There’s no denying the footprint social media has on our lives. Facebook is the third most visited site in Australia behind Google. If you nail the SEO message in our third tip in the pages of your site, you’ll be right where you need to be on Google, which takes up both the first and second positions of most visited sites (of course it does).
People want more content in shorter bursts. Facebook delivers just that. Twitter ranks at number 9, only giving users 140 characters of information. If you think you can forgo social media, you’re missing out on a big piece of what can make an eCommerce business successful.
How to Leverage Social Media
Social media is a great place to creatively tell your story. People scroll through their feeds, often multiple times a day, and see your post(s) for the day. They’re then able to click on what captures their attention.
Once you know your audience, you can create engaging and eye-catching material. Go to your favourite sites and find the social media logos at the bottom of their pages. When you click on them, you’re able to see that brand’s story laid out.
Here’s the thing with social media and its users — short bursts of information mean repetition is necessary to infiltrate a user’s psyche enough for them to take action on your posts. This means you need a robust plan for attacking the social media space.
Often, this can be as simple as a calendar with 30, 60 or 90 days of pre-planned posts. This makes it easy to keep on schedule and never miss a day. If you have a special promotion, sale or other bit of information you’d like to communicate, it can be a second, supplemental post for the day.
The key, as with almost anything worthwhile, is consistency. We can’t stress this enough: post every day. Today’s culture is definitely one of “out of sight, out of mind,” not “absence makes the heart grow fonder.”
Create categories like sales, engagement and trust under which you’ll post so you’re not running the same message day after day. Always use your best imagery — remember, you want scrollers to stop on your post.
Calls to action are crucial for your posts. You’re not posting to fill your time — you want to generate buzz and business! Your calls to action can be:
- Asking them to share your post
- Engaging them by asking a question and asking for them to comment with their answer
- Embedding a link to another piece of content you’ve shared
- Directing them to a relevant landing page
- Asking them to visit your site
- Offering something so they subscribe to your newsletter or mailing list
- Asking them to connect to your other social media accounts
You want to build an audience that trusts you and will recommend you to others. You’ll need to ensure your messages are not only clear but also eye-catching and engaging. You can’t do that without investing time and energy into creating those messages.
Not everyone is a wordsmith, and that’s OK. You can teach yourself how to write great social media content or reach out to us and we can take the pressure off with our done-for-you content strategy.
The number two spot in Australia goes to YouTube. According to YouTube, mobile video consumption grows by 100% every year. What once used to be a place for goofy videos and episodic webisodes is now an excellent place to promote yourself. Ninety per cent of consumers say videos help them make a decision when purchasing a product, yet only 9% of eCommerce businesses have their own channel.
Making videos can be more intimidating than regular social media posting. The good news? Nobody expects you to do a video each day. Be really thoughtful about each one you produce. A video post can be product or brand-focused. But, it needs to be the highest quality you can afford, with a CTA to subscribe to your channel and share to viewers’ social media pages.
There are tutorial articles, like this one from Shopify, for starting your own channel. But, sometimes, working with professionals takes so much of a load off your shoulders that your time is freed up to work on building the value of your eCommerce business. A360 Coaching has a team of specialists in digital and social media marketing that will help your campaigns be wildly successful — just book your free growth session here.
Actionable Items to Improve Your eCommerce Business’s Success
- Follow your favourite brands to get a feel for great content.
- Build out a calendar-based plan.
- Always include a call to action for each and every post.
Avoid These Common Pitfalls
- Inconsistent posting
- Grammatical and spelling errors on posts
- Not enlisting help when needed