Why Is Social Media Worth the Investment for eCommerce?
Today, social media has become a powerful tool for marketing. And, we can’t agree more on this.
What makes social media so unique? Well, for one thing, it builds on itself. While Search Engine Optimization (SEO) and Pay Per Click (PPC) help in improving a business’s online visibility, social media marketing offers an effective way to increase brand awareness and attract qualified leads.
Social media is a vital element of the growth strategies of online stores. The importance of social media in eCommerce is not only to direct shoppers toward the product or deal but also to engage with them while creating a sense of community.
Social media profiles attract people to your brand 24/7. The social media accounts and pages are the gateways for projects, leads, speaking gigs, event invitations, partnerships, and more.
What is Social Media Marketing?
A digital marketing strategy that uses social media channels like Facebook, Instagram, Twitter, LinkedIn, Snapchat, TikTok, and others to engage with audiences. One can use this form of digital marketing for almost everything. The possibilities are limitless–from employing social media influencers to gush about the brand and products; creating online communities to leveraging it for customer service operations.
Let’s have a look at these recent stats about eCommerce and social media:
These numbers sum up that social media is more than a destination for posting content and driving traffic but for converting followers into customers.
Benefits of Social Media for eCommerce
Increase Brand Awareness
It’s simple–if customers don’t know a business exists, how can they buy from it? Using social media channels like LinkedIn, Facebook, and Instagram can help achieve an online store’s brand awareness goals.
Brand awareness helps in:
- Building trust among customers
- Naturally developing word-of-mouth (electronic word-of-mouth) marketing
- Increasing the brand equity
Some tactics to increase social media presence include creating high-quality content (product images, videos, blog) or launching a giveaway contest.
Reach the Target Audience Where They Spend the Most Time
Optimizing the website for search engines or running PPC campaigns allows businesses to reach users while they’re searching for specific products. However, social media can also reach them on their favorite social platforms.
With targeted posts and content marketing, marketers can promote relevant content to the audience and have two-way conversations with potential customers.
Engage With the Audience in a Casual Way
Social media platforms offer a much less formal way of communicating with the would-be customers than other advertising channels. This makes it easy to engage with users who are interested in learning more about your products. Resulting in:
- Customers purchase more frequently and shop exclusively with the brand
- Saves on marketing efforts by increasing retention while word-of-mouth helps in customer acquisition
- Customers are more likely to stick with the brand if changes or growing pains occur
Selling Directly on Social Media
Here social media eCommerce marketing overlaps with social commerce–selling products directly from social media accounts or “shops.” Instagram, Facebook, and Pinterest offer native shopping solutions for businesses.
Using social commerce has many benefits:
- The set-up is completely free
- Creates a more interactive, social shopping experience
- Streamlines the sales process
70% of shopping enthusiasts use Instagram for products and brand discovery.
Engage With Existing Customers
Social media channels are a great way to engage with existing customers. Though eCommerce stores send newsletters, new product launches, shopping cart abundance emails to the existing customers, social media is a 24/7 presence of the brand.
Social media channels like Facebook and LinkedIn allow to import the list of emails and connect with them directly via the social media accounts.
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Why Social Media Is Worth the Investment for eCommerce
Embedding eCommerce within social media allows customers to connect with brands through social content, and find the products they couldn’t search for on the eCommerce platform.
The “discovery through social media” is significant for smaller, niche brands that may not have as many advertising dollars to spend. However, according to Statista research, 92% of U.S. marketers in companies with more than 100 employees will use social media for marketing purposes in 2021. These stats show that the larger a business grows, the more significant it is to consider social media marketing.
Using social media for eCommerce is a natural step for a business for future growth. If you haven’t tapped into social media marketing yet, start now, don’t miss out on the opportunity it can bask in for your business.