Selling products on social media platforms (also known as social commerce) has become a viable digital advertising strategy for e-commerce brands worldwide.
With social commerce, you can use social media to engage with your target customers and encourage them to make sales on their favorite apps without ever visiting your website.
This is very convenient, especially considering 54% Internet traffic comes from mobile devices.
Check out the following social commerce best practices and examples of which brands are doing it right.
1. Know your audience profile
If you want the best engagement rates, you must align your social commerce strategy with the recipients of your brand message (your target audience).
Knowing your target social audience does take time and effort, but it will make all the difference in conversions and sales.
It’s no secret that you get better results when you use the right platform to deliver the right message to the right people.
Don’t just use the same message on your website, but more intentionally choose products and wording that align with your specific subset of social media customers.
Use analytics to stay informed Demographics and Performance Data Helps you decide which products to include on your list and how to target them.
For example, Target Created a great browsing experience for their Instagram users by using smart lists based on hashtags and content engagement and constantly upgrading their offerings.
Customers who click on products on Instagram no longer leave the app to complete the sale.
2. Stay creative with social storefronts
Due to the pandemic, people have changed their shopping habits.
Since most shoppers now learn about brands through social media, you must rethink your social profiles They act as your brand’s digital storefront.
Remember, you only have one chance to make a good impression.
Create a great buying experience because your social media The vibe of your profile is as important as the products you sell.
You can attract repeat customers with a successful customer experience backed by quality products.
For example, small tassel Retail stores have a digital storefront through their Facebook Shop.
They created product pages specifically for Facebook with information like styles, materials, and shipping details.
All of their listings provide value and build trust, which is critical in attracting new customers to make their first purchase.
3. Schedule Consistent Promotional Posts
Creating promotional posts is a great way to share more product details, such as product close-ups, short demos, and walkthroughs.
You can even add links to your posts, which can help you:
- create better brand awareness.
- know more client needs.
- Simplify buying process.
Take this example Ralph Lauren.
Notice how they use product assortments to showcase their seasonal collections.
This strategy gives shoppers a better idea of how different products will look when worn together (or layered).
4. Humanize your social media responses
One of the main reasons people engage with brands on social media is for instant response. If customers want to learn more about products, order inquiries or general questions, social media makes it easy to connect. Not only can you give simple answers, but you can also:
- recommend a product.
- share direct link Buy.
- Offer a promo code to ensure sales.
This interaction is also an opportunity to showcase your brand personality and build trust with shoppers.
Overall, this is a successful scenario because you provide excellent customer service while potentially increasing your bottom line.
Here is an example Visidore Do this through their Instagram page.
5. Use analytics to guide your strategy
Working in the dynamic world of social commerce requires trackable metrics.
So rely on your social media analytics to understand what works and what doesn’t.
diving In-depth analysis Will discover new opportunities and assess which social commerce posts drive sales.
From there, you can adjust your strategy and make your future posts more appealing to potential customers.
You can also use data to guide the design and functionality of your social media properties.
For example, you can customize your Pinterest board as a product navigation tool for your audience.
Patagonian The Pinterest board does a great job because its product board mimics its website navigation.
Therefore, they create a similar feel for loyal customers while attracting potential new customers.
Likewise, you must create a consistent brand experience in order to pave the way for instant recognition by your audience.
6. Simplify the checkout process
Research shows that mobile users have higher cart abandonment rates than desktop users 85.65%.
So, as buyers turn to smaller screens for their everyday purchases, having full support through a streamlined checkout process is critical.
Social commerce helps because it eliminates the drop-off points that lead to deal abandonment.
Now, customers can shop on your website without creating a personal account.
Instead, they can use their social media profiles for seamless transactions.
Instagram business accounts, such as Peppermint Baby Create shoppable posts with relevant information and pricing.
You can upload up to 30 of your best selling products to the catalog (or link to the corresponding product page on your website if there are no items in the catalog).
Additionally, brands can now host live shopping events on almost all social platforms.
Live Shopping allows companies to discuss products, answer questions, and even pin products from the catalog to the screen during live broadcasts.
Make the broadcast interactive and tell viewers why this product is indispensable in their lives.
When they click on a product image, it shows a Keyword-rich descriptions, to make it detailed, attractive and concise.
From there, customers can easily purchase items using a credit card or e-wallet without leaving the app.
Here is an example Hollister Take advantage of IG Live Shopping.
First, the photo on the left shows a video from your list of Live Shopping videos.
(hint: view all Live IG Shopping, visit the Shopping tab on Instagram, and scroll at the top until you see the Live category. )
Then you can click on the video, and finally, you can select “View Product”.
7. Partner with social influencers
Finally, consider Influencer Marketing.
It’s not a new concept, but you can optimize it to expand your reach and improve social selling.
For example, when influencers use the shoppable hashtag on IG, they drive potential buyers directly to your store.
This approach curates an engaging experience for your customers as they get to see real-time stories from influencers promoting your products.
Then, when they click on the link, they can make an Insta purchase.
With so many people following content recommended by influencers, this is an ideal opportunity to grow your audience.
This is the influencer Alex Anglin Do it for Walmart.
when finished
Note the brands mentioned above that are winning the social commerce game – there’s no reason your business can’t do the same!
Follow the tips to stand out on social media and make it easy for customers to buy through your brand’s social profiles.
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Featured Image: fizkes/Shutterstock
