Social Media Marketing for E-Commerce That Works

Social media marketing is one of the most essential avenues for business growth and a key element of eCommerce marketing for every eCommerce merchant today.

However, many retailers still don't grasp how to use social media effectively. They treat Twitter as if it were an RSS feed. They only post on Instagram every now and then, and it's mainly just behind-the-scenes photos of their crew at work (or their office dogs).

When they do publish on LinkedIn or Facebook, it is the identical text that is copied and pasted across both networks. Nobody is measuring engagement or followers, and no one is conducting sponsored or boosted social advertisements. In other words, by disregarding the ability of social media to promote traffic, conversions, and online purchases, many online retailers are losing money.

This is supported by data as well.

According to recent Visiture study, 75% of individuals admit to buying something after seeing it on social media, and 90% say they use social media to assist them make a purchasing choice.

So, how do you use these social media analytics to boost your online store's sales? First, you must determine which channels are appropriate for your company. Then you'll need a plan for reaching out to potential clients via that channel. Following that, you must select what kind of content you will generate for each platform. Finally, you'll need a reasonable budget to turn your social media efforts into a functioning system that generates the conversions and sales you desire.

Let's get started.

What Is Social Media Marketing?

Social media marketing, as the name implies, is the use of social networks like as Twitter, LinkedIn, Instagram, Pinterest, and Facebook to create content that resonates with your consumers and prospects, ultimately leading them to make a purchase.

Social networking may be a strong strategy for boosting referral traffic to your eCommerce store. According to Business Insider, social commerce was one of the biggest new waves of 2019.

This is because networks such as Instagram, Facebook, Pinterest, and Snapchat have started enabling companies to tag items in posts, stories, and pages. Customers may buy immediately from their social network feeds, making social sales considerably easier for eCommerce firms. Clad & Cloth does this on Instagram:

How To Use Social Media For Your E-Commerce Business

The first step in choosing how to use social media for your eCommerce shop is to identify the appropriate channels for your company. If you're having trouble here, take these three simple steps to make a strategy before diving in:

1. Find Where Your Customers Live Online: 

Consider your target buyer personas. Examine demographic and firmographic data about your potential consumer base to determine which social channels they are most likely to utilize. For example, if you want to reach out to young people, see what new social channels are emerging in that age range. TikTok is now exploding—perhaps that's the channel you should be on.

2. Look at Where Your Competitors Are Making Waves:

After you've determined the channels your customers use, you may investigate what your rivals are doing. Most likely, whatever channels appear to be working for them will also work for your company.

3. Set Your Goals:

Now that you know where your clients dwell and what your rivals are doing on social media, it's time to create some quantifiable social media objectives. Perhaps you've decided to concentrate your efforts on Facebook and Instagram in order to reach your target demographic. What does success mean to you? Remember that if these channels are new, you won't notice much in terms of organic sales until you build up a following. Beginning with engagement or follower growth as your KPIs may be better bets.

Social Media Marketing Strategies For ECommerce Businesses

After you've chosen your channels, it's important to plan your social media content strategy.

You can't just hope your material reaches your potential clients on social media; instead, customizing your content to consumer interests and the social media platform is the key to success.

SmartInsights advises starting with three particular, easy methods to create tailored experiences across social channels:

1. Listening: Pay attention to what others are saying about you, about your products, and about your competition. Keep track of the dialogues and the overall attitude in your community regarding your brand.

2. LearningYou can make more analytical, educated judgments regarding the sort of content you publish if you pay attention to what people are saying about you and your competition.

3. Responding: This is an often overlooked, but crucial, part of social media marketing. Use social media to start dialogues with your community and potential customers. Make a deliberate effort to respond to negative feelings if they arise.

You can become more granular with your content once you've established listening, learning, and responding as the foundation of your social media marketing strategy.

According to researchers Les Binet and Peter Field, your content strategy should strike a balance between brand-building and sales activation content:

Brand-Building Content: This is the content you create to spread your brand's and core messaging to prospects and customers. It's content that reaches a large audience and ensures your community knows who you are and what you do. Outdoor Voices does an excellent job of both building their brand image and selling their products.

Sales Activation Content: This is content designed to entice prospects to make a purchase decision. This type of content is intended to convert hot prospects who are ready to buy right away. Nutrafol's sales activation content is told in the form of a store.

Types Of Social Media Marketing

Now that you've centered your content strategy on listening, learning, and responding, as well as devised a strategy for delivering a mix of brand-building and sales activation content, it's time to decide what types of social media marketing you'll employ to reach your customers and prospects.

Let's take a look at the most popular types of social media marketing so you can decide which ones are right for your eCommerce business:

Organic Social Media Marketing

This is the type of content that is free to share on social media platforms. This is the foundation of your social media marketing strategy, and it will almost certainly not work without organic content.

Having said that, make sure your organic content isn't just a boring RSS feed of your most recent content. Instead, keep in mind that your organic social media content should engage your community by conversing and responding to them. That is regarded as your brand-building content. Once you've nailed that down, you can start layering in your sales activation content. Skullcandy hosts giveaways on their social media platforms to generate engaging organic traffic:

Social Media Paid Advertising

When you pay to have your content published on social media platforms, the world is your oyster. Most social media platforms will provide you with a variety of options for the advertisements you create. They can be optimized for various metrics such as awareness (reach), consideration (engagement, clicks), and conversions (sales). You can also create various types of content, such as photo, text, or video-based ads. We'll get into the budget a little later, but keep in mind that when creating paid ads, the beginning is often a time of experimentation until you figure out what works for your target audience.

The key is to use your persona and competitor research ahead of time to create content that is truly personalized to your audience's interests—this will help you monetize more quickly. Super Chewer BarkBox uses Facebook paid ads to create awareness of their promotions:

Influencer Marketing

This type of content has made significant strides in recent years. Influencer marketing is essentially paid advertising, but it takes the form of endorsements from people who have a large following or fan base that you want to reach. Rather than purchasing advertisements, you pay influencers to mention your products in the hopes of reaching their audience and making a sale.

This can do wonders for your brand because influencers provide social proof and can appear more authentic than a traditional paid ad. Again, to make this type of social media marketing work, you'll need to conduct research and connect with influencers who can demonstrate ROI.

User-Generated Marketing

It is exactly what the name implies: user-generated content about a brand or a brand's products that is authentically created by fans or product users.

The best ways to use this content are to repost it (share content created by users on your branded channel) or to directly ask your community to share their content with you. Creating a branded hashtag can help you in this situation because you can ask your fans to mention it when they talk about your company. Sticker Mule reposts their customers' Instagram photos:

How Much Does Social Media Marketing Actually Cost?

Whether you're starting out large or small, you'll need a reasonable budget to allocate to your social media activities.

Aside from the time it takes to create, organic content will be free. So, if you're hiring someone to manage social media on a salary, you'll want to do some rough calculations of the expected ROI you'll need if all they're creating is organic content. You'll also want to ensure that they're utilizing as much user-generated content as possible.

The average cost of paid content, such as ads and influencer marketing, can vary significantly depending on your industry, competition, and audience.

The average cost of a paid ad post can range between $400 and $6000. Whereas the average amount spent on influencer marketing is $271 per post, but this will increase as the amount of followers goes up.

Make some educated guesses and ensure that measuring ROI is baked into your social media strategy. This will allow you to pivot as needed or invest more in areas that are assisting you in reaching your goals.

Getting Started Is The Most Important Step In Social Media Marketing

If you want to expand your eCommerce business into the world of social media marketing, go for it! The first step is the most important. To get started, use our framework to assess and build your personas, analyze your competitors, and define your goals. Then, as you develop your strategy, use listening, learning, and responding as guideposts.

Create a strategy that combines brand-building and sales activation content across multiple social media channels. Experiment with different types of content, from organic to user-generated, and track its success. Over time, you'll learn more about your company, what works and what doesn't, and, most importantly, who your customers are.

Once you've mastered social media marketing, keep in mind that it doesn't end there. Building brand awareness is pointless if those viewers do not convert into revenue or customers. That's why we created the ECommerce Marketing Intro to Lead Gen guide, so you can learn how to boost your sales while lowering your customer acquisition costs! Download your guide and begin strategizing all of the components required to launch your lead generation campaign.

With Adsforcee Online Marketing Agency, you can boost your company's digital marketing and push it to the next level. SEOSMMPPCWebsite Development, App Development, Animated and Graphic Videos are some of the services available. Contact Us Right Away!

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