Wondering how to use social media for your eCommerce website? Looking for ways to use social media to improve your online store sales? If so, this article is for you.
Social media has come up as an emerging trend, and every eCommerce business is banking on it. And you should too!
Marketing your eCommerce website through social media can be a great way to encourage engagement with your target audience and improve your sales revenue.
So, if you and your brand are not in touch with your customers on social media, now is the time to get on board and grow your business.
In this article, I will be sharing a few actionable social media marketing tips that some of the best eCommerce brands are using and you can too.
Ready? Let’s get started.
1. Leverage Website Tracking
First things first, use website tracking to reach your website, visitors, on social platforms. Website tracking is a process through which a user’s online behavior and activity are collected and pooled on the world wide web.
It is done to monitor their likes and dislikes and then serve them the content accordingly. It makes your job of targeting and retargeting easier.
Almost every social advertising platform offers its own tracking tool. It is very simple to install on a website. The two most useful tracking tools are as follows
Facebook Pixel- Retargeting, as the word suggests, is targeting the people who have visited your website at least once. For instance, if you abandon a cart on a specific E-Commerce website, you see its advertisement on your Facebook. This is the magic of Facebook pixels.
Facebook Pixels tracks the customer purchase behavior on your website and allows you to reach them again on Facebook to sell more.
The process of setting up pixels is extremely easy. All you have to do is get the code from the Facebook Ad manager and implement it on your website.
Twitter Website Tag- If your target audience is available on Twitter, then you must install a Twitter tag on your website. Like Facebook Pixel, it also tracks the users on your website and tells you about their behavior on the site.
Using Twitter Website Tag, you can track conversions on your site and create tailored audiences to retarget them efficiently on the platform.
Apart from Facebook and Twitter, platforms like Pinterest and LinkedIn also allow you to track website visitors and retarget them through paid ads.
2. Recover cart abandonment
Cart abandonment can be a significant issue of why your sale is going down. The reasons for abandoning items put in the cart can vary from unexpected prices to security concerns.
Do not scratch your head too hard; it happens to the best of businesses. And most probably, you already have set up an autoresponder to send an email to whomsoever has abandoned items in their cart.
You can also include social media to track and retarget the users with abandoned carts in a straightforward manner to remind them about the products in their cart.
If they missed checking your email, they will be reminded on their social feed. Isn’t this cool?
So, how do you reach on social media? The answer would be:
Build trust. Customers always prefer to buy things from a website they have full trust of security on. You can provide a sense of security by opting for authentic SSL certificates and by showing safety symbols as antivirus protection activated, verification activated, and so on.
Special Offers. A lot of customers like your products after seeing an advertisement, visit your website, and add some product in their cart but they leave without buying. This is because they are overwhelmed with the total price, they see for the product they wish to purchase.
So, you can reach them again on social media with personalized offers like “Free delivery” or “x% OFF on making the purchase within a duration”
3. Use Influencer marketing
Influencer marketing is being used by almost all brands these days. Influencers are trusted people of the community who have a strong opinion and expert knowledge.
To succeed at influencer marketing, make sure you have done your research regarding your target audience as well as your influencer in a detailed manner and share relatable content. You need to ensure that the entire marketing campaign is sewn seamlessly into an aesthetically pleasing story and is not just a random promotion of your products.
Instagram is the most popular influencer marketing platform but you can develop a campaign to reach a wider audience by planning numerous activities like contests, giveaways, and guiding influencers to create content like “how to use” videos, product reviews, and more.
Further reading: Guide develop eCommerce influencer marketing strategy
4. Use Lookalike audience to find new customers
This is a smart way to increase your customer base. A lookalike audience is a replica of your existing audiences’ similar purchase behavior.
All you need to do is provide the advertising platforms like Facebook Ads with a source audience and provide a percentage that needs to be paired with the source audience to create the similarity.
It is a very easy and seamless process to create a lookalike of your existing customers and here’s a complete guide to creating a lookalike audience on Facebook.
5. Invest in Paid Ads
Only organic reach cannot get you the sale and promotions you require for your website; creating a paid advertisement on social media can help you fulfill the lag.
Facebook ranks at the top when it comes to paid advertising for eCommerce businesses. It would help if you created a smart strategy to get maximum Return on Investment.
You can also use Instagram and Twitter for paid media promotions. You can use Instagram’s Shoppable to make an instant conversion from a lead to a paid customer for your business.
6. Interact with customers using live videos
Social media users prefer live videos more than reading an article as they connect with your brand better. An interactive live session with your audience can give you a fantastic opportunity to make a sale promoting your website.
If you wish you can ask your brand influencer to host a take-over session on your Instagram or Facebook live. You can also hold a live Q&A session to spread awareness about your products and website through an expert.
With all of the various social media sites that people are using these days, remember that you don’t have to be available “actively” on all the channels.
Choose one or two primary platforms where most of your target audience is available and build a strong presence there. Afterward, leverage those platforms to grow on other platforms.
If I have to suggest, here are a few key points that you should consider while choosing the social platforms for your eCommerce business-
- Pinterest is great if your primary target audience is female.
- Facebook users are most active on mobile devices.
- Instagram is all about pictures and videos- best for fashion brands.
- LinkedIn is best if you are targeting business professionals.
- Twitter has the most active audience base from the US.
I hope this article gave you an overview of how you can use social media to grow your eCommerce business. If so, you can also find us on Twitter, Facebook, and Instagram for more valuable tips.