Marketing
Tuesday March 30, 2021 By David Quintanilla
How to Use Social Media for Ecommerce (Tips and Examples)


Social media and ecommerce are a match made in heaven.

Entrepreneurs have been utilizing social platforms to attach with ecommerce prospects for some time now. And for a great motive — an increasing number of web customers store on-line and use social media to analysis manufacturers.

Check out these latest stats:

  • 76.8% of worldwide web customers bought a product on-line in 2020.
  • 44.8% of worldwide web customers use social media to seek for brand-related info.
  • Greater than half of worldwide web customers between the ages of 16 and 24 use social media to analysis manufacturers (55.9% feminine customers and 51% male customers).

Ecommerce Activity Overview

Supply: Hootsuite

Most social media networks at the moment supply free built-in options for promoting, promoting and customer support — a.ok.a instruments that may push the needle in your gross sales.

On this article, we are going to go over all of the methods you may use social media to market your ecommerce retailer. So, in the event you’re constructing a social media presence on your ecommerce from scratch or on the lookout for methods to refresh your advertising and marketing technique, you’ve discovered the correct place!

However first, let’s get some definitions out of the way in which.

What is social media ecommerce marketing?

A social media ecommerce strategy is a set of social media tactics you can use to market your ecommerce business.

Depending on your business model and goals, your strategy may focus on:

  • promoting an ecommerce destination, i.e. driving traffic to a website or branded app,
  • selling products directly on social media,
  • communicating with customers, both pre-purchase and post-purchase,
  • collecting insights about your industry (your audience, competitors, benchmarks for success)

… or combine some (or all!) of the above.

Is social media ecommerce marketing the same thing as social selling or social commerce?

Not exactly. Social media ecommerce marketing is the broadest term of the three and can include elements of both social commerce and social selling.

Let’s brush up on the definitions:

  • Social commerce is the process of selling products or services directly on social media, using Facebook Shops, Instagram Shops, Product Pins and other native social media shopping solutions.
  • Social selling is the process of using social media to identify, connect with and nurture sales prospects.
  • Social media ecommerce marketing can involve building brand awareness, advertising, community management, social customer service, social listening, competitive analysis, social commerce and social selling.

How to use social media for ecommerce

Here are all the different ways social media marketing can help you promote your ecommerce business and sell more products.

Building brand awareness

If you’re launching a brand new store or product, you should start building buzz around it before you are ready to go live with sales. The sad truth is that you won’t be able to make any sales if people don’t know about what you’re selling.

In 2021, social media is busy with brands. But there’s still room for newbies. A unique voice and a consistent posting strategy will help you build brand awareness and reach your target audience. For a head start, follow the tips we listed at the end of this article.

Building brand awareness is a process, and it does take some time. If you wish you could speed things up just a bit — paid social can help you do just that.

Advertising

Recent statistics show that:

  • 190 million people can be reached by Facebook advertising,
  • 140 million people can be reached by Instagram advertising,
  • 170 million people can be reached by LinkedIn advertising

in the United States alone. (Source: Digital 2021 report by Hootsuite and We Are Social).

Instagram Audience Overview

Supply: Hootsuite

In fact, not all of them are your target market, and your finances will seemingly get in the way in which of reaching that many individuals.

However most social media platforms supply superior focusing on instruments you need to use to carve your good viewers out of this bulk — and serve them adverts that may help your targets.

Talking of targets, just remember to arrange the right objectives on your social media adverts. As an ecommerce enterprise, you’ll seemingly wish to use social media promoting to entice individuals to your retailer, or a selected product or assortment.

Fb and Instagram, for instance, let manufacturers choose one among three conversion-oriented goals:

  • Conversions. With this purpose, you may encourage your target market to take a selected motion in your web site, e.g. add a product to cart.
  • Catalog Gross sales. Use this goal to drag merchandise out of your catalog into adverts.
  • Retailer Visitors. You probably have a brick-and-mortar location, this advert purpose is nice for selling your retailer to potential prospects who’re within the neighborhood, based mostly on their location.

Right here’s an instance of an ecommerce advert with a “Store Now” name to motion on Instagram:

Conversion Ad Instagram - Click and Grow

Supply: Click & Grow

In case your purpose is to construct consciousness or have interaction your target market, you may choose an goal from the Consciousness or Consideration classes.

However simply choosing the right goal doesn’t fairly set you up for fulfillment. You additionally want to decide on the correct advert format on your marketing campaign. On Fb and Instagram, the principle format classes are:

  • Picture adverts
  • Video adverts
  • Carousel adverts
  • Assortment adverts

Collection ads are designed particularly for ecommerce. They use a mixture of artistic copy and objects out of your product catalog to seize your viewers’s consideration and seamlessly information them to checkout.

Whereas Fb’s promoting toolkit is maybe probably the most sturdy, different social media platforms do supply related options. So, in the event you use Twitter or LinkedIn to succeed in your prospects on social media, worry not. You may study extra about advert goals and codecs throughout completely different platforms in our guide to social media advertising.

Promoting merchandise straight on social media

That is the place social media ecommerce advertising and marketing overlaps with social commerce, a.ok.a. promoting your merchandise straight out of your social media accounts or “outlets.”

Fb, Instagram and Pinterest supply native procuring options for enterprise accounts. Snapchat has partnered with Shopify to work out a social commerce device of their very own, however right now, the characteristic is simply accessible to some handpicked accounts. Preserve a watch out for updates if Snaps are your social media format of alternative.

Utilizing social commerce options has many advantages:

  • It’s fully free to arrange.
  • It creates a memorable, interactive, social procuring expertise for patrons.
  • It streamlines the gross sales course of. Customers can store straight from their feeds, with out clicking by means of to an exterior web site. Shortening the gap between discovery and checkout can enhance your conversion charges.
  • It’s what social media customers need! 70% of shopping enthusiasts use Instagram to find manufacturers and merchandise. Why not assist them uncover your merchandise?

Right here’s what a product web page in a Fb Store appears to be like like.

Facebook Shop - Lisa Says Gah

Supply: LISA SAYS GAH

Be aware how on this instance, you must click on by means of to the model’s web site to finish the acquisition. The on-platform checkout characteristic is currently only available in the United States.

If you happen to’d like to provide social commerce a strive, try these guides to establishing:

Customer support

Your principal social media purpose could also be reaching new prospects — and that’s cheap. However don’t neglect about your current prospects.

Even when you have a devoted help staff who talk with prospects over the cellphone or by means of e mail, your social media will sometimes turn out to be an advert hoc customer support channel. Your prospects could come to your profiles to search out info, ask questions or provide you with suggestions. And after they do, try to be ready to deal with the incoming feedback and DMs.

The way you reply inquiries on social media is as consultant of your model because the content material you put up. Opinions from completely happy prospects function social proof for patrons who’re nonetheless within the consideration stage of their buyer journey. By partaking with feedback, you may present your viewers that you simply worth your prospects and recognize their suggestions.

And what if the suggestions you obtain is unfavourable? Deal with unfavourable feedback as a possibility to offer options and, once more, showcase how severely you’re taking your prospects’ opinions.

Within the instance under, Bailey Nelson did simply that — they apologized for the issue the client raised and supplied them with a strategy to contact customer support to resolve the difficulty.

Social Customer Service - Bailey Nelson

Supply: Bailey Nelson Australia

The underside line is: don’t neglect social media as a customer support channel and provides social media inquiries all of the TLC they deserve (which is strictly as a lot as all different customer support interactions).

Social listening

Social listening is the method of scanning social media for mentions of your model or merchandise and conversations associated to your model.

Why ought to it’s a part of your ecommerce social media technique? Realizing what persons are saying about your merchandise on-line is a useful supply of perception. It could allow you to perceive:

  • Which of your merchandise individuals love probably the most
  • Recurring issues or points with a few of your merchandise
  • The general public’s general sentiment in direction of your model

Preserving updated with what your viewers has to say about your model can be a protecting measure. If you happen to ever combine up some orders or by accident launch a sequence of faulty merchandise, likelihood is that the affected prospects will take their grievances on-line. Consciousness of the issue will allow you to react shortly and presumably avert a full-blown social media disaster.

6 important social media ecommerce suggestions

At this level, you must have a good suggestion of how you need to use social media to advertise your ecommerce retailer and attain new audiences. Listed below are 6 bonus suggestions that may allow you to add a bit of little bit of oomph to your social media ecommerce technique.

1. Showcase your persona

Or, because the youths are saying, add a bit of little bit of spice.

Model consciousness is all about somebody seeing your product (or Instagram advert, or Fb put up) and saying “Oh, it’s That Model! They’re those who do The Factor!”

You’ll make it infinitely simpler for potential prospects to bear in mind and acknowledge you in case your model has some persona to it. It may be humor. It may be engagement in a social trigger. It may be something that represents you and your values.

Within the instance under, bidet producer Tushy recognized for his or her quirky and lighthearted strategy to advertising and marketing mixed a cute image with tongue-in-cheek copy to advertise their rest room stool (or, as they name it, “your butt’s finest good friend”).

Showcase Your Personality - Tushy

Supply: Tushy

2. Collaborate with others

Pairing up with a social media influencer your viewers love or one other model out of your trade (not a competitor, in fact) can expose you and your merchandise to new audiences.

However don’t simply do it for the attain. Take into consideration how a collaboration can profit your potential prospects — and the way it suits in together with your model’s values.

Listed below are some concepts you need to use to advertise your ecommerce retailer by means of purposeful collaborations:

  • Invite an influencer to check your product and ask them to share their sincere assessment with their viewers.
  • Companion with a few different manufacturers who cater to related audiences, and put collectively a high-value giveaway on your mixed audiences. Promote the giveaway on all taking part manufacturers’ accounts.
  • Host a Q&A session on Instagram Stay with influencers affiliated together with your model.

Check out how Fig., a Vancouver-based skincare studio introduced a giveaway they organized with one other native enterprise:

Collaborate Giveaway - Fig

Supply: Fig.

3. Use short-form video content material

We talked about how your content material needs to be consultant of your persona. However not all content material varieties and placements have been created equal. To avoid wasting your personality-filled concepts from getting misplaced in busy information feeds, experiment with standard interactive content material codecs like:

  • Instagram Tales
  • Instagram Reels
  • Instagram Stay
  • TikToks

Over 500 million individuals use Instagram Tales every single day, and the platform is constantly including new gross sales options to each Tales and Instagram Stay. Model Tales have an 86% completion rate.

Different social media platforms have been taking notes. Fb applied Tales in 2020, Twitter now has Fleets. Even LinkedIn jumped on the bandwagon and launched their model of Tales. Add TikTok’s aggressive growth to the combination, and it turns into clear: throughout demographics, individuals love short-form video content material.

How are you going to use this data to interact your viewers? Nonetheless you please! The one restrict is your creativity.

Bear in mind: not your entire content material needs to be straight associated to gross sales. You need to use Instagram Tales, dwell broadcasts, or TikTok to only entertain your viewers and construct a stronger relationship with them.

Right here’s an instance from clothes model Lazy Oaf. Because the starting of the COVID-19 pandemic, they’ve been sharing humorous, heart-lifting TikToks to their Tales every single day. The curated sequence is named “Stay, Snicker, Lie Down. Our Social Distancing Care Bundle,” and it’s a candy and considerate every day dose of enjoyable.

TikTok Instagram Stories - Lazy Oaf

Supply: Lazy Oaf

4. Submit user-generated content material

This can be a huge one. We already talked about that optimistic critiques and feedback from completely happy prospects are a type of social proof. However what’s even higher? Consumer-generated content material.

Encourage your prospects to share photos and movies that includes your merchandise to their social media, tagging your model. Then, re-share these to your individual profiles (crediting the creator, in fact). That’s what Vancouver-based supply service Legend’s Haul do on their Instagram Tales:

UGC - Legends Haul

Supply: Legends Haul Grocery Delivery

Making your prospects really feel seen builds a stronger relationship between them and your model. And having prospects proudly exhibit your merchandise on their social media makes you extra credible to new guests (aka potential prospects).

However wait, that’s not all. Each time a buyer shares an image or video that includes your product, their followers can see it and work together with it. What higher strategy to get launched to new audiences than by means of such real, natural suggestions?

5. Submit typically

As soon as your social media presence begins gaining some traction and also you construct a following, you’ll need your viewers to maintain you prime of thoughts.

A regular posting schedule will allow you to keep seen and related. Additionally, how would you anticipate potential prospects to work together together with your model with none content material to work together with?

6. Work good

All of this may appear a bit overwhelming, particularly in the event you’re a advertising and marketing staff of 1. The excellent news is that you simply don’t need to put up the whole lot manually and consistently preserve your eyes on all the particular person networks and accounts that you simply handle.

Hootsuite’s social media administration platform may help you handle your total social media technique from one place. This contains:

  • Composing, scheduling and publishing posts to your entire social media accounts
  • Discovering the most effective time to publish your posts to finest suit your targets
  • Boosting natural posts and selling them as adverts straight out of your dashboard
  • Managing incoming messages from your entire social channels and delivering well timed responses
  • Monitoring social media for mentions of your model and interesting in related conversations
  • Analyzing your efficiency throughout networks with straightforward to learn, customizable studies

Hootsuite Best Times to Post

Supply: Hootsuite

Handle your total social media ecommerce technique from one place and save time utilizing Hootsuite. From a single dashboard, you may schedule and publish posts, have interaction the viewers, and measure efficiency. Attempt it free as we speak.

Get Started

Simply handle all of your social media in a single place and save time with Hootsuite.





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