Social media marketing today has definitely changed this 2017. Back in the day, Facebook was just another platform of expression — today, it’s a powerhouse social media channel that has catered to the different demands of the people using it.
Nowadays, there’s no denying that Facebook—along with Twitter, Instagram, LinkedIn, and other social media channels—has certainly changed marketing as we know it. This 2017, we’ve witnessed the domination of mobile users and how video has taken the stage as the king of content. This coming 2018, we patiently await the next big thing that will shake the Internet.
Because of the diverse nature of each social media channel, it’s imperative to work on a solid social media plan template for their business marketing strategy to unify all the platforms in representing a brand.
Itching to start anew this coming 2018? Here are 10 essential social media marketing tactics for e-commerce business that you can use to jet start your social media campaigns:
Create a social media marketing plan
Image source: Burst – Shopify
Before you start posting and sharing your social media profiles, planning your social media calendar is a must to streamline your brand’s tone across the different social media channels that you have. To start, align your objectives with your business goals. Brainstorm and think thoroughly about how to promote your brand in these channels. To help you further, we recommend answering these following questions to build your social media plan template:
- What do you aspire to achieve through your social media marketing efforts?
- Have you determined your target market?
- What social media channels resonate the demographics and interest of your target audience?
- Are you familiar with how your target market use those social media channels?
- What kind of brand message do you want to resonate with your target audience?
Perform an audit of your social media presence
Before reading this article, you may have established your own social media presence online. You may now have your own Facebook and Twitter account, you might have linked them together and have started posting online.
To start anew, you have to audit your social media presence online. Even if a social media channel won’t affect your business too much, it is important to secure your brand’s presence on every social media channel to avoid confusion.
Auditing your current efforts also helps in determining if you are indeed targeting the correct audience or sending out messages that are aligned with your business’ goals
Identify the right social media platform
Now that you’ve determined your stance in the social media marketing world, it’s time to steer towards the channels that will be effective in promoting your business. Again, each and every channel caters to different kinds of users, so you may want to check if you’re using the correct channel to promote your business.
For e-commerce websites, it’s important to select the right social media platform to market your business. For example, an online clothing store may benefit more from Facebook than in LinkedIn. Someone who sells truck parts may benefit more from B2B platforms like LinkedIn. This may be counter-intuitive, as Facebook has a lot of users compared to LinkedIn, but the type of users that usually use Facebook aren’t the ideal kind of customers that would buy truck parts.
Create a timeline for social media posts
Creating a timeline for posts, or implementing a social media calendar can help you align your efforts with each channel. You can also schedule posts and manage multiple profiles in one sitting.
We recommend using different social media management tools to help you manage your channels easier and faster. Some of these tools are HubSpot, Agorapulse, Sprout Social, and Buffer. These tools have their own quirks, but these are the most trusted tools among social media managers.
Target your audience using social media statistics
Now that you’re raking in some traffic, take time to analyze the data you’re gathering through different analytics platforms such as Twitter Analytics or Facebook Insights. If you already have implemented UTM tagging, you can see which of your audiences are interested in your website through the use of Google Analytics. From then on, use the data demographics and interests to pinpoint your target audience. Check out which deals work the most, or observe if men get hooked on more deals than women — it’s an endless repertoire of data to use for your marketing efforts!
Create blog on your company’s website
The importance of having a blog is already self-explanatory. At this point, you may already have seen numerous blog posts and case studies glorifying the benefits of blogging and how it amplifies your social media efforts and vice versa. Blogs help drive organic traffic to your website in ways social media can’t. There are numerous content ideas that can certainly amplify your traffic as e-commerce sites are full of DIY and How-to opportunities.
Keep your content organized using social media editorial calendar
An editorial calendar isn’t only effective with blogging, but it’s also great for social media management. It’s important if you want to ensure success for your social media campaign.
The theme of your posts should be aligned with your purpose for the day or the month. It helps you keep everything in order, and it gives you the idea that you’re not lagging behind your campaign. A consistent presence in social media can help your business gain leverage in getting more traffic and eventually, convert them to sales.
Strategically use SEO keywords in your company’s business profile
And when we say strategically, we don’t mean spam your account with SEO keywords. Incorporate keywords that make sense within your business profile in your social media channels. Social media channels have the ability to search through profiles, just like search engines. Once they found that your profile is relevant to a user’s query, you will show up on the list of search results for that keyword.
Optimize your website for sharing on Pinterest
Back in the days, Pinterest wasn’t even recognized as an effective social media platform, until women and hobbyists have found out what Pinterest is for — an online corkboard of everything and anything that interests you. You might have been to Pinterest to check out the latest trending outfit or how to wrap a gift differently this coming holiday season. There’s a lot that can be shared through Pinterest, and with the exposure that it has, the opportunities of converting your audience to customers are endless. Make sure that your website is Pinterest-friendly, and you’ve uploaded high-quality photos to entice the viewers.
Leverage current events
Aside from keeping in touch with their loved ones, or looking for reviews on a certain store or product, people use social media to interact with businesses. Personalization has never been this intimate, and now, it’s easier to predict what people are into. Keep abreast with the trending news and use it to your advantage. It can help propel your business to a bigger landscape where you can make the most out of the exposure to push your presence to your target audience.
Creating an excellent marketing strategy may be difficult due to the tight competition, but it’s not impossible. These 10 essential tactics work for any e-commerce website, as long as you properly set your expectations by determining which strategies are applicable to your website. There’s no definite blueprint for building a solid social media marketing strategy, but it’s possible to create an engaging game plan for customer acquisition and even retention.
Let this list be your New Year’s resolution — to create an engaging experience for your users and provide the best service there is.
Alexe Chasanov is an online marketing community specialist in California. She also works as a consultant for a start-up company to help them in their marketing and growth hacking efforts. She loves writing about social media trends here and there, and on her free time, she loves outdoor sports and martial arts.