One challenge that almost every ecommerce store owner faces today is how to stand out from so many other ecommerce sites available on the Internet and boost Shopify sales. Over the past few years, there’s one effective method which has emerged to achieve this is social media marketing.
In today’s time, brands are able to leverage both organic as well as paid social media marketing tactics on various available channels to generate awareness and increase sales.
As per a survey by Smart Insights, over half of organizations that make use of social media marketing find their revenue and sales increasing.
With more number of online shoppers today than ever before, as well as an ever-increasing competition for attention, ecommerce businesses will only be able to maximize their success if and when they learn how to properly build on organic engagement in social media.
Although, gaining traffic via search and even conversions from paid ads are still amazing ways to build business. Leveraging a community to develop Shopify sales from organic engagement costs you nothing more than some time. Besides this, there are several tools that are available today to guide you along the way.
Social media marketing has become more significant than ever before. Billions of people today use social media and the number is constantly growing on a regular basis. Infact, it has been estimated that 54% of the users on social media go to a social platform while looking for new brands and their products.
Social media marketing helps you to build engaged audiences where they spend their time already, build multiple sources of traffic that bring in customers continually, and through the power of online networks, ultimately grow your business.
Social channels like Twitter, LinkedIn, Facebook are no longer just social networks but have transformed into marketing platforms so as to generate more traffic to your ecommerce sites and revenue from your product or service.
However, if not done in the right way, social media marketing can also turn out to be a time-consuming obligation for you, leading to an online presence that your target customers don’t care or even know about.
All the difference lies in creating a social media marketing strategy that enables you to execute without consuming too much attention away from running the business and keeps your actions focused.
With so many different social channels to build a presence on as well as the commitment that comes attached, starting from the scratch can prove to be a daunting task.
Thus, we have compiled this guide that will assist you in walking through how to approach your own social media strategy, along with tips to help you pull it off perfectly. So, let’s get started…
How to build a social media strategy?
Before starting with anything, it always helps to have a bigger picture of what exactly you wish to get out of your efforts on social media and how to best achieve those outcomes.
Your ecommerce business is the center of your social media strategy. Your strategy is how you attach all of your social media efforts back to its various objectives.
Social media marketing has the potential to serve all kinds of functions for your ecommerce business, from building brand awareness, connecting with customers and prospects, driving traffic and Shopify sales, providing support, amassing an engaged audience, and so on.
This is majorly due to the fact that you have a broad array of channels to incorporate, each with its own opportunities, strengths, and weaknesses to consider.
What is a Social Media Marketing Strategy?
Before you move ahead with embracing social media for your Shopify store, it is important for you to create a big picture view of what you look forward to achieving from your social media efforts, as discussed above.
There are five key pillars to a comprehensive social media marketing strategy:
Goals: It defines the outcome of your efforts and also ways to measure them.
Target Audiences: Research about the profile of your ideal customers.
Content Mix: Based on recurring content archetypes, develop social media programming.
Channels: Choose the best available social media networks that you wish to dedicate your time and efforts to and decide what you will use them for.
Execution Process: Execute your strategy efficiently by setting up the infrastructure and tools.
Note that this is just a framework to lay the foundation and not a prescription for success on social media. Let’s now move ahead to some of the best ecommerce social media tips and marketing strategies that you need to try in 2020.
Top Seven Social Media Marketing Strategies in 2020
#1 Leveraging The Potential of Micro-Content
A constant state of information overload is a common problem faced by several marketers today. Audiences are flooded with regular updates from publishers, media outlets, and their favorite brands, both directly as well as via the shares from people in their network.
With less time and less patience, consumers now aren’t just willing to spend their time in digesting content overload anymore. You cannot expect them to be interested all the time to read a 1000 word article or even a 7 minute video when they are on the go.
Here comes the significance of micro-content. Short, 10-second Snapchats or a video converted to GIF format for Twitter or even brief videos posted to Facebook and Instagram – can enhance your engagement.
With micro-content, you get the same exact benefits of video. Moreover, your audience would be more likely to watch as they know it won’t cost them more than just 10-15 seconds of their time.
Several major brands such as Taco Bell, NASCAR, Lowe’s, and Doritos have been embracing micro-content for a long time.
#2 The Realm of Social Media Stories
Basically, social media stories are a kind of news feed, but one that is not text-heavy rather visual. The short video clip format that was once popularized by Snapchat was assumed to die out quickly. However, against all expectations, it became one of the fastest-growing trends of the last ten years on social media. Today, everyone wants in on the action.
As Facebook couldn’t buy Snapchat, it rolled out a similar Stories feature on Facebook, Instagram and WhatsApp.
Stories present outstanding opportunities for marketing on social media. These are growing 15x faster as compared to feeds. Since early 2016, both the creation as well as consumption has skyrocketed to 42%. It has been found out that about 62% of people became more interested in a product or brand after seeing it in a story. More brands will get on board with stories in 2020.
The ability to ask questions or add polls is another great feature which enables marketers to gather insights from their audience, thus building engagement via simple interactive content.
#3 The Power of Blogging
It is quite common for marketers and ecommerce owners to get stuck on the idea of assuming social media is all about Facebook, Instagram, Twitter, Snapchat, and Pinterest. Yes, it’s true that currently Facebook is the largest social media network with over 2 billion users and still rising. However, blogs are absolutely forms of social media as well. They are the platforms where content is posted, sees shares and comments, exactly like the more popular social media platforms.
When marketing an ecommerce business, make sure to incorporate regular blog outreach in your social media marketing strategy. If you do it right, be assured that it can drive a lot of traffic back to your Shopify store.
Instead of just curating your own content, also reach out to bloggers and influencers who align with your audience. Work with them so as to get your products or business featured on other sites and social channels as well.
#4 Embrace Influencer Marketing
Another well-established tactic that is going to stay the same in the near future is Influencer marketing. As a matter of fact, 63% of marketers in 2020 plan on increasing their existing budget for influencer marketing since the ROI is that good.
The consumers being wary of ads and untrusting of faceless corporate brands is the reason why influencers today work so well. Consumers place more trust as such in someone they know even when the relationship is purely online. Social proof comes in a number of forms, whether it is acquaintances, friends and family, or even the customer review section on an online store. Consumers give more preference to these reviews as compared to a brand.
Social media is the kingdom of the influencer, and an amazing part of it is that you don’t really have to be a big corporation with massive funds to avail its benefits. Small and medium sized businesses with limited budgets can also leverage the beauty of influencer marketing by partnering with micro-influencers having between 1,000 to 1,000,000 followers.
With the continued growth of influencer marketing, especially with micro-influencers, it is destined to be one of the biggest trends of social media in 2020.
#5 Incorporate Customer Reviews
Customer product reviews is an incredible way to build social proof on your product pages and let new customers have an insight about what they can expect when making a purchase from you. A lot of ecommerce platforms use tools like 3automation to create more engaging reviews in their Shopify stores.
Make sure to encourage your customers consistently to leave reviews. Instead of asking continuously for reviews via your social channels, you can send follow-up emails again with 3automation tools after purchases including a highly visible call-to-action note. Request them to visit back and review their purchase on your social channels or within your store. Later, you can benefit from greater social proof that is generated by satisfied customers.
#6 Curate More Engaging Content
Whenever you post content on your social channels, make sure that it has a purpose, whether it is simply to generate more comments, shares, drive traffic to your store, etc. Curating content with a focus on maximizing user engagement is the best way to do that. Ask questions, craft strong call-to-action specific to engagement, and target the emotions of your audience with a little controversy from time to time.
This tactic becomes particularly effective when you center your content around a product or your brand.
Keep in mind that the more engaging your content is, the farther it will reach even beyond your immediate followers as they like, comment, and share the content. This will result in repeat customers and also the acquisition of new customers who weren’t aware of your brand previously.
#7 Welcoming Trend of Social Commerce
2020 will mark the year when the marriage of ecommerce and social media will go mainstream. In comparison to an average consumer, Gen Z spends up to 3x more time shopping on social media. Most of it is done on Snapchat and Instagram, where the massive driving force is the influencers.
It is reported that 42% of 18-34-year-olds in 2019 made regular use of social commerce.
Providing consumers the option to make a purchase without having to leave the social platform like shoppable posts is a big step forward in offering a better user experience for Internet shoppers. Instagram is the one which is leading the way with this.
Furthermore, this move is readily welcomed by consumers. As per the studies, 87% of online shoppers believe that social media helps them to make purchasing decisions.
The continuous growth of social commerce will assist marketers in creating shorter sales funnels and provide consumers access to a quick and smooth buyer’s journey that surely is going to enhance customer satisfaction.
Your social media strategy is your plan to reach out to your target customers. However, in a space that literally changes every day, with updated news feed algorithms, new channels, and audiences that constantly look out for something new, one really has to remain flexible and on the pulse to constantly improve without getting distracted.
No matter how much things change, the three best practices will always stay constant – be authentic, engage your audience, and whenever in doubt, just guess, measure, test, and learn.
All in all, we can say that when it comes to social media marketing, ecommerce success doesn’t just happen by accident. You have to start from somewhere and keep experimenting with the above mentioned tips until you find out what exact social media strategy works best for your Shopify store, in particular.
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