-quality videos that describe your product and also educates your users on how to use it. Use the YouTube Playlists feature that helps keep visitors longer on your channel.
3. Integrate social media on your website
The easier you make your visitor’s journey, the better your sales. Integrating social media sharing buttons on your website makes it easier for your visitors to share your products. Be active on different social media platforms and create a community of loyal followers. In fact, use a blog and let content marketing add more value to your social media efforts. Share content about the industry, your products and the problems they solve, share tips, announcements, etc. this exercise helps generate traffic to the website. Make social media work for your business by helping improve your brand and product exposure.
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4. Decide which social media platform is best for your business
Consider some of these platforms:
Facebook: The world’s largest social network with a massive audience, Facebook is highly sought-after by online businesses. A consistent presence of valuable content that includes informational content, industry news, product promotions, entertaining content can generate brand loyalty and increased sales.
Instagram: One of the mediums that highly impact eCommerce performance is product images. Which makes this visually-dominated social platform a wonderful opportunity to spread brand awareness. Consistently sharing product images and lifestyle images relevant to your brand and following certain platform related tricks like using hashtags can go a long way in expanding your audience.
Twitter: If done properly, engagement and popularity on Twitter can be just as good as Facebook. It involves staying consistent and actively engaging with the users. Use this along with the content marketing strategies employed on Facebook and reinforce your presence on other social media platforms to create awareness among new prospects.
LinkedIn: Most well-known as a professional networking platform, LinkedIn enables individuals and companies with similar interests to connect. This platform can be best leveraged to share thought leadership content, particularly for high-AOV brands. CEOs and many executives share business wisdom and industry related content to indirectly promote their company.
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5. Optimize your posts
Just like your website, to perform better on social media, you need to optimize your posts. This is similar to SEO. Use keywords in your post that will help you increase your visibility. Do a thorough keyword research or take a page from your SEO efforts and use those posts to increase visibility and conversions. This exercise will help you reach an even larger audience that your current followers.
It is important to note here, that every platform has different functions and ways in which you could optimize but, in general, go with your basic desired keywords and you should be good.
6. Share reviews
This is like letting your customers do the marketing for you. Nothing sells a product faster than a positive review from a happy customer. This is similar to word-of-mouth. People are more likely to trust an objective third party that says your product is the bomb compared to the brand tooting its own horn.
Here are some tried and tested ways to get reviews:
Simply ask: One of the best ways to get something is to ask for it. However, be careful of Google’s guidelines that say you can’t offer any incentives in return.
Point of Purchase (POP): Create POP displays that ask buyers to review you. Identify places where customers come in contact with your product and then tactfully place these POPs there.
Send them emails: When a customer buys your product, send them an email a couple of days later asking them to review it. This email marketing technique can help you gain reviews.
Ask the loyal: If a customer buys from you more than twice, chances are they like you and will be happy to leave you a positive review. Reach out to them.
Leverage social: Since we are on the topic, this is obvious. Ask your followers on social platforms if they would be kind enough to leave you a positive review.
Thanks to the wealth of tools and strategies available, engaging with people on social media has become a lot easier. With marketers giving more emphasis to conversions, we’re discovering tactics and tools that put us in position to yield meaningful social interactions.