Long gone are the days of setting up your own online store to quickly make new ecommerce sales and then quit them.
If your business is looking to turn more new and returning website visitors into customer purchases, it’s high time to connect ecommerce to the platforms its customers use the most. We’re talking about social media platforms, of course.
Social media is the best place to network with potential new customers and put your e-commerce brand in the foreground of their attention and focus. This is no surprise when you consider that modern digital consumers spend more than three hours on any given social platform every day.
To do this, let’s take a look at the five most important features and tools you need for your successful social commerce strategy:
1. Contributions that lead to lifestyle
To achieve consistent lead generation using social media, it is important that companies understand how to prioritize content placement on their web and mobile app pages. Strategic placement of content can help companies expand brand reach and strengthen their presence with new and regular customers.
To get a better understanding of how companies can leverage their sites’ properties to expand their brand reach and increase customer conversions, let’s take a closer look at social media properties and how their size works for the benefit of a simple customer – focused messaging.
For example, popular social media platforms that digital customers typically use to browse ecommerce brands include Facebook, where marketers only have enough space to create an instant user connection with a high chance of conversion and without driving the interest due to too high a number of customers focus on advertisements.
Outdoor retailer LL Bean created the kind of Facebook page experience all ecommerce brands can learn from in order to get those types of leads instant and organic.
LLBean uses limited storage space to first tailor users’ lifestyle to maximize instant engagement and then expand beyond product features.
Because Facebook gives businesses the opportunity to talk to their customers and connect with new customers, LLBean appropriately creates a non-promotional environment where users are based on the common product interest rather than the assumption that everyone is familiar and one Fan of LLBean products.
Remember that one of the most important strategies for marketing an ecommerce store is to get its customers to see the best of what your brand has to offer without creating an ad-supported experience.
Carefully curate content using your social media real estate to direct users to contact pages and at least get a way to reconnect with them in the event they’re not doing any transactions.
2. Social checkout to speed up conversions
Busy digital customers need an omni-channel experience that brings them to your product pages in as few steps as possible. Businesses need to put in place a buying process that reduces the number of web pages users have to go through before they can decide they are no longer interested.
Entrepreneurs can work with their marketing teams to take advantage of social checkout features by selling their products directly through organic and paid social posts.
Brands like ColourPop Cosmetics are constantly using checkout features on social media platforms like Instagram to promote products that take desktop and mobile app users straight to a product checkout page via a one-click funnel.
Look at the most popular websites that are constantly showing paid ads – Instagram, Google, or Facebook – and you will find that they are perfect for paid ads and targeted content placement that converts in the fewest possible steps through a smooth buying process .
Paid strategies like ColourPop Cosmetics’ on Instagram work for paid ads and targeted content placement implemented through a smooth buying process on a platform like Instagram where users want to take as few steps as possible to get to the content they want.
If you can accurately label products to streamline customers’ journey to purchase, you can put paid ads and sponsored content at the top of their landing pages for instant pushing to your checkout screen.
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3. Content marketing that stays current
Getting your social media ads up and running is a great first step in building successful social commerce. Once your ads are set up, you need to keep managing them so that it’s worth tracking and measuring ROI.
Don’t fall into the trap if you think anything you post on social media is worth reading or sharing. To keep up with the competition, you need to improve your content marketing game by consistently producing high quality content that is relevant to your audience.
You need ads that take into account the interest of your target audience and are visible to them on all of your social media platforms.
Big brands like Burger King have used Twitter to get a taste of how relevant their traditional marketing strategies (TV commercials and in-store posters) are to customers – their Stranger King campaign, featured on popular TV show Stranger Things went viral almost instantly when viewers came across Burger King’s omnichannel funnels.
By investing in content marketing that stays up to date on your social media platforms, your business can build a strong long-term relationship with its social media users by keeping them updated and about the most sophisticated Look forward to advertorials It’s well worth the extra investment in time and creativity.
4. Make customer reviews more social
The omnichannel customer experience offers businesses multiple streams of customer reviews. Given that 52% of online shoppers state that they trust positive reviews and testimonials in a way that increases the likelihood that they will buy a company’s product, it is important to highlight positive reviews as effectively as possible.
Companies like Super Goop are known to use real reviews from real customers to quickly convert natural posts into leads.
Smart content management assigns the right hashtags to draw the attention of followers to the latest product review from someone who, according to the Instagram algorithm, has interests similar to them. Followers can then share posts with friends and generate more interest in the product in the highlighted review.
Super Goop frequently highlights its sun protection beauty products with positive customer ratings. Businesses should make it a point to treat negative reviews seriously and as early as possible in order to ensure the best possible availability for positive ads.
Products with reviews are 270% more likely to be bought than products without – yes, 270% – so there is no time to allow negative or hateful social feedback.
5. Security Considerations
It is important to consider security concerns when deciding on an ecommerce platform that allows you to combine social commerce strategies.
Security should be one of your top concerns when deciding which platform to use, especially as your visitors become increasingly aware of the potential risks to their identity information when completing digital transactions on unfamiliar websites and platforms.
Brisbane-based web developer and online marketer Nathan Finch of Best Web Hosting Australia says, “Think of ecommerce platforms as a storefront that includes browsing, shopping cart and checkout capabilities.
All of this requires a wide range of functions and the entire transaction must be secure from start to finish. “
With this in mind, your top security concerns should include those factors that ensure a safe checkout for your users.
These security factors include HTTPS and SSL certificates, which ensure secure checkout functions and are in line with the payment card industry.
Ideally, try to identify business packages like those offered by Shopify that offer free SSL Certificates to make your security customization easier and to keep your most important security concerns in mind.
It pays to use your marketing team’s time to socialize your ecommerce presence. Over the long term, with a reasonable level of foresight and planning, there is an easy way to improve your sales figures and the speed at which you connect with digital customers.
Here’s a quick recap of our five actionable tips for using social media platforms to boost your ecommerce sales and brand:
- Use limited social media real estate with posts that lead on lifestyle topics, not advertorials.
- Reduce the steps your followers need to take to get from your social media platforms to product checkout pages.
- Develop a strong social media personality who stays up to date on their followers’ pop culture-related interests.
- Present positive user reviews on as many social media platforms as possible to build a great reputation in your omnichannel customer experience.
- Provide users with a secure platform for browsing and handling your digital services and products without putting your data at risk and putting both your company and your customers at risk.
About the author
Nahla Davies is a software developer and tech writer. Before she devoted her entire work to technical writing, she managed, among other things, to work as a senior programmer at an Inc. 5,000 Experiential Branding organization whose clients include Samsung, Time Warner, Netflix and Sony.