Executed the right way, social media marketing is an exceptional way for e-commerce businesses to increase visibility and drive sales. That’s why it comes as no surprise that, according to Hubspot, 92 percent of marketers believe social media marketing is important to their business.
Knowing which social media channels work best for your business is going to dependant on your brand. You might have a need to use several or even just one. Regardless, you must use intelligent practices when deploying your social media marketing tactics. Otherwise, you’re just wasting time that is precious to your future in e-commerce.
As your developing a strategy for social media marketing or refining what you’re doing now, here are five things to keep in mind:
Know your audience
Like anything else you’re doing to build toward the all-important customer lifetime value, you must constantly remain aware of who your audience is when executing your social media marketing strategy. There really isn’t much of a point in having a social media presence if your business isn’t providing content that resonates with your consumers. It sounds simple, but it’s easier to miss the boat with audience-appealing content than you’d think. It requires consistently keeping your finger on the pulse of your consumers and listening to what they have to say on a daily basis.
Provide engaging content
So you know your audience inside and out — who they are, what they like, and what they want from your brand. That’s a great start, but now you’ve got to leverage that to be engaging on social media. Take what you know about your target audience and push out content that asks a question or conduct a poll to encourage engagement and conversation.
Every social media channel is different so whatever works with one isn’t necessarily going to work with another. But the goal with each of them is essentially the same: engagement. If you’re not finding ways to increase engagement, your social media marketing is lacking.
Find your influencers
It’s a common misconception an influencer has to be high-paid celebrities (macro-influencers) with millions of followers. That’s not true at all. One of the beauties of social media is that it has created a large community of micro-influencers that can be useful to just about any brand. The value of micro-influencers should not be overlooked. They may not have the overall reach of a macro-influencer, but if you find the right options you’ll have micro-influencers that are deeply entrenched in the communities where your target audience lives. This an especially effective strategy on Instagram for brands that are trying to reach Millenials or Generation Z.
So go find the micro-influencers that have a major impact on your brand and use them accordingly for your social media marketing. One important thing to keep in mind is the power of those influencers posting about your brand from their personal account. Remember, you’re trying to bring their audience to you, so it may not do much good to use your influencers strictly on the social accounts of your brand.
Integrate your social into everything
Social media marketing is largely about enhancing and promoting your brand. But that doesn’t mean it’s not worth using your brand’s website or email campaigns to promote your social media. A very simple way to do this is incorporating buttons that link to your social media accounts and/or include an option for sharing information on your brand. Here’s an example from an email I recently received promoting a sale:
It’s subtle and may not seem like much. But really, what’s the point in having a social media presence if you aren’t giving those accounts a place on your site and/or in your emails? It’s not asking much, and you never know who might join the conversation or share something about your brand through such buttons.
Don’t be a robot
This last point ties in strongly with creating engaging content, but it’s still worth stressing the importance of personality on social media. The amount of competition on social media is constantly increasing. As a result, consumers are paying less and less attention to social accounts that are pushing out bland, thoughtless content. If you don’t have to the time or budget to be overly engaging, that’s understandable. But don’t take a robotic approach by posting the same bland content every few days and think that’s any better than doing nothing.
Consider sharing content from others that you find interesting or that your audience may enjoy. I know, you only want to share things that promote your brand but that’s part of what can make you seem impersonal. So this can be a great way to make your accounts feel less robotic and more relatable. It can also help generate conversation within your social media channels, which is a great thing. It’s about giving something now to get something later.