An effective social media strategy for e-commerce can help your business scale up faster than you think. Modern customers like to research a lot, primarily via social media and search engineers, before purchasing it. Even impulse buying decisions are fueled by what type of content they consume on social media. With social media influencing your potential customers, you need to be present where your target buyer personas are.
Please don't panic, for we have curated an essential guide on social media strategy for e-commerce that will help you take the first steps to set up an effective strategy that works.
1. Focus on creating an unforgettable customer experience by optimizing your social media handles
Customer values and remembers brands that create a lasting impression on their mind. It is what your social media handles should deliver, a memorable interacting experience. Ensure all your social media handles are optimized to provide this experience for the customers.
Your goal is to direct your customer smoothly from the researching phase to the purchasing phase. So you need to butter the sales funnel pathway and ensure there aren't any hurdles. You can do so by including information about your products, showing their benefits and how it has impacted other customers, how you customize them per your needs, and even dropping links at the end so that they can easily purchase them.
For example, if you sell beauty products and don't explicitly state the allergen information, this can be a thorn in the customer's whole experience with your product. They would have to leave the sight to search further about your product, or even worse; they might abandon it.
2. Publish all of your products on social media handles
The amount of time people spend on social media nowadays is unhealthy; there's no denying that. But it also opens up a plethora of opportunities for your business. The best way to make sure that all your customers and potential ones are well aware of your products is to present them where they are present.
Most social media platforms have shops that help you market your products. Try updating your social media regularly with your product info and descriptions. You can even create buzz by hosting some giveaways or some fun games before you are about to launch a new product.
3. Run social media ad campaigns
If you feel that your posts need to get the traction you expected and you doubt it's reaching the intended audience, you can go for paid advertisements. You can direct paid ads to whoever you want and adjust the demographics per the product and post. This way, you can be assured that your efforts and product news reach the intended audience.
It's like running feedback and ad campaigns in one place. Customers or potential ones can easily share their thoughts about the product or service advertised in a particular ad campaign, and you can make any tweaks you want to the products if required. Further, the comment option is a goldmine, so ensure you don't turn them off.
4. Leverage the popularity of social media influencers
Social media influencers have a particular hold on social media users. Find an influencer relevant to your brand identity and reach out to them to collaborate.
You can either send them your products to try on and then post their review on your social media handles or ask them to mask the collaboration details and then casually market your product to appear as if it's not a sponsored post.
Both work, but make sure you do everything correctly. If more than a couple of influencers share the same opinion about the same product, it will sound very artificial and, therefore, can cause a dent in your reputation. So be aware of this.