We are living in an age where technological change has been sweeping the world of small business. Ecommerce has created a completely new avenue for people wanting to promote and establish their companies. Many customers prefer the convenience of online shopping than going to a brick and mortar store. The internet allows business owners the opportunity to connect with their customers in a way that may have seemed like science fiction a few decades ago.
We are speaking, of course, about social media. By means of this platform, you can establish a link to your own demographic that’s direct, personal, and functional. In fact, customers now expect to find customer support through social media interactions. eCommerce shops that neglect to set up social media accounts to handle customer service queries are at risk of losing customers. This is why crafting a social media marketing strategy is important for gaining new customers, customer loyalty, and customer retention.
Social Marketing Versus Social Shopping
Many eCommerce business owners are not aware of the differences between social marketing and social shopping. Though they sound similar, the have unique approaches and tactics that eCommerce marketers should make use of.
Social marketing is the use of social media platforms and to help promote your small business. This is achieved with “fans” and customers — holding competitions, providing status updates, asking for feedback in comments, and one-on-one engagements with users.
Social shopping is all about creating a purchasing opportunity on social networking websites and hopefully encouraging customers to discuss their purchases. For instance, you might set up a shopping cart on Facebook, allowing clients to buy right on your Facebook business page.
Benefits of Social Marketing
Social media provides an additional avenue for eCommerce marketing. There are studies that confirm that adults in the US are using at least one social media network. It would make sense for marketers to use these platforms to further brand awareness on these channels.
This could be as simple as creating a regular posting schedule that showcases interactions with customers, or your products being used by satisfied customers. When a customer is engaging with your brand off of your website or away from your store, it will help make them more likely to prefer your brand over the competition. Social marketing enables the eCommerce merchant to approach the customer when they are in the mood to become engaged, and in a setting that the customer has picked.
Advantages of Social Shopping
Although the purpose is different, social shopping may be an extension of societal marketing. While social marketing seeks to engage the customer on social platforms, social shopping goes a step further and says, “Now that you’re here, why don’t you complete the sale transaction now?” Facebook has been proactive in creating purchasing opportunities on their platform. It is possible to integrate eCommerce platforms such as Shopify directly as a tab on your company’s Facebook page.
Is it possible that your eCommerce business isn’t yet on social networking?
While most eCommerce businesses have established some kind of a presence on social media, there are still several that are losing out on this low-hanging fruit. Along with being great communication venues to promote your brand, social media is becoming an increasingly significant part your customer lives.