Social media has weaved itself deep within the tapestry of everyone’s lives. In this digital world, social media websites has become a key tool for marketing. It plays a great role in targeting audiences, boosting brand visibility and driving sales. E-commerce businesses can take huge benefits out of this tool to boost their sales! Since the pandemic, more and more people have turned towards e-commerce platforms. You can drive the sales figure of your e-commerce business by leveraging social media as a tool to engage, target and boost sales. Here’s how you can strategies your social media handle to propel your brand to a higher level:
What Do We Mean By Social Media E-commerce Marketing?
Social media e-commerce marketing is the practice of promoting an online business using social media by increasing brand awareness and interest in varied products or services and driving up sales.
Some Popular Social Media Strategies May Include The Following:
- Promoting products on social media to drive up sales.
- Engaging with existing and prospective customers.
- Providing pre- as well as post-sales support to your customers
- Building an online community on social media around your brand
- Drive traffic to your website or mobile app by promoting them on social media
What's The Difference Between Social Media E-commerce Marketing, Social Selling & Social Commerce:
As a digital marketer, while marketing your e-commerce businesses on social media, perhaps you have come across these terms social medial e-commerce marketing, social selling and social commerce. While these terminologies may sound interchangeable but they are not the same thing. Here’s the difference between the following:
Social Media E-Commerce Marketing:
Here, varied e-commerce platforms leverage social media as marketingchannels to promote their respective brands or products to drive sales.
This is when e-commerce businesses utilise social media to identify, engage with, and nurture sales leads. It's a strategy that uses social media to help e-commerce businesses reach and interact with sales targets. Consider social marketing as a channel to modern relationship-building. The objective is to engage with potential consumers and provide assistance and direction. When that individual is ready to buy, your product will be the first thing that pops into their mind.
This terminology refers to when a brand directly sells its products to customers via its social media. They use native social media solutions such as Facebook Shop, Instagram Shop or TikTok Shop. Here social media enables customers to directly purchase products without redirecting the customer to any other website or mobile app.
Ways Brands Should Use Social Media To Market Their E-Commerce Business:
1. Setting Measurable Goals:
To market your e-commerce business on social media in a manner that drives sales, you have to set realistic and measurable goals. These goals provide direction to the business and marketing strategies. But what are some measurable goals that you should set for your e-commerce business? Here are some common measurable goals that you can set for your e-commerce business:
- Driving more traffic to your website or mobile application
- Generating more leads
- Encourage more sales through social profile
These are some of the starting goals that you should set for your e-commerce brands’ social media handles. It will help you to formulate strategies that make the goals a plausible reality.
2. Social Media Strategy To Achieve The Set Goals:
Once you have set the measurable goals, you should be using them as the blueprint to build the framework of your social media strategies. To get the most out of your goals you must devise a plan for each social media. No two social media platforms are identical in their usage. Each social media is different in its tone and personality. Even the demographic is different on each social media site. Thus, identifying your target demographic, as a marketer, you should devise a different strategy to crack different social media.
3. Zero-ing On A Particular Social Media Channel:
Instead of focusing on all social media channels at once to achieve the best results, it is best to keep your concentration on one. Identifying which social media channel works best for your e-commerce business - generates the most traffic, and drives engagement and sales. Zero-ing on the highest revenue-generating social media can offer more returns. Curating content that grapples with the nerves of the particular social media will drive the interest of the audience. For instance, age-wise-speaking, millennials, predominately, tend to use platforms such as Facebook and X (formerly known as Twitter). Whereas platforms like TikTok and Instagram are used mostly by Gen Z. If you divide the demographic gender-wise, you will notice women tend to use a platform like Pinterest more. Thereby, depending on the type of e-commerce business you run, you can choose a social media that best cater to your need.
4. Mobile First Approach:
There are around 4.43 billion or 99% of social media users who access social networking sites on through their mobile phones. Even within this 99% or 4.43 billion people about 78% or 2.97 billion users exclusively use mobile devices to access social media. This statistic is enough to highlight the importance of a mobile-first approach for a successful social media marketing strategy. Thus, marketers should pay attention to creating content that features well on the small screen of mobile devices. Also, your website must be mobile responsive to convert the lead to sales.
5. Adapt To Social Listening:
Social media can be a data mine for your brand if you use the appropriate tools. The technique of searching social media for mentions of your company or relevant conversations is known as social listening. Plenty of marketers believe social listening is an effective method for tracking and understanding client demands. Not only that, but also provides crucial insights as
- What are your most popular products?
- What are your brand’s recurring problems?
- The common or popular public perception of your brand.
With this approach, you can respond to market issues, seize opportunities, and tailor your message accordingly.
6. Employ User-Generated Marketing:
User-generated marketing refers to broadcasting content directly generated by users. Using user-generated content can help you pack a punch on your social media handles. Content such as reviews, product unboxing or even mentions can be used to build social proof of the product or the brand. As per a statistic, it is said that 84% of consumers tend to trust product reviews as a trusted source of recommendation. The positive user-generated content creates a more positive association of the brand or product in the minds of potential clients.
7. Leverage The Untapped Power Of Data:
Social media platforms offer the benefit of tools like insights, analytics and others to easily track the interests of your clients. You can easily follow user behaviour, patterns and attributes by closely monitoring the data of your organic and paid posts. By analysing the past behaviour you can curate content of your new campaign. Attribution reports, whether based on sessions or conversions, are essential for identifying the sources that contribute the most to conversions. Similarly, social media dashboards play an important part in strategic decision-making. It compiles all social media indicators and allows you to make strategic decisions based on real-time data, eliminating any guessing game. Thus, you can more strategically push your content to generate the most out of your social media marketing campaign.
8. Focus On Short Form Content:
In today’s time, most social media sites push shorter format videos. The shorter format video content typically has about 30s-1min runtime. Along with the algorithm, users, too, have well-received this short content format style. The decreasing attention span of social media users enables them to better interact with short video content than texts. The primary goal of a marketer to drive sales should be to generate interest from users. A shorter video format is a quick and easy way to achieve it.
9. Collaborate With Varied Influencers:
The influencer market is quickly becoming a quite rival of celebrity culture. This statement can be backed by statistics as it has been recently observed that about 72% of Gen Z or millennials are avid followers of social media influencers. The audience based on influencers can be utilised to highlight your e-commerce business. Finding and collaborating with an influencer whose target audience aligns with yours, and whose brand ideals fit with your business, can generate content that resonates with users and organically promotes your product or brand. Choosing the right influencer can help you boost your e-commerce business.
10. Follow A Social Media Calendar:
To have a thriving e-commerce business propelled by successful social media marketing, one must strictly adhere to a social media calendar. A calendar helps to schedule and strategies the content for social media ahead of time. It also helps to keep the posting schedule consistent. A consistently posting social media account is well-valued by the algorithm. Thus, the algorithm also pushes the content. However, posting spam or old content can land you on the unfavourable side of both the algorithm and audience. Adopting a social media calendar will enable you to post quality content regularly that will not just feed the algorithm but also your followers. This will help to keep your brand on top of both.
These are some of the social media marketing strategies that you can implement to promote your e-commerce website. In today’s digital world, strategically promoting your e-commerce business on social media can generate optimal results that can help boost your sales and overall revenue.