How to utilize social media to market your E-commerce store

Updated on: 15 April 2017

Though companies marketing spending on social media marketing is only about 10%, the figure is anticipated to grow steadily in the coming years. Twitter, LinkedIn, Instagram, Facebook, and Pinterest have become almost ubiquitous because more people turn there to seek info, share, buy, and strengthen brands. For online businesses, social media marketing presents them with a great opportunity to reach new clients, engage, showcase, and reward clients. The following are top three ways that e-commerce stores should utilize social media for their marketing.

Identifying and engaging customers

The marketing maxim of going where clients are has never been easier to achieve like it is today because of social media. Whether you are targeting loyal fans or first-time buyers, you can easily select and engage them through;

  • Customer research: E-commerce marketers can see what their audiences are doing, their interest, likes, and conversations. By understanding them, it is easy to make appropriate personas and target the right demographics to optimize campaigns and conversions.
  • Customer service: For any e-commerce store, social media makes information availability easy and immediate. The business can promptly respond to clients inquiries making it easy for them to convert. Besides, your store can also respond to negative clients experience and use insights of the community to understand what customers want.
  • Platforms for customer acquisition: Many customers follow e-commerce stores to search for products, services, and read through reviews. Optimize your store’s profile, ask clients to review your company, and make a lasting impression to all visitors on social media. You can also add posts and encourage followers to share with their respective audience.
  • Engaging your store’s clients: In addition to using social media to drive traffic and sales, they should also be used to drive value and validate all your marketing campaigns. Use social media to highlight unique strengths about your brand. Remember that you should not do this alone; involve your clients and community with special posts, freebies, and even discounts.

Utilize paid advertising on social media

While the main perception that people hold is that social media marketing is free, taking to advertising will double or triple your traffic and conversions. Paid advertising will help you to segment the target audience more effectively. On Facebook, consider utilizing the Custom Audience Segmenting tool that could help cut cost with up to 50%.

Because clients are researching online products more thoroughly before buying, add videos about different products in your e-commerce store. Since videos are more engaging, your audience will understand the products easily and convert to sales. Remember always to link your videos and reviews back to your page for easier access.

In social media, every account holder is a publisher. Generate quality content and distribute directly to your clients. You can also engage affiliate marketers to take the brand to a larger audience on social media. Make sure to combine videos, content, and podcasts among other types of information you use for marketing on social media.

Use social media analytics to get real-time reports

When you take to social media for marketing, you have the advantage of diverse analytical tools that provide you with real-time analytics. Tools such as Google Analytic, Hootsuite, Mention, Talkwalker, and Topsy among others will help you understand customer behavior, know the strength of your brand, and get suggestions for improvements. Using the analytics, it is easy to tell what campaigns are underperforming to make prompt adjustments.