Photo Credit: eCosmetics
An estimated 33% of the world is now shopping online, according to Yaguara. This number of online shoppers is anticipated to increase by over 21% from 2024 to 2029, according to Statista.
This phenomenal growth in e-commerce makes it important for brands to build relationships with customers online. Here are tips for using social media to grow your e-commerce brand.
Understand Your Audience
Take the time to identify your target audience, including their demographics, preferences, and online behaviors. “Knowing what and who inspires your audience can help you identify the best type of content to publish to gain their trust,” says Richard Kirsch, President and CEO of fast-growing e-commerce beauty e-tailer eCosmetics.
Tools provided by social media platforms can gather further insights about your audience. Pay attention to what content they engage with the most and when they are actively online.
Tip: Create detailed buyer personas to represent your target audience segments. Use these personas to tailor your content and interactions.
Create High-Quality, Engaging Content
Focus on creating high-quality, visually appealing, and engaging content. This can range from stunning product photos and behind-the-scenes videos to informative blog posts and interactive stories. “Experiment with different formats depending on the platform you are using,” says Kirsch.
Tip: Diversify your content formats, including a combination of videos, photos, text, infographics, and user-generated content to keep your feed dynamic.
Photo Credit: eCosmetics
Be Consistent And Authentic
“Worry less about getting every post perfect and more about getting every post out there,” advises Kirsch. “Being consistent with posting while maintaining your brand voice across platforms is crucial for maintaining a strong presence on social media. Your audience should be able to recognize your brand’s tone, style, and values no matter where they find you,” says Kirsch.
“The goal is for the brand's social media voice to feel like an extension of the brand’s culture, tone, and values,” adds Scott Clark for CMS Wire.
Tip: Develop a content calendar to plan your posts and ensure regular updates.
Leverage Partnerships With Known Names
Forming collaborations with brand influencers and ambassadors can amplify your reach and credibility. “We have established direct relationships with some of the biggest names in beauty. These relationships boost our brand credibility,” says Kirsch.
Tip: Work with influencers and partners who have engaged audiences and give them creative freedom to share their experiences with their audience in an authentic way.
Photo Credit: eCosmetics
Utilize Social Commerce Features
A seamless online shopping experience can significantly boost sales. “To make online shopping easy, social media managers must ensure a smooth process of funneling consumers from social media to their e-commerce site. A bad user experience in this area can lead to lost sales,” said Christine Moorman and Torren McCarthy for Harvard Business Review.
Tip: Use features like Instagram Shopping, Facebook Shops, and Pinterest Buyable Pins. Ensure product listings have high-quality images, detailed descriptions, and up-to-date pricing.
Building strong relationships with customers through social media requires a thoughtful, strategic approach. Follow these best practices to encourage your followers to become loyal customers.
Written in partnership with Tom White
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