When discussing eCommerce marketing, social media is generally not at the top of the list for most people—SEO/content marketing and email marketing are often the top contenders.
However, in this guide, we will discuss why social media is not a channel to underestimate in the eCommerce environment, as it can be a really effective channel in generating qualified leads with a fairly high conversion rate,
Why is social media important for e-commerce?
The short answer is that social media is where the audience is nowadays, period.
There are now over 3 billion social media users, more than 40% of the world’s population. In short, if you are not marketing your business on social media, you are missing out on a huge potential market.
However, with how the internet has matured and especially the wide adoption of various social media platforms, the way we shop and the way we make purchase decisions have changed.
We are no longer limited to browsing at a brick and mortar store or even an online eCommerce store. We can, for example, click on a brand’s Instagram post and easily make a purchase. Online reviews and social media discussions about a specific product and service can also heavily affect our purchase decision.
With that being said, here are some of the most effective ways to use social media in your favor, to show your audience that your eCommerce brand is unique and worth their attention:
How to use social media in Ecommerce marketing
1.Better Insights Into Your Customers
One of the keys to getting more customers to buy from you is to know who your ideal customers are and understand their needs.
Traditionally, we use mediums like interviews or surveys to find out these insights, but social media now provides a more accessible solution to find out our customer’s behaviors, pain points, and needs.
On the other hand, actively engaging your audience through social media can show them that you are a brand that actually cares, which can provoke their interests.
2. Stronger Brand Presence
This one is fairly obvious, but also often misunderstood: being active on social media will translate to a stronger online brand presence, which can also significantly affect your audience’s perception about your brand.
No matter what, people will talk about your brand—even more, when your product/service becomes more known—. Your (active) social media presence provides your brand with a gateway to control your narrative and reputation.
When people see that your business responds, for example, to a negative review, you might give a new audience a reason to learn more about your business.
3. Encourage Social Proofs
Still related to the concept of social media presence above, social media provides a way to establish social proofs.
Social proofs like positive reviews, mentions from influencers, and recommendations from peers and friends are now major factors in affecting purchase decisions.
Being active on social media provides you a way for them to encourage more people to talk about your brand. For example, people are more likely to leave reviews on brands that frequently responded to their existing reviews—including and especially the negative ones.
4. Customer Service Excellence
Social media has significantly changed the way we provide customer service, and on the other hand, also affects customer’s expectations about customer support.
In the past, we can get away with an email saying “we will get back to you in 1×24 hours” or similar ones, but we all know how immediacy is a key element of social media marketing. Not responding to your customers within the hour might be considered too slow in some niches/industries.
On the other hand, social media provides you with an opportunity to be different in approaching customer support: you can be playful with your response, you can be edgy, and so on. The important thing is to be fast, responsive, and proper.
5. Create a Community
Your social media conversation is also a way for your customers and/or clients to gather together and establish themselves as a part of your community.
This can be extremely important if you want to maximize customer retention and encourage repeat purchases and customer loyalty.
Grow this community and maintain loyalty by establishing trust and credibility, while at the same time offering something fun and engaging.
6. Working With Influencers
A unique opportunity today as the social media platforms have matured is the fact that we can now ‘work’ with influencers and even celebrities that are related in your industry.
Influencer marketing can provide several unique benefits in the eCommerce environment. For instance, it can instantly establish social proofs and credibility, while at the same time you can engage new prospects (the influencer’s followers).
In this modern era of social media marketing, we should effectively utilize influencer marketing as one of the core strategies to promote our eCommerce brand.
As you can see from the 6 actionable tips we have discussed above, you can definitely use social media to create and communicate a unique value proposition for your eCommerce brand.
In this very saturated digital marketplace, effectively using social media tools to engage and communicate with your ideal audience is very important, not only as a way to generate more prospects but also to gain insights into your ideal customers and build new relationships with influencers and business partners.