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7 Advanced Social Media Tips for eCommerce Businesses in 2023

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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.”

Rightfully.

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. 

Marketing

Importance of link building for SIA security companies

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Link building is crucial for businesses seeking to expand their reach and increase awareness as part of their digital marketing strategy | Photo: Raw Pixel

Link building plays a crucial role in the digital marketing strategy of Security Industry Authority (SIA) security companies, especially in a competitive market like London. The strategy has become a popular strategy in digital marketing due to its ability to improve search engine rankings and increase website visibility.

Over the years, companies have been acquiring links from other websites to their own company’s website making it an essential aspect of search engine optimization (SEO) and help supporting content marketing efforts by amplifying the reach and impact of high-quality content. According to marketing professionals and businesses owners it works because when other websites link to valuable content, it not only boosts the content’s visibility but also enhances the website’s authority and trustworthiness.

Here we explore the importance of link building for SIA security companies in London and how it can help improve online visibility, credibility, and ultimately, their business success.

Improve Search Engine Rankings

One of the primary benefits of link building is its impact on search engine rankings. Search engines like Google consider the number and quality of links pointing to a website when determining its ranking in search results. By acquiring high-quality links from reputable websites, SIA security companies can improve their search engine rankings and increase their visibility to potential customers.

Increase Website Traffic

A link building company can help increase website traffic. When other websites link to your company’s website, it can drive referral traffic from those sites to yours. This can lead to an increase in the number of visitors to your website, which can result in more leads and potential customers.

Build Credibility and Authority

Acquiring links from authoritative websites can help build credibility and authority for your SIA security company. When other reputable sites link to yours, it signals to search engines and users that your website is trustworthy and valuable. This can improve your company’s reputation and make it more likely that users will choose your services over competitors.

Enhance Brand Awareness

Link building can also help enhance brand awareness for your SIA security company. When your website is linked to from other sites, it exposes your brand to a wider audience. This can help increase brand recognition and make your company more memorable to potential customers.

Generate Qualified Leads

Links from relevant and authoritative websites can also help generate qualified leads for your SIA security company. When users click on a link to your website from a site that is related to security or London businesses, they are likely to be interested in your services. This can result in higher conversion rates and more business opportunities.

Stay Ahead of Competitors

In a competitive market like London, link building can help your SIA security company stay ahead of competitors. By acquiring high-quality links from reputable sites, you can improve your search engine rankings and visibility, making it more likely that potential customers will choose your services over competitors.

Long-Term Benefits

Link building offers long-term benefits for SIA security companies. Unlike some other forms of digital marketing, such as paid advertising, the effects of link building can be long-lasting. Once you have acquired high-quality links to your website, they can continue to benefit your SEO efforts for years to come.

Link building is a critical component of the digital marketing strategy for SIA security companies. Businesses looking to improve online presence and attract more customers could take advantage of investing in a link building strategy, as it can improve their search engine rankings, website organic traffic, build credibility and authority, as well as enhance brand awareness, generate qualified leads, stay ahead of competitors, amongst other long-term benefits.

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Marketing

Campari partners with Cannes for the third consecutive year

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Campari partners with Festival de Cannes for the third consecutive year
The Italian brand will host a series of exclusive events during the 77th Festival de Cannes

Campari is set to return to the Cannes Film Festival, as an official partner, for the third consecutive year.

The Italian brand has chosen the opening of the 77th edition of the festival to launch its ‘We Are Cinema’ campaign. The aim is to acknowledge human stories as the inspiration for some of the world’s greatest cinema. Campari will also host a series of events from the Campari Lounge in the Palais de Festival, the main venue of the film awards, over-looking the famous red-carpet. This year, the brand will also be introducing its Hyde Beach by Campari, a new space on Boulevard de Croisette, where stars and guests will be welcomed, and events hosted throughout the festival.

In 2024 Campari will be partnering for the third year with Breaking Through The Lens, a non-profit organisation which empowers women in film by facilitating access to vital funding. Together, they will host the ‘Crossing Borders’ gala to celebrate women who have transcended cultural borders. The evening will include a panel discussion featuring actress, Diane Kruger.

“We are delighted to return to Festival de Cannes, this year bringing our passion for cinema and stories through our global We Are Cinema campaign to the iconic Festival setting. With a strong and enduring legacy in the cinema world, creativity and passion remain at the heart of everything we do. This year, we look forward to continuing to bring this to our audience through a programme of remarkable moments throughout the Festival,” says Campari Group Head of Marketing, Julka Villa.

The 77th Cannes Film Festival marks the debut of Campari’s partnership with Soho House, to host a creative film competition to support and honour emerging film talent. Festival de Cannes, one of the most anticipated events of the film industry calendar, will run from 14th-25th May 2024.

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Marketing

Research reveals unusual items inherited by people

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Research reveals the unusual items inherited by people
Jewellery and watches top the list (52%) followed by furniture (31%) and clothing (27%) | Photo: Sam Mgrdichian

A new research from home appliance brand Beko has revealed the most weird and wonderful items that consumers have inherited.

77% of UK consumers have inherited at least one common physical household object whilst jewellery and watches top the list (52%) followed by furniture (31%), clothing (27%) and artwork or decorations (21%). With 17% of those who were surveyed saying they have inherited white goods, such as a washing machine or fridge, 18% said white goods were an object they were most likely to pass on. The generation most likely to want to inherit white goods were millennials.

The research revealed some of the most weird and wonderful items inherited including a live giant tortoise, “a very small glass bottle of what turned out to be a unknown bodily fluid from a little known “celebrity” from the Seventies” and a twelve foot giraffe with big eyes and soft hair!

When it comes to the reasons behind what items people want to inherit, over a third (34%) said that having a household object that will last a long time is the likeliest factor in wanting to inherit it. A majority of those surveyed (51%) fear that fewer large household items will be inherited these days compared to previous generations, with the biggest reasons being that products today are not built to last or are less high quality. 

The research comes as Beko launches its latest campaign “The Beko Inheritance” which hopes to redefine industry standards around the durability of household appliances. 

Infusing the campaign with a perfect balance of creativity, humour and an underlying serious message,

Infused with humour, the short film was produced by VML Germany & UK in collaboration with OB42 director Jack Howard. It features performances from Brendan Patricks (Downton Abbey), Ross Hatt (The Gentlemen), and Marty Cruckshank (The Crown) during a family dispute over a presumed family heirloom, the unexpected reveal at the will reading leaves audiences both surprised and amused.

The campaign also features the official Beko Inheritance Addendum, a physical document allowing its holder to officially pass on their Beko appliance to their loved ones.

“in our journey to elevate the everyday, we recognize the value of our customers’ time. We are pleased to showcase The Beko Inheritance campaign which we hope resonates and brings joy whilst drawing viewers into a world where we can generate meaningful conversation around the durability of our products,” Akin Garzanli, Chief Marketing Officer at Beko.

The research to uncover the most unusual items inherited by people was conducted by Focaldata with a nationally representative sample of 2,015 UK adults, between 12-15 April 2024.

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