Ecommerce and social media fit together like hand in glove. Using social media sites to target e-commerce customers is par for the course for marketers today as a growing number of online shoppers interact with brands using social media.
Leading social media platforms today feature native tools for selling, advertising and customer service. Whether you're new to social media marketing or think your current strategy could use some improvement, you're in the right place.
This article discusses how to promote your e-commerce store through social media management. But first, let's set a few things straight about social media marketing.
What Exactly Is Social Media Ecommerce Marketing?
It's the tactics you use to market your ecommerce business on social media. Social media marketing may include some or all of the following activities.
- Selling your products directly on social media platforms
- Promoting your e-commerce store
- Gathering insights about your target customers, competitors, etc.
- Pre-sale and post-sale interactions with customers
You might have heard of social commerce and social selling. They're not exactly the same thing as social media e-commerce marketing. Social commerce is selling directly on social media platforms via native social media shopping solutions like Instagram Shops. Social selling is identifying sales prospects on social media and connecting with them.
With that in mind, here's how to promote your e-commerce business on social media and sell more products using effective social media management.
Build Brand Awareness
Suppose you're launching a new product or store. In that case, you need to create a buzz around it before making it available to customers. You make sales only if your customers know about your product.
Today, social media is awash with brands promoting their products, but there's plenty of room for beginners. Develop a unique voice and post consistently to reach your target audience and create awareness of your brand. It'll take time, but you can accelerate the process using paid ads.
Advertise on Social Media
With about 4.62 billion users in 2022, there's no doubt that you can reach a vast audience through social media advertising. Of course, your target audience makes up only a minuscule percentage of that number, and you'll need to set aside a budget to reach them.
Thankfully, leading social media platforms provide advanced tools to target your audience with near-perfect precision and serve relevant ads. To get the most out of these ads, you must set clear goals to direct high-quality traffic to your e-commerce store.
For example, Instagram and Facebook let you define one of three objectives:
- Conversions. You use ads to make your audience perform a specific action (e.g., adding a product to their cart) on your e-commerce store.
- Catalog Sales. You use ads to display products in your catalog.
- Store Traffic. You use ads to direct potential customers within your neighborhood to your brick-and-mortar store.
Alternatively, you might want to engage your audience or develop brand awareness. In that case, consider selecting an objective from the Consideration or Awareness categories. However, choosing an objective is just the beginning. You need to pick your campaign's ad format. The main formats on Instagram and Facebook are image, video, carousel and collection ads.
Collection ads are the most suitable for e-commerce because they rely on a blend of compelling copy and displaying products from your catalog to capture your audience's attention and smoothly direct them to checkout.
Facebook has the most robust advertising toolkit. Nonetheless, similar solutions are available on other social media platforms. You can reach your customers on platforms like LinkedIn and Twitter.
Sell Your Products Directly on Social Media
Business accounts on Pinterest, Instagram and Facebook have access to native shopping solutions that offer several benefits:
- Setting up a business account is free.
- Your customers have a social, interactive and memorable shopping experience.
- It streamlines sales and improves conversions as users don't need to visit an external site.
- Online shoppers want it.
Provide Customer Service
In addition to helping you reach potential customers, social media lets you take care of existing customers. Social media can serve as an impromptu customer service channel even if you have a dedicated customer support team that talks to your customers via email or phone.
You want to be prepared in case your customers visit your social media profiles to offer feedback, ask questions or find information. Handling your existing customers well on social media helps your brand as much as posting good content.
Positive feedback from existing customers provides social proof for potential customers. Actively engaging with comments shows your customers that you appreciate their feedback. That goes for negative comments too. Take them as an opportunity to improve and demonstrate how much you value your customers' opinions.
For example, if a customer raises a problem in the comment section of a promotional post, offer to resolve the issue and provide the customer with the contacts for your customer service. In short, consider social media one of your customer service channels and attend to all social media inquiries as you would on your official customer service channels.
Social listening involves scanning social media platforms for mentions or conversations about your products and brand. Doing so is vital to your social media management strategy because it gives you valuable insights into the performance of specific products and how the public generally feels about your brand.
Furthermore, paying attention to your audience's thoughts about your brand or products is a proactive measure. Suppose you accidentally release a batch of defective products or mix up some orders. Affected customers may share their grievances on social media. Social listening alerts you on these issues and lets you respond quickly, possibly avoiding a PR crisis.
Grow Your Social Media Audience and Sell More
The activities discussed in this article are all essential to your social media management strategy. With the right strategy and tools, you can grow your online audience and boost your sales. Pasilobus offers plug-and-play solutions that help you reach customers at every stage of the customer journey. Sign up now and get access to a formidable toolkit for your e-commerce business.