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5 min read
Social media – a vital resource for eCommerce businesses
Posted in eCommerce on 14th June 2021 11:35 am
Over the years becoming increasingly active on social media has become more than just a necessity for eCommerce businesses. Their prospective and current customers tend to spend a major part of their time using platforms such as Instagram, Pinterest and Facebook, so, it is only right for businesses to follow suit. This has in turn made social media into an important resource, not only for sourcing new customers but keeping their fingers on the pulse of what their current customers want. This article aims to highlight why eCommerce businesses have to start utilising social media as an important resource.
When a brand chooses to have an active social media presence, it means they have to post industry-related content frequently. These posts on social media can act as a signal for search engines, enabling them to better understand your content and site. This ensures that your site remains relevant for related search queries. When these are combined with social proof, it results in improved search engine rankings, as well as increased organic content visibility. This in turn helps generate organic traffic translating into sales.
As a result of today’s ever-competitive landscape, eCommerce businesses looking to succeed have to wholly focus on the interest and needs of their customers. In order to achieve this, businesses have to learn about what their customers feel concerning the brand.
Being able to gather customer feedback has to be a crucial aspect of improving one’s service and products. Social media offers a great benefit in this regard as it enables eCommerce businesses to actively communicate directly with their customers, learning first-hand knowledge of the things they like and do not like concerning the brand. Gaining feedback provides the opportunity for eCommerce businesses to not only improve their processes but to provide an improved overall service.
Research has shown that around 80% of shoppers say that their purchasing decisions are influenced by user-generated content. This form of content also typically generated increased engagement rates. Social media offers eCommerce businesses the ability to gather user-generated content created by customers that actively use their services or products. This can be done seamlessly by concentrating on branded hashtags and brand mentions. This content can also be shared with a business’s entire target audience, showing followers more content they are likely to be interested in, as well as promoting its services and businesses.
eCommerce businesses are able to utilise social media as a great customer service centre. This is because customers frequently head to a business’s social media page to file complaints, request support and express how they feel. It is also expected that the business responds to their queries within the hour. Social media enables eCommerce businesses to offer support to their customers at a moment’s notice. The ability to quickly respond to a customer and solve their issues can benefit customer retention. It can also make it much easier to gain new customers. When prospective customers view how existing customers are being treated, they are more confident about interacting and purchasing from your brand. Research has shown that about 71% of individuals who get a fast response from a brand using social media are more likely to recommend said brand to others.
This is undoubtedly the most pertinent benefit of social media. Consumers are constantly searching for new products and brands on social media. About 77% of users on Pinterest purchase products based on the posts they view on the social media platform. About 60% of users on Instagram conversely have stated that they learn about new products via the social media platform.
eCommerce businesses can utilise their social media accounts to not only entertain but educate their customers. These platforms can also be used to help customers solve any issues they have, whilst enabling them to achieve their goals. Every one of these moves can result in more sales.
Social media enables eCommerce businesses to interact directly with their customers. eCommerce businesses utilise their social media accounts to have direct and personal conversations with prospective and current customers. They are also able to reach out to their audience at a single go.
Being able to communicate with your audience regularly can enable you to create a deeper and more much-involved relationship with your current and prospective customers. It can also enable you to have your brand at the forefront of their mind as well. This can help you develop trust and make your customers feel a lot more confident about purchasing your products or services. When eCommerce businesses are able to develop a relationship with their customers, connecting with them emotionally, it can result in increased sales from social media. People do not like being sold, so the focus should be on generating genuine engagement with the target audience rather than attempting to actively sell to them.
Customers are likely to buy from brands that feel more familiar to them. This is why eCommerce businesses have brand awareness and recognition as one of their major goals. Social media enables them to put their brand out there rather quickly to a large audience.
This is because when a brand’s followers share or like one of their posts, their own followers can see that which results in added exposure for the brand to any prospective customers. For instance, about 50% of Pinterest users shop right there on the site. Their users also account for the largest average order value which stands at $154. This percentage compares to around 10% of Twitter and Snapchat users using those platforms for services and goods.
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