With social media and eCommerce both on the rise, the blending of the two seemed inevitable. Social media offers the platform, users, and analytics while eCommerce companies bring the content, products, and services. What does the future hold for these fields now that they have integrated, and how can your business capitalize on the opportunity?
There are countless purposes for social media, but for eCommerce brands, there is one main focus: awareness. These platforms offer massive audiences for eCommerce companies to get their name out. Brands can integrate their products seamlessly into an app, without even having to use ads.
Influencers are people who have the power to affect purchasing decisions on the internet, mostly on social media. They are often content creators with a loyal following. When followers see their favorite social media personalities endorse a product, the brand will be noticed and, thus, awareness will be created. You can cultivate a relationship with an influencer by offering payment or free products in exchange for promotional posts. An Instagram influencer who has a large, active following in a niche market would be a great person to work with.
Another tactic for increasing brand awareness is to encourage user-generated content (UGC). UGC is any form of content created by a person, not a brand. This form of promotion is important because consumers find it easier to trust people as opposed to brands. An endorsement from a person is much more believable. In fact, consumers are 2.4 times more likely to believe user-generated content to be authentic compared to brands. Encouraging users to post your brand will put a lot more trusting eyes on you.
Over the last few years, marketers have been able to learn a lot from social commerce. Brands are able to maximize eCommerce social media services on user-friendly platforms, such as Instagram and Facebook. In fact, Instagram has made adjustments to its application to better suit shoppers. The most recognizable update is Instagram Checkout. A user can click on products in a post, and Instagram will bring the customer to an in-app product page. Facebook has also set up similar features, like Facebook Commerce Manager, which allow sellers to add products to a catalog within the application.
Social media does not just allow for the final click of the purchase process. Many times the process begins from social media too. According to a Facebook study, 70% of shopping enthusiasts begin their searches on Instagram. Social media has revolutionized the entire shopping experience while keeping the mobile familiarity.
Establishing a social media presence as a company is another effective way to brand your business. Running your own page allows you to have a conversion with consumers surrounding your brand. The possibilities of the types of content are endless, but each can be tailor-made for your target audience.
Planning, shooting, and producing a video can be an extensive process, but it’s one that pays off for eCommerce brands. Videos create trust between a brand and the consumer. The medium allows for an environment in which the brand can showcase real individuals, processes, and products. Social media users and consumers will only purchase from a brand that they can trust, so make the most out of this opportunity. If you’re looking for video ideas, try sharing behind-the-scenes footage, messages from employees, and history about your brand. Be transparent and honest when sharing videos to social media.
Another way to create brand value and trust is to educate the social media user. Not all of a brand’s social media posts should be promotional. If a company wants to establish itself in an industry, consumers need to understand why the company should be trusted. It is no longer enough to claim you are an expert, a brand must show it through a positive social image. For example, Burt’s Bees is a natural skincare company that does an excellent job at educating its customers through social media. They regularly post information regarding climate change and the company’s environmental impact. Thus, the consumer views them as a trusted company, which boosts brand value.
Social media is a great way to send potential customers to your eCommerce website. Within posts, you can attach links to landing pages that contain information about your brand. Informational landing pages are the perfect place for consumers to first interact with a company. These pages are often designed for new audience members and will provide them with everything to create a positive first impression.
As social media and eCommerce grow, there will surely be more integration features. How will your business cope with the rise? There are many resources to help establish your social media presence and create success for your eCommerce business.
You can also choose to partner with a digital marketing agency that will establish a brand image and boost awareness for you on social media. Contact us today to get started!