Any online retail business that’s not taking advantage of the power of social media marketing is missing out on a lot of additional sales. Having your company’s strong social media presence and rich accounts is no less important than having a great and well-performing eCommerce website. But in an ideal case scenario, your online retail business should have both well-run social media and a powerful store to back it all up in your arsenal.
On this page, we’ll introduce you to the top 5 social media marketing strategies that have proven themselves to be effective for the eCommerce field. What is more, we’ll gladly show you examples of how well-known companies and brands are already doing it.
Top 5 social media marketing strategies:
1. Cross-linking & Sticking to a Schedule
Generating great content that’s interesting for your audience is a very time-consuming and uneasy task. However, having spent a great deal on its creation, many businesses make the unforgivable mistake of not sharing it.
Cross-linking and sharing your content, news, and posts on multiple channels are just as important as the message itself. That said, make sure to get your creation out into the world using not only email send-outs but also social media. Luckily, it’s very easy to share content across channels nowadays, thus, if you’ve put together a page on your eCommerce website, say, with a new offer or hot deal, put it up on at least on your company’s Facebook and Instagram pages. You might as well even give LinkedIn, TikTok, Pinterest, and Twitter a shot, as these channels may be just right and work for your specific audience.
Staying organized and consistent is another vital portion of the deal. This is precisely the reason why it matters to have a planner with a detailed schedule of your postings. It makes a lot of sense to plan ahead and create a monthly calendar with the posts that you plan to make across multiple channels. Checklists and auto-post tools (such as HootSuite) could be of major help to you as such tools can make postings for you based on a set schedule.
2. Creating Shops Apart From Your Website
An immensely effective strategy for growing the revenues of your online business is establishing your stores on social media channels. This additional ground is an outstanding way to gain more in terms of sales. Let’s browse a few examples.
Getting a Facebook Shop
One of the first things that any eCommerce business can do is get a Facebook Business account. This is not only needed for sharing content and your latest news, but this account is also technically another platform on which you can be selling your products. Note, though, that this method is applicable if you are selling physical products (as opposed to ferry e-tickets, for example).
By linking your Facebook account with your online store’s catalog, you can display the items that you sell on everyone’s favorite social media channel and in its Marketplace.
This is an example of the official Levi’s Facebook page that has a Shop:
Having an Instagram Shop
Perhaps the most popular social media trend and commonly used strategy by eCommerce websites is getting an Instagram Shop. The opportunity to link an online retail store’s Facebook Shop to the Business Account of Instagram has become a very effective way to sell more using social media.
The product tagging feature allows giving details on the sold item that’s shown in the content (in a post for the Instagram feed or in Stories). Apart from the product details (that include price, description, and a link to the store where it can be bought), some Instagram Shops are now even equipped with virtual try-on functionality that gives shoppers the opportunity to see how the item (ex., lip gloss or eye shadow) can look on them in real-time with the help of their smartphone’s camera. Topping that, these Instagram accounts have a tab that’s marked by a shopping bag symbol where various products that are on sale are listed. Moreover, with the rise of IGTV, different kinds of tutorials, overviews, and larger video content can be collected as a handy tool too.
Below you can see how parts of the official Chloé Instagram account look like, including how products are tagged on a post and which product details appear if clicking on them, as well as the IGTV and Shop sections.
Adding a Pinterest Shop
On a similar note, you can get ahold of the business features that make it possible to sell on Pinterest. Again, you need to connect your online store’s product catalog to achieve this.
Because people generally use Pinterest for inspiration and often collect things that they like on their boards, this is a great chance to allow them to purchase those items that they’ve found to their taste. For example, this is how you can buy Vans products on Pinterest.
3. User-Generated Content is Your Goldmine
UGC is something to surely not overlook as it provides immense benefits. As such, mentioning the social media part of the deal you can:
- cross-link the content that’s created by your users,
- share this content on your social media channels and on your eCommerce website,
- grow the number of your followers,
- show your brand to the world basically for free,
- engage your existing clients and followers,
- gain the trust of your potential buyers.
For instance, this is a section that shows the posts of clients on the official MAC Cosmetics website. This block not only allures website users to follow your social media accounts but also allows buyers to upload their own photos to the gallery.
As already stated, using UGC for social proof purposes is an outstanding tactic. It can help your prospects trust you and the quality of the products. This, in turn, influences people to make the purchase. A great example of such is the “How others wear it” section that’s displayed on product pages of the official Pandora website.
Similarly, customer feedback is one more UGC point not to miss. That said, apart from using them on your online store, you can certainly add client reviews to your social media channels. For example, this is a screenshot of the Instagram Stories with a customer’s comment regarding the Velvet Teddy lipstick that was posted on the official MAC Cosmetics Instagram account.
4. Gain More by Giving Away
Giving is receiving. This is a common truth that’s more than applicable for eCommerce cases. People love getting things free of charge, and this is why most of them won’t mind participating in giveaways. Holding such contests is a very profitable strategy as by the cost of a present you can obtain many more followers, flash in the feeds of many people, and end up with a win.
The major things to keep in mind here are:
- by all means to not make it too difficult to participate in your giveaways,
- stating rules clearly,
- being fair and transparent when choosing winners.
5. Learn to Use Paid Ads Wisely
There are various types of paid social media moves, including paying for influencer marketing. And everyone knows that the world of eCommerce is getting more and more competitive in terms of ads. But when it comes to sponsored advertising, for instance, the kind that’s shown in Instagram feeds or on Facebook, this can be a very powerful eCommerce strategy.
If you opt for pay-per-click ads, it is twice as important to target your audiences on social media wisely so as to not drain your budget, reach out to the right prospects, get quality leads, and have your efforts “pay off” the cost in the end. The thing is that Facebook, Instagram, Pinterest, LinkedIn, and Twitter obtain their very own powerful technology in terms of audience targeting. Thus, make sure that your PPC budget is in good hands, as, in much, the success of your ad campaign lies in the way it was set up and the choice of ad type that you’ve made.
Using social media as a business tool is a smart “move” for those who are running eCommerce stores. There are many things that you can be doing, numerous strategies that you can be implementing, and with enough invested time and resources, SMM can be bringing you back much more than you’re putting in. Of course, it is crucial to optimize your online store (if you can’t do that on your own, it’s very wise to turn to the professionals for technical optimization assistance or to hire Magento 2 developers). As long as you plan things wisely and analyze the received results, you’ll be on the right track to grow your business.