9 Ways To Help Make Social Media Effective For eCommerce

Social media, it invades every part of our day. We’re checking it at work, checking in at restaurants and bars to show our friends where we’re socializing. Posting our vacation pictures to show people where we went. It is one of the main activities people take part in online all the time. So syncing a social media experience with your e-commerce store offers you the chance to help drive added value to your audience and paying customers alike. So with that said, let’s take a look at 9 different ways that will make social media effective for your online store.

#1 – Share Sonny! Share!

So outside of the horrible Sonny and Cher reference in the title, one of the no-brainer features that e-commerce sites are using today is including various social sharing buttons on their product pages. This has become increasingly more common over the past couple of years due to the improved visibility and engagement a Facebook like button or Twitter tweet button can generate around a offered product.

To add these plugins to your store, simply go to the social platforms you want to integrate into your store and they’ll have instructions on how to add them. However, there is a caveat: make sure you only add a few social plugins to your product pages.

Resources for the most popular plugins for e-commerce are listed below:

There are a ton of other options for social plugins available out there, however, these four are the ones most popular with e-commerce stores since sharing a product or service on these channels fits their target demographic’s behavior and interests the most. If you sold clothing or accessories, you wouldn’t want to add a linkedin share button would you? No, because that platform’s purpose doesn’t match what you’re trying to use social media for.

When you add the buttons, try to get them as close to the product’s image as possible, while still keeping it organized and clean. Each store integrates buttons differently, check out some of your favorite stores to see how they integrate buttons for their products.

#2 – Your Customers Are Your Best Product Reps

A lot of content around your brand and products is user generated content, from fans sharing photos, to videos or text updates on social media about your stuff, whether good or bad. One way you can take advantage of the positive content is featuring it on your site.

There are quite a few platforms out there that allow businesses to highlight and moderate content submitted by their customers, fans, and followers. Usually displayed as a photo feed, these images can be highly curated to show the best of the best user generated content. For example, online retailer black milk clothing uses a photo feed at the bottom of all its product pages to showcase customer generated photos to individual products. Additionally, they curate the photos to specific products by associating a hashtag with the product. for example, their panther maxi dress is associated with the hashtag #bmpanthermaxidress which allows the photos tagged under the hashtag on Instagram, Twitter, or Facebook to show up in the product photo feed if the pictures are tagged properly.

#3 – Sign in, Show off

Normally, visitors to your store have to create an account, enter their information, and sign in so they can purchase products, view their order history, etc,. Social sign-in allows customers to do all of this without having to go through the multi-step process of creating an account by allowing them to sign in using the information from their social media platform of choice.

The platform of choice that customers often use for social sign-in is Facebook, basically because its the most widely used social media platform to date. Social sign-in can be extremely beneficial to a store because research shows that customers who use social sign-in spend more time on the site and purchase more than those who don’t use a social login.

Since most people are concerned with their privacy, especially when it comes to social sign-ins, one thing you might want to do before jumping in to using social sign-in completely, is to split test between with and without the use of social sign-in.

#4 – I’m Just Here For The Comments

Social based comment systems like Disqus and Livefyre are robust tools that make the experience of commenting on content and having conversations with other customers much more engaging due to it being a live feed instead of static posts, as well as credible because of social verification to use the comment widget. These feeds are often found on an e-commerce site’s blog instead of the store itself. These social powered comment widgets require users to sync one of their social media profiles to the tool so that you can see a genuine profile linked to the comment. This helps reduce trolling, and makes the commenting process more social by allowing customers to share engaging thoughts and conversations in a user’s social channel of choice from the comment section.

#5 – Make Your Sales Funnel Shareable

If you do it right, integrating social media across your store can improve customer experience and can increase the likelihood of others doing shareable actions on your site depending on what they see published on social media. However, you’re going to want to find that right balance so as not to annoy users by over sharing, which can happen. Try focusing on sharing interesting activities of your store visitors and providing value to users that may see what your customers share on one of their feeds.

For example, Eventbrite gives people the option of sharing that they’ve booked tickets to an event on Twitter and Facebook, it’s not mandatory, but sharing events like this is something that might be interesting for customers to share on social media.

Analyzing your sales funnel for event markers like the one in the Eventbrite example can help have a positive effect on drawing in new customers as well as create repeat customers by improving the customer’s journey. As always, you’re going to want to split test these plugins and CTAs to make sure they’re not having the opposite effect that you want.

#6 – Shopping First, Social Second

What we mean by our title is, don’t forget, you’re a store first, just because you have social media pages does not mean that customers are going to flock to your door. As the name suggests people go to Facebook and Twitter and the like to socialize not shop most of the time. Social media pages for your business are a great way to aggregate reviews as well as use them for customer service and support.

#7 – Don’t Just Tell Them, Show Them

Videos are great sales tools. Customer’s love seeing a product in action or being showed off. Like the post above about using customer generated content, you can apply that with videos as well. Not only does it improve sales, but people get to see the product, “in the wild” so to speak. Additionally, it adds another social factor that can be found on video aggregators (i.e. YouTube).

#8 – Customer Trust Is Key

Giving back to your customers helps to build trust with them, which is paramount for your brand. Find out ways that you can help out your customers outside of your store. Share local news and tips, ask their opinions, give out coupons, find ways to interact. The most important thing is that you’re visibly trying to be helpful ti them. The more useful you can be, the more loyal they’ll be to your brand.

#9 – Don’t Forget About The Rest Of Your Marketing Mix

Social media is often viewed as a silo of marketing that can be done separately from other marketing activities. Instead,  view it as an extra layer that integrates with the rest of your marketing mix instead of being a separate part of it. For example, with email marketing, integrate sharing buttons with your newsletters or e-blasts. This will help encourage people to sign up for your email list or check out what you’re offering. Also, don’t forget to share your posts to your social media following, this goes hand in hand with #8 above, if it’s useful to them, they’ll read it and possibly share it with friends and co-workers.

What creative ways have you integrated social media into your e-commerce store? What works and doesn’t work for you? Let us know in the comments below!

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