6 Ways to use Social Media to Strategically Build Your E-commerce Brand
Like it or not, our lives take place increasingly on social networks. This is where we keep in touch with friends and families, make important business contacts, and learn about new products and services. In this landscape, an e-commerce social media strategy is crucial to any business’ marketing success. As such, it’s not surprising that companies are devoting an increasing amount of their marketing budgets to social efforts. Here are six ways to leverage social media for e-commerce success.
1) Use Social Buttons
Start by placing social network buttons on your product pages. This encourages customers to share your products with their networks, which boosts your visibility. Your products should be represented across appropriate major social channels to keep them top-of-mind for your customers.
2) Include Customer Reviews
Customer reviews are an excellent way to build trust with your target demographic. Don’t worry about the impact of the odd negative review. This lends authenticity to your reviews and gives you an opportunity to show that you take customer service seriously, by showcasing your helpful responses. Consumers frequently rely on reviews to make their purchasing decisions, so the more reviews the better. Highlighting particularly positive reviews is a trusted way to enhance any e-commerce social media strategy.
3) Select Suitable Social Networks
It always makes sense to research your target market and leverage the social media networks they use most often, rather than spread your marketing resources too thin. Do you sell to professionals? LinkedIn will likely provide more shares and leads than Twitter. The general wisdom is that Facebook, because of its large audience, should be leveraged for any type of business. Learning about your audience’s social media preferences should be part of your basic market research.
4) Share Unique and Engaging Content
A presence by itself will do little to drive conversions. Your content needs to be unique and engaging, and should focus on educating, entertaining and interacting with the audience. Make sure your content is clear and informative.
5) Post Videos and Imagery
Readers tend to stop scrolling when they see interesting images or entertaining product videos. Consider making a product-related video for each of your products. Be sure all your videos have a high production value and answer potential questions, as well as attract attention. Remember also to include still images and infographics, which are more likely to sway purchasing decisions than plain text.
6) Focus on Engagement, Not Selling
Use the ‘social’ aspect of social media to respond to queries and troubleshoot customer problems. Social media for e-commerce should focus on the relationship with customers, not on a hard-sell approach. This is how brand trust is built. The conversions will follow naturally.