As an ecommerce business, you know better than anyone how difficult it is to stand out. Your company can literally become lost in the pages and pages of search results featuring brands that do just what you do. Your job is to find a way to stand out.
There are many strategies for carving your own niche in a sea of similar companies, but social media marketing is a great way to succeed. Social media has a funny way of leveling the playing field. Whether a company has a million followers or 5,000, social media marketing can yield an incredible reach for that company.
But succeeding on social media is not as simple as signing up for a business account and hoping for the best. You need top-of-the-line social media strategies to help you stand out from others in your industry. Here are six to consider as a 2020 ecommerce business.
1. Utilize All Types Of Video
There’s no question that video has taken center stage on social media. More than half of global marketing professionals say that their video content has their best ROI. About two thirds of consumers make purchasing decisions after watching a branded social video, even if that video isn’t a direct sales pitch for a product.
You have many opportunities to use video on social media, including live videos and Stories on certain social media platforms. Use them to promote your products about 20 percent of the time and then use the other 80 percent to educate or entertain.
For example, you could run a video campaign that centers on getting consumers to buy CBD capsules on your website, and you’re planning to make 10 videos in the campaign. Two of those videos should be straight advertising for your capsules while the other eight should be something else. You might talk about how yours is the best out there or share inspirational stories about people who have benefited from CBD. In all, this makes an impressive video campaign for your social platform!
2. Capitalize On Influencer Marketing
Influencer marketing is a foolproof method of sharing your products on social media. The number one way to spread the good word about a product is through the mouths of others. According to word of mouth marketing statistics, more than 80 percent of people use the recommendations of others when making a purchasing decision.
An influencer is a social media personality with a small or large, devoted following. Typically, a social media personality gains influencer status when they’ve gathered 10,000 or more followers on a niche-specific platform. Their followers are typically highly engaged and looking for recommendations from their favorite Instagram personalities.
You can get excellent mileage out of an influencer marketing campaign by hiring an influencer in a complementary niche to yours, meaning they have a similar audience, but they aren’t your competitor. For example, an Instagram personality that sells parenting classes might endorse a makeup company—same audience, different goods.
The hired influencer can then review your products and offer a coupon code to their devoted audience. You might be shocked at the response you receive from such an opportunity!
3. Buy Advertisements
There’s a common misconception that social media marketing is totally free, and that’s why so many marketers use it. In reality, it’s the marketers who spend the money who get noticed and those that don’t that get ignored.
Don’t think twice about it; just spend the money on advertising through social media. For just a few bucks per week, you could reach a hundred thousand people with a single advertisement.
To get the most out of your advertising, learn how to properly geo target your audience. You’ll want to know everything you can about your audience—their ages, genders, where they live, who they work for, what they’re interested in, what time they’re on social media, and more. Then, you can curate ads to reach the most people who might buy your product without breaking the bank on advertising.
4. Monitor Your Competitors
It’s hard to know what you need to do to stand out if you don’t know exactly what your biggest competitors are doing. Ideally, you should be able to see what they’ve done in the past and what they’re doing now. More importantly, you should be able to somewhat predict where they’re going next.
There are so many tools for monitoring your competitor actions, you really have no excuse not to be doing it. You can chart patterns, analyze ROI, identify successes and weaknesses, and note other interesting moves from the competition. Most of these tracking tools will give graphs and analytical suggestions to help you make decisions for your own campaign.
5. Offer Exclusive Promotions
Social media used to make users feel like they were part of the “in” crowd—it was part of the appeal when it first became popular. Now that everyone has social media, brands have to work harder to give consumers that feeling of exclusivity. If you can do so, there’s a great chance that you’ll find more loyal customers.
The simplest way to offer exclusivity on social media is by giving a promotion that only your social media followers will see. For example, you might be a makeup company with several promotions going at once—a sitewide offer of free shipping for orders of over $35, a 10 percent off coupon for first-time shoppers, and a 35 percent discount for just your Facebook group.
Your followers will feel like champions that they not only discovered the other coupons, but also the one that’s hidden on your Facebook account. This is a great way to make them feel like they have the upper hand while reeling them in for a promotion.
6. Cross-Promote Your Content
Your content does not and cannot exist in a vacuum. You can’t pretend like you don’t have multiple social channels going at once because you more than likely do. Why not let all of these channels work together for your good?
Cross-promoting content is a great way to recycle well-performing content to be use on other platforms. You don’t want to use the exact same content for each platform because if your followers follow you on all of your platforms, this will bore them. But by promoting your content on multiple channels at once, you’re able to reach a wider audience and let your social media marketing strategy really hit home.