Nowadays, social media is no longer limited to sharing your thoughts online. If you run an e-commerce business, there are many things you can take advantage of social media:
- It boosts your brand awareness
- It can streamline your customer support
- It can help drive sales
But despite knowing its value, many business owners cannot capitalize on social media. The key here, though, is creating a social media marketing plan (SMM).
Keep on reading if you want to learn how you can create an effective SMM plan for your e-commerce store.
1. Define Your SMART Goals
Before running a social media marketing strategy, it is imperative first to define your goals. What do you want to achieve from your social media presence?
As mentioned earlier, there are a lot of things that social media can do for your online business. But it is imperative to make it SMART.
Saying that you want to increase your sales is not enough. Instead, you can say, "I want to drive 25% of my total sales from social media by the end of the year."
Another thing to keep in mind is that your SMM goal should be aligned with your business goals.
Sure, you want to double your year-on-year net income. But how much of it can you generate from social media?
2. Know Your Audience
At VoyMedia Marketing Agency NYC, we use social media to know our audience better. That's because people of all ages worldwide use social media. We can take advantage of these demographic data to understand what makes our audience tick. After all, this audience can be a potential customer.
Luckily, popular social platforms have built-in analytics. Facebook, for example, has Audience Insight, this dashboard allows you to set parameters that are relevant to your business.
Your parameters can include the gender, age, and location of your target market. You can also add their interests that are relevant to your e-commerce store. If you sell casual apparel online, this means that you can target Facebook users who showed interest in clothing brands. What happens is that Facebook Audience Insight can show vital details about your market. This includes the age group, gender, and location of people who are likely to buy from you.
You can also see what other interests and pages have an affinity with them. That way, you will know what marketing messages and ad targeting parameters to use once you run your SMM campaigns.
3. Set Up Your Facebook and Instagram Shops
Another advantage of having a social media presence is that it is now easier for your audience to shop. Thanks to Facebook Shops and Instagram Shopping. If you are eligible to use these features, you can use the shop tabs to add your products. As for Instagram Shopping, that means you can create shoppable posts.
What these features do is that it helps you drive traffic to your e-commerce store. And this is where your audience can complete the checkout process.
Using our example earlier, you can publish shoppable posts on IG for your new releases. That way, your followers can check out your new items straight on their feed. And they can tap the photo if they want to buy it.
4. Create a Social Media Calendar
When running a social media campaign, it is crucial to have a social media calendar. What it does is that you can ensure that you always have something to post on your social media channels.
It also ensures that you can maintain your posting frequency. There are a lot of studies proving how often you should post. In our opinion, though, try to experiment on the known methods and see which of them helps you achieve your goals.
Whether you use Google Sheet or a tool to create your social media calendar, what's important is that you have a streamlined process. Meaning, your calendar should not hinder you from crafting a social media post, proofreading, posting, and measuring it.
5. Share Other People's Content
It is common for e-commerce business owners to fill their social media calendar with promotional content. But what they do not know is that it can be detrimental to the online store.
Hence, it is advisable to add user-generate content on your calendar. You can start by encouraging your customers to leave a review on your e-commerce website or social media pages. But you can get creative with your UGC depending on the nature of your business.
For your online apparel store, you can encourage customers to tag you on their #OOTD posts on IG. Doing so allows you to generate content that you can use for your SMM campaign. It also allows you to be creative in showcasing your products. That's because #OOTD is considered a "lifestyle image." But make sure to ask your customer's permission before sharing their post. You will never know when someone will pull out the privacy card.
6. Run Social Media Ads
While your social media calendar is meant to track your organic performance, it is also essential to invest in social media ads. In case you are unaware, only 10% of your Facebook fans can see your posts. This is due to algorithm changes, where in the social media giant favors posts from friends and family than a business page.
Thus, it is crucial to include ads to your SMM mix. You can start by boosting your top-performing posts. This allows you to turn an organic post into a social media ad.
You can also test different Facebook ad formats to grow your e-commerce store. What's cool about this is that you can use other ad formats depending on your advertising goals. Plus, Facebook allows you to run an A/B test on your ads to see which content brings the most conversions.
7. Use Social Media Retargeting
Do you have an overwhelming number of abandoned carts on your e-commerce store? This is where social media retargeting could come in handy.
In a nutshell, retargeting is all about reaching out to your site visitors through online ads. This is to remind them of your brand and compel them to complete the checkout process.
The trick here is to use Facebook Pixel. It is an embeddable code that drops cookies to your site visitors' browsers. Through these cookies, you can capture relevant data like the last web page they visited. You can then use these data as ad parameters for retargeting campaigns.
Social Media Matters for Your E-commerce Store
Having a successful online business does not happen overnight. It takes smart planning, understanding your target market, and taking advantage of your assets.
Luckily, social media allows you to do that. All you need is to pick the right channel and leverage its features and tools.
Doing so allows you to connect with your audience and potential customers. And that connection is what can compel them to make a transaction with your business.