Selling products on social media platforms (also known as social commerce) has emerged as a viable digital advertising strategy for e-commerce brands around the world.
With social commerce, you can leverage social media to engage with your target customers and encourage them to complete the sale on their favorite apps without having to visit your website.
It’s incredibly comfortable, especially considering 54% Most of the internet traffic comes from mobile devices.
Check out the following social commerce best practices and examples of brands that get 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 takes time and effort, but it makes a difference in conversions and sales.
It’s no secret that you can expect better results when you convey the right message with the right platform to the right people.
Instead of just using the same messages on your website, be more persistent in choosing products and formulas that align with your specific subset of social media customers.
Use analytics to stay on top of demographic and performance data to help you decide which products to include and how to place them.
for example, targeting Creating a great browsing experience for Instagram users with smart hashtag-based lists, sharing content, and constantly upgrading their product offerings.
Customers who click on a product on Instagram no longer leave the app to complete the sale.
2. Stay creative with your social storefront
People have already changed their shopping habits thanks to the pandemic.
Since most shoppers now learn about brands through social media, you have to rethink your social profiles. It acts as a digital storefront for your brand.
Keep in mind that you only have one chance to make a good impression.
Create a great buying experience because the vibe of your social media profile is just as important as the products you sell.
Attract repeat business by offering a winning customer experience backed by quality products.
For example, file small tassel The retail store has a digital storefront via Facebook Shop.
They created Facebook product pages with information such as style, material, and shipping details.
All of their listings provide value and build trust, which is essential for attracting new customers to make their first purchase.
3. Schedule fixed promotional posts
Creating promotional posts is an excellent way to share more product details, such as close-up product shots, short demos, and how-to clips.
You can also add links to your posts which will help you:
- create better Brand awareness.
- Meet more customer demands.
- Simplify your purchase proces.
Take this example from Ralph Lauren.
Notice how they use a range of products to showcase their seasonal collection.
This strategy gives the shopper 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 connect with brands on social media is because of the instant response. Social media facilitates communication if customers want more information about products, order inquiries, or general questions. Instead of just giving a simple answer, you can:
- We recommend Producer.
- Share a direct link to purchase.
- Provide a promotional code to secure the sale.
This interaction is also an opportunity to show your brand personality and build trust with the shopper.
Overall, it’s a winning scenario because you provide outstanding customer service with the potential to increase your bottom line.
Here is an example Vicidolls They just do that via their Instagram page.
5. Use analytics to guide your strategy
Operating in the dynamic world of social commerce requires traceable metrics.
So rely on your social media analytics to understand what works and what doesn’t.
Digging deeper into analytics will discover new opportunities and evaluate social commerce posts that drive sales.
From there, you can adjust your strategy and make your future posts more compelling to potential customers.
You can also use data to guide the design and functionality of your social media assets.
For example, you can customize your Pinterest boards to act as a product navigation tool for your audience.
Patagonia The Pinterest board does a great job because its product pin boards mimic their website navigation.
Thus, they create a similar feel for loyal customers while also attracting potential new customers.
Likewise, you must create a consistent brand experience to pave the way for instant recognition for your audience.
6. Simplify the checkout process
Studies show that mobile users have a higher cart abandonment rate than desktop users, at an exponential rate 85.65%.
Therefore, as buyers move to smaller screens to make everyday purchases, it is essential to be fully supported with a streamlined checkout process.
Social trading helps because it removes breakpoints that lead to abandoned transactions.
Now, customers do not have to create personal accounts to shop on your site.
Alternatively, they can use their social media profiles for a seamless transaction.
Business Instagram accounts such as Mint baby Create shoppable posts that provide relevant information and prices.
You can upload up to 30 of your best selling products in a catalog (or link to corresponding product pages on your site if the items are not in the catalog).
In addition, brands can now host a live shopping event on almost all social platforms.
Live shopping allows the company to discuss the product, answer questions, and even pin a product from the catalog on screen during the broadcast.
Make the broadcast interactive and tell viewers why this product is important in their lives.
When they click on the product image, it will display a keyword-rich description, making it detailed, attractive, and concise.
From there, customers can easily purchase the item with a credit card or e-wallet without leaving the app.
Here is an example hollister Take advantage of IG direct shopping.
First, the left image shows the video in the list of live shopping videos.
(Noticeable: To see all of your Live IG shopping, visit your Instagram’s Shopping tab, and at the top, scroll until you see the Live category.)
Then, you can click on the video, and finally, you have the option to View Products.
7. Collaborate with social influencers
Finally, consider influencer marketing.
It’s not a new concept, but you can improve on it to expand your reach and improve social sales.
For example, when influencers use shopping tags on IG, they drive potential buyers directly to your store.
This approach creates an interactive experience for your customers because they can watch a live story from an influencer promoting your product.
Then, when they click on a link, they can make a purchase through Insta.
With so many people following what influencers recommend, this is a perfect opportunity to expand your audience.
Here is the influencer Alexa Englin Just did this for Walmart.
Note the aforementioned brands that have won the social commerce game – there’s no reason your business can’t do the same!
Follow tips to stand out on social media and make it easier for customers to buy through your brand’s social profiles.
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