Growing your ecommerce business is a never-ending process.
New competitors are entering the marketplace every day, and the giants of the industry like Amazon are more prevalent than ever, so if you want to stay relevant and continue attracting new customers, you must use all the tools that you have at your disposal.
And one of the most effective ways to use your time and resources is to promote your store on social media.
With the number of social media users set to reach 2.77 billion in 2019, you can be sure that there’s an abundance of new prospective customers that are waiting for you to engage them on social media.
But what are the social media strategies you could use?
Well, there are numerous approaches that have been effective for ecommerce stores, but let’s explore some of the best methods that you can start using as soon as today.
Encourage Personal Interactions
Social media is all about communication – people are sharing their opinions, experiences, and events, communicating both privately and on their social media feeds.
So, as a brand, you want to be a part of that conversation instead of creating a barrier and only posting scheduled posts that don’t encourage a direct response.
But how can you make that happen?
Well, one of the first steps you should take is to make a conscious effort to involve your target audience in your social media campaigns.
User-generated content can be incredibly effective for getting your messages in front of a wider audience and attracting new customers, so you need to make sure that you acknowledge or even reward your most active users.
Encouraging people to tag your company when they use your products, using unique tags for specific campaigns, or even running contests where people can share their experiences with your products to win prizes are all excellent ways to boost user engagement and get more from your social media content.
Many companies that are starting an ecommerce business can use user-generated content to grow their social media audiences at a rapid pace without the need for a huge budget, so it’s definitely one of the most effective social media strategies that you can use.
Another thing you must do is being present on social media to answer questions and respond to comments – people may not always engage you through your site’s contact page and may decide to write you a private message or even post a comment under your posts.
You should have someone monitoring activity on your social media, and that person should be not only able to respond but also offer helpful information or direct the prospects to a support representative.
Make Use of Live Video
Live video is one of the most exciting trends on social media today – brands in various industries are having tremendous success with promoting themselves using live video, as it allows to engage the audience more effectively than most other types of content that you could produce.
But how can you use live video for ecommerce?
Well, just as in any marketing campaign, you must take a customer-centric approach and figure out how to create content that will provide your audience with the most value.
But since you run an ecommerce store, chances are that your videos will revolve around your products.
For instance, you could do live product introductions, where you go over a new product, introducing its benefits, potential uses, advantages over other products, and anything else that might be relevant.
The biggest advantage is that with a live video, you can get immediate feedback from your viewers, answering their questions and gaining valuable insights about how to best present your products on your site.
You can also do how-to tutorials, showcasing your products in action, and guiding users on how exactly to get the most out of using them. You could even review categories of products, talking about the strengths and weaknesses of different options, and helping people choose the one that suits their needs best.
Once again, since it’s a live video, you can answer specific questions from people, helping them find the best option for their needs and achieving an instant boost to sales in the process.
The live interaction element also offers an excellent opportunity for getting viewers to take the action that you want.
For instance, you could grow your email list using social media by directing people to your opt-in page at the end of the video and offering them a bonus or a discount for signing up.
Just remember to use load balancing software or another solution to ensure that your site can handle the sudden spike in traffic and that you don’t lose all the potential customers and subscribers.
Use Influencer Marketing
If you’re looking for a massive influx of sales quickly, you’d be hard-pressed trying to find a more effective approach than influencer marketing.
Although it’s still only gaining traction among ecommerce stores, influencer marketing has incredible potential for growing your online business and can be the single most cost-effective way to attract customers.
However, if you want influencer marketing to work, you need to know how to execute the strategy the right way.
One of the first steps in putting together an influencer marketing campaign is finding the right social media person to promote your products.
After all, it won’t matter how big his or her following might be if the audience just isn’t responsive or interested in what you have to offer.
So, when looking for an influencer, you should look at the fit first – go through his page, see what types of posts he publishes, how related it is to what you’re selling, and ideally, identify products in the same niche that the influencer has promoted before.
Don’t worry too much about the size of his following – as long as it’s at least a few thousand people, you can still attain excellent results, and often, the audiences of smaller micro-influencers are much more engaged, so you can get a bigger percentage of them to convert.
Once you identify a potential candidate, reach out to them and lay out your offer. Many influencers will already have a process and pricing for working with businesses, but the smaller ones may have less experience, so you might need to negotiate an agreement that works for both sides.
Finally, you will need to work together to develop a promotional message for your products. While you want to remain consistent with your brand and voice, remember to consult with the influencer because it is, in the end, his audience, and so he has a better understanding of what they are most likely to respond to.
One more thing to consider is where you send the traffic from the influencer’s social media page.
If your product pages aren’t optimized for best results, it won’t matter how good the quality of the traffic, they simply won’t find the offer appealing.
Some of the things you need to consider are having informative and engaging descriptions, adding professional-looking pictures of the products, and making sure that the checkout process is easy and convenient.
For ideas, you can check out Amazon listing optimization techniques, as they do an excellent job of presenting each product in the best light possible.