The Value in Social Commerce

6 Strategies to Convert Your Social Media Followers to Purchasers

The shift from in-store to online business is a race to become an authority and market leader, especially in emerging e-markets. Not only can every business be a pacemaker in the race but multiple businesses can win simultaneously, if marketers make moves such as letting the likes of Social Commerce work.

With millions of people globally – and potential customers spending an unprecedented amount of time online, and at home unable to leave their homes except for activities deemed essential or urgent. Social consumers have more purchasing power than ever before. These customers have become more selective as their purchasing behavior has swiftly shifted from buying physically at the store to purchasing online. They care deeply on how they can make their lives easy by opting for purchasing items form apps, online stores or the likes of Facebook and Instagram.

According to recent social media statistics, Instagram and Facebook have become two of the top channels for people looking to research and buy products online. Consumers have become accustomed to the concept of social selling, which is good news for budding businesses and big brands alike.

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And social media platforms evolved too:

  • Facebook launched Shops — an e-commerce feature allowing businesses to build online stores on Facebook and Instagram.
  • Instagram Checkout went mainstream — allowing users to make a purchase without leaving the app.
  • Pinterest introduced a Shop tab — a dedicated space for users to browse and shop in-stock product Pins.
  • TikTok – Shopping is on the horizon with its latest Shopify partnership

According to Business Insider, social commerce is expected to account for 4.3% of all retail e-commerce sales in the US in 2021 — a whopping $36.09 billion.

Reach consumers in the places that matter

Social media channels now account for much more than socialising with friends and family. Many channels, including Instagram, act as discovery engines for brands. Users engage in various actions, from seeking out inspiration from people and brands, direct messaging friends for opinions, all while shopping and making.

Answer questions that your customers frequently ask.

Answer these questions before they are asked by new customers. Share this information in a clear and accessible format. Everyone that visits your website has a question or has something they would like to know more about. Create answers to these questions. Develop a Q&A section that answers the most common questions that you know customers want answers to.

Social media content and website content aligns with brand persona.

Create a seamless visual and tonal brand experience. Develop an Integrated Content Management plan. There is nothing worse than a beautifully crafted social media advertisement telling a great visual story, to then click through to a perfunctory website that has not been updated in 36 months.

Create a simple contact form for visitors to request more info.

Alternatively create a “chat to us” link or bot. Do not ask for many customers details, a name and email address should be sufficient. Make the experience as painless as possible.

Time to consider influencer marketing.

You may not want to discount your products or worse still give any product away mahala. Let an influencer do it! Your influencer can act as your “agent” with entry mechanics requiring following and liking of both your and their social pages. This is guaranteed to broaden your reach and get your brand noticed amongst new potential buyers.

Use the full range of social tools for e-commerce.

Activate Facebook Shop, Instagram shop and use tools such as reels, stories, story adverts, and others.
The bonus strategy!
Develop an inbound marketing mindset. Start thinking more about how people navigate towards your product offer and their needs and pain points. Think of this in terms of a journey and make it as consistently rewarding and informative as much as you make it effortless. The job of sales is to offer a solution to a “problem”.



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