Social networks are essential for any business and are nothing new for anyone (or shouldn’t, if you have e-commerce). But even with all this popularity of social networks, many companies do not know how to benefit from them to improve the relationship with the customer, better position the brand and, of course, sell more!
Why does my e-commerce need to be on social media?
Let’s assume that you will not work with paid media: 1) social networks are completely free, 2) they are a way to create relationships with customers and attract potential customers, 3) it is your ecommerce showcase, 4) gives the brand credibility and 5) helps you sell more.
And although it seems complicated to measure the results of more indirect aspects of social media actions in a concrete way, such as engagement and conversations with customers and prospects, these actions contribute to building consumer loyalty with the brand and a sense of group.
When it comes to dealing with customers’ problems and doubts, these closer interactions that we can have through social networks are important to show the consumer that your brand is attentive to their needs and committed to solving their problems.
I don’t understand anything about digital marketing, where to start?
You always have the option of looking for a professional to help you in this part, but if the money is short or you are still not so sure about the benefits that social networks can bring to your business, start doing it yourself.
Social networks (mainly Instagram) are like a showcase for your store. But this showcase has to reach people and not the other way around, as in conventional stores. There is no point in producing content for your media if your customers are not directed to them. Therefore, the first step is to make it clear that your social networks exist, and you can do this by placing direct links to them on all pages of your website and posting them in emails.
Researching a lot and getting to know the public of the brand has a huge role when it comes to devising a good strategy to generate conversations from the content. Maintaining a good identity and quality photos will also help unify the brand with its values and create a consistent presence.
Extra tip: Invest in lives and video content. Much more than texts, people like to hear. Make a live talk about your brand, the production process, or call someone influential in your industry to have a conversation about a topic that is relevant to your followers.
What strategies should I use?
The definition of strategy will depend on your objective, but some points and types of actions fit into different segments and make your profile more cool. Check out our tips:
Promote content produced by your followers
Content generated by followers and customers is very relevant. It is as if it functioned as social proof of the legitimacy of your brand. This type of content helps to build trust in your customers. When potential buyers see that other real people have bought and had a good experience and can see the different ways of using your product, they feel more secure in making the purchase.
Tip: How about starting with a highlight on your Instagram showing other customers’ posts and testimonials? Of course, without forgetting to ask their permission for this before
Show the basic processes and policies of your e-commerce
In addition to showing your products, social networks are a space where you can show some of the differentials and values of e-commerce. Many people look for forms of payment, exchange and return policy, and shipping policy before even trying to buy something. You can organize everything in a post or even write in the account description in a brief way about it.
Instagram shopping and Facebook store
Some time ago, despite allowing brands to have a great experience of engaging with their audiences, social networks did not directly generate a great conversion. This was due to the difficulty, especially on instagram, of sharing links.
Seeing a photo of a product on Instagram and not being able to access it directly led the consumer to change his mind during the journey to leave the photo, go to the website and look for the item inside it. However, since 2018 there is the possibility of placing purchase tags on photos that contain a link that takes consumers more easily to the product purchase area.
Tip: to use this tagging tool, you need to convert your account into a business account, have a Facebook page connected and put all products in the catalog through the Facebook account.
Learn to analyze your results
All your effort can go down the drain if you don’t know how to see what is working. Using the analysis reports provided by the social network itself will help you to keep up with what is going well and to stop wasting time with content that is not so relevant for your audience. It’s a great way to find the strengths and weaknesses of your strategy.
Tip: To improve organic reach, ask friends and acquaintances to like, comment, and share the publications. This will help to improve delivery to your followers.