5 Marketing Strategies for Social eCommerce Business Today

While running a business during lockdown has its challenges and difficulties, adopting digitalization brings a wealth of opportunities and benefits. 

One area to explore is digital marketing. 

Today’s digital marketing entails understanding the following factors:

  • Audiences can experience a brand through different devices, platforms, and media channels. 
  • Data security is a must as businesses collect personal data and information.
  • Having an integrated and holistic approach to marketing technology can transform a customer’s digital experience.

With all these in mind…

Here are 5 hacks that any business can use in marketing their social eCommerce business during a lockdown.

1. Engage Using Content To Become A Trusted Social Media Advisor

Anyone can be an influencer nowadays, but not everyone can claim to be a trusted social media advisor. 

Trust is the most precious commodity, especially during this uncertain time. 

The good news is that once you’ve earned your customer’s trust, they are more likely to do business with you than your competitors. 

So how do you gain and build trust as a social media advisor?

The key is putting your customers front and center when it comes to planning your content strategy. 

Getting to know your customers is a must so you can give them a personalized experience throughout their online customer journey.

91% of consumers said that they are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations.

What’s more, 72% of US consumers said that they prefer buying from brands that are aligned to their values. 

Here in the Philippines, Gen-Z consumers are becoming aware of how their actions are impacting the environment. 

They believe that social responsibility is shared.

More and more Filipinos want to go digital and do paperless transactions, use reusable bags and containers when they go shopping, and bring their own utensils and cups when eating out.  

Going green is definitely the new black!

Here are 3 action items for you to consider in your marketing:

  • Demonstrate that your company genuinely cares about the problems that your target audience is facing. Share relevant content in your blogs, social media, and email newsletters.
  • Be present in the social media platforms and social networks that your target audience is most active on. Join online groups and communities, and engage them in conversations.
  • Personalize your interactions as much as you can. Reply to those who like, share, and comment on your posts. Give your chatbots a personality that communicates warmth and curiosity. 

2. Leverage Social Commerce Apps On Your Smartphone

Consumers have their preferred go-to social commerce app where they do most of their online shopping. 

This means that having an online presence is not enough. 

Brand awareness and product discovery are just the first steps to your customer’s journey.

What comes next is focusing on onboarding and re-engagement in order to give customers a quality experience.

When customers are happy and satisfied, they could potentially turn into your biggest fans and advocates…

…driving more sales and growth for your business.

Here are 3 action items for you to consider in your marketing:

  • Be updated on the latest trends and consumer behavior shifts so you can adjust your digital marketing efforts with speed and agility.
  • Communicate trust by being transparent with how your business is using your customers’ information and keeping these secured.
  • Use content formats that are easy to consume and optimized for mobile viewing.  

3. Automate Your Marketing Processes Using A Content Planner And Scheduler 

Marketing automation entails making use of digital tools and software to help automate your digital marketing processes…

…such as posting on social media, scheduling email marketing campaigns, segmenting audiences, and analyzing marketing performance.

Automating helps eliminate repetitive activities, decrease human errors, maximize productivity, manage complexities, track performance, and improve operations.

In short — you’re saving tons of time, energy, and money!

If you’re managing multiple social media channels for your social eCommerce business, using a content planner and scheduler is a game changer! 

Social platforms, such as Facebook and YouTube, have a native planner and scheduler that you can use. 

Or, you could also invest in 3rd party automation tools such as Hootsuite or Buffer to go beyond posting and scheduling.

Depending on your plan, these tools could provide insights and information to help optimize your social commerce marketing strategy.

Here are 3 action items for you to consider in your marketing:

  • Identify the bottle-necks and repetitive activities in your marketing process. Explore how you could improve or completely eliminate these.
  • Choose the best marketing automation tool and software that your business needs at this time to improve workflow.
  • Don’t forget personalization! While automation streamlines your process — nothing beats a human touch when it comes to marketing. 

4. Invest In Paid Ads And Partner Up With Niche Influencers

Social media algorithms keep on changing.

But what’s stayed true is their objective to keep users engaging on their platform. 

What appears on a user’s newsfeed depends on what posts they liked, shared, and commented on.

And while social commerce is gaining popularity, only businesses and brands with established authority and large followings get the advantage of newsfeed visibility.

To increase the chances of your business cutting through the social media jungle, it helps to invest in paid ads and partner with influencers.

In fact, one study found that 54% of respondents discover new products through online ads, 40% through family and friends’ recommendations, and 32% through marketplaces. 

And when it comes to partnering with influencers, you get to expand your reach at a faster rate.

You don’t even need to shell out lots of cash by going for the big guns!

In fact, partnering with micro or niche influencers that align with your brand and industry is the better choice because they have a following that is more engaged.

Because they have built trust and credibility with their community, there’s a greater chance that their followers will buy.

Here are 3 action items for you to consider in your marketing:

  • Get to know your customers so you can determine the right channels, the right messaging, and the right timing for your social media ads.
  • Leverage retargeting to re-engage with customers who have shown initial interest in your brand, as well as those who have abandoned their shopping carts. 
  • Partner with influencers to promote relevant products and brand content. Make sure that you partner with those whose values are aligned with your business.

5. Measure Your Results And Learn How To Analyze Your Data

Having a clear goal and key metrics is a must for implementing any marketing strategy.

These ensure that you can measure how successful a campaign is, how effectively your strategy is performing, and how your efforts are contributing to overall success.

What’s more, understanding data metrics can help you…

…spot emerging trends so you can stay ahead of your competitors when it comes to addressing your customers’ needs…

…and optimizing your strategies to support the growth of your business.

For your social eCommerce business, it is critical to pay attention to your social media metrics:

  • Engagements – track how active your customers are in engaging with your content by the numbers of likes, comments, shares, post-engagement rate, and organic @mentions and tags. 
  • Awareness – track impressions and reach to get a sense of your current and potential audience.
  • Share of Voice – track your brand’s online presence by keeping tabs on the keywords people identify the most with your brand.
  • Return on Investment – track how users are landing on your website, how many of these visitors turn into conversion, and how many ends up buying from you. 
  • Customer Care – measure how well your team is taking care of your customers to ensure a consistent quality customer experience with your brand by tracking response rate and time.

There are many more metrics to consider, but starting with the above will give you a 360-degree view of your overall social media performance. 

Here are 3 action items for you to consider in your marketing:

  • Identify the key metrics that you need to gather and analyze for your business. Include here what you see as a successful conversion.
  • Use social listening to gain insights on (1) what your customers need and want, (2) what they like and don’t like, and (3) how they perceive your business and brand.
  • Test things out and experiment with different types of campaigns. Set a time range to implement and gather enough data. 

Conclusion

Social commerce combines content, community, and commerce.

To be successful whether we’re in lockdown or not, here are 5 marketing hacks for any social eCommerce business: 

  • Engage Using Content To Become A Trusted Social Media Advisor
  • Leverage Social Commerce Apps On Your Smartphone
  • Automate Your Marketing Processes Using A Content Planner And Scheduler
  • Invest In Paid Ads And Partner Up With Niche Influencers
  • Measure Your Results And Learn How To Analyze Your Data

Prosperna is on a mission to empower 100,000 Philippine MSMEs with affordable and easy-to-use eCommerce software.

Get the newest social commerce solution to help you get started. 
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Dennis Velasco

Dennis Velasco

Technology evangelist super passionate about helping MSMEs "level the playing field" with technology.