Social media strategies for e-commerce
Internet is one of the main tools of communication today. Entrepreneurs and advertisers know this, and there has been an important rise in e-business recently. However, it isn’t enough just to have your business online. You must also optimize your business so that it reaches the more clients the better. And one of the basic strategies to do this is through social media.
But how do social media tools work to improve your business? Social nettworks are the preferred way of communication for many people around the world. Millions of users every day get connected through Facebook, Twitter, LinkedIn or Google+ to cite some examples. So your business’s presence on these networks is essential if you want to reach the said users.
There are two main things to take into account when you are planning your social media strategy: your business and your audience. You must bear in mind that there are different networks and different business, and not every business should have the same presence on every network, or use the same strategies. For instance, B2B companies (business to business) shouldn’t make the same use of Facebook or Twitter as other companies whose products are aimed at a more general public. It is better for them to enter on social media communities interested in their activities and to join conversation topics, actively participate in their conversations, giving advice from their experience, etc.
Also, not the same kind of publications work for every business. Your messages need to be aimed at a specific targeted audience. So for instance, if your business is a designer clothes shop, your audience will be people interested in fashion. So your messages should be aimed at arousing their interest in your shop through mechanisms such as publication of news related to fashion shows, articles on how to combine clothes, etc.
Again, this has to be adapted to the network you are using to advertise your business. If you are publishing on Twitter, keep it simple: maybe information about a fashion show will be enough. If it’s Youtube, upload a video of that same fashion show, or a tutorial on fashion. If it’s Facebook, you can create an app for promotions and contests, ask users to like your page so that they can access exclusive offers, etc.
Finally, it is important to measure our social influence with tools like Klout, Google Analytics, TwentyFeet or PeerIndex. This will give you an idea of how well is your marketing campaign doing, and maybe some clues as to what to change in the future, what needs improvement and what are the strongest points in your social media strategy.
Social media marketing
According to a recent study published by Intec, a digital marketing company, recommendations on social networks are key factors for online purchases. Two out of three consumers value users’ opinions on products. As we all know well, Facebook is the main platform where consumers get information about brands.
Customer service is a basic aspect and an obvious customer loyalty opportunity. 65% of users are willing to make more purchases from a brand if they get customer service on social networks. Another important factor that helps reinforcing user experience when shopping online is the use of powerful and attractive images.
Adapting your desktop website to smartphones and tablets is also a key factor for improving user experience in online shopping. In fact, three out of four consumers affirmed that they prefer making purchases using their tablets at home.
Other users’ opinions become key factors in the purchase process, so recommendations become significant and motivating factors in users’ decision with regard to the products they’re interested in.
66% of consumers consider that users’ opinion are very important when making an online purchase. 38% of them use social networks to read users’ opinions before finishing the purchase process. They also use blogs and specialized portals to fulfil this purpose. The social networks that’s most frequently used for this purpose is Facebook (73%), followed by Twitter (59%) and LinkedIn (52%).