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7 Advanced Social Media Tips for eCommerce Businesses in 2023



A man shopping online on his mobile phone
Ecommerce key: analyze customer behavior data to see where they’re spending their time online | Photo: Luis Villasmil

Social media for eCommerce, it’s the elephant in the room that no one seems to want to talk about. But why is social media so crucial for eCommerce businesses? Well, let’s put it this way – if you’re not on social media in today’s digital world, you’re basically invisible.

That’s not even an exaggeration.

Social media has become the new word-of-mouth referral, and if you’re not tapping into that potential, you’re leaving a whole lot of money on the table, as 2019/2020 survey carried out by Statista among owners of small and medium-sized enterprises from the United Kingdom revealed that 75 percent of entrepreneurs have used social media to successfully market their business.

So, I have put together this guide with seven advanced tips to help you achieve your sales goals. Let’s get started!

Understanding Your Customer Journey

The customer journey is everything! It’s the path a customer takes to discover, evaluate, and ultimately purchase your product. It’s what sets your brand apart from the competition, and it’s what makes your customers come back for more.

But, let’s be real here, most eCommerce businesses treat the customer journey as an afterthought.

Think about it, when was the last time you stopped and took the time to truly understand your customer’s journey? If you’re like most eCommerce businesses, probably never. But, that’s about to change because understanding the customer journey is crucial to the success of your social media strategy.

I actually reached out to an industry expert for this one. I asked Rick Young, Senior Marketing Manager at Promotional Products Inc, about the importance of mapping out customer journeys in today’s era, he said:

“It’s time to get granular, and map out each step of your customer’s journey. This includes identifying the touchpoints and opportunities for social engagement. Ask yourself, where are your customers spending their time online? What are their pain points? What do they want from your brand? Use this information to create a social media strategy that speaks directly to your customers, and addresses their needs and concerns.”


By doing so, you’ll create a customer-centric strategy that will keep them engaged, and coming back for more.

Here are some tips for mapping out the customer journey:

  • Conduct customer surveys and focus groups to gather insights
  • Analyze customer behavior data to see where they’re spending their time online
  • Identify common pain points, and address them through social media content
  • Offer a personalized experience through targeted social media advertising

Let’s take an example of a fashion eCommerce store. The customer journey for a fashion store might look something like this: Awareness > Interest > Desire > Action.

At the awareness stage, the customer is just discovering your brand, and is not yet ready to make a purchase. At this stage, your social media content should be focused on building brand awareness and creating interest.

At the interest stage, the customer is considering your brand, but still needs more information.

At the desire stage, the customer is ready to make a purchase, but still needs that final push.

At the action stage, the customer has made a purchase, and it’s time to keep them engaged.

By mapping out each step, and creating a customer-centric social media strategy, you’ll take your eCommerce business to the next level. 

Use AI & Chatbots to Maximize Impact

Let’s get straight to the point, chatbots and AI are the future of social media. It’s time to put aside your fears and embrace the technological advancements that can revolutionize your eCommerce business.

Chatbots and AI can save you time and resources, increase engagement, and improve the customer experience.

Here are some benefits of AI & Chatbots in social commerce:

  • 24/7 availability for customer service and sales
  • Improved customer satisfaction and loyalty
  • Increased efficiency and cost savings
  • The ability to handle multiple conversations at once
  • Personalization and targeted messaging

Here are some tips for implementing chatbots for customer service and sales:

  • Integrate chatbots into your website and social media channels
  • Train the chatbots with frequently asked questions and customer service scenarios
  • Offer chatbots as the first point of contact for customers
  • Ensure chatbots are programmed to handle complex customer issues and escalate when necessary

Fo example, a clothing retailer can use AI to personalize product recommendations and styling suggestions for customers based on their previous purchases and browsing history.

You need to:

  • Start small and test the waters with a few chatbots and AI tools before fully committing
  • Ensure chatbots are programmed with a human touch and personality
  • Continuously monitor and improve chatbots and AI algorithms for maximum efficiency and effectiveness
  • Stay up-to-date with new chatbot and AI advancements in the market

In conclusion, chatbots and AI are the future of social media and eCommerce. Don’t be afraid to embrace the technology and see the positive impact it can have on your business.

Cross-promote Across Different Social Media Platforms

Why cross-promote, you ask? Simple, the more eyes on your brand, the more sales. By utilizing multiple platforms, you’ll reach new audiences and drive more traffic to your site. Plus, you’ll establish your brand as a player in the game.

Here are some tips to help you get started:

  • Determine your target audience: Know who you’re trying to reach and where they spend their time online.
  • Choose the right platforms: Not all platforms are equal. Choose the ones that align with your brand and target audience.
  • Create a cross-promotion plan: Decide on the type of content you’ll share on each platform and the frequency.
  • Utilize automation tools: Save time and effort by using tools like Hootsuite or Buffer to schedule and publish your posts.

Let’s take a look at a fashion brand that cross-promotes on Instagram and Pinterest. On Instagram, they showcase their latest collections and behind-the-scenes content. On Pinterest, they create boards featuring their products styled in different outfits, providing inspiration for their followers. 

By cross-promoting, they’re able to reach different audiences and drive more traffic to their site.

With a little effort and creativity, you’ll be well on your way to supercharging your social media presence. 

Using User-Generated Content in Unique Ways 

Let’s face it, User-Generated Content (UGC) is a hot commodity. But, just having people post a photo of your product isn’t enough in 2023. It’s time to get creative and think outside the box with UGC.

UGC is powerful because it’s relatable and trustworthy. People trust other people more than they trust brands. That’s why incorporating UGC into your social media strategy is a no-brainer.

Here’s how to get creative with UGC:

Run a UGC Campaign with a Twist: Instead of just asking customers to post a photo with your product, ask them to post a photo doing something unique and creative with your product. For example, Outdoor Voices ran a “Doing Things” campaign where customers posted photos of themselves doing yoga, hiking, and more with their Outdoor Voices gear.

Encourage User-Generated Content through Gamification: Make it fun for your customers to post UGC. Create a game or challenge that encourages people to post photos with your product. For example, Nike’s “Play for the World” campaign challenged customers to share their best plays on social media using the hashtag #playfortheworld.

Make UGC Part of Your Product Development Process: Use UGC to gather customer feedback and insights. For example, ask customers to post photos of their biggest pain points with your product. This can give you valuable insights into areas where you can improve your product.

Utilize UGC in Your Paid Ads: Showcase UGC in your paid social media ads. This gives your ad more credibility and makes it more relatable to potential customers.

Incorporating UGC into your social media strategy in unique and creative ways can help build trust with your audience, increase engagement, and drive conversions. 

Lean on Micro Influencers 

You want to stand out on social media and make a lasting impression, right? It’s time to leverage the power of micro-influencer marketing.

Gone are the days of just relying on big-name influencers with millions of followers. Micro-influencers, with smaller but highly engaged audiences, are where it’s at in 2023.

Here’s why you should care:

  • Micro-influencers have built a relationship with their followers. Their followers trust their recommendations and are more likely to make a purchase based on their influence.
  • Micro-influencer campaigns are cost-effective. You can reach more targeted audiences for a fraction of the cost compared to traditional influencer marketing.
  • Micro-influencer campaigns are highly customizable. You can collaborate with micro-influencers in unique and creative ways to reach your target audience.

So, how do you get started with micro-influencer marketing? Here are some tips:

  • Identify your niche: Determine which micro-influencers align with your brand’s values and target audience.
  • Reach out: Connect with micro-influencers through direct message or email. Offer a mutually beneficial partnership.
  • Get creative: Collaborate with micro-influencers on unique campaigns that showcase your brand in a fun and creative way.
  • Track results: Use social media analytics to track the success of your micro-influencer campaign and adjust your strategy as needed.

For example, let’s say you own an organic skincare brand. You can reach out to a micro-influencer who runs a popular health and wellness blog. He/she can create a blog post reviewing your products, share the post on their social media channels, and offer their followers a discount code to purchase your products. This partnership not only reaches a targeted audience but also helps build trust and credibility for your brand.

Use Interactive Content 

This is where you’ll take your social media game to the next level. No more boring, static posts. It’s time to bring your followers into the action with interactive quizzes, polls, and surveys!

Here’s why interactive content is the bomb:

  • It grabs your audience’s attention like nothing else.
  • It encourages engagement and creates a two-way conversation.
  • It provides valuable insights into your audience’s preferences and opinions.

And the best part? It’s super simple to create!

Here’s how to create interactive content:

Quizzes: Ask your followers to take a quiz related to your products or services. This will not only provide you with valuable information about your audience, but it will also be a fun way for them to engage with your brand.

Polls: Ask your followers to vote on a question related to your products or services. This is a great way to gauge public opinion and to spark conversation.

Surveys: Ask your followers to fill out a survey related to your products or services. This is a more in-depth way to gather information from your audience, but it may require more effort on their part.

Live Streams: Camera shy? Hire a brand model, or again, an influencer, make them your brand ambassador, and they will do all the live interaction for you.

Here’s an example: Let’s say you’re a fashion eCommerce store, and you want to know what type of clothing your audience is interested in purchasing. You could create a quiz that asks them questions about their personal style, color preferences, etc. Not only will you gather valuable information about your audience, but you’ll also create a fun and interactive experience for them.

Use Social Media for Customer Retention 

Customer retention is key to the success of any eCommerce business.

Here’s why you should be using social media to retain your customers and keep them coming back for more:

  • Social media offers a unique opportunity to engage with customers in real-time.
  • You can use social media to keep your customers up-to-date with new products, promotions, and events.
  • Social media can also be used to collect feedback and respond to customer complaints in real-time.

Here are some practical tips for using social media to retain your customers:

  • Offer exclusive deals and discounts through social media.
  • Respond to customer complaints in a timely manner and resolve any issues.
  • Encourage customer loyalty through loyalty programs and rewards.
  • Ask for customer feedback and act on it.
  • Share user-generated content and showcase your happy customers.
  • Create a sense of community by hosting online events and encouraging customers to share their experiences.

A real-life example of utilizing social media for customer retention is the brand Glossier. They use Instagram to not only promote their products but also to create a sense of community among their customers. They frequently host Instagram takeovers and live events, which keep their customers engaged and coming back for more.

Remember, customer retention is key to the success of your eCommerce business, and social media can be a powerful tool for achieving that.

The Takeaway

Social media is a critical component of eCommerce success in 2023. But, let’s be real, the same old tactics aren’t gonna cut it anymore. It’s time to get creative and try something new.

  • Break away from the cookie-cutter mold and map out your customer journey to create a strategy that truly resonates with your target audience.
  • Utilize chatbots and AI to streamline customer service and sales, and personalize your content to each individual customer.
  • Cross-promote like a boss to reach a wider audience and automate your process to save time.
  • Turn your customers into brand ambassadors with unique UGC campaigns and gamification techniques.
  • Micro-influencer marketing is the new black. Find the right micro-influencers to represent your brand and watch your reach soar.
  • Interactive content is the way to go! Not only is it engaging, but it can also help you generate leads.
  • Don’t just acquire customers, retain them. Use social media to offer exclusive deals and rewards to keep them coming back for more.

It’s time to get out of the box and get creative with your social media strategy. Try something new, test it, and see what works best for your brand. Don’t be afraid to take risks, but also don’t be afraid to pivot if something isn’t working. 


JCDecaux extends advertising concession with Madrid Metro for 10 years



An image of advertising displays at a metro station in Madrid
Modernisation: a new type of large-format screen created exclusively for platforms will be installed in 39 key stations in Madrid

JCDecaux, the number one outdoor advertising company worldwide, has announced that following a competitive tender it has renewed and extended its advertising concession with Madrid Metro. The partnership with the transport network carrying, on average, five million daily, makes it the most digitised JCDecaux-marketed metro in Europe and the first 100% data-driven advertising space in Spain. The digital transformation of the oldest Spanish metro network has started in August and will be completed by the end of the year.

The 10-year contract covers 3,100 traditional displays as well as more than 460 new, larger, sharper and more energy-efficient digital screens, extending their life cycle and making metro stations more efficient and sustainable. The new contract aims to deliver a
high-quality media space and to modernise Spain’s capital metro with up to 2,000 sq m of screens. It includes innovative and high-impact displays such as large-format screens and columns with an anamorphic effect, twin curved screens as well as “cinema formats”, a new type of large-format screen created exclusively for platforms, 142 of which will be installed in 39 key stations. A brand-new network of digital screens will also be created with nearly 300 high-definition screens across 100 strategic locations, mostly within the M30 perimeter, ensuring maximum coverage and visibility.

“We are delighted to have been awarded this strategic contract to digitise Madrid Metro, continuing our long-term partnership which started in 2007. JCDecaux has rolled-out an in-depth media transformation plan, including the introduction of large and iconic digital media opportunities to create memorable brand experience while offering one of the major communications-platform for brands. It will participate to enhance the Madrid Metro environment, further raising engagement and ultimately generating revenue to invest in delivering an even better commuter experience. It is one of our most ambitious projects to date in Europe and we want it to become a benchmark in terms of digitisation and sustainability”, says Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux.

This new contract will also enable JCDecaux to introduce programmatic buying opportunities into the metro environment for the first time, following its launch in street furniture and shopping centres.

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How to create social media content for small businesses



A man scheduling content on social media
Between April 2022 and April 2023 there were 150 million new social media users – a 3.2% increase year-over-year | Photo: Austin Distel

Mastering the art of creating useful and engaging social media content is essential for any small business – but just like most of the tasks, it is easier said than done.

Accord to recent data released by the Search Engine Journal, there are 4.8 billion social media users worldwide, representing 59.9% of the global population and 92.7% of all internet users. And companies not able to catch up with the fast-paced digital world are already facing sales and branding problems given how many new people turn to platforms like Facebook, Instagram, Twitter, and LinkedIn, on a daily basis, to discover products and services: between April 2022 and April 2023, there were 150 million new social media users – a 3.2% increase year-over-year.

Small businesses have a unique opportunity to connect with their target audience, boost brand awareness, and drive growth through social media. Here we explore key strategies to help entrepreneurs how to create engaging content that can make a significant impact.

Know Your Audience

Before diving into content creation, it’s crucial to have a deep understanding of your target audience. Who are your customers? What are their preferences and essential interests? Carefully study your audience’s demographics and behaviours to understand where you are in order to create an effective social media calendar with clear goals.

Set Clear Goals

Define your social media objectives. Are you looking to increase brand awareness, drive website traffic, boost sales, or engage with your community? Setting clear, measurable goals will guide your content strategy and help you track your progress over time. Take small steps. There is no point in aiming for 1 million new users and an absurdly high turnover overnight. When it comes to social media, you will have to learn to play the long game.

Content Planning and Calendar

You must create a content calendar to organize your posting schedule.

Consistency is key in social media, and a calendar can help you maintain a regular posting cadence. Plan your content themes, topics, and post types in advance, taking into account holidays, special events, and industry trends.

Tell Your Story

Share the story behind your business. Customers connect with brands that have a compelling narrative. Highlight your company’s history, values, and mission. Showcase the people behind the scenes, your team’s expertise, and the dedication that goes into your products or services.

Visual Appeal

Visual content is highly engaging on social media. Invest in high-quality images and videos that represent your brand. Use eye-catching graphics, infographics, and animations to convey information creatively.

Educational Content

Position your business as an industry authority by creating educational content. Share informative blog posts, how-to guides, tutorials, and industry insights. Provide value to your audience by answering common questions or addressing challenges in your niche.

Engage with Your Audience

Social media is a two-way street. Respond promptly to comments, messages, and mentions. Foster a sense of community by actively engaging with your followers. Encourage discussions and user-generated content, and listen to customer feedback to improve your products or services.

Embrace User-Generated Content (UGC)

Encourage your customers to share their experiences with your products or services. Repost UGC with proper credit. This not only showcases satisfied customers but also builds trust and authenticity around your brand.

Analyse and Adapt

Regularly review your social media analytics to gauge the performance of your content. Identify what works and what doesn’t. Adjust your strategy based on the data to continually improve your social media presence.

No matter where you are, creating compelling social media content is a vital aspect of a small business’s digital marketing strategy. By understanding your audience, setting clear goals, planning your content, telling your story, embracing visual and educational content, engaging with your audience, and adapting based on analytics, you can craft a powerful social media presence that helps your small business thrive in the online

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LG launches campaign to spread optimism



A London red bus showcasing the new LG's campaign in the UK
LG 'Takes Over' Famous Landmarks to Kick off Its Life's Good Campaign With More Dynamic and Youthful Visual Identity

LG Electronics (LG) has launched its brand-new Life’s Good global campaign, carrying out various brand reinvent activities to introduce its more dynamic and youthful brand identity.

The company, which rolled out its Life’s Good global campaign on August 22, unveiled digital out-of-home (OOH) advertisements at some of the world’s most iconic landmarks, including locations in Dubai, London, New York, Vietnam and Seoul. Each image and captivating has been crafted to showcase LG’s renewed visual themes.

Along with introducing its updated brand and visual identity, the new campaign aims to share the company’s philosophy and values and the true meaning of Life’s Good.

LG’s latest advertisements can be seen at Dubai’s Burj Khalifa, the world’s tallest building, the Landmark 81 skyscraper in Vietnam, the company’s digital billboards in New York’s Times Square and London‘s Piccadilly Circus, LG’s LED outdoor screen at Óvalo Gutiérrez in Peru, the KP Tower in India, as well as in select spaces in South Korea, seizing the attention of global audiences. The campaign also extends to London’s beloved red double-decker buses, which currently feature LG’s Life’s Good slogan – visually revamped as part of an innovative brand reinvention strategy.

The advertisement videos showcase the “Face of the Future,” the smiling face formed by the letters “L” and “G” engages and entertains; nodding, bobbing and showing off a range of different emotions. The video is also imbued with the youthful exuberance of LG Active Red, the latest addition to the company’s core color palette.

The company also plans to release collaboration contents with various influencers and brand films through LG’s global social channels to convey the meaning of Life’s Good and core brand values to customers more authentically.

LG has partnered with a collection of global influencers, all embodying the spirit of “brave optimists” and confidently carving their own paths, including American singer and actress Willow Smith; Australian national swimmer and singer-songwriter Cody Simpson; and Nigerian-Korean fashion model Jenny Park. Through these meaningful partnerships, LG aims to amplify the Life’s Good message, fostering inspiration and hope among customers around the world.

“LG is committed to actively communicating and providing innovative customer experiences that evolve with the times, recognizing the changing needs of customers,” said Lee Jeong-seok, head of LG Electronics’ Global Marketing Center. “We aim to enhance our communication with customers by sincerely sharing our core value and the message of Life’s Good. Filled with optimism, this message will be delivered to customers worldwide at various customer contact points.”

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