Over time, social media channels such as Facebook and Pinterest have become an integral part of our everyday lives. As a result, the retail industry has seen the proliferation of e-commerce retailers marketing their companies and products through Facebook and other social media platforms, with many experiencing significant success.
Social media, however, is about more than just acquiring likes and followers. It can be used as an effective vehicle to help online retailers engage and reward their most loyal customers, and potentially acquire new customers along the way. So much so that Rakuten recently acquired Viber, and there’s speculation around Twitter introducing a ‘buy’ button that will allow users to purchase goods directly from the social media platform.
ChannelAdvisor forecasts that soon, social media platforms could become their own competitive marketplaces. Before the ‘buy’ button on Twitter becomes a reality, however, and with increasingly more consumers turning to social channels for an enriched customer experience — as well as to discover new brands/retailers — it’s important to make the most of the social media platforms available.
There are a number of ways online retailers can begin engaging with customers through social media, and we’ve rounded up a few of them here.
Include special promotions: Retailers should make sure to keep their Facebook pages up to date with fresh and innovative content. Information about new products, seasonal items and promotions are a great way to generate brand awareness. Promotions on Facebook — such as giveaways or prizes that require entry or registration — can now be run on page timelines, allowing retailers to collect entries from users posting on their page, or liking and commenting on a page post. Likes can be used as a voting mechanism, and longer contest entries can be made through messaging on the page.
Create a countdown: Featuring a tailored list or countdown of "Top 5 Products for...X" could see a considerable increase in user clicks. To draft an effective list, simply identify products with a common theme and pull them together with absorbing copy that appeals to the type of shopper you’re targeting. Consumers could then use these lists when shopping for themselves or others.
Capture some videos: Creating and posting video reviews can be a great conversion enhancer and presents an opportunity to communicate with a unique voice that your customer can relate to. Like reviews, lifestyle videos can provide an opportunity to connect with consumers and provide effective content for other marketing channels, such as webpages or email. One of the best times to capture video content is during a product photography session. Try filming during the shoot and edit the footage into a ‘Spring Preview’ or ‘New Products’ video.
Draft a write-up on a featured product: When creating product reviews, consider taking a different approach by leveraging company connections with celebrities or athletes. Similarly, using strong personalities within an organisation can also help integrate your products with the brand and bring them to life.
Help people find you: We highly recommend that online retailers include a list of marketplaces where their products are available for purchase, including links. Accurate page information and product descriptions will help consumers track down the products and brands they’re looking for.
Social media is a powerful and proven force online and with the right steps, could prove a lucrative platform for retailers wishing to increase consumer engagement and conversion.
By Zoe Ripley, EMEA marketing director at ChannelAdvisor.
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