This post is contributed by John Lawson, the author of Kick Ass Social Commerce for E-preneurs, and also the founder of ColderIce Media, an eCommerce education, training and consultant agency. He is an award-winning Social Media Strategist, a spokesperson for several corporations, a commercial television personality and a sought after Keynote Speaker, Trainer/Instructor and conference panelist.
Let’s face it. With social media on the rise, having a social commerce marketing plan has become a necessity for many businesses. Marketers need to rise to the challenge of being seen and known online. But with so much competition, how does a business set itself apart in the distraction filled e-commerce world? Most business experts believe that that it should start as early as the planning stage. If you’re looking to gain traction in your online marketing efforts, here are 5 social commerce marketing strategies that you definitely need to add to your business plan.
You may feel a bit discouraged seeing your competition getting all the attention online. You may think, “how can I still create an impression when some brands already have a head start?” Don’t fret. The great thing about social commerce is that you can start anytime and still get the results you’re hoping for. You just need to start somewhere. If you weren’t able to release a mobile app last holiday season for example, now’s the perfect time to start developing one for the next holidays. It’s always better to be late than never.
Re-brand your business to make it more accessible
Consumers these days expect to be wowed by seamless user experience so if you’ve been thinking of re-branding your business website, make it more optimized for mobile devices. Developing mobile content will ensure that your business is at your customers’ hands, wherever they are and whenever they want. In a way, you are taking a more customer-centric approach by choosing to go mobile.
Don’t waste audience attention
This is where it gets a bit tricky. Since most consumers get their fill of social media content while on the go, you need to make it easier for them to find whatever it is that they’re looking for on your site. One way that you can do this is by placing a search bar in your mobile site optimized with autocorrect and autosuggest. Potential customers might want to see all your content at some point, but when they’re on their mobile device, they usually want to see something more specific. Utilize Google Analytics or create a survey that will determine what kind of mobile device your target audience is using so that you know how you can make browsing your site easier.
Know the best time to go online
Another way that you can make it easier for your target audience to see what you have to offer is to schedule your posts when they’re online. Having an understanding of their social media behaviour will help you manage your online promotions better and ensure that you don’t spend too much money on your mobile marketing efforts. Knowing your social commerce marketing peak points will not only guarantee better exposure, but it will also give you better insights on the trends that you need to look out for.
Keep it short and sweet
Last but not the least, make your messages short and sweet. Customers accessing your site will have shorter attention spans so make it your priority to give them what they need instantly. Social media’s influence on the decision making process has grown stronger these past years so it’s time to get creative with your marketing materials. Create content, like videos and pictures, to get noticed. Visual materials always work better than just plain text so you need to learn how to fully utilize that. What’s more, if you create compelling enough content that really strikes a chord with your target user, you can leave it to them to spread the word. It won’t just drive more organic traffic to your site, it will also increase your chances of selling more.
Want more tips on building (and succeeding with) your social commerce? Check out John’s book, Kick Ass Social Commerce for E-preneurs: It’s Not About Likes–It’s About Sales. Remember, if you’re going to IRCE 2014 from June 10th – 12th, John will be there signing his new book on June 11 from 2:30 to 5:30p CT at our booth #1816.