Before we get started, let’s get back to basics: you need to have a great customer service that is fast, efficient and useful. If you also send your orders in less than 24hrs then you will have come a long way. Similarly, it is equally important to have a well-structured e-commerce platform that is practical and easy to use.
How to Market your Online Store through Social Media
1. Prepare a Launch Campaign: spotlight news on your website, sending a newsletter to your database (offering them something, don’t just send an email), a special promotion.
2. Pinterest: create boards; for instance, for a clothes e-shop, the boards could be ‘T-shirts’ (distinguish between men and women), ‘Accessories’, ‘Shirts’, ‘Jackets’. Categorise according to your range of products. For better social media optimisation (SMO) include the original link to your website. Also, include the price (check here to learn how to do it) and a description that is rich in keywords. To avoid too much work, you can import them directly using the “pin it” button on your browser.
3. Instagram: publish only the most relevant and attractive items together with a link and picture. If you wish, you can adorn them using the effects available in Instagram.
4. Facebook: as your store probably has many items, a good option can be to publish something daily, marketing a concept: for instance, “a souvenir for today” or “recommended item”. This can be done daily, every two days, weekly; it will depend on your target audience. Don’t forget to measure the results of these actions.
5. Google+ : H&M has the most popular Google + page. They don’t sell directly but when when you check it out you realise they’ve done a good job of it. Take a look for yourself. They use lots of pictures (also by importing them from Instragram), videos, etc., not to sell but to create conversations that will later generate traffic.
6. Foursquare: if you have real-life premises (that is, a place where our products can be located besides our online store), you can include the best items from one or more stores, choosing 4 or 5 for each store. Choose always what you believe will sell best. Don’t forget to add links to purchase the items directly and your “call to action.”
7. Yelp: Business pages on Yelp can advertise their promotions and the products located in the store (considering we have a physical store). The more adverts you publish, the greater the visibility.
8. Flickr: open photo galleries with your products on Flickr. It is in your best interest that your items are found. For the “Flickr” search to work correctly, all items need to be named, described and tagged correctly and, of course, include back links.
9. YouTube: use the photo shoots that you’ll be carrying out for the website or for promotional images to create videos with them (a “making of”). Publish them but make sure that you make them more human and less superficial: tell the story behind the pictures. Another alternative would be to show your products in the form of a video. Also, you can have someone for the company talking about each product in different episodes. That may help as a prescription element.
All of this work must be supported by working on community engagement, creating conversations, providing answers, clarifying doubts, seeking information, connecting, measuring, analysing and evaluating.
Photo credit: Daniel Broche.