With so much of life happening online nowadays, your business must have a great social media presence to drive eCommerce (that is, the buying and selling of goods online). To help your business stand out from the pack, here are three ways to develop a killer social media marketing strategy.
3 Ways to Leverage Social Media Marketing to Drive Ecommerce
1. Narrow Your Demographics and Target Audience
Each social media platform—whether Facebook, Instagram, or others—have metrics they use to provide their users with a precise breakdown of who is viewing their content. This information is invaluable to business owners. By knowing who your audience is—male or female, millennials or baby boomers, in urban centers or the suburbs—you can create targeted messaging that reaches those who are more likely to be interested in your service.
Using social media to identify your audience will also save you a lot of money, as you won’t waste your resources on advertisements that are likely to be blown past.
2. Build Advertisements
A 2021 report by Hootsuite, a social media management platform, found that 190 million Americans are reached through Facebook’s advertisements and 140 million Americans through Instagram. Clearly, as a business owner, you have a lot to gain from utilizing this service.
To sell goods and services online, the most important things to take into consideration are the advertisement’s language, visuals, layout, and audience.
It’s a very fine line between sounding too boastful and pointing your customers towards all the great services your business provides. Advertisements that utilize the former language turn off viewers; those that utilize the latter are lost in the deluge of promotional material that’s already out there on the Internet.
Your advertisements’ language should be positive and easy to read. It should focus on how the reader is impacted by the service being advertised, rather than the business’ achievements. Finally, there should be a direct call to action. Don’t just lecture about your services and leave it at that; end powerfully by telling the reader to “Shop now!” “Explore now!” or “Save now!”
Humans are more responsive to pictures and videos than they are to text. That is not to say that text has no place in an advertisement, but it is crucial that that advertisement has some accompanying visual that is engaging, gets to the heart of your business’s message, and fits within your business’s overall aesthetic.
Layout goes hand-in-hand with visuals. Instagram has three advertisement layouts, and Facebook four: image advertisements, video advertisements, carousel advertisements (where there are multiple pictures in one advertisement, which the viewer navigates by swiping across the “carousel”), and, on Facebook, collection advertisements.
Collection advertisements utilize both images and text and are great for those trying to sell goods and services online. It is an immersive experience that captures your viewer’s attention with one large image or video, then takes them through a carousel of three smaller highlights.
As previously discussed, used your social media platform’s analytics to determine who is most likely to view your content, then tailor your advertisements to them through your language and visuals.
3. Develop Brand Awareness
Brand Awareness is a way to drive sales by building hype around your business so it is immediately recognizable when one sees its profile picture or advertisements online. It is a more abstract area of social media management, but a couple of examples of ways brands have tried to boost their presence is by having aesthetically pleasing visuals, writing dynamic copy, responding and interacting with their audience, and posting consistently. Note, though, that posting consistently does not mean inundating your viewer’s feed.
In today’s day and age, the best way to drive traffic to your page is through social media. If this is an area you still need help navigating, visit Strider, Inc. Helping brands tell their unique story is our specialty. Just a couple of consultations with our pros will enable your business to reach its full potential.