Today’s e-commerce market is a complicated one indeed. It is no longer enough to design your store and just wait for the customers to flow. Today’s customers expect you, the store owner to cater to their needs. In fact, e-commerce as an industry is becoming so intense and competetive that store owners, on their own, are willing to go out of their way in order to engage with customers.
Say what you may about the negative influence of social media on the general public, e-commerce owners aren’t complaining. For them, more the number of people on social media websites, more wider the target audience.
So, how exactly does social media help e-commerce sites:
Social media sites host a humongous amount of raw targets(for advertising, that is). Tapping into the vast plethora that is social media, will be of immense advantage to e-commerce sites and, depending on how well you position your site socially may well make a credible impact on your cash flow. Large e-commerce chains have already realised the importance of social media advertising and have reaped rich rewards. So, it is essential that online store owners start now, if you haven’t already, otherwise they run the risk of being left behind by their competition.
Now that you have realised the importance of social media, how do you go about turning this raw mass of people into credible buyers?
Well, depending on your capacity and necessity, there are many strategies by which you can run a successful social advertisement for your store. Let’s look at a few techniques and their benefits:
This is the most commonly used way of getting attention and luring prospective buyers. You, the store owner, pay an amount depending on the number of visits you would like, to the site where you would like to place your advertisements. This ensures that people looking at that site will be tempted by your advertisement and may view your site as well, leading to a nice overflow of interested buyers. Why this is the most effective is because it helps in spreading your brand name and, most importantly, the visitors who click your advertisements are those who wold really like to order the product, leading to decent conversion rates. So, placing your advertisements in high-traffic social media sites like Facebook will do you a world of good. This does cost but the rewards gained are the worth the investment in advertising.
2) Social media campaigns:
Like paid advertisements, the idea here is to spread your brand name across various social media platforms. A comprehensive social media campaign includes setting up a social media page for your store and to make yourselves public and visible on such platforms, whereas the first method just focusses on any one particular site. Social media campaigns should preferably be carried out when you start your e-commerce venture. These include floating banners on websites, online advertisements, e-mail marketing and so on. This really does help in getting your name out there and creates an impression on the viewers. Whether tat impression is good or bad entirely depends on how well you execute your advertisements.
Tips for social campaigns:
*Do not focus too much on one particular site to advertise. Spread out your advertisements over different sites. The user does not want to see one site fully cluttered with your advertisements.
*Advertise as much as you can over free media platforms like Facebook, Twitter etc
*Create a professional social campaign on sites like LinkedIn to rope in credible buyers.
*Never promise to customers, what you cannot achieve. Be realistic and you will be rewarded in the long run.
*Run an expansive campaign for at least 15 days. By this time, you will be noticing credible increase in traffic.
*Do not project yourselves informally or too friendly, in social media websites. Maintain professionalism in your social media pages.
3) Contests and discounts:
This is a great way to tap social media traffic. Carrying out contests and advertising them over social media sites has an extensive impact as people in turn spread to others leading to favourable word of mouth. These contests need not reward people monetarily. You could launch a campaign wherein the winner’s photo with your product will be featured on your website for a day. These campaigns entice a larger audience and makes sure that you connect with them socially.
4) Paid reviews and articles:
This is a more unique idea that has caught the attention of the e-commerce biggies lately. There are many blogs and sites which specialise on writing reviews of products and sites of a particular niche. These sites tend to have a large and trustworthy audience. If your product or site features in these sites, chances are people reading the site will prefer shopping with you. So, companies have started offering goodies and also, money to these sites to encourage them to give their site more exposure and attention. This not the most cleanest method out there but it certainly helps in boosting your conversion rates and, if the e-commerce giants are doing so, why not you?
Ultimately, social media is not just about flooding the viewers with your advertisements and somehow hoping they visit your site. It is a much larger process. One which requires careful planning end execution. It is about making a social connection with people, reaching out to the audience and maintaining a nice and exciting vibe with them. Getting people start talking about your site is half the job done. This is such a complicated process that many companies have a separate department in charge of carrying out social campaigns. This is an important part of your company as people are noticing and you need to look professional. Having said that, it isn’t the hardest job in the world. If you have set up your site and secured background logistics, social media interactions should be a breeze for you.