How to Utilise Social Commerce

In this trying time, it is more critical than ever before to utilise social media for your business. A recent survey of over 200 retail executives by eTail and Stackla found that 50% of retail brands are currently working to align social media advertising with their overall eCommerce strategy. There’s no debate that these are uncertain times, but with the right tools moving forward, we can get through this together.

Make shareable content

This sounds like common sense, but think about how many brands post about themselves, oblivious to the needs of their customers. Instead, think like a customer. What information is useful, surprising or exciting? What kinds of posts do you tend to share? Keep on top of trending stories and news so you can relate your posts to current events. It’s OK to post purely promotional updates but be sure that they’re well balanced with helpful tips and share-worthy information.

Define your voice 

Find that recognisable and distinguishable tone that sets you apart from your competitors. All of your marketing efforts should be consistent with this tone. This wil help you connect with your audience on a personable level. No one likes to be addressed in a monotone lifeless manner; the same goes to your target audience. Whether it’s formal, confident or jovial and chatty, find your voice, stick to it. Almost half of retailers engaging in social commerce (49%) say that it helps them personalise customer experiences, based on behavioural signals and the increased visibility of their product listings.

Showcase your audience

User-generated content (UGC) – the images, videos and reviews that people post on social networks – is viewed as the most trusted, authentic and influential content by consumers, making it an incredibly valuable resource for marketers to leverage. Not only that, UGC is seen as 9.8x more influential than traditional influencer content. Email your customers to share their products on their social media, enable this with hashtags and encourage with competitions.

Include a call to action

You can include a call to action within your category content. This can help give the page context and an incentive or instruction for your consumers to follow. Whether that’s a money-back guarantee promise or delivery information, it adds in practical detail to help convince customers to make a purchase or use your services.

If you have any questions about anything discussed in this blog or if you’d like to chat about a project, feel free to get in touch. We’re always happy to help businesses reach and surpass their eCommerce potential.