Social media has completely changed how we live. Not only that it changed how we communicate with each other, but it also revolutionized the way we shop.
It has played a vital role in the significant shift towards online shopping. In terms of eCommerce revenue, it is expected that smartphones will completely overtake the desktop.
So if you're an online merchant, you can't afford anymore to be inactive on social media.
A majority of people are buying something because they saw it on social media, while others turn to it before ultimately making a purchasing decision.
So how can you utilize it to boost your online sales process?
With the right plan in mind, you can improve people's social media experiences and generate more sales.
In this post, we'll walk you through with tips on how to craft a successful social media marketing strategy.
So are you ready? Here we go.
#1 - Set your social media goals
Before you embark on a social media campaign, it's crucial that you build a digital marketing strategy first. It should encompass every aspect of your online presence such as your email, website, online advertising, and most importantly ‒ creating specific goals.
Web Traffic. What kind of people do you want to attract to your site? What makes these potential customers unique? How many web visitors do you need for you to have a successful campaign?
Conversion. How many users are you aiming to turn into potential customers? How many visits should it take for prospects to convert into customers? This analytics is a measure of the effectiveness of your layout, site content, and images.
Brand Enhancement. What do you want people to learn about your company or brand? Is the online presence you've built consistent with your physical presence? Is your copy clear, consistent and coordinated? Good impressions create reliability which leads to more recommendations, and referrals, in the long run.
Visitor/Customer Communication. How would you react to online visitors? Is your site on the passive side, or you engaging them to gather information, and encouraging future visits? Is there a variety of tools at your disposal to engage users such as interactive blogs, giveaways, pop-up ads, polls, chat lines, etc?
#2 - Research your target audience
Before you can reach out to your audience, first and foremost, you have to identify them.
- What specific age group do you want to reach?
- What are their common values?
- What's their average income?
Asking yourself these questions will make you identify who are your ideal customers.
#3 - Perform a social media competitive analysis
Before you start creating content, it's crucial to know what your competitors are up to, and it requires surface-level analysis. Some might even resort to competitor analysis tools to dig deeper with their competitors' numbers.
Gaining insight on how your competitors are doing will help you adjust your social media marketing strategy if needed. Your goal here isn't to steal their ideas ‒ instead, it's knowing what's working well for them so that you can also adjust your strategy accordingly.
#4 - Create engaging social content
Your followers respond quite differently when your content is different. That's why it's essential to find the type that suits you the most. You also have to ensure that the content that you post is good before posting it. There shouldn't be any neutral reaction. If you think that the content you post is terrible, then don't post it.
The key here is finding the right balance between the captions and the right creatives ‒ between promotion and personality. The pressure is undoubtedly on as we live in an era where 46% of users say they unfollow a brand if it comes off as overly promotional.
When you put together a content piece for your social media marketing plan, consider the following combinations:
Video content - The pressure for brands to create video content is more significant than before. In fact, social video content is the most viewed and shared across different social media platforms. So, what type do you want to create? A short looping video? Live? Long-form? There are so many options available out there that suits your budget.
User-generated content - Users today love authentic material that doesn't always have a professional, and polished look. It means less work on your part and less pressure into still coming up with new ideas.
Content themes - Content themes give an excellent approach to sectioning your content. Instagram is the top platform to work out those visual themes.
#5 - Find the best times to engage with customers
When are you available to interact and engage with your prospects and followers? For instance, you might come across recommended times to post on evenings. That's why you have to ensure that your social media manager or someone from your team answers queries about your products, or concerns when you post or tweet.
While it's crucial to know what the best times to post on social media are, engaging with your followers after posting is also as critical. Usually, a brand's average response time is 10 hours. But do you know most users expect brands to reply within 4 hours?
Because of the ever-changing algorithms, it's becoming increasingly difficult for organic content to reach a majority of audiences. So the last thing that you want to happen is to ignore those who engage with you and lose the chance of sending them into your marketing funnel.
#6 - Track and monitor your social metrics
Metrics for engagement are vital in creating meaningful, and lasting relationships with your followers. Likable content and a massive following are excellent, but there are also additional metrics that you should keep an eye on:
Reach - Post reach is the total number of unique users who saw your post. Is it effective in reaching your target audience's feeds? How far is your material spreading on social media? Because algorithms are continually changing, tracking your reach is as vital than ever.
Clicks - These are the total number of clicks on your logo, company name, or content. Tracking clicks are crucial to gain insight into what drives curiosity and encourages people to buy.
Engagement - Engagement is all about seeing who interacted with your brand and see if it's proportional to your total reach. It lets you know how your audience is willing to interact, and how they perceive you.
Hashtag performance - What kind of hashtags are associated with your brand, and what drives the most engagement?
Organic and paid likes - It's harder to get organic likes on Facebook. That's why most marketers turn to Facebook Ads. On Instagram though, getting organic likes are not as difficult.
Sentiment - Measures how your followers reacted with brand, hashtag, or content. What kind of sentiment users is associating with your brand hashtag?
Utilizing these tactics, and working closely with a top social media advertising agency such as Voy Media is a surefire way to get more eyes on your e-commerce platform. The more that you put it in front of the right people, the more sales you're going to make. While these might take time and effort on your part, it's going to be worth it in the long run.