It is predicted that by 2020, 90% of e-commerce business owners will use their social media platforms for online sales.
Over the course of only one minute, what do you think can happen on these social platforms?
To be precise, how many things can happen?
You can skip 12 YouTube ads; you can like 20 Facebook posts; you can open or ‘move to trash’ 10 emails…
But did you know that in a single minute, 500 hours of video is uploaded on YouTube; 3.3 million Facebook posts are published; almost 15,000 emails are sent; almost 66,000 Instagram posts go live; 3.8 million Google searches are made; almost 45,000 tweets go public and 29 WhatsApp messages are sent? (Data courtesy of Smart Insights).
Yes! Social media is that important!
On average, every e-commerce business posts 4.55 times per week on their respective Facebook pages. Also, 60% of all e-commerce Facebook account owners have a twitter account.
So, social media in e-commerce is inevitable, that you’ve got by now. Now, here’s a treat for you:
Here are nine proven social media strategies that we’ve been successfully using for most of our Australian clients:
1. Goals, objectives, and strategy
We always say that without a proper strategy a goal is just a dream. There are 2.46 billion social media users but over 80% of them stick to their favorite three brands and stay with them for an average of over 2.5 years. There’s surely some strategy behind this level of retention, right?
Social media strategies for e-commerce businesses are broadly divided into two categories:
- Reality check
Website traffic, followers, impression, conversion rate, number of posts and respective engagements. The ratio between audience growth and sales increase are the numbers that need to be very clear in terms of:
- How much you’re getting or having right now
- How much you want in the future
- Customer needs and behavior
- Understand what the customer wants
- Identify which social media platform you’re getting the most traffic from
How to decode the most productive time of the day?
- Post across multiple platforms
- Look at the past behavior of customers
- Review ‘look-alike’ audience behavior
2. Show, support, and sale
Interruptive online marketing for e-commerce is spam mailing, irrelevant full-page pop-ups, direct mailing, forced ads etc.
SalesHub says interruptive marketing is long dead.
People come to social media to spend their leisure time, not to buy your products. To make them buy, you have to understand their feelings, emotions, solve a problem and only then can you begin to build brand loyalty and trust that you know their mind.
Create and join groups, take part in forum discussions, try to solve real problems: this is the mantra of B2C businesses.
3. Regular success tracking
Maintaining the successful growth of your e-commerce business is as important, if not more than, starting it successfully.
Introduce these habits into your social media marketing strategy to ensure your success:
- Create periodical reports.
- Plan revision and commitment/achievement report sheets.
- Collate updates from team members regarding any backlogs, roadblocks, and successes.
- Hold open forum meetings regarding your next agenda.
- Review and compare recent clients (we often ignore this vital step but it’s very important!).
4. Customer Reviews
Relevant customers who experience a positive interaction with their favorite brand’s social media profiles are three times more likely to recommend that brand to their friends.
And where would the best place be for recommendations? The social media profile again. It’s basically a circle.
Therefore, emphasize the customer review section on your social media profiles and indirectly make them recommend you straight away.
Again, no interrupting marketing; take the road they want to ride and they will engage with your business.
5. Research your customer
The days are gone when there were 2 or 3 predominant e-commerce sellers in the market. For example, customers would remember and seek out the brand that sold their favorite shower gel.
Now 50 e-commerce sites sell that exact shower gel. And maybe 10 of them offer better shipping facilities than you!
Therefore, to retain your customers in this contemporary market, you must keep an eye on their social media profiles.
- Follow and study your customers’ social media profiles.
- Keep a keen eye on not only their purchasing behavior but also their interests, actions, key life events and all the loosely associated things that can directly or indirectly influence their purchasing behavior.
- Target offers through your social media pages that are based on your customers’ social, religious, political and other orientations.
- Create a ‘look-alike’ audience and start doing the same with them as well.
- Create small groups of customers and generate specifically targeted content for each group.
- Keep constantly monitoring which methods are working for each set of customers (and which are not!) and make changes accordingly.
6. Live chat works like a wonder
58% of Americans interact with live videos: 22% create them and 36% consume them. It’s statistically proven that e-commerce social media profiles get up to 230% more traffic and engagement when a live video is posted. This is why a craze for live videos and telecasts on social media is increasing among online business owners.
Here are a few examples of the sorts of things you can talk about live on social media to maximize your engagement:
- Sales announcements
- Celebrity guest posts
- Influencer marketing
- Product launches
- Special social days
7. Instant messaging services
More than 50% of Americans prefer instant chats in comparison to phone calls, video calls and emails.89% of them welcome the idea that instant messaging services should be incorporated into businesses.
The monthly users of Facebook Messenger, WhatsApp, and We Chat are 1.2 billion, 1.3 billion and 963 million respectively. The instant messaging app is, undeniably, the future. Grab it before one of your contemporaries does!
8. Maintain a balance between your paid and organic campaigns
Yes, you’ve heard correctly that paid campaigns draw 4300% more traffic than organic posts. But it’s also true that you should spend your money wisely. If you spend millions of dollars to celebrate some colloquial regional festivity, you would not make anything near that amount of traffic.
Spend on paid, keep believing in organic. The perfect balance is key.
9. Size of content
In the latest Google update, four minutes is now considered the standard amount of time that people are spending on a webpage. 2000 to 2500 words of content is the optimum amount for getting the most shares over social media sites. 4 to 4.20-minute videos are the most likely to be shared.
Create content. Do brilliant content marketing. But take the length into consideration. It makes a huge difference.
Social media marketing for e-commerce businesses is easier said than done. But with the correct strategy, proper implementation and appropriate future planning, it can lead you to success, for sure!