Social Media for eCommerce Businesses — Tips, Stats, Best Practices

Why social media is crucial for eCommerce brands

  1. Your customers are on social media;
  2. It is extremely cost-effective to market to them;
  3. It helps create a solid image.

It’s where your customers are

It’s extremely cost effective

It helps create a solid image

Building a social media strategy for eCommerce

#1 Define your goals

  • We want to drive more traffic to our website or specific webpage
  • We want to build an engaged following that loves interacting with our brand
  • We want to sell % of our products directly through social media
  • We want to bring more locals into our brick-and-mortar store
  • We want to drive more traffic to our website or specific webpage
  • Convert 1% of post viewers to site visitors
  • Hit 10,000 monthly site visits within 6 months
  • We want to build an engaged following that loves interacting with our brand
  • Achieve an Instagram engagement rate of 5%
  • Grow a community of 2500 followers on Facebook
  • Land 5 volunteers a month for your “Our Customer’s Story” feature posts

#2 Find out where your audience “lives”

#3 Create and optimize your profiles

  • What’s your company called and what do you offer?
  • Where are you based?
  • How do I contact you?
  • How do I buy from you?

#4 Start posting

  • Blog posts and helpful tips
  • eBooks, Guides
  • Customer success stories
  • Collaborations with industry influencers or partners
  • Webinars, Videos
  • User generated content

#5 Use tools to automate

  • Schedulers — There will be a most active time window for your audience. Use post schedulers to prep content in advance and always release it at the optimal time.
  • Sophisticated replies — As a rule, automating replies to your brand is an awful idea. It’s disingenuous and off putting. But some tools allow you to save authentic, pre-written responses to common questions. When a question comes through, you can send the appropriate response with a single click, which can save time for some companies without any reputational damage.
  • Customer support chatbots — On social media, it’s generally accepted that chatbots are a reasonable first line of defense. If you get a lot of simple queries, it might be worth having a bot direct them to other resources (like guides or FAQs) or whatever ticketing and support system you use for more complex queries.

#6 Interact with and engage your followers

Tips for building an organic following

Tips for executing paid social

  • Spread awareness about new products or causes
  • Increase post engagement and/or your follower count
  • Increase overall traffic to your online store
  • Promote a specific product, catalog, or event (like a sale)
  • Bring potential customers in-store

Leverage audience segmentation, targeting and personalization

  • Specific brands that prospects follow
  • Geographic location
  • Job title or income level
  • Hobbies and interests
  • Behaviors, partner connections, and more.

Understand Ad Types

  • Image ads — These are the staple of social media advertising. An engaging, text-light image which catches the users attention. Most of the ads on Instagram and Facebook are image ads, with some descriptive text underneath or to one side.
  • Carousel ads—Carousels are used when a single image isn’t enough. They allow users to swipe through various images or videos, typically for things like full product lines, seeing multi-step processes, or companies offering an array of solutions.
  • Product ads—These let customers see the prices for every item in the ad. As Social Commerce takes off, we’ll be seeing more and more of these ads across social media.
  • Stories ads—Brands can insert ads between users’ stories on Snapchat, Facebook, and Instagram. These are becoming increasingly interactive, allowing users to click and navigate ads in a more immersive experience. You’ll need a good design team on-hand for these!
  • Text ads—Your classic text-based ad still has a role for many companies, though image-driven posts have become the significant majority.

Design ads with a mobile-first focus

  • Simplicity. Keep all artwork, text, and designs simple and easy to understand.
  • Concision. Convey your message impactfully, but with as few words as possible.
  • Display. Build all aspects of your design around smartphone use, then scale up for desktop users. It’s all about tapping, scrolling, and swiping.
  • CTAs. Make all buttons and CTAs as obvious and prominent and easy to find as possible.

Test, Measure and Optimize

The difference between eCommerce social media and “social commerce”

  • Instagram—Shoppable Posts
  • Facebook—Facebook Shops
  • Pinterest—Shoppable Product Pins and ‘Shop the Look’ ads

Start your social media journey

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

What Do Social Influencers Do to Influence You?

Why do you need to employ a service provider for clipping paths?

Who Needs Clipping Path or Deep Etching Service?

How to Build Better Relationships with Your Customers Through Email

Starting My Growth Journey: A Review on CXL’s Growth Marketing Course

5 Things We Learned at Brandsmart 2018

38 New Facebook, Instagram And Analytics Apps For 2018

Introducing ScreenIQ, Out Of Home Measurements, Insights & Planning Tool

Is WordPress Good for Websites

Is WordPress Good for Websites

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
2Checkout (now Verifone)

2Checkout (now Verifone)

2Checkout (now Verifone) is the leading all-in-one monetization platform for global businesses built to help clients drive sales growth across channels.

More from Medium

How to Plan a Marketing Budget

How to Plan a Marketing Budget — by Muladamai

Landing Pages That Convert: How To Optimize Your Landing Page

Influencer Marketing: Our Top 5 Tips to Get Started

How To Beat Big Box Stores — 5 Local Marketing Tips For Small Business Owners