There are dozens of channels on which you can promote your eCommerce website, but few compare to the performance of social media. Statistics show three in four consumers use social media during their purchasing journey. Some consumers search for product reviews on social media before making a purchase, whereas others search for how-to videos on YouTube or other product information.
Social media is one of the most important aspects of your eCommerce store’s digital marketing initiatives. By including social media in your eCommerce website’s marketing strategy, you’ll attract more shoppers and generate more sales.
1. Use Your Social Media Strategy To Boost Other Marketing Channels.
To make the most of your social media efforts, it’s important that everyone is on the same page. For example, if you handle your business’ social media posting internally but outsource PPC or eCommerce SEO services, make sure you and your digital marketing agency are on the same page to maximize each other’s efforts.
2. Publish Product Videos.
While you always publish text descriptions of your eCommerce website’s products on social media, you’ll experience better results with product videos. Product videos allow users to see the product in action, which is probably why 80 percent of consumers prefer them over text descriptions. Whether you’re creating content for Facebook, Twitter or any other social media network, using product videos will help promote your eCommerce website.
3. Add Social Media Buttons to Website and Emails.
The number of followers you attract on social media will directly affect the performance of your social media marketing efforts. If only a half-dozen users follow your eCommerce website on social media, it won’t drive many sales. Thankfully, you can get the ball rolling by adding social media buttons to your eCommerce website and emails. A social media button, as you may know, is simply an icon that, when clicked, allows users to follow your brand’s social media profile or page.
4. Share Customer Reviews.
Customer reviews play an important role in eCommerce purchases. According to the conversion optimization company Invesp, nearly nine in 10 consumers trust reviews as much as a recommendation from a family member. By sharing customer reviews on social media, you’ll have an easier time nurturing and converting shoppers through your eCommerce website’s sales process. Some social media networks have a built-in review function, meaning users can leave a review directly on your profile or page. Even if a social media network lacks this feature, though, you can still share some of your eCommerce website’s customer reviews by publishing them as text posts.
5. Interact With Followers.
A social media profile or page isn’t something that you can set to autopilot. As your eCommerce website begins to attract followers, some of those followers will likely comment on your posts or send you a direct message. Failure to respond to comments and messages leads users to believe that you’ve abandoned your profile or page. As a result, they may stop following your eCommerce website. So, when a user comments on a post or sends you a direct message, take a minute to write a response.
6. Add Relevant Hashtags to Posts.
Whether you’re creating a post for Twitter, Facebook or any other social media network, always add a few relevant hashtags before publishing a new post. While hashtags were pioneered by Twitter, they’ve since been adopted by most other social media networks. Hashtags are searchable labels that help users find specific content. If a Facebook or Twitter user searches for a hashtag used in one of your posts, he or she may see your post. Therefore, hashtags expose your eCommerce website’s brand to a larger audience.
7. Offer Exclusive Promotions.
To encourage users to follow your eCommerce website on social media, offer exclusive promotions that aren’t available on other channels. Whether it’s a code for free shipping, 10 percent off or buy one get one free, exclusive promotions offer an incentive for social media users to follow your eCommerce website.
8. Publish Non-Promotional Content.
Your eCommerce website’s social media profiles and pages should consist of both promotional and non-promotional content. If you only publish promotional content, such as links to product pages, users may be reluctant to follow your brand. By diversifying your social media posts with non-promotional content as well, users will feel more comfortable clicking the “follow” button.
9. Sell Products Directly on Facebook.
Did you know that you can sell products directly on your eCommerce website’s Facebook Page? Go to your Page’s settings and select “Templates and Tabs.” Next, click the “Add a Tab” button and select “Shop.” When finished, go back to your Page’s main screen and click the newly added “Shop” tab below your profile picture. Facebook will then guide you through the process of adding products, which users can purchase directly without leaving your Page.
Alternatively, if your eCommerce website is powered by either BigCommerce or Shopify, you can use an app to sell products directly on Facebook. BigCommerce offers the Facebook Shop app, whereas Shopify offers the Facebook Channel app.
10. Create Retargeting Ads on Facebook.
Available through Facebook Ads, retargeting ads are invaluable for eCommerce websites. Using them, you can bring shoppers who previously abandoned their cart back to your eCommerce website. Retargeting ads work in conjunction with the Facebook Pixel. Using the Pixel, you can create a custom audience list consisting of shoppers who’ve visited one or more of your website’s product pages while excluding shoppers who’ve visited your website’s checkout page. You can this target this custom audience list with highly relevant ads, hopefully driving those shoppers back to your eCommerce website. For more information on how to set up the Facebook Pixel, visit facebook.com/business/learn/facebook-ads-pixel.
The success of your eCommerce website is dependent upon your marketing strategy. Without a strong marketing strategy, consumers will likely choose a competitor’s products. You can improve your marketing strategy, however, by investing your time and resources in social media.