Your online store sells clothes and accessories and you don’t have a Polyvore account?
You’re not present on Instagram and Pinterest, and you are in doubt whether your Facebook page will attract visitors?
The question really is: what is the biggest gain that you can achieve, what is the key to engaging your customers?
More importantly, will your time, energy and money be worth it?
How can you be sure that your presence in social networks will turn into something valuable in terms of promotion and that your strategy will generate income?
Is it a one way street and packed with cars?
Today, when buyer’s habits are completely changed and diversified, social networks have occupied every inch of their daily life.
Twitter is always the very first to have the information and can make it viral in no time, everything is possible on Facebook, and Instagram will captivate your attention on a whole different level.
So, why is it then that every possible statistic and research brought us to the same conclusion: social networking can only do so much to help you boost your online store traffic?
If you are online store owner, then you know that habits of your buyers are constantly on the radar.
You have to know whether your clients are drawing their inspiration from Instagram or they rely on Twitter for all the information they need.
There are countless statistics about all age groups and their habits and interests.
But, at the same time, there are those that say that about 80% of traffic relies on the old “mouth to mouth” strategy.
Recommendation seems to be everything.
So, what is it that you can do to encourage traffic on your online store in relation to social networks?
We will try and sum up couple of recommendations, and hopefully they will be of good use.
First thing that you should determine is: who are your buyers? Who are you addressing to?
Who do you want to attract? What kind of content will you offer and for who will benefit from it?
If we say that, for example, your online store sells scrapbook bits and bobs, or for example, everything you need for decoupage technique.
For you – being active on Pinterest or YouTube would be number one priority!
There is no particular need to feature your store all over Twitter.
It is unlikely that Twitter users will be moved and inspired enough to interact (most likely you will only receive 140 characters of pure #sarcasm).
Focus your energy into sharing important news, videos, or just about anything that will engage the masses.
Give them the details of your brand new dresses, or a teaser for a new video on YouTube that will show how you prepared your latest collection.
You can also feature products that will soon be available. Give them a glimpse, that’s all.
Twitter got into E-commerce back in 2013. They gave the users possibility to synchronize their credit card with the account and purchase products by simply using hashtag “buy” in front of a product name. It was never fully successful and fruitful but it was a start. Now, if you need to find a channel for interaction with your customers, or simply increase the visibility of your online store – Twitter is your platform. Your buyers can simply address you and also check and be sure that the account is verified. The whole course of communication is transparent and as such, might be of use to thousands of other users/followers. It should be direct, honest and fun. Also, reviews written and questions asked will be visible to everyone and everyone will be able to comment upon it. Now, try and make a good judgement whether you will use it like a customer support for your store, or just as a way to engage and communicate, always having in mind how can that affect your reputation, and more importantly your brand’s reputation. And, if you choose Twitter – make sure you always reply to each and every comment.
Pinterest is amazing and amazingly useful judging by the numbers that surround it. It is probably the most effective one in terms of enabling you to build your brand’s visual identity. It does not demand whittines and sharpness in a way that Twitter does. On Pinterest, creativity and good visuals are all you need. All you need is to find an innovative way to convey your message and what is it all about. Be careful not to use only your product pictures though. Post anything that has meaning and is close to your ideas, values and brand identity. Also, make sure you use rich pins. Rich pin contains detailed description and every single information about your product. The better you tag it, it will be more useful.
Latest data show that Instagram has accumulated around 300 billion users aged between 18 and 34. It is most certainly useful for online store as it allows owners to track campaigns using the hashtags, organize giveaways, host photo contest with prizes coming up from their online store or simply show what are the values that their brand embodies. On the other hand, Instagram does not allow embedding hyperlinks next to your images/products. That means that it is not likely that it will drive direct sales or traffic to your online store. Your customers will need to memorize what they saw and liked, and go “through the trouble” of entering URL or simply google what they need. One way to solve the problem is one of the apps such as InstaOrders for example. This and many other similar applications allow you to buy directly from Instagram by leaving your email address, preferred size and color in the comment box. Once you have entered everything, the order will be generated and sent to your email account, and then all you need to do is wait for the delivery. Defined age group is very specific so make sure that you have the right products for them on your online store. Otherwise, it’s pretty much useless.
If you are into e Commerce solution that is oriented towards B2B customers, than LinkedIn should be your primary focus. It has quickly grown into a wide network of all sorts of professionals with all sorts of expertises down their sleeve. Therefore, it can be a fruitful ground to start communicating your messages, your brand messages and ideas. Now, with a newsfeed, everything you post will be visible to a vast number of people, and you can always engage potential associates through groups and discussions. It will genuinely help the idea spread, and what is most important you will be surrounded with people engaged in same goals and searching for valuable and respectful partners.
Whether you choose Instagram, Pinterest, Twitter or LinkedIn, always have in mind that people:
- Usually go to social networks to release the stress, relax and get entertained. Respect that and try to be amusing, interesting and maybe even provocative. Anything to get the intention really.
- Have in mind that your management of any of the social networks has to go (or at least it’s more useful) hand in hand with other marketing tools. That way, you will genuinely feel all the perks of posts, hashtags and likes.
- Keep in mind that what is good for one social network might not be appropriate for another one. There is a reason they’re not integrated in one massive platform, that’s for sure! So, be careful with your content.
- Finally, if you really want to reach out, make sure you schedule your posts. Your online store is open to the world. Make sure you reach your buyers around the globe. Morning in Denver is late afternoon in Amsterdam. Make your schedule so that you have posts at different times during the day.
Remember, always adjust the content to the platform that you are using, to the audience, and always think twice before you click “Post”.