Social media has permanently changed the marketing landscape. According to research from emarketer, global firms spent $23.68 billion on social media ads in 2015. However, many e-commerce sites have struggled to maximize the ROI of their social media marketing campaigns.
If you plan to use social media to drive e-commerce sales, you’ll need a well thought out strategy. Here are some things you need to do before launching your campaign.
Set Clear and Realistic Goals
You can’t create a roadmap to reach your goals without first defining them. Before implementing a social media strategy, it’s important to think about what you want to achieve.
Your goals need to be both clear and reasonable. Here are some common mistakes e-commerce companies make:
- Being unrealistic. Many e-commerce entrepreneurs expect to make millions of dollars promoting their services on social media. They set outlandish goals without researching the market to estimate the size of their customer base on social media. They should take advantage of Facebook’s demographic reach tools and other real-time applications to estimate the number of customers they can reach with their ads.
- Being too vague. “Generate more sales” is not a clear goal. Your goals need to be more specific, such as increasing sales by 55% through social media. Without firm projections, you won’t be able to hold yourself and your marketing team accountable for meeting expectations.
If you want to create a successful social media marketing strategy, setting clear and attainable goals is absolutely crucial. Take your time to create solid goals that you can actually reach.
Take Advantage of Real-Time Social Media Marketing Tactics
There are a number of things you can do to create more successful social media campaigns. Here are some ideas to consider.
Incorporate Relevant Keywords in Your Posts
Too many marketers view social media as a separate element of their marketing strategy from SEO. The truth is that organic search and social media can complement each other very nicely.
The best way to leverage your social media content is to add relevant keywords. Many Twitter users have found their tweets rank on the front page of Google for some long-tail keywords. Your Facebook content can rank on the front page of the SERPs for even more competitive search terms.
Just make sure you choose your target keywords wisely. The Google Adwords keyword tool currently provides monthly data on search volume. Search Engine Land shared a script that allows you to collect real-time data if you want to use paid search.
Look for keywords that either:
- Have at least 250 searches a month and are very uncompetitive (i.e. overlooked longtail keywords)
- Have at least 1000 searches a month
- Monthly search traffic has been increasing for at least six months
Doing keyword research is going to take a bit of work. However, it’s well worth it if it can increase exposure for your social media content by at least 25%.
Don’t Be Shy About Paying for Exposure
Paying for exposure can be a great way to improve your campaigns. Instamacro and Sponsored Tweets are both great sites to check out. Make sure that you focus on promoting timely posts that align with your brand image and cater to your target audience.
Share Trending, Quality Content
Too many e-commerce companies view social media as their own advertising platform. They spam their customers with promotional messages, which is obviously a complete turnoff. It isn’t the Yellow Pages, so you need to be much more engaging to use it effectively.
If you aren’t building your follower base or getting traffic to your site, you may need to reassess the content you’re sharing. You won’t make any headway unless you share high-quality content. It’s also best if your content is timely and based on recent news. Here are some ideas worth trying:
- Take advantage of real-time social media aggregators. There are a number of social media aggregators that you can use, such as Trendolzyer and tweetsearch.
- Look for content that’s relevant to your niche and has been posted in the last 24 hours. For example, if your e-commerce site specializes in selling security solution software, you could blog about the Target credit card hack back in 2013 when it was first reported.
You will probably notice a huge difference if you start sharing more relevant and timely content.
Collect Polls with Your Followers
Conducting polls on social media can be very beneficial for a number of reasons:
- Optimize your site with customer feedback. For example, changing the product that you promote.
- Improve your ad copy by using statistics.
- You can use customer feedback to create infographics and other engaging social media content.
Take Your Social Media Marketing Campaign to New Heights
Real-time social media marketing can be a very powerful way to build your eCommerce brand. However, you need to develop a clear strategy that revolves around your followers. You’ll have much better results this way.