Social Media for Your eCommerce Business – 5 Steps to Success

– Today we’re going to
talk about how to use social media to grow
your ecommerce business. Coming up next. We help small businesses grow with our marketing and design
talent and technology, from our number one marketing
platform, marketing360. We call marketing and design “mad”. We love mad. And hopefully these videos will help you fall in love with mad too. So make sure to follow
us to learn tips, tricks, and strategies to grow your
business and fuel your brand. Did you know that 81% of
Americans use social media? Even more impressive, of
those 81%, 65% actually use social media to purchase products. If you think that social
media isn’t important for your ecommerce
business, you’re dead wrong. It’s time to think again. Step number 1 is to choose your platform. Now the obvious choice is Facebook, and this makes a lot of
sense because three quarters of those sales actually come
from Facebook’s platform. However, there are other
platforms that may make sense for your business. You might want to look into
Twitter, LinkedIn, Instagram, Pinterest, or the myriads of
others that are out there. By identifying your
demographic, identifying where your customers are, and
what they’re looking for, you can choose other
social media platforms aside from Facebook. You don’t always want to put everything in one basket, but understand you want to build from
Facebook as your foundation because that’s where
most of the users are. And then build above that
and build beyond that where more of your customers are in more of that niche program. By focusing on those, you can understand where your customers are looking, where they’re shopping,
what they’re shopping for. Are they researching? Are they actually buying? Are they looking for DIY or information? Understand that, focus them
in on your social media, and then keep in mind in these next steps we’ll talk about how to
craft a content strategy. Now a bonus tip here, when you’re creating your
social media platforms and all of these presences, you want to make sure you’re
taking the retargeting code or the audience code from
each of these platforms and placing it on your website. This is going to become
extremely important in the next steps. So start doing it here so these lists have a chance to build and you have an opportunity
to gather this data right in the very beginning. Step number two is to
ensure brand consistency. You want to make sure that
whatever platform you’re on matches the core brand. Now the core of your
brand may be your store or your storefront, it may be your website,
it may be something else, but you want to make sure your social media presences also match. You want to make sure
you’ve got the same logo, same colors, same voice,
same content, same copy. By making sure your social media platforms and your website and your store and anything like that all kind
of integrate with each other you can develop some consistency. And consumers love consistency. It helps them trust your brand. It helps them trust your business. And by ensuring that everything is related across your platforms, you’re able to make sure they have the same experience regardless of where they are. If they come into your store
or they go to your website or they go to your social media pages, they should have the same experience as if they were speaking
to you face to face. Or the same experience if they were using your main sales channel. So make sure you spend a
little bit of time here and make sure your branding,
your color, and your logo and your content, copy
and voice and everything is the same as they would experience from your main sales platform. Do this early. Do it now. And that way you can help to
increase your sales over time. Next is develop a content strategy and a consistent calendar. Again, consumers love consistency and this ensures that you
are held to a standard. If you say that you’re going
to post every Monday at 9 a.m. stick to it. And make sure that you
are able to take time, and you are able to spend
the energy that you need to in making sure that your
posts are ready to go. Your consumers will start
to get used to this. They’ll start to get
used to seeing a video at 12:00 every Tuesday. They’re going to get used
to that webinar at 1:30 every Wednesday. Once they get used to this they’re going to start looking for it. So, not only are you providing
some consistency for them, but you’re also providing
consistency for yourself. If you just try to go off the hip, or if you just fire the shot gun you’re going to find that you never really just take the time. And consistency is key when you’re growing a social media platform. You have to make sure you’re posting, you’re engaging, you’re spending the time that is necessary to get these people to engage with you. There’s a lot of money to be made on social media, especially
for ecommerce businesses, so you have to make sure
you spend the time here. May take a little time and energy upfront, but it’ll pay dividends in the future. Next, it’s time to focus on ads. Now, remember back in the beginning when you first set up
your social media profiles you connected the analytics, you connected the audience
code or the retargeting code to your website. Now, depending on the amount of traffic that your website is getting it may take some time
for these audience lists to build. And different platforms
will have different needs or different restrictions based on the size of
audience that’s required before you can actually start running ads against it. 97% of people do not convert the very first time they visit a website. So if you’ve been building
these lists over time you can now use them as a part of your retargeting campaign. And retargeting is renting
top of mind awareness for people that need to
come back to your site. You already spent the
time, money and energy to get them there and by investing in retargeting on your social platforms you’re able to drive
them back to the site. Remind them why they
visited the first time. You remind them of your product. You remind them of the need that they have that you’re able to fill. So spend the time and the energy wisely. Create ads that are
specific to driving people back to your site. This is the retargeting campaign. Now bonus tip here is obviously to run an ad campaign to bring in new people. You do that on Google,
Facebook, YouTube, Bing, all over the place. Use that to drive new people to your site. Your retargeting campaigns are to bring people back. It could be consumers that have already purchased and you can offer them a reason to come back and purchase again. It could also be
specifically targeting people that came to your site
and didn’t purchase. Again, 97% of people won’t so you don’t want to lose them. Target the 97%, bring
them back to your site via your social media channels and you’ll see your revenue increase. Finally, I want to encourage
you to stick with it. Facebook wasn’t built in a day so it takes some time, takes some energy, takes some consistency to see the results that
you’re looking for. Just like organic growth
as you would normally see on Google or Bing, this takes some time. Just because you create
a Facebook profile, or a Pinterest page, or a Twitter account, doesn’t mean that overnight you’re going to become
an immediate success and see a ton of sales. You have to spend some
time and energy here. By doing so, you end up
building up your brand and you get to expand where
your business is reaching. Not everybody is searching
for you on Google. Not everybody is finding you on Twitter. Not everybody is finding
you on Instagram or Facebook so by focusing here on
the different channels that we already chose back
in the very beginning, by building up your audiences
and retargeting lists, by running some ads, bringing people to your social profiles you can take advantage
of the 81% of Americans that use social media and the 65% of those that purchase on social media channels. I want to thank you guys so much for watching. If you have any other suggestions or strategies that we may have missed, please leave them in the comments. Additionally, please like, share, and comment. If there’s other videos
you’d like us to create please let us know. We’re always happy to
create new content for you. I want to thank you so much for watching and happy marketing. (upbeat music)

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6 thoughts on “Social Media for Your eCommerce Business – 5 Steps to Success

  1. Great coverage on the topic. You could also add the pros/cons of direct selling in social media platforms along with the e-commerce websites.

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