As promising as the internet is to businesses, there is no denying that it is still a battlefield. The competition is intense, and every inch of territory is hard-fought. This is even more true for e-commerce enterprises that rely purely on the web for leads and sales.
To thrive in this digital world, e-commerce business owners should grab every opportunity and make the most out of every tool in their arsenal. One such tool is social media.
According to Hootsuite, 44.8 of internet users consult social media for brand-related information.
Social media marketing is a highly effective strategy to boost traffic, lead generation, and conversions for e-commerce websites. This article will explain how you can get started in three steps.
Understand the Audience
The first step is also arguably the most important, as understanding your audience informs your entire social media marketing strategy. Knowing who you’re talking to establishes a baseline for all your advertising campaigns. Work with the data available to you to find out everything possible about your target demographic.
Learn the age range, gender, socioeconomic situation, and other relevant information about your target customers. Note that the ideal audience you crafted in your initial market research will not always coincide with the one that resonates well with your business once you start your operations.
This also means that your target audience evolves as your business grows. Researching your audience should be a regular part of your processes and should never be skipped, whether you’re just two weeks into planning your e-commerce site or already a well-established name in the industry.
Choose the Platform
Based on the information you’ve gathered about your target audience, you can then make another significant decision in your social media marketing plan: choosing the right platform.
It’s important to remember that not all social media platforms offer the benefits that you seek. For example, just because Instagram has more than 800 million monthly users doesn’t mean that you have to create an account there. You’d need to factor in the data you’ve gathered on your audience—do they use Instagram, or are they more active on other platforms?
If the answer is “yes,” and if your products or services are captured well in photos, IG should be on your list.
Like the example above, understanding the strengths and opportunities available in each platform helps you focus your efforts and time on the ones with the most advantages for you.
In terms of sheer scale, Facebook is an excellent platform for e-commerce. It also has a robust marketplace that you can take advantage of.
Personalize the Approach
This piece of advice is two-pronged. The first one means that your marketing strategy should be tailored to your target audience. Long-winded paragraphs peppered with fashion jargon may not be the best approach if you’re selling sneakers to the average person, for example.
The other side of personalization requires a working understanding of your own brand. Adding personality to your messaging can go a long way when done right. Consumers are increasingly responding better to humanized brands.
Speak to your customers like they’re your friends, showcase your brand’s personality, and focus on building relationships through the platforms you’ve chosen. Personalizing your brand this way makes it more recognizable and memorable.
Social media marketing is one of the most beneficial strategies you can use to boost your e-commerce business. To do well, you need to understand who you’re talking to, choose the platform that makes the most sense, and personalize your approach and messaging.
You can also take the easier and more cost-effective path and opt for outsourced social media marketing services. If so, you’re already on the right website.
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