Marketers and business owners around the world are constantly trying to push the envelope by developing innovative ways to get products to their consumers. Over the past decade, social media has grown in ways that few people could have predicted. According to a study by Pew Research Center , 73% of adults in the United States use YouTube, 68% use Facebook and between 35-24% use other social media sites such as Pinterest, Instagram, Twitter and Snapchat.
The numbers show that more people are using social media than ever before. Consumers can talk about their experiences, look for new products and communicate with businesses every time they log in. With that in mind, let’s explore the different ways e-commerce business owners can leverage social media for explosive growth through content delivery, proper ad placement and influencer collaboration.
Create unique content and schedule posts.
If you have an e-commerce storefront, you should also have a dedicated blog section of your website that you use to share unique content that you create around your niche. Once you’ve amassed a fair amount of posts, start scheduling them to drip out on your social media profiles with appropriate tags.
There’s a good chance that if someone lands on your blog because they are interested in the content, they may end up making a purchase if your product relates to that content. For example, if you’re selling cooking supplies, share top recipe lists, talk about the latest advancements in cooking and discuss what dishes are in season. You can cater the content to lean toward some of the products you sell, such as a recipe book or cooking set.
The goal is to pull the consumer from social media to your blog, then from your blog to the storefront so they can make a purchase.
Show the right ads.
Depending on the social media platforms your audience frequents, you have a wide selection of ad programs available at your fingertips. Facebook Lead Ads are great for generating new prospects by targeting customers who fit your audience demographics and encouraging them to subscribe to your mailing list for more information. Instagram Stories are great for creating video content that gives potential customers a glimpse into the team behind the scenes and live presentations of the product you’re offering.
When you decide to run ads, think carefully about whether or not the ads will appeal to your prospects and what you can do to briefly show them that your products could have a tangible effect on their lives.
You can use retargeting ads for customers who abandon their shopping cart. Retargeting ads occur when someone comes to your website and performs an action, like adding something to their cart, but fails to perform another action, like completing their purchase. Your website can drop a cookie on their IP address and entice the customer to come back and complete the sale in exchange for a discount or limited time promotion. You can then monitor the links from your retargeting ads to see how they are performing on each social platform.
Work with influencers.
Influencers come in all shapes in sizes when you’re looking at the social media space. In most cases, influencers are people who have a medium to a large following and they will promote your product to their audience on social media.
When you’re trying to decide on which influencers to contact, it’s essential to consider whether their audience and style fit the personality of your brand. Let’s continue to use the cooking e-commerce storefront example and think about where your brand would fit best. Ideally, you’re going to want to focus on influencers who cook, discuss recipes or even talk about the lifestyle niche. You wouldn’t want to target an influencer who only covers beauty products, for example.
Consider whether you want to work with micro-influencers, who generally have fewer than 100,000 followers or someone with a much broader reach. There is a tradeoff when using a larger influencer — your brand might not appeal to most of their audience. However, micro-influencers tend to have a tight-knit community of people who have very similar interests, which can increase the initial sales and long-tail strategy of your advertisement.
There are plenty of ways you can grow your lead list and sales using social media marketing. Before you decide on a platform for advertising, it’s crucial that you dive into the data and learn where your current customers hang out online. Once you know where your customer base spends their time, develop a marketing plan that focuses on delivering excellent value and experiences for your future customers.