Social media has evolved by leaps and bounds in recent years, becoming an essential tool in many people’s daily lives. And we’re not just talking about users, who use it as a pastime or to connect with their circles, but about the growing use of these social tools by millions of eCommerce businesses.
Being on social media brings you countless benefits, such as creating a two-way communication channel, building close relationships with users, having a large database, reaching thousands of users with your messages, and gaining a way to drive traffic and boost your eCommerce’s rankings. Many would pay large sums to get all these advantages but, luckily, we can achieve them organically. But you have to do it right.
But despite what many believe, not every social network is right for an eCommerce, as they don’t all work the same way or serve every purpose. Each is used by a different audience, has different features and design, and serves a different purpose. So how about we first review the main social networks’ features to see which ones best suit our eCommerce?
It’s one of the biggest and best-known social networks on the internet, with more than 1.7 billion users. Its size and reach make it perfect for raising awareness of a business, connecting with new users and even selling goods or services. In fact, its business focus shows it can be a good option to consider for both physical and online businesses. Take a look at the features of Facebook for Business.
The legendary 140-character social network. It’s a very direct communication platform and can boast the best dynamics for generating conversation between companies and users. It’s also the best for gaining visibility and launching viral messages that reach large numbers of people. Bear in mind it has more than 200 million active users. This network also keeps you up to date on what’s happening and trending, which can help you join rising trends and make the most of them.
The photo app par excellence. I’d venture to say it’s the most successful social network with the most daily visits right now. And since it’s owned by Facebook, linking the two accounts is easy, practical and very productive. Remember that since last year Instagram lets you create a business profile, making it much more direct and simple for users to contact your eCommerce.
It’s the largest professional social network and can be a good option for finding new collaborators, partners, clients or professionals. This platform’s greatest strength is that it facilitates relationships between brands, companies and professionals, making it easier to build relevant networks of contacts. And if your eCommerce targets an audience you know is on this network, it’s your big opportunity.
Google +
Perhaps one of the least used and known by users, but its strong growth in recent years is making it one of today’s key social networks (it already has more than 500 million users). It’s also worth noting that it’s the platform that helps SEO rankings the most. It’s a good alternative to Facebook, as it works in a very similar way and also lets you target content to specific users and gives messages more relevance.
Youtube
Just knowing that it’s currently the second most used search engine in the world gives you an idea of YouTube’s power and potential. If your eCommerce can benefit from the growing trend of tutorials, video demos or other videos, this can be a great platform for attracting consumers.
Now that you know the main features of each social network and the possible benefits of creating a profile on each one, you’re surely asking yourself the million-dollar question…
Before you start creating profiles on every social network at random, you need to consider several factors:
What do you want to achieve?
Depending on the answer, you’ll choose one platform or another. You need to be clear about your goals to know which social network will best help you reach them.
Who do you want to reach?
The most important thing before starting your social media strategy is knowing who your business is for and who your target audience is. Keep in mind that each social network is aimed at and used by a different audience.
Where are your competitors?
It’s important to analyze which social networks your competitors are on and assess the results they’re getting. Also look at what kind of content they share, which networks they’re not on and how you think they got where they are. All of this will help you know what works for your eCommerce and what doesn’t.
Before getting started on social media, you need to be clear about what you’ll talk about with your users and what messages and content you want to share with them. Once that’s clear, you’ll know better which social networks they fit best.
It’s also important to bear in mind that your eCommerce can’t benefit from social media without planning and a digital marketing plan. Each social network works with a different logic and for different users, so duplicating content may save you time but won’t satisfy your followers. Remember:
“Social media is not about websites anymore, it’s about experiences.”
Mike DiLorenzo
You need to give your users content they’re interested in and, above all, build a one-to-one relationship with them, not as if you want to sell them something but because you want to help them and meet their needs in the best way. If you manage to position yourself in consumers’ minds as a useful channel or source of information, your eCommerce is more likely to be the first they check when buying a product.
“Being present on social media matters more than advertising on it.”
Anonymous
If you think you don’t have enough time or know-how to get the most out of social media, you might want to read why you need a Community Manager for your online store.
Remember that social media is a powerful tool for any online store that will help you with rankings, branding and customer relationships.
I also recommend taking a look at SMO strategies (Social Media Optimization), which make it easier to boost your eCommerce’s branding, visibility and engagement on social media.
If you still have questions about which social networks can benefit your eCommerce, how to manage them or how to implement SMO strategies, at TLG Commerce we have extensive social media expertise to help you reach the goals you have in mind.
What are you waiting for to start your strategy? We’d love to help!
Image rights: Miami Ad School Madrid, Clases de Periodismo
