During the pandemic, 86% of Indians used online shopping, suggesting a rapid uptake of E-Commerce throughout all age groups. The Shopify analysis, titled Future of Commerce 2021, combines worldwide merchant data with multiple consumer surveys to foresee potentially significant shifts in consumer purchasing behaviors.
Social Media is one of the factors that has had a significant impact on changing purchasing habits. According to the survey, 55 per cent of younger consumers who shop at smaller stores learn about companies through social media. 45 per cent of middle-aged consumers use social media to learn about and discover products.
As a result, a smart E-Commerce social media strategy should be at the heart of each E-Commerce business today. Eventually, such an E-Commerce media plan might become the most powerful driver for your E-Commerce business’s development. According to a new Bain & Company report, India’s social commerce business will be worth $70 billion by 2030.
Here is a summary of several effective social media marketing methods that, if done correctly, can help your E-Commerce grow.
1. E-Commerce Strategy: Sharing Is Preferable To Selling
When it comes to strategies for E-Business, this may sound like a bit of unreasonable advice. Even if the earliest stages of the purchasing process begin here, it is vital to remember that the primary objective with which individuals browse social media is not shopping. Marketers must consequently use social media to develop relationships above everything else. As a result, sharing useful information and establishing trust on social media outperforms any sales attempts. Consumers who engage with content on social media for an extended period are more likely to make a purchase.
Brands must engage in a variety of activities to establish relationships, including:
- Interacting with the audience.
- Taking part in groups.
- Hosting live chats, among other things.
While rising acceptance of E-Commerce creates many opportunities, it also necessitates that E-Commerce players rethink their tactics to become more “relational” with their clients, rather than only having a “transactional” relationship. There are many significant lessons to be learned for all digital marketers in the post-pandemic period (fingers crossed), including the necessity to develop an emotional connection with audiences.
2. Developing Relationships With Influential People
74% of individuals use social media to help them make purchasing decisions. (2014, Ogilvy Cannes). Influencer marketing material has an 11 times better return on investment than other forms of digital marketing and a vital part of the strategies for E-Business.
Influencers with a large online following can thus help a company gain a lot of traction. This is true not only in reaching a bigger audience but establishing trust. The company must be cautious when selecting influencers whose content resonates with the business’s values and whose audience is relevant.
3. Your Blog Can Help You Establish Trust And Authority
A blog is a digital asset that not only aids SEO but also allows for the sharing of thought leadership and interesting material through social media channels. It also functions as a sales pitch for new items and services, and it has the potential to drive much more traffic to your website. Connecting your blog with interesting social media postings might help your clients have a more pleasant shopping experience.
With their thought-provoking pieces, India’s main E-Commerce Websites for fashion and lifestyle have established themselves as industry leaders. A higher conversion rate was achieved by strategically inserting product links within their blog.
4. Innovative Communication Design
When creating social media postings, make sure the overall aesthetics and colour palette represent the brand’s key values. Staying true to your brand’s identity may be as simple as identifying brand values and tailoring your content accordingly. Using high-conversion keywords in your social media postings can also help your product gain a lot of traction. Well-researched keywords have previously been shown to have the ability to transcend beyond your immediate audience. Similarly, using hashtags that increase the visibility of your material on social media networks is a part of the E-Business Strategies.
5. Special Promotions
Discount and giveaway programmes can be quite an efficient strategy for E-Business.
E-Commerce companies specialising in eye care and spectacles is a wonderful example of this. They’ve had much success with their promotional social media campaigns, they offer free Rs. 150 coupons to everybody who signs up for a new account. One of the company’s campaigns received 1.6 million Facebook likes and 6000+ Twitter tweets, which is a huge accomplishment.
Similarly, include polls in your posts will increase interaction while also giving you valuable insight into your audience’s thought process and behavior.
6. Make a Social Media Marketing Investment
89 per cent of marketers use Facebook in their brand marketing efforts. Marketers’ extensive use of Facebook advertisements demonstrates that social media ads are incredibly effective in increasing engagement and reach. Make sure the audience of that platform resonates with your ideal client base before investing in any social media marketing. Your brand’s image and quality of communication with your target audience should be enhanced by the platform.
Almost all major social networking network now provides a variety of advertising alternatives. Dynamic product advertising was recently added to Facebook and Instagram’s ad formats repertoire. Dynamic product advertising begins marketing your items to people who have expressed an interest in your items on your website, app, or anyplace else on the internet. A renowned travel site was able to cut its acquisition costs by 47 per cent and reach 238 million people globally thanks to this advertising. Pinterest’s promoted carousel advertising may also be a beneficial strategy for E-Business to you.
7. Create a YouTube Video Strategy
YouTube is a terrific complement to social media marketing for E-Commerce platforms, as it is the third most viewed website on the planet. There is a slew of ways you can use YouTube to help your E-Commerce business succeed.
The most important is to use content marketing to raise brand recognition. With 5 billion videos seen on YouTube every day, it’s the ideal place to introduce your business to a broad audience so they remember you when it’s time to buy.
Make use of YouTube Ads to reach a wide audience.
To inspire connection and trust, collaborate with other YouTube Channels, particularly those managed by influencers.
Remember to be true to your brand voice and be consistent, as memory takes generally 5-7 brand impressions.
8. Use Social Proof to Your Advantage
Customer evaluations are an excellent approach to provide social proof, which can aid in the conversion of new customers. 84 per cent of buyers believe product evaluations are as trustworthy as a referral from a close friend or family member. Many of these testimonials might be used to promote your business on social media. You might even invite experts to go live on your social media channels so you can benefit from their influence and goodwill. Curating user-generated content is another excellent way to establish social proof from your users and will reap good results as an E-Business strategy.
9. Make Use Of Instant Messaging
While these may not appear to be traditional sale channels, their popularity is growing rapidly. With over 1.3 billion monthly active users, Facebook Messenger is the most popular app on the planet. It can display you product updates, pricing adjustments, and more after you attach it to your website.
It can also help you increase conversion rates because of the following factors:
- Interaction with customers.
- It’s a good way to get more leads.
- Customers may interact with the brand quickly and easily.
- Personalization is a key driver for it since it lends itself to it.
10. Make Data Work For You
Social media platforms feature built-in analytics tools, such as Facebook Insights and YouTube Analytics, that allow you to watch your audience’s thought process, purchasing behaviour, attribution, and a variety of other factors, allowing you to keep track of your paid advertising campaigns. Today is the era of performance-based communication, where you can utilise historical data to determine what post garnered the most interaction or what time of day the majority of buyers were online before publishing anything or beginning any new ad campaign.
Marketers nowadays are attempting to create a streamlined path for the client purchase process by connecting all the dots. Attribution reports, whether based on sessions or conversions, are essential for identifying the sources that contribute the most to conversions. Social media dashboards, meanwhile, play an important part in strategic decision-making. It compiles all social media measurements and allows you to make strategic decisions based on real-time data, eliminating the need for guesswork.
11. Accept New Platforms With Open Arms
On the internet, there is a lot of social media clutter, which means that traditional social media marketing strategies for E-Business don’t always work and can even backfire. This occurs when companies are unable to reach out to their current and potential customers at the appropriate time and location. Many E-Businesses are now using the most recent social media platforms to reach out to new audiences who aren’t interested in traditional social media platforms such as Facebook and Instagram.
JioMart, an E-Commerce company, has begun accepting orders over WhatsApp. Although it is resource-intensive, it has the potential to expand its overall reach by attracting a large number of new customers. Similarly, researching other options such as Instagram’s shoppable posts and shoppable IGTV videos might provide E-Commerce firms with a fresh approach to reach their customers. It’s also worth considering Pinterest in your strategy for E-Business, as research shows that “Pinners” are 39 per cent more likely to be active retail customers, according to an Oracle Data Cloud and Pinterest study.
Indeed, with its “Shop the Look” Pins, it lends itself to contextual discovery and is worth putting time and effort into developing a Pinterest social commerce plan.
12. Consistency is Key
Consistency is the key to a successful social media plan for an E-Commerce business. It not only expands your reach but also improves audience engagement. Having a posting schedule in place can help you maintain consistency.
Pro-tip: When posting on social media, follow the rule of thirds: spend 1/3 of your time marketing your product or service, 1/3 communicating with others, and 1/3 giving industry news and ideas that your followers could find useful.
In terms of social media posting, consistency also entails adhering to your brand persona while also catering to the needs of your target audience.
These are some social media marketing strategies for E-Commerce business websites that can make your customers’ product discovery process go much more smoothly, resulting in a higher conversion rate.
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