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”.
MAKE YOUR TARGETS BY GETTING YOUR BRAND TO THE RIGHT AUDIENCE.
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