7 Benefits Of Adopting A Consistent Social Media Content Strategy For E-Commerce Success
Imagine you have just started your eCommerce business and need to create your startup marketing strategy. The first thing that can come to your mind is creating an official fan page on Facebook or Instagram.
That’s exactly what most eCommerce brands do — they go all-in with social media promotion and post content every day.
With an increasing amount of social media content, it has become more difficult for an eCommerce business to stand out and attract the attention of its target audience.
That has driven a lot of eCommerce businesses away from the idea to continue posting on their social media channels.
Even though that social media is bursting with content, if done right, content can still be used to achieve your eCommerce growth goals.
So what are the benefits that you can reap while posting the right type of content on social media? We are explaining it in this article.
There are a lot of ways your eCommerce brand can benefit from creating and distributing content across different social media channels, but let’s take a look at the main 7 benefits.
1. Increasing Sales
Brands usually show their products in action using high-quality photos or cooperate with influencers who can leverage their influence to convince people to buy.
For example, you can use live videos led by influencers to promote your special offer. Check out how Kohl’s is doing it. This brand is cooperating with influencers to showcase its products during live transmissions.
Their videos usually generate extensive engagement and attract people to the product page with the items that an influencer presents during a transmission.
While not everyone can afford to invite celebrities to do live videos for their brands, the majority of eCommerce businesses can use Instagram Shopping features.
Brands can apply tags on photos to highlight products — after a user taps an image, they can see more product details, go to a shop, and purchase an item that interests them.
On Instagram, eCommerce brands can set up a shop for people to browse products and buy them. You can create collections to batch products into themes and product detail pages.
Instagram lets traffic to your website where people can finalize their purchase or perform checkout right on this social media platform. All these features have been developed to create more opportunities to sell their products using visual content.
2. Better Insight Into Customer Profile
eCommerce brands should consistently analyze their customer profile to get a better understanding of their ideal customer and work out a plan to reach their target audience.
Posting content on your social media and analyzing interactions with it is one of the ways to get a 360-degree overview of your audience.
Social media platforms offer analytics dashboards where brands can check the demographics and interests of their followers.
For example, on an Instagram business profile, you can check the number of people who have viewed your content and the demographics of your following — age and sex.
Such dashboards can give you quantitative data — the insights you see provide an aggregated analysis of followers’ interactions with your content.
But social media analytics shouldn’t be limited to crunching numbers related to your customers’ demographics and interests. Here is another way how posting content can help you extract more trends in user behavior.
By reading your followers’ comments, you can deduce what they want you to improve in your product offering. This can inspire you to create new products and offer an upgraded version of the existing ones.
3. Climbing Up The Ranks On Google
Social media and SEO are connected — the popularity of your eCommerce content on the former channel can help you climb up the ranks on the latter. That’s because Google takes into account social signals as one of the ranking factors.
Social signals are all types of interactions that users can have with your content — likes, shares, comments, tweets, and others.
You can ask — why social signals are that important for SEO. So here is why.
Social media is used by millions of people every day and has become a key channel to share and relate to different content types online.
When you read an interesting article on the Internet and find it extremely interesting, you want your friends to read it as well, because you think it can be valuable. Here is how it relates to ranking.
Google wants to serve people with the most relevant and high-quality content. To achieve this goal, algorithms take into account various factors, including the popularity of content on social media.
If a lot of users interact with your brand content on Facebook or Twitter, there is a high chance for it to rank better on Google as well.
To create positive social signals for your eCommerce brand, you have to distribute your eCommerce content on social media channels. If you have recently added a new product or launched a sales page, make sure you post this news on Facebook, Instagram, or Twitter.
When doing it, make sure you make it engaging — ask questions, create contests, or run polls, because this will naturally drive more engagement from your followers.
4. Growing A Community
The way from being first-time buyers to becoming a brand advocate can be long and bumpy, especially in the eCommerce field. But the right social media strategy can help people connect with your brand on a personal level and feel like part of a community.
What does it mean?
Becoming a part of a community for people is when wearing a t-shirt with your logo becomes a cool thing to do or when they feel proud of telling friends that they are using your products.
Of course, this is a simplified understanding of what being a part of a community can be for your customers. But here is the thing — when they finally want to belong to the exclusive club that you create for them, they spread the word about your brand.
Growing a community to see a result in traffic and sales doesn’t mean having millions of people who promote your company. A small but highly engaged group of loyal customers can have a huge impact on your brand awareness and popularity.
5. Higher Conversion
It’s not only traffic that social media content can help drive. When used the right way, it can also result in higher conversion.
To achieve a higher conversion rate in their store, eCommerce brands often use content in their retargeting ads. They do it to reach people who have visited their online store but haven’t finalized a purchase.
Using content this way helps deal with one of the most difficult problems eCommerce brands face — abandoned carts.
Retargeting ads with good product visuals can help nurture website visitors by communicating product value or offering a final nudge — a discount or special offer.
Once a user enters an online store, they keep seeing the brand’s ads across different channels. When the ad is displayed to them at the right moment, there is a high chance they will finally buy some products.
To check what ads brands create for their followers and website visitors, just check the Page Transparency tab on a company’s Facebook profile.
For example, TRIWA, a brand that sells watches, uses several different content types to appeal to its audience and drive people to its store. The brand incorporates short copy with good quality visuals or offers a discount on products in its Facebook ads.
6. Improving Audience Engagement
Posting on your e-commerce website and social media channels on a regular basis helps your feeds stay active. This can also drive interaction that can help you reach more people who will buy your products in the future. Here is how.
Engaged followers who interact with the content you post trust your brand more and can become loyal customers and brand advocates. They will spread the word about your products in their network and drive new customers to your online store.
Increased engagement rate through content can also result in your fan page being shown to people who haven’t followed it yet.
Think of Instagram algorithms — if you create a post that drives dozens of comments, Instagram will promote it on their search page more often. Once you get there, you get a high chance to reach a new untapped audience that is similar to the profile of your current followers.
It works this way because Instagram algorithms aim to show relevant content to users by putting a lot of weight on interest targeting.
So you already know the benefits content can bring to your user engagement. Now — what content can generate this result?
Various techniques can help create content driving user engagement. Take contests as an example.
Contests can be a great tool to increase audience engagement on your channels and raise brand awareness.
Want an example? Baby Jogger created a contest where participants had to tag friends in the comments, follow an Instagram profile of the brand, and like the post to get a chance to win one of BabyJogger’s prams. Under this post, you could find over 1000 comments.
By activating your audience this way, you can make your profile more visible in Instagram feeds, acquire new followers organically, and drive more traffic to your website.
7. Humanizing Your Brand
It’s not easy to stand out on social media now — brands create similar content that follows the same content creation standards. It’s often formal and rarely relates to people who see it.
The secret to creating unique content that resonates with people is not in the tactics. It’s not defined by special technical tricks to create Reels videos on Instagram or use a professional image editing tool to create Facebook posts.
The success of your brand on social media often depends on the idea you put in your content.
Think of what strategy TOMS is using to create a connection with its audience. Instead of just selling shoes like thousands of other brands, they dedicate a part of the revenue coming from sales to charity.
Initially, TOMS sent one pair of shoes to people in need for each pair of shoes sold. Now, they have embarked on achieving an even more ambitious goal — supporting local communities.
By communicating its brand values, the company’s content attracts a lot of followers. Millions of people are watching TOMS’ videos on YouTube, sharing, and talking about them across different channels.
Another example of a brand that builds relations with its audience is DollarShaveClub. DollarShaveClub is a subscription business selling razors and other men’s care products.
In their video, they are creating an image of a brand that entertains the audience. The video the brand used to promote their products has gathered a big number of views and, as a result, the company has become more recognizable.
Social media have become a crowded space, especially in the eCommerce field where it is often considered the top-1 strategy to promote products online.
Brands often follow the same strategies that quickly become less effective compared to the time when they were first discovered.
To see the benefits of using social media, you have to stand out from the crowd. It involves doing things differently.
Where everyone is teaching how to create a perfect Instagram Reel, you should focus on implementing an important idea in your content rather than following all technical requirements.
It can take time to figure out your way to use social media to see all the benefits of content strategy.
However, when you finally get there, you will see a positive impact on sales, get more data about your customers, improve your SEO rankings, and more.
Now, you just have to start somewhere — analyze the trends and follow the best practices, but always integrate your unique brand voice in everything you create for your social media channels.