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Social media strategies for online shopping cart platform – Guide
According to a report by Shopify, 86% of Indians have embraced online shopping during the pandemic, indicating an acceleration in e-commerce adoption across all age groups. The Shopify report, titled Future of Commerce 2021, combines data from global merchants with various consumer surveys to predict some sweeping changes in consumer buying behavior. One of the aspects that has played a strong role in changing buying behavior is social media. The report finds that 55% of younger consumers who shop at independent retailers discover brands through social media. Among middle-aged consumers, 45% use social media to learn about and discover brands.
With over 93% of the world’s population actively using social media in their daily lives, it has slowly started to influence their purchasing decisions. While people still rely on peer recommendations, the influence of social media is undeniable. The world of e-commerce is based on web traffic. However, the process of attracting potential customers to your company’s website through social media is not so simple. While it sounds simple, there are many things that are closely related and require a lot of attention.
Popular social media strategies for online shopping cart
If you only promote your own products through your social channels, your audience will burn out of your pages and posts quickly. The more engagement on your posts drops, the less often your new posts will be seen by your followers – after all, channels like Facebook, Twitter and Pinterest only want to show the most interesting content to keep users engaged (and there are plenty of brands around that compete). for limited space on a user’s social feed). Increase engagement by finding great repurposed content. I’m not just talking about reposting old articles or sharing cool stuff you’ve found on other sites. Instead, use the skyscraper approach or create something similar to Buzzfeed’s playlists.
Find an interesting topic and turn it into something much better than the original. That’s what the guys at Shopify did when they were tasked with starting a profitable business in just three days. Using BuzzSumo, they searched for frequently shared content that was relevant to their audience. Using the original video created by someone else, they took the tips and created a targeted list post, which they shared online with a relevant community. It didn’t take long for the new content to drive traffic to the online store that hosted the item. While this increase in new traffic usually doesn’t result in immediate sales, well-optimized content like this will consistently send traffic and drive sales in the long run.
Embrace Micro-Content
One of the problems facing many marketers these days – not just those in e-commerce – is that the web is in a constant state of information overload. Audiences are bombarded with updates from their favorite brands, publishers, and media, both directly and through shares from people on their network.
With limited time and dwindling patience, consumers are simply not willing to spend a lot of time digesting content. You can’t expect them to be ready to watch a 10-minute video or read a 5,000-word article when they’re on the go. That’s why micro-content is useful. Short 10-second Snapchats or short videos posted to Instagram and Facebook – or even a video converted to GIF format for Twitter – can increase your engagement.
With micro-content, you get the same benefits as video, and your audience is more likely to watch it when they know it won’t take more than 10-20 seconds of your time. Big brands have used it since the beginning of Vine, including Lowe’s, Doritos, Taco Bell, and even NASCAR.
Blogs are also social
It’s not uncommon for marketers and online store owners to have tunnel vision and get stuck with the idea that social media is all about Facebook, Twitter, Instagram, Pinterest and Snapchat. But blogs are absolutely forms of social media – they are platforms where content is posted, and that content sees shares and comments, just like the most popular social platforms. When you’re marketing an e-commerce business, make sure you include regular blogging outreach in your social media strategy. It can drive A LOT of traffic back to your store if you do it right.
That’s what Richard Lazazzera of A Better Lemonade Stand learned when he challenged himself to launch a t-shirt business in just 24 hours. After creating his Shopify store and listing his products, he contacted a local blogger to ask if he would be interested in covering the products as they were related to an article the blogger had recently published.
Create more engaging content
Whenever you post content on your social media, it should have a purpose, be it generating comments, sharing content, driving traffic to your store, etc. The best way to do this is always with a focus on maximum engagement. Some of the best ways to do this are: asking questions, creating strong calls to action specifically for engagement, and targeting your audience’s emotions with a little controversy from time to time.
This is especially effective when you focus your content on a product or your brand, as Ahole Gear did. Doritos recently combined another of the approaches above, creating a short music video that leverages his product and adds a touch of political controversy to People Talking. The more engaging your content, the more it goes beyond your immediate followers when they comment, like and share your content. This leads to repeat customers and the acquisition of new customers who were previously unaware of your brand.
Use social reviews
Customer product reviews are a great way to build social proof on your product pages and let new customers know what to expect when they shop with you. Many e-commerce platforms use apps like Yotpo to develop more engaging reviews on their online stores, but you can also leverage reviews from your social media.
Not only can Yotpo connect your social accounts to post user-generated content on your pages, but Facebook also has its own native analytics that you must enable. That way, when potential customers discover you on social media, they can see right on the channel, without ever visiting your website, that people are praising your products and services. For example, Coval Vapes is a brick and mortar store that also sells its products worldwide through its online store and has collected a good range of highly rated reviews on its Facebook page.
Consistently encourage your fans to leave comments. Instead of asking for reviews through your social channels, send emails after purchase and include a prominent call to action. Ask them to come back and verify the purchase on your social channels or in-store so you can later benefit from greater social proof generated by satisfied customers.
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