Did you know that 60% of the world’s population is active on social media? These platforms have become an integral part of our daily lives, shaping how we connect, communicate, and consume information. Social media offers endless opportunities for businesses to reach and engage their audience.
In today’s digital landscape, social media is no longer just a tool for connecting; it’s dynamic, multi-dimensional, and plays a strategic role in online sales. In this blog, we take a closer look at the ever-changing world of social media and its role in online shopping…
Getting to know your audience
Understanding your audience is key to an effective marketing strategy. Social media provides a unique opportunity to identify your ideal customers, connect with them, and target them effectively. This way, you can ensure you’re delivering the content and products they are most likely to be interested in.
There are a few options for understanding and targeting your audience:
- Polls – One of the most engaging types of content. Ask questions and gather feedback about your organisation and products to tailor your content accordingly. By delivering what your customers want, you’ll be able to boost engagement and conversions.
- Hashtags – On platforms like Instagram and LinkedIn, hashtags categorise your content, making it more discoverable for those actively looking for content and products like yours.
- Targeted ads – This refers to the ability to choose who sees your ads. You define demographics, such as age and location, and interests to reach those interested in your products. You can even retarget website visitors to remind them of your value.
Building relationships with your customers is crucial, and social media is a great platform for connecting. By interacting with your audience, you can show you care and are interested in building long-term relationships. In fact, when it comes to getting in touch with an organisation, 33% of customers prefer to use social platforms over phone calls.
It’s also a great way for customers to deliver feedback, and reach out with questions and queries. They might even share their own content – whether it’s a review, photo, or a story about their experiences with your organisation. Your responses, both in direct messages and comments, reflect your organisation’s commitment to care. Delivering the right responses helps build strong relationships, foster loyalty, and establish a strong brand reputation that encourages conversions.
Social media allows you to create a community around your brand. Sharing engaging content and interacting with customers can cultivate brand loyalty and advocacy in an ever-changing marketplace. Customers are increasingly turning to social media instead of traditional search engines to search and locate news, information, and even products, letting organisations speak for themselves. 54% of social media users utilise the platform they are shopping from to conduct research on the product.
To make the most of social search, share content your audience wants to see and showcase your brand’s personality and value. Use a catchy headline, be visual, and frequently share creative content. It’s also useful to leverage user-generated content, which is considered to be the most trustworthy content due to its authenticity. During our May Monthly Roundup, we noted that Instagram is boosting more types of organic content and allowing for user-generated content to appear on storefronts, helping brands use this content to their advantage.
Blending buying and selling
Shoppable posts and on-site storefronts streamline the purchasing process, allowing customers to make purchases without leaving their social feed. It helps brands reach a wider audience and drive more sales. 2022 saw 68% of customers make at least one purchase through social media, with expectations for this to reach 98% by the end of 2023.
Social commerce is expected to grow three times faster than traditional commerce thanks to mobile shopping, with estimations stating that the value of social commerce sales will likely reach around 2.9 trillion US dollars by 2026. This is thanks to the accelerated decision journeys, with on-site shopping experiences simplifying the decision-making journey and providing easy access to products. Take a look at how some of the top social media platforms are blending buying and selling:
- Facebook Shops
- Instagram’s Storefront
- TikTok’s Shop
- Snapchat Filters
- Pinterest Product Pins
Elevate your online presence for social shopping
The rise of social media in shopping offers fresh opportunities for businesses to engage with their target audience in innovative ways. While social media has always been a cornerstone of marketing strategies, it now plays a pivotal role in shaping our shopping experiences. If you haven’t already started, it’s time to optimise your online presence for social shopping. So, why not create that social storefront to embrace these new opportunities?
At eclipse marketing, we have a team of experts on hand to help you keep your social media fresh and engaging. We have a tried and tested formula to kickstart your strategy and craft compelling messages that captivate your audience. Get in touch today by calling 01244 347 545 or filling out our simple enquiry form to find out more.