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According to a Shopify report, 86% of Indians have embraced online shopping during the pandemic, indicating an acceleration in e-commerce adoption across all age groups. Shopify‘s report, titled Future of Commerce 2021, combines data from global merchants with several consumer surveys to predict some sweeping shifts in consumer buying behavior. Social networks are one of the aspects that have played an important role in the evolution of shopping behavior. The report notes that 55% of young consumers who shop at independent stores discover brands through social media. Among middle-aged consumers, 45% use social media to learn about and discover brands.
With over 93% of the world’s population actively using social media in their daily lives, it has slowly begun to influence their purchasing decisions. While people still rely on recommendations from their peers, the influence of social media is undeniable. The world of e-commerce is built on web traffic. However, the process of attracting potential consumers to your business website via social media is not that simple. Although it sounds simple, there are many things that are intertwined and require a lot of attention.
Popular Social Media Strategies for Online Shopping Cart
Create, organize and share amazing content
If you only promote your own products through your social networks, your audience will be exhausted on your pages and posts quite quickly. The more you decrease engagement on your posts, the less your followers will see your new posts; After all, channels like Facebook, Twitter, and Pinterest only want to show the most interesting content to keep users engaged (and many brands compete for a limited space in a user’s social feed). Increase engagement by finding great repurposed content. I don’t want to just repost old articles or share cool stuff you found on other sites. Instead, use the skyscraper approach or create something similar to Buzzfeed Lists.
Find an interesting subject and turn it into something much better than the original. That’s what the guys at Shopify did when given the task of starting a profitable business in just three days. Using BuzzSumo, they searched for frequently shared content that was relevant to their audience. Using the original video created by someone else, they took the advice and created a specific list post, which they then shared online with a relevant community. It didn’t take long for the new content to drive traffic to the online store that hosted the article. While this increase in new traffic doesn’t usually generate immediate sales, well-optimized content like this will consistently drive traffic and drive long-term sales.
One of the issues facing many marketers these days, and not just e-commerce marketers, is that the web is in a constant state of information overload. Audiences are bombarded with updates from their favorite brands, publishers and media, both directly and through the actions of people in their network.
With limited time and dwindling patience, consumers simply aren’t willing to spend a lot of time digesting content. You can’t expect them to be ready to watch a 10 minute video or read a 5,000 word article on the go. This is why microcontent is useful. Short 10-second Snapchats or short videos posted on Instagram and Facebook, or even a video converted to a GIF for Twitter, can increase your engagement.
With microcontent, you get the same benefits as video, and your audience is more likely to watch if they know it won’t take more than 10-20 seconds of their time. Major brands have used it since Vine’s inception, including Lowe’s, Doritos, Taco Bell, and even NASCAR.
Blogging is also social
It’s not uncommon for marketers and online store owners to get tunnel vision and get stuck on the idea that social media is all about Facebook, Twitter, Instagram, Pinterest, and Snapchat. But blogs are absolutely forms of social media: they are platforms where content is published, and that content is shared and commented on, just like the most popular social platforms. When promoting an e-commerce business, be sure to include regular blog outreach in your social media strategy. You can drive A LOT of traffic to your store if you do it right.
That’s what A Better Lemonade Stand’s Richard Lazazzera learned when he challenged himself to launch a t-shirt business in just 24 hours. After creating his Shopify store and listing his products, he contacted a local blogger to ask if he would be interested in covering the products as they linked to an article the blogger had recently published.
Create more engaging content
Whenever you post content on your social networks, you must have a purpose, whether it is to generate comments, share content, drive traffic to your store, etc. The best way to do this is always to focus on maximum participation. Some of the best ways to do this are: ask questions, create powerful calls to action specifically for engagement, and target your audience’s emotions with a little controversy every now and then.
This is especially effective when focusing your content on a product or your brand, as Ahole Gear did. Doritos recently combined another of the above approaches by creating a short music video that leverages its product and adds a dash of political controversy to People Talking. The more engaging your content is, the more it will reach beyond your immediate followers when they comment, like, and share your content. This leads to both loyal customers and the acquisition of new customers who weren’t familiar with your brand before.
Use social reviews
Customer product reviews are a great way to build social proof on your product pages and let new customers know what to expect when they shop with you. Many e-commerce platforms use apps like Yotpo to create more engaging reviews for their online stores, but you can also leverage reviews from your social networks.
Not only can Yotpo connect your social accounts to post user-generated content to your pages, but Facebook also has its own native reviews that you need to enable. So when potential customers discover you on social media, they can see right in the channel, without even visiting your website, that people are excited about your products and services. For example, Coval Vapes is a physical store that also sells its products worldwide through its online store and has garnered a good variety of highly rated reviews on its Facebook page.
Constantly encourage your fans to leave reviews. Instead of soliciting reviews through your social channels, send post-purchase follow-up emails and include a prominent call-to-action. Keep them coming back and verifying their purchase on your social media or in-store so you can then benefit from increased social proof generated by happy customers.
Final Words: Social Media Strategies for the Online Shopping Cart Platform
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