This year the number of people that use social platforms such as Facebook, Twitter, LinkedIn, eHarmony, and Pinterest will break one billion. The main attraction of social media for E-Commerce businesses is to connect with new customers and to strengthen ties with current Customers.
Businesses that participate in eCommerce marketing have been taking advantage of this phenomenon for several years now, establishing advertising schemes throughout social networks. However, an eCommerce business cannot successfully utilize social platforms without the correct development and implementation of a social strategy.
The right goals are extremely important in choosing which social platform and audience will best fit your business. You can set realistic and measurable metrics, in terms of how much time and staff you’ll be able to commit to your program, including Brand Engagement, Advocacy and Loyalty.
Amy Porterfield at the Social Media Examiner has this take:
Start with a single question: “Why social media?” The answer will dictate everything you do in this first phase. Assessment is to evaluate where you are, where you want to go and what the wins will be along the way.
Put Your Audience First
First things first: You need to clarify your audience’s needs, wants and challenges—not to mention where they’re spending time online. Use tools like Survey Monkey or Google Docs to quickly and inexpensively survey your customers.
Two key ways that businesses can achieve this goal is by creating social platform content and utilizing community interactions. Billions of pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) are shared on social networks each month. This can be used as a key component to lead your brand or business’s presence. Community commitment plays a key role in sparking positive conversations about your business. A strong community presence can help create and monitor loyal customers.
A good way to reach this goal is by incorporating product sampling in your social strategy. Give away a small portion of a product or service that best represents your inventory. By giving customers a sample of what your business offers, they will become more aware of your brand. This encourages customers to try your products/services, therefore increasing the chance they will want to know more.
The five major benefits of knowing your audience are considerable:
Laser focus: You can create content that resonates instantly.
Break barriers: Confront pain points head-on to build trust.
Language: Increase engagement by being a person your audience relates to.
Empathy: The more you listen, the better you can respond to specific needs.
Positioning: You can become the go-to source in your niche.
Define the Guiding Theme of Your Strategy
In their book, The Now Revolution, authors Jay Baer and Amber Naslund explain the importance of defining your theme. Since you’ve identified your audience, the next step is to ask yourself what you want them to do . What’s your theme? It’s usually one of three things:
Promotional content posts are a perfect place to begin to increase sales for your eCommerce services. When running a contest or other promotional offer, “softer sell” keywords resonate better with users as opposed to more direct or aggressive language like “promotion”, “contest” and “coupon” keywords. Some top promotional keywords are “winner” and “win” because it gives customers something to get excited about rather then feeling they are being sold to. You can also correspond different group deals through social platforms to generate sales for your business.