How To Use Social Media For E-commerce Business

In spite of its huge popularity, some of us still haven’t tapped into the potential of social media for e-commerce business. You are missing out on great opportunities to create brand awareness, drive traffic to your e-commerce site and generate sales, in case you haven’t created a strong social media presence yet. However, its never too late. Therefore, you must adopt social media for e-commerce business quickly to grow your business.

“Social Media is here. It’s not going away; not a passing fad. Be where your customers are: in social media”
Lori Ruff

How to drive traffic from social media for e-commerce business?

Social media is all about: connections, relationships, and engagement.

You can leverage social media for e-commerce business in two ways.

  • You can use it to drive traffic to your online store or
  • You can use it to generate sales

As per a recent study, when customers experience positive interactions with your firm on social media the possibility of them recommending your brand increases three folds. Of course, they are going to make these recommendations on social media platforms! Saying something about your business on social media would have greater reach as compared to recommending a coworker at the office.  So, how do you ensure positive interactions on social media platforms?

You can start posting content that resonates with your target audience. Also, you can use social media to answer your customers’ complaints and turn your business into a success. It also helps you improve their perception of your brand. Make sure your social media content is engaging to drive higher traffic to your e-commerce website. So, go ahead and share images, written content, and links to your online store. Posting engaging videos also works great. Organic content is always successful though it may be time-consuming. Therefore, 94% of companies opt for social media Ads and sponsored Facebook posts.

So, it can be concluded that: Social media ads work! If you haven’t done it yet, you must consider having social media ads.

Apart from this, you can leverage social media options mentioned below to drive more traffic to your e-commerce website.

  • Facebook content
  • Live streaming videos
  • Instant messaging
  • Instagram stories

Let’s see these options in detail.

Facebook content

It is observed that articles that are between 2,000-2,500 words in length are shared more often on Facebook as compared to any other length. Also, videos that are between 4.00-4.20 minutes in length are shared more. You must ensure that your posts/videos are high-quality and fit these length criteria to get the attention of your audience.

Live streaming videos

Live streaming is growing fast. In fact, users upload more than 300 hours of video content to YouTube every minute, that’s 1 billion hours per day! Again, live videos are even better. They are great for publicity and often lead to conversions as well.

Here’s why you must consider using live streaming:

  • 80% of people would rather watch a live video than reading a blog post.  Also, 82% of people go for live video instead of any other form of social media post.
  • Facebook users watch live videos 3x longer as compared to recorded videos.
  • More than 36% of Internet users have seen a live video.

People respond to live videos positively as it creates immediacy and engagement. It also enhances customer experience. This is why most social media channels have live streaming capabilities or easy integration.

Based on your customer demographic you can opt for:  Facebook Live, YouTube Live, Periscope, Twitter, Snapchat, Twitch, and Instagram Live, etc. 

You can inform your followers in advance about your live streaming. And, create a loyal customer base if you connect and build a relationship with your target audience successfully. In fact, they’ll also endorse your brand.

Instant Messaging

Instant messaging is among the most popular social media platform you can opt for.

Let’s see the numbers of monthly active users of 3 leading platforms:

  • WhatsApp – 1.3 billion
  • Facebook Messenger – 1.2 billion
  • WeChat – 963 million

You can use artificial intelligence (AI) and chatbots to boost user engagement.

You can use messaging when you want to:

  • automate basic conversions
  • create a sales funnel
  • make announcements
  • provide resources
  • share new content

You can use a chatbot to automate your sales, help desk, complaint department, and a lot more. Learn how to get 88% Open Rates and 56% CTRs Using Facebook Messenger Chatbots for Marketing.

Instagram Stories

With over 250 million active users per day, Instagram Stories should be on your list when you want to use social media for e-commerce. Business More than 50% of businesses on Instagram post minimum one story every month. And, 20% of Instagram stories lead to one direct message. That’s a pretty awesome engagement rate for social media.

Now let’s see how you can use social media for growing your e-commerce sales.

How do you sell using social media for e-commerce business?

You obviously want to use social media for selling and not just to create brand awareness or brand loyalty. Right? So, let’s see how you can sell on social media. Before moving forward with how to sell your products, you need to figure out which social media platform to use based on your target customers. Once you choose a social media platform, you must focus on increasing user engagement and brand loyalty to get traffic to your e-commerce site.

Strategy 1: Paid advertising
Strategy 2: Re-marketing
Strategy 3: In-app purchases
Strategy 4: Influencer marketing
Strategy 5: User-generated content
Strategy 6: Instagram
Strategy 7: Pinterest

Now that you have enough traffic, you can opt for strategies to convert traffic into sales.

Strategy 1: Paid advertising

Facebook and Instagram update their algorithms to personalize content. Therefore, you need to use paid ads to get your products visible. You can use Facebook Ads, Twitter Ads, Instagram Ads, etc. based on your audience. Make sure you promote high-quality content to get maximum ROI.

Strategy 2: Re-marketing

Remarking refers to the process of continuously targeting customers, again and again, using numerous platforms. This technique actually works for when it comes to using social media for e-commerce. According to Wordstream, conversion rates are higher with more ad impressions. Based on customers recent browsing history, interest, and demographic data you can filter your remarketing cookie pool. However, at this moment, you can execute this strategy on Facebook and Twiter only.

Strategy 3: In-app purchases

The other key strategy to sell using social media is in-app purchases. In-app ads help your customers make purchases without leaving the social platform. You can use the app like Ecwid to set up shopping carts on your Facebook page. Additionally, you can let Facebook users ‘check out’ without leaving the site.

Apart from Facebook, you can go ahead and use Pinterest. It provides a ‘Buy It‘ button to allow users to make purchases instantly. This is an awesome trick to boost your sales as it makes your mobile shopping experience even better. It attracts many impulse buyers.

Strategy 4: Influencer marketing

One of the most popular ways to boost your e-commerce sales using social media is influencer marketing. Influencer marketing gets you an average return of around $7.65 for every $1 you spend. Nearly 84% of marketers state that it’s an effective strategy to increase e-commerce sales. Apart from this, 70% of young YouTube users trust influences as compared to traditional celebrities. Influencer marketing doesn’t just stop here.

On Twitter, there has been a 5.2x rise in purchase intent when consumers see tweets from the brands as well as influencers. About 49% of Twitter users tend to rely on recommendations from influencers. And, 40% of people have made purchases based only on a tweet of an influencer. It is surely one the fast-growing technique to attract more customers.

“Privacy is dead, and social media hold the smoking gun”

Pete Cashmore, Mashable CEO

Strategy 5: User-generated content

Make your followers feel special by creating engaging content. You can use user-generated content. So, go ahead and feature your customers in your profile descriptions.

Strategy 6: Instagram

More than 68% of users engage with brands on a daily basis using Instagram. As per TrackMaven research, the engagement ratio that is interactions per post per 1000 followers on Instagram is 8 times higher as compared to any other social media marketing channel. Also, the average value on Instagram is $65 which makes your Instagram follower worth more. You can add a link to your e-commerce store to gain e-commerce sales using Instagram. It works great for products that are visually appealing. You can also opt for Instagram storefronts to drive sales from Instagram. There are many integrations and plugins available for most e-commerce platforms.

Strategy 7: Pinterest

Pinterest is an amazing option when you want to use social media for e-commerce business. E-commerce giant WallNeedsLove was able to drive 94% of their social media traffic using Pinterest. Even you can use Buyable Pins to allow your customers to make purchases directly on Pinterest without leaving the site. Buyable Pins work effortlessly on mobile, too. And, the best part is, it’s completely free to set up Buyable Pins.

Wrap Up

Social media has become an inseparable part of everyday life for most of us. This brings a great opportunity for companies to create brand awareness, generate sales, and develop a loyal fan base. However, many e-commerce businesses haven’t leveraged the potential of social media platform to the fullest. You can use the tricks and strategies discussed above to use social media for e-commerce business. This article helps you figure out how to use social media platforms to drive traffic, create sales and create loyal customers. All you need to do is figure out the right social media platform based on your target audience. And start posting user engaging content.

Do let us know how you leverage social media for your e-commerce business in the comments below.

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