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How to Build the Right Audience for Your Ecommerce Store on Social Media

You may have the best product, but if you aren’t marketing it well, your efforts will be futile.

Fortunately, social media serves as a great springboard for building brand awareness and engagement for your ecommerce store. As consumers are increasingly making their purchases online, it’s especially important for you to have an effective social media ecommerce strategy.

Unsure how to build a social media ecommerce strategy? I’ve got some tips for you that will help you build the right audience on social media.

1. Get Familiar with Your Audience’s Preferences

To know how to appeal to your audience, you need to first know their preferences. Start by looking at the audience you’re already converting through your website or social ads.

You can use Google Analytics, Facebook Insights, and other such tools to identify the age, gender, and locations of your audience. Note also the specific pages and messages that are converting.

Social analytics tools like Zoomph can then help you dig deeper (or find lookalike audiences) by querying social media for opinions and information that are direct from the source.

For example, Zoomph’s audience analytics let you define custom audiences. Using data from social media and its proprietary database, the platform returns a report of your audience’s top brand affinities, lifestyles, and more as informed by their recent activity.

Insights like this let you personalize your content and learn the various motivations behind purchases that, from the surface, look the same.

While not an ecommerce brand, The Economist is interesting use case to look at. In its recent “Discomfort Future” marketing campaign, the newspaper took advantage of audience analytics to gain more millennial subscribers on foot and online.
 

 

The company didn’t simply target millennials. Rather, they targeted millennials who, according to social media, cared about global issues—namely, food waste and water purity, among others.

This data-driven tactic landed The Economist more than 30,000 subscriptions, 171% against target.

2. Repost Your Content

I’ve seen a lot of brands shying away from reposting the same content twice. That’s a big mistake, especially for ecommerce businesses. If you want your audience to make a purchase, you need to make your product more visible.

 

sprout social chart on social media visibility
Source: Sprout Social

 

Sprout Social’s study has convincing data to back this up. It showed that most consumers need to see a product least two to four times before making a purchase. And 20% of consumers needed to see social media posts or advertisements at least five to eight times.

It may take some time to influence consumers’ purchasing decisions. So, you need to be persistent and keep reposting your content.

There is a fine line between bombarding your audience with posts and continually informing them. You need to know when to stop.

A safe way of recycling your content is to analyze which posts are getting the most engagement. They are working for a reason.

Maybe you’ve stuck an emotional cord with your audience or they find your post very interesting. Whatever the reason may be, you can use it to your advantage.

3. Get in Touch with the Right Influencers

In a survey by Twitter, 49% of users said they trusted reviews and recommendations by influencers. Almost 40% of users also admitted to buying a product after seeing a post from an influencer.

Influencers can help you with brand awareness, sales, and add a touch of credibility for your products.

But it is important to find the right influencers in your niche. You can trust influencer marketing tools like Grin to connect with the right influencers. By using it, you can filter social media influencers based on location, number of followers, and other metrics.

Get in touch with the best influencers and work out a strategy for promotion. Ask them to write reviews, post pictures, or make videos for you.

You can also give them promo codes to mention in their posts. This way, you’re also giving their followers an incentive to get back to you.

Influencers bank upon generating engagements on their posts to keep their channels active, so they’ll often encourage people to share their experiences or will ask open-ended questions. This promotes two-way dialogue, or more opportunities for your influencer to organically mention your brand and redirect engagement to your social handles.

Take for example, beauty-tech brand, FOREO Nordics, which collaborated with Swedish fashion blogger Janni Deler.

With more than a million followers on Instagram, a post about FOREO Nordics’ beauty products received more than 30,000 likes. She even encouraged her followers to comment on the post and to follow the beauty care brand to win some freebies.
 

FOREO Nordics partner with influencer Janni Deler
Source: Jannid on Instagram

 

4. Be Responsive on Social Media

Businesses should use social media to create an open communication channel with their target audience.

You should encourage your customers to write reviews and post photos of your products. This way, you can get them to endorse your product while also increasing your credibility.

If you get negative reviews, do not make any attempts to hide or delete them. Instead, be courteous and try to understand why the customer is dissatisfied.

You should try to take the conversation offline and give them a call to understand the nature of their complaint. If there was an error on your part, offer to compensate for it.
Discounts and giveaways are good options to let the customer know that you care about providing good user experiences.

You could also get a little more creative with your social media ecommerce strategy to drive customer engagement. Conduct polls and surveys to get honest feedback from customers.

Taco Bell implemented this strategy in 2016 to drive up their engagement rates on Twitter. They conducted a Twitter poll to find out which of their Doritos Locos Tacos was more popular with the masses.
 

twitter poll by taco bell to drive customer engagement
Source: Taco Bell on Twitter

 

The poll helped Taco Bell reach out to more than 16,000 people and get quick feedback from their customers.

Conclusion

Social media is the way for businesses to connect with their customers. It is not only an important platform for reaching the right audience, but for also showcasing your products or engaging with potential customers.

You can leverage social media to find out your audience’s preferences and to target you content accordingly. In addition to that, you can collaborate with influencers and be more responsive to your customers’ queries and complaints.

Do you know of any other strategies that can help ecommerce businesses like yours leverage social media? Tweet us at @Zoomph!

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Analytics & Insights

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