Even if you are having some success with social media marketing, there’s always room for improvement.
To help, we’ve made a list of the top ecommerce social media best practices to consider.
With the amount of ecommerce competition that exists today, customers have more options than ever when it comes to buying products online. That’s why it’s absolutely essential to connect with your customers in a way that sets your business apart from the competition.
Personalized social media content will improve your customers’ engagement and shopping experience, making them feel more connected to your brand.
Personalized content includes posts specifically tailored to a particular audience based on
- who they are,
- where they are located,
- how and when they consume content,
- and which devices they use.
Use customer segmentation to determine how best to tailor your content. For those that don’t know, customer segmentation is the process of dividing customers into groups based on common characteristics so companies can market to each group effectively and appropriately.
For example, if your business sells clothing, you may segment your customers based on the regions where they live. Winter is much colder in Michigan than it is in Florida, so you may want to market heavy coats to customers in the north, while southerners in Florida see light sweaters.
2. Post Regularly
Posting relevant content consistently on your social media pages is a good way to engage your audience. Recent studies have determined the frequency that ecommerce sellers should post to social media. According to research done by CoSchedule, here’s how often you should post on each of the top social media platforms:
- Facebook: 1 post per day
- Twitter: 15 Tweets per day
- Pinterest: 11 Pins per day
- LinkedIn: 1 post per day
- Instagram: 1-2 posts per day
While these suggestions may provide you a good starting place, you should figure out what the most effective posting frequency is for your audience. This may take some trial and error, but when you find the sweet spots, you’ll know it.
Need some ideas on what to post? Check out this list of 105 ways ecommerce businesses can use social media.
3. Engage Followers
Engagement is what social media is all about. Getting visitors to interact with your social media posts is how you build relationships, establish trust, and create a sense of community among your followers. That’s why it’s important that you follow, like, and comment on your fans’ social media pages just as you want them to do on yours.
Followers who feel that they’re a part of your social media community may engage and share more of your posts. The improved visibility will help increase website traffic and, hopefully, sales.
An easy way to engage your followers is to encourage them tag you in posts of them using or wearing your products. People love to see a company’s products being used in real life by real people. Offer a discount or small gift to entice your followers to participate.
Be sure to repost. Followers get excited to see a brand repost their post because it means more engagement and followers for them as well.
4. Go Live
Live video streaming on social media platforms like Instagram and Facebook is a great opportunity for online retailers. It’s a great way to build trust while creating a buzz about your brand with your audience.
Establish authority in your industry by posting videos of your products being used, whether by customers or yourself.
Doing so allows customers to experience a true connection to you and your brand – and you can see the feedback instantly through the live streaming option. Viewers can like and comment on your live video as it’s streaming, allowing you to interact with them by answering their comments and questions live.
5. Create Unique Content
Make sure to post content on your social media pages that can’t be found anywhere else. If your followers can find everything you post to social media on your online store, then they have no need to follow you.
One way to create value is to incentivize your followers with secret discount codes, holiday deals, or special video content not offered anywhere else. That will keep customers coming back to your social media pages.
You can also use contests on your pages that are unique to the platform. For example, you could create a contest on Instagram in which you offer free stuff to users who follow you, like the photo, and comment a friend’s name.
6. Find Influencers
Social media influencers are the go-to marketing strategy for cultivating customer trust, staying on top of current trends, and driving tons of traffic to your brand. Influencer marketing can bring 11x the return on investment than traditional advertising.
There are various ways that you can connect with influencers for your brand:
- Google – Like anything else you can simply do a Google search to find online influencers. While you may find some success with this method, it can be time-consuming.
- Database – There are platforms that provide databases to find influencers in your industry. Try inPowered, LittleBird, and Cision and see what you can find. Once you have identified the influencers who you want to connect with, you approach them yourself.
- Marketplace – Influencer marketplaces work to bring brand and influencer together. Influencers register with the marketplace, noting what types of activities they are interested in, and brands are then able to be matched up with the influencers that meet their needs. TapInfluence is an influencer marketplace worth checking out.
Once you connect with influencers, you can build a relationship with them by engaging on social media, sharing product reviews, or offering your insights into one of their case studies or blog posts.
7. Measure Progress
Like all marketing strategies, it’s essential that you track and measure your social media marketing efforts. If you don’t measure your progress, you’ll never know what does and doesn’t work.
Using unique tracking links to your product pages or blogs in your social posts will allow you to track where increased traffic and sales came from in Google Analytics, or similar analytics software. Google has a great tool you can use to create these URLs.
Of course, you’ll want to track other important metrics like the ratio of post-likes to post-views. You can find these on the social media platforms or tools like Hootsuite. Better ratios mean your social media marketing strategy is working. Need help settings goals? Learn how to set SMART ecommerce goals here.
Final Thoughts about Optimizing Social Media
Social media provides you with a key opportunity to build your brand, increase your customer base, market inexpensively, and improve your sales.
When you use the best practices above, and tailor them to your specific business, you will be making the most of what social media has to offer.
Have you implemented any ecommerce social media tactics that worked? Let us know in the comments!
Editor’s Note: This blog post was originally published September 2014 and was updated in October 2019 to reflect more accurate and relevant information.