1. Social Media Arsenal: Identifying the perfect social platforms for your business
What platforms are recommended:
When it comes to the different platforms within your arsenal, the 3 market leaders are Facebook, Instagram and TikTok. With their simple yet effective outreach tools, your creativity is just one click away from becoming a reality.
While each platform offers a unique experience for its customers it is important to take into consideration two factors namely your target audience along with the analytical support each platform provides, that best fits your strategies needs before implementation.
How to identify the right channel for you
Having to choose between the three is often difficult; however, being able to master a single platform can have a greater impact than dipping your feet in each pool.
Tips to leverage consistency without compromising on adaptability
- Timely Communication: In order to optimise your plans' success, it is critical to ensure that you operate in a timely manner. Speeding up rates of responsiveness enables your organisations' ability to engage us more effectively.
- Storytelling and Narrative: Through content creation, e-commerce companies can showcase their values to further communicate both their mission and vision. This gives room for a stronger emotional connect between the brand and its customer, instilling further a sense of community.
- Education and Entertainment: Through visually appealing content and unique community approaches, brands can further use this content to give consumers information on the products and services without them having to physically visit your store.
On-site social commerce and its benefits
Another aspect to boosting organisational presence through the implementation of these tactics, is the utilisation of third party applications such as Squadded, Bazaarvoice, etc, that adds a touch of on-site community building.
These third party applications create room for not only educating new users that visit your website, but additionally allow existing users to discover new products as well as engage in product/service based discussions with other like-minded users, thus fostering brand loyalty.
2. Harness the power of User Generated Content
What is User Generated Content (UGC)
Community generated content in simple words can be understood as any form of content be it videos, reviews or testimonials that is created and shared by consumers who have bought or engaged with the product and not posted by the organisation itself.
Engaging customers successfully
-Reviews and testimonials: Through prompting buyers to leave reviews and testimonials on your social platforms enables consumers to feel involved in the organisation's practices.
-Contests and challenges: As a brand, introducing consumers to contests and challenges through visually appealing content can not only boost your reach and reduce workload but also lead to a significant amplification in your brand's reach. Ex. Asking the buyers community to style the products purchased by you and post media, in return, offering a discount on next purchase to the winner of the contest.
-Share shoppers stories: When customers purchase a product from your brand, encouraging them to share their story through the use of your products has shown to significantly drive product sales. Shopper stories create room for a sense of authenticity behind the brand itself.
Examples from other Brands
In order to learn more about User Generated Content , let's have a look at 2 market leaders.
-AirBnb : AirBnb offers a unique feature to society, operating in the direct buyer market relies on community produced media and posts significantly in order to drive product sales on a global scale without compromising on their ROI. Through community authored media, shoppers are able to upload videos and content based on their experiences, allowing potential buyers to build a sense of trust with their product and brand.
-Starbucks: On the other hand, Starbucks utilises UGC content through the implementation of Hashtag campaigns for example, #unicornfrappuccino was one of their most notable campaigns filling up their Instagram with UGC that has tagged their brand. This increases their presence significantly, as non consumers who follow these users and their posts have the ability to educate themselves about the brand and its product offerings.
Trust and Authenticity
As seen through the case of Airbnb and Starbucks, UGC is implemented with the main emphasis revolving around boosting market presence while creating a sense of community and belonging. Further, this leads to an increase in customer and potential customer an added sense of trust as well as product authenticity.
The final component of UGC focuses on optimising the use of those individuals who already have a strong social presence. These individuals are known in the social landscape as Influencers. By leveraging their social presence to market, your organisation can drastically amplify your companies presence and effectively reach potential customer with utmost authenticity.
3. Analytical Optimisation: Maximise your growth potential
Importance of data analysis
Real-time data based decision-making
While promoting products through community commerce has its benefits, the practice doesn't sustain longevity. In order to ensure sustainability of the implemented approaches, it is critical to not only use the relevant tools to analyse the metrics behind the success of your plan but additionally, make changes to your approach not merely on assumptions but based on real data. Thus, increasing marketing efficiency.
When it comes to social commerce, it is important to ensure that resources are being utilised effectively. With the help of data metrics, your brand can track as well as quantify your efforts return on investment.
Customer behaviour is one of the hardest elements in marketing that makes tailoring marketing approaches difficult however, through data driven insights brands can identify customer preferences in order to predict social and purchasing trends, and personalise marketing efforts towards your audience profile.
Potential KPIs to sell products faster
This metric allows you to focus on the number of individuals that finish their interaction with your brand on social networks, and follow up with a purchase.
Click-through rate is another metric that allows your company to track not only which customer are viewing your online community media, but at the same time permits you to understand the engagement volume or rather how many of those individuals actually interact with your media.
Customer acquisition Cost
When it comes to social approaches, there is a cost that goes behind the implementation of these tactics. Customer acquisition cost in simple terms is understood as the cost required in order to target new customer through these social platforms.
Customer Lifetime Value
This KPI facilitates an understanding in regard to the extent to which shoppers purchase from your business in the long term.
Finally, bounce rate is a metric in simple words that enables you to understand the rate at which individuals leave your platform without actually interacting or purchasing a product from you.
Pick the right tools for analysing metrics
-Google Analytics (Free): This tool provides an in-depth analytical understanding of website traffic, buyer behaviour and conversion metrics tracking.
-Facebook Insights (Free): Detailed metrics concentrated on Facebook pages and stores. Enables you to identify overall performance.
-Instagram Insights (Free): In-depth analysis of the platform prioritizing interaction, presence, and follower demographics.
-Sprout Social (Paid): Gives you access to comprehensive data metrics that enable you to identify the success of your KPI's and their performance.
Are you ready to enhance your customer shopping experience?
In conclusion, with the rapidly changing digital landscape, ecommerce media marketing has been identified as the leading driver to seamlessly reshape how brands engage and interact with their shoppers. Armed with the tips and tricks of the trait, be it choosing the right platform for your practices or harnessing the revolutionary power of user-created media, brands must embrace these methods in order to drive growth significantly. It's time to make the shift!
Don't miss out on this easy growth opportunity. Evaluate your approach, pick the best-fit platform, and empower your shoppers today! It's a dynamic journey and when committed to these steps, crafting a unique and personalised shopping experience is just a click away.