ecommerce social media strategy

Love it or hate it, social media can help a business thrive and reach an audience it wouldn't otherwise. Fostering a well-rounded eCommerce social media strategy has become essential for driving sales growth, increasing traffic to your website and engaging your clients.

According to Sprout Social, most consumers want to engage with a brand in other ways after following it on social media. Over 91 percent will visit the brand’s app or website, 89 percent will buy a product, and 85 percent will recommend it to their network. 

Thus, these networks can be a differentiating factor in what makes one business better than others. Without it, the audience might struggle to perceive your company as professional and interested in interacting with consumers. 

Since the worldwide retail eCommerce sales will total $6.169 trillion and make up a 22.3 percent share of total retail sales, you must establish your position in the market and leverage all available strategies. But online networks are likely the most cost effective and efficient among all of them.


What is eCommerce Social Media Strategy?

An eCommerce social media marketing strategy helps you track, measure, and understand your marketing objectives and ensure the best outcomes. These platforms are low-cost marketing tools with significant outreach, allowing businesses to target their audience and promote their products and services. 

Thanks to that, online platforms help drive sales and traffic, establish brand awareness, engage customers, tap into relevant influencer networks, connect with prospects and clients, and provide ongoing customer support. 

You can incorporate multiple channels into your eCommerce social media marketing strategy, but every handle has unique advantages and weaknesses. Because of that, you must consider seven things when creating it:

  • Objectives – Determine what you want to accomplish and how you’ll calculate your efforts. 
  • Target audience – Research and identify your consumers and who is the easiest to reach. 
  • Metrics – Prioritize a data-driven strategy and define how you’ll compile the necessary insights. 
  • Content combo – Determine post types, content, and ideas you’ll include in your online platforms. 
  • Channels – Decide your online handles and how to use them best. 
  • Tech infrastructure – Set up the marketing tools and processes to implement your strategy efficiently.
  • Enhancements – Innovate and keep your activities fresh and in touch with the latest trends. 

Although you don’t have to stick to every step and can introduce your ones, this framework will help you establish stable foundations for your eCommerce content strategy social media.


Benefits of Using an eCommerce Social Media Strategy

Social media platforms have nearly four billion users, making that reason enough to foster an engaging and curated presence. Most eCommerce businesses use them to raise awareness around their products, generate more leads, and share the latest promotions and arrivals. 

However, the goal of your eCommerce social media strategy should be more than sales. Prioritize interaction with your consumers and build lasting and trusted relationships. 

Encourage people to be repeat buyers and clients instead of having their purchases be a one-time thing. Show your expertise and what makes your business unique and provide a personalized experience. 

Most consumers feel more comfortable on online networks than on brands’ websites and apps. That’s a stellar opportunity to convert leads; thus, some platforms allow direct sales. 

Even though those are the most apparent and palpable benefits, there’s more to leveraging online handles in eCommerce:

  • Continuous communication with consumers before and after closing sales.
  • They are a perfect place to share reviews and testimonials, resulting in positive word of mouth. 
  • Consumers can use these platforms to learn more about your brand and its values. 
  • You can humanize your brand by sharing behind-the-scenes posts, stories, and reels. 
  • They contribute to a stellar shopping experience. 
  • These platforms lower the friction that often happens between the discovery stage and checkout, boosting your conversion rates.
  • They’re free and easy to use. 

Consumers are increasingly buying directly on online handles or being redirected to the website. Hence, these platforms could become the most significant factor in eCommerce shopping in the years ahead. 


How to Develop an eCommerce Social Media Strategy?

More than half of the global population are social media users. But you must reach your target audience and keep that in mind when developing your eCommerce social media strategy. 

The right one will ensure your ideal consumers can easily find you. Because of that, you must research what platforms your audience prefers and focus on specific handles.

However, having all networks is recommended, making it easier for potential clients to find you. The next step is to align them with your business objectives and identify how you’ll measure your brand awareness efforts. 

For example, you can use reach, likes, impressions, mentions, and shares to identify how many people know and care about your company. Encourage demand for your products and services by inspiring and educating your consumers. 

Establish a loyal following and interact with other industry professionals and specialists, which will help your marketing campaigns and sales. Finally, position yourself as a thought leader by starting and driving meaningful conversations and sharing valuable content. 

ecommerce social media strategy woman buying from online shop on mobile


Top 5 Tips on Using eCommerce Social Media Strategy Successfully

Online networks should become your daily routine as people spend approximately two hours and twenty-seven minutes on these platforms daily. But it’s not enough solely to be present. You must carefully create your posts and offer appealing content. 

Here’s our pick of top-notch tips for an efficient eCommerce social media marketing strategy.

1. Optimize Your Networks for eCommerce

The most significant step is social media optimization of all your accounts for eCommerce. That means completing your profile information 100 percent, adding helpful info, and being concise. 

Make it effortless for your customers to find the data and content they’re looking for and help them make well-informed purchasing decisions. Determine relevant hashtags and keywords to ensure your business appears in search results.

Your location should also be prominent and link your networks to the pages of products customers clicked on your handles. Clear CTAs should nudge people and help them understand how and what to buy from you. 

2. Run eCommerce-Optimized Paid Campaigns

Most social platforms allow paid advertising to help your business boost visibility and reach your audience when organic reach isn’t working. Research available ad packages and offers and consider using different options depending on the platform. 

For example, you can leverage Instagram’s Shoppable posts and Facebook’s retargeting ads. Each network provides unique capabilities for reaching your audience, so use them to your advantage. 

3. Leverage Automation Tools

Automation tools play a significant part in sales, as they help streamline activities and achieve more with fewer resources and less time. Since consumers expect a prompt and engaging interaction with your brand, you must meet their expectations. 

But you can’t stay awake 24/7 and answer all their inquiries and doubts, even though these networks are always available and running. Instead, use intelligent chatbots and template messages that help you keep up with your consumers’ questions and requests. 

4. Provide a Good Mobile Experience

Mobile phones are the go-to device for most people when searching the internet and buying products. However, the mobile experience for eCommerce is about more than just design.

Your customers’ journey must be seamless. Hence, you must provide mobile-friendly payment options like Apple Pay and PayPal. 

But also consider content formats. For instance, younger Millennials and Gen-Z prefer video over anything else. 

Create mobile-friendly videos in a vertical format to accommodate their preferences. Provide a personalized experience and make it easy for customers to navigate your platforms and engage with your brand.

5. Craft Clear and Optimized CTAs for eCommerce

Motivate your target audience to purchase your products or services with concise and engaging CTAs. Craft them thoughtfully and add to each interaction. 

Nevertheless, CTAs aren’t only taglines and prompts in posts and videos. They also come in the form of questions, clickable buttons, and hyperlinks.

Moreover, include branded banners with attractive promos and offers, as well as pop-up ads and clickable sidebar buttons. 


To Wrap Up

The number of eCommerce businesses increases daily, making it essential to stand out and be available to your target audience. The most cost-effective and efficient way to reach and engage your customers and highlight your product is to foster a top-notch online presence. 

But if you prefer to have marketing specialists reduce your workload and ensure the best social media strategy for eCommerce, research and find credible professionals you can trust. 

That will help give you the upper hand in amassing a large audience, getting your brand out there, and turning lead conversion into a smoother and faster undertaking. 


Tina Nataroš

As a journalist and content writer, Tina uses writing to interpret the world around her, identify trends, and play with ideas. She finds inspiration in technology, marketing, and human resources and aims to leave lasting impact with her words.