According to a study, there will be almost 1.92 billion global online shoppers in 2019. That’s a lot of potential buyers!
And the numbers are just increasing with a prediction to reach 2.14 billion by 2021. These numbers are evidence enough to stress upon the magnificence of the eCommerce industry. The customer assumes the highest pedestal in the E-Commerce industry, hence, the main focus of most of the e-marketers will be on improving and enhancing the overall customer experience.
The best way to do that is by incorporating social into your E-Commerce marketing strategy, which brings us to the topic of this blog- Social Commerce and its importance in driving revenue for your E-Commerce business.
This blog will be a comprehensive guide to your Social Commerce Strategy for growing your E-Commerce business.
Let’s plunge into it.
When you mainstream your eCommerce marketing skills into Social Media Marketing skills, so as to benefit your online business from it, then this practice is nothing but Social Commerce. The whole process aims to create a more personalized and targeted in-app shopping experience for your online shoppers.
Simply put, you link your social media platforms to your E-Commerce platform, therefore, making it more social and visually appealing too. It helps to drive in potential traffic and leads with a high probability of conversions. It also gives your users an opportunity to share their shopping experience on your platform to their social profiles, thereby spreading a good word about your eCommerce brand beyond your targeted audience.
Many brands are actively utilizing the power of Social Commerce to further their brand influence over a larger customer base. Many social media platforms like Facebook, Instagram, Pinterest, etc. have become a vibrant breeding ground for many eCommerce startups giving them the boost to kickstart their Social eCommerce journey as a brand.
Many beginners in the industry wonder if Social Commerce is the right way to reinvigorate their eCommerce startup. In fact, Social eCommerce offers a myriad of benefits for the businesses who are just starting in the eCommerce industry. Come, let’s have a look at some of those.
Social Media offers you an enormous exposure to a global audience base with its ever-active user base across the world. Different platforms have different levels and different kinds of user engagement, all distinctive and important in their own way.
It also helps you maximize your touchpoints with your customers, therefore, making you more accessible with the direct messaging feature of these social media platforms.
The engagement that social media platforms bring in for your E-Commerce platform leads to more than one transaction. Incorporating Social Commerce into your marketing strategy helps you improve the overall SEO performance of your business website.
The conversion of a visitor into a customer is the ultimate result any E-Commerce brand strives for but along with it comes a good word floating in the industry about your brand, more social shares, hence better organic visibility leading to improved SEO ranking. Better the SEO ranking is, better is your brand authority.
Growing your overall social media influence and user engagement is a key step towards attracting potential traffic and user engagement for your E-Commerce business. Social media encourages a two-way conversation between the brand and its customers, thereby making your customer service more efficient.
This helps to improve the overall potential traffic coming to your E-Commerce website and driving engagement that might result in a potential conversion.
Display Shoppable UGC And Drive Conversions For Your E-Commerce Brand
When you integrate your social media profiles with your E-Commerce business, you also provide your customers with a platform to leave reviews of your brand’s products, services, and customer care. These reviews are in the public domain where everyone can view them.
Such user-generated reviews and experiences help you provide social proof of your credibility and authenticity. This generates user trust in your brand thereby earning their long term customer loyalty.
Social Media Platforms, these days, realize their importance as a marketing platform. So, when you integrate social media platforms like Instagram, Facebook, etc. with your eCommerce platform, you also get Analytics features which give you a detailed insight into the performance of that particular social media platform for your E-Commerce platform.
You may also use a third-party tool, like Taggbox, to get a robust Analytics report of your social commerce marketing strategy for your E-Commerce business.
Millennials are credited for the immense success and growth of E-Commerce Platforms. They just love “Social Shopping”. Around 67% of this generation prefers to shop online rather than physically going to a mall and buying stuff.
Social Media Platforms play an important role in influencing shopping behavior of customers, even without social eCommerce, through online reviews and social media recommendations.
Here is a graph that represents some of the most popular social commerce platforms, as per a study-
Facebook is one of the most popular social commerce channel and a strong E-Commerce contender. Why? Well, for good reasons for sure. It offers businesses with immense global exposure, user-engagement, effective hyper-targeting features, ‘Buy’ button on your Facebook ads, detailed insights into your marketing campaign, and so many more. It also allows businesses to open a ‘Shop Now’ page for their E-Commerce purposes.
Facebook Ads are also very popular and immensely used by marketers for growing awareness and eCommerce sales of E-Commerce brands. In fact, a good number of 58% of online shopper interact with Facebook Ads on a daily basis. In fact, Facebook has also introduced the feature of ‘Facebook Payments’ through which peer-to-peer money transfer and payment for online shopping could be done.
Hence, Facebook Social Commerce is a great option for E-Commerce businesses to integrate into their marketing strategy and grow their overall revenue.
Pinterest is a retailer’s first choice when it comes to E-Commerce marketing. It is the perfect platform for Social Commerce. It thrives on visual content as an inspiration for fashion, home decor, artwork, etc.
It comes with features like Rich Pins, Shop The Look, ‘Buy It’ buttons, and many more to improve the overall shopping experience of your online shoppers. With its target demographics as women aged between 18-30 years, this visual platform is a great platform for businesses to get featured on.
The Rich Pins come in four varieties- Product Pins, Recipe Pins, Article Pins, and App Pins. These give product information and directly pinned from the website where you can buy that particular product. Hence, Pinterest is a great way to drive potential and interested traffic to your website.
Although Instagram is a latecomer in the race of contending Social Commerce Platforms, yet it is rapidly catching up with the trend. In fact, Instagram contributes to higher user engagement to the brands as compared to Facebook and Twitter.
Specifically built for mobile users, Instagram grasps a stronghold over the millennials who are highly addicted to this visually appealing platform. Instagram recently launched its new and amazing feature of ‘Shoppable Posts’ which will allow brands to sell their products on the platform itself.
In fact, you can convert your embedded Instagram posts on your websites(other embedded social media posts too) into Shoppable by using a third-party app like TaggShop, the E-Commerce feature of Taggbox.
Till now, you must be entirely convinced about the fact that Social Commerce is a “must-do” tactic for kickstarting the user-engagement and enhancing the revenues for your E-Commerce business.
Social Commerce has already come a long way since its inception and yet it is still evolving.
2019 is already half over and many brands still contemplate over the strategies that they may employ to embark their E-Commerce business to new heights. Here are some really useful tips that might help you grow your Social Commerce Platform.
Come, let’s have a look!
User-Generated Content has become integral to modern marketing. Brands have realized the fact that customers are their best billboards and integrating user experience and feedback is essential to earn trust and attract meaningful conversions. Not only better eCommerce conversion rate optimization but also the overall enhanced user engagement is what makes UGC the most preferred way of brand marketing.
Users readily respond to UGC instead of a sales pitch glorifying a brand. It enables brands to showcase products in a real-world setting thereby earning trust and long-term loyalty of the users. UGC is helpful in making a purchase decision and this helps to increase the conversion rate meaningfully.
Social Media is constantly democratizing brands and marketers to monetize on their personal ideas and creativity. Shoppable Posts are a result of this trend where brands are seizing the moments and capitalizing at the point of inspiration itself instead of driving the users from one platform to another. This avoids confusion and delays in the purchase journey thereby preventing the abandonment of the shopping cart. This helps to increase the overall E-Commerce Sales.
Shoppable Posts allows you to use social media not just as a platform of engagement but also as a platform for conversion and revenue generation. Shoppable posts are the best way to earn directly from your earned media content over multiple social platforms.
Embed Shoppable Social Media Posts On Your E-Commerce Website
Almost 93% of users access social media through mobile phones. Smartphones have made social media more accessible than ever. Users can surf through multiple social media channels, e-commerce platforms, visual platforms, etc. simultaneously.
Almost every other social channel or e-commerce platform is optimized for mobile screens. Users readily shop online through their smartphones. A Social Commerce Platform with mobile responsivity generally has higher order values than the ones which aren’t mobile responsive.
48% of traffic that E-Commerce platform attracts comes from mobile phones. With reducing spans of consumer attention, having a mobile-friendly social commerce platform is quintessential if you wish to grow your overall revenues.
Having a frictionless, quick, and easy checkout experience is integral to ensuring that your users don’t quit on their purchase journey midway owing to complex form filling procedures during payment. To avoid that, use automated checkout chatbots to autofill the payment and delivery details. Keep it simple, short, and straight.
A simplified checkout process and minimized purchasing time plays a very important role in hiking conversion rates and lowering down the cart abandonment rate.
Having a robust email marketing strategy is another important aspect of your Social Commerce marketing. Its all about sending the right emails at the right time to the right people. If done correctly, you may achieve remarkable results. In order to do so, first of all, you need to understand a customer’s lifecycle as a journey.
One important aspect of any successful email marketing strategy is sending relevant emails to the targeted audience at crucial points in their customer lifecycle. As an E-Commerce brand, you need to take into account all the different ways in which a brand may interact with its customers. For a successful email marketing strategy, always plan a long-term strategy rather than a short-term.
Celebrity endorsement for brand promotion was preferred back when social media was not on the rise. With the flourishing of social media platforms, micro-influencers grew in number and influence. Affiliating with micro-influencers for brand advertising is not just cost-effective but also result-effective.
These micro-influencers each carry a huge chunk of follower base on social media platforms. Associating with them for spreading a good word for your brand among their social base can benefit your brand immensely. All you need to do is find the right influencer as per your industry.
Aspiration is something the world should learn from Marvel. Being one of the biggest movie studios in the world didn’t stop Marvel from selling its tickets through social eCommerce. Marvel employed a simple automated checkout bot for the purpose.
When users reacted on the paid and organic social media promotions of Marvel using their hashtag, the checkout bot was triggered to take over in their DMs. It proved to enhance overall user engagement and conversions.
Jordan, the iconic brand which introduced the amazing Air Jordan line of shoes, also boosted its eCommerce skills by collaborating with SnapChat and leveraging its social eCommerce potential. The brand targeted the fans of the NBA All-Star game.
Interested users around the arena or within a certain radius of it could access a special SnapCode which allowed them to participate in an exclusive launch sale of the special Air Jordan III Tinker Shoes.
More and more people are turning to social media for different aspects of their life. This presents a perfect opportunity for you as an eCommerce brand to start your Social Commerce Campaign.
Just a few years back, launching a full-fledged Social Commerce Campaign was just feasible for big brand names. But thanks to multiple social media tools and software, now even small and budding brands find it under their reach to launch a Social Commerce Campaign and benefit their brand/business.
Then what are you waiting for?
Transform Your E-Commerce Website Into A Social Commerce Platform