astonishing growth of social media has been one of the more seismic
changes we've seen over the past decade or so. And, make no mistake
about it, social platforms should now form
a significant part of your e-commerce marketing strategy.
course, a consistent, well-branded social presence can help you grow
your audience, deliver awesome customer service and raise brand
awareness. You've heard that plenty of times before.
– more to the point as e-retailers – social has now developed
into a key driver of customer behavior. Did you know, for example,
that as many as 74%
now admit they rely on social networks to guide their purchase
the other hand, a below-par
social presence – infrequent posting, poor quality content, or
inconsistent messaging – can do terrible damage to your brand.
thought we'd break down the task into 4 simple 'best practices.' By
following these rules, we're sure you'll have the basis of a social
strategy that's sure to unlock your store's full social potential!
proactive and plan
it's true that much of your success on social depends on the stuff
you do on a daily basis – responding to concerns and complaints,
answering questions and engaging with your fans – it's also
impossible to overstate the importance of advance planning.
most effective brands on social aren't generally pulling posts from
nowhere every day; rather, they're working from a cohesive plan
that's been put together weeks, or even months, in advance.
strongly recommend that you put together a content
specifies, in advance, what you'll be posting about each day. By
batch processing this task, you can avoid the stress that often goes
with trying to find engaging content on a daily basis. This also
allows you to mix up your content from day-to-day, keeping things
fresh for your audience.
the long-term, it's worth considering why you're on social media,
what you want to achieve from it, and how you plan to achieve those
goals. This includes identifying the strengths and weaknesses of the
various social platforms, and choosing which ones are worth your
investment. It's really difficult to be everywhere, but, of course,
there's more to life than Facebook and Twitter. Pinterest and
Instagram, for example, are great, visual ways to exhibit your
your natural instinct may be to 'sell sell sell,' it's important to
remember that your posts should always deliver value to your audience
– or you run the risk of switching them off your brand.
value' doesn't necessarily mean giving discounts and coupons –
although a 2013
study done by Syncapse
indicated that this is precisely the reason why 42% of users like a
brand on Facebook!
could be sharing content from around the web that your audience may
find useful, interesting information about your products, or even
something as simple as posting some fun content that might raise a
smile and brighten up your reader's day.
you post anything on your social channels, ask yourself: is this
something that's relevant, useful and interesting to my audience? If
the answer's 'no' then reconsider and post something that is!
and be transparent!
there's anything that really sets social aside from more traditional
marketing techniques, it's the importance of engagement. Social
really is the ultimate two-way street, and a successful strategy
requires you to listen
much as you speak.
really important that you reply to all comments, messages and
questions you receive on your feeds, both positive and negative.
Negative feedback – in such a public forum – is one of the things
that many businesses dread, but it can actually be a great
opportunity to fix up areas of your service.
you know, for example, that, for every customer who complains, 26
others will remain silent? And that, if you resolve a complaint in
the customer's favor, they'll do business with you again 70% of the
time. It's important, then, to view negative feedback as an
opportunity, and to respond quickly, politely and respectfully so you
make the most of it! Don't forget – the rest of your audience are
often watching to see how you deal with complaints, so never censor
or ignore negativity.
it's an issue that you really do not want to continue dealing with on
social, you can always provide an alternative outlet for the customer
to air their grievance, such as a support e-mail, or a phone number.
Without airing any dirty laundry unnecessarily, this shows your other
followers that you're serious about dealing with negative feedback
and resolving customer problems, which can actually be a great
your voice (and stick to it!)
often in life, it's not what you say but how you say it. Social media
is no exception! Like any marketing communication, it's really
important to pick your brand voice and roll it out consistently for
unique brand voice gives your brand unique character and flavor. It
can build rapport and trust, and – crucially – set you aside from
voice, in a social context, involves the words you use and the
content you share. And there's really no right or wrong answer. The
best brand voice for your company is the one which captures the
attention of your target customers, and resonates with them most
media can often seem like a challenge for e-retailers, but the
numbers speak for themselves; you simply can't afford to ignore it!
By following these extremely simple rules, you should put yourself in
a strong position to maximize the potential of your social presence
we miss anything? Feel free to let us know in the comments section!