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How to Develop a High-Quality Social Media Marketing Strategy for e-Commerce Business

February 20, 2021

In the past year alone, e-commerce has seen explosive growth. To elaborate, more people than ever before are now starting their own online businesses.

Although there are plenty of ways to help promote your company, social media can be one of the most effective. Let’s take a look at how to develop a solid social media marketing strategy.

Thoroughly Define Your Target Audience

You can't expect to properly target your chosen demographic if you don’t have a strong understanding of them. This is especially true when it comes to social media marketing, as different target audiences will interact with social media in different ways.

For example, younger people are far more likely to spend more time each week on social media and will often do so late into the evening. In contrast, older people are the opposite.

Developing a comprehensive understanding will allow you to pinpoint the times at which your audience is most active. Additionally, you’ll be able to determine what type of content they want to see.

In general, you should consider factors like:

  • Age
  • Gender
  • Level of education
  • Geographic location
  • Primary languages

This will significantly help you refine your overall strategy.

Post Regularly

Many entrepreneurs are unaware of the fact that social media platforms tend to prioritize accounts with a high level of activity. To elaborate, the algorithm that these platforms use are more likely to show content from accounts that frequently post.

For this reason alone, it’s essential that you post on a regular schedule. Additionally, your audience will simply want to see content from your brand on a regular basis.

This isn’t to say that you need to post every day, though. Posting a few times per week is often ideal for most types of e-commerce businesses.

Engage With Your Followers

A common mistake that business owners make when utilizing social media for their brand is failing to engage with their followers. Unfortunately, this will only establish a gap between your brand and its target audience that can be difficult to close.

Instead, it’s highly recommended that you go out of your way to regularly engage with those who comment on your posts or send messages. Not only will this help them resolve a question or concern they have, but will also establish a two-way form of communication.

The ‘human’ element that this provides to your company can make it far easier to form a strong bond with your target demographic. This can result in an increased number of sales over time.

Prioritize High-Quality Content

Just because you need to post regularly doesn’t mean that you can neglect the quality of your content. In fact, a brand that posts low-quality content often does more harm than good for itself.

For example, imagine if Nike posted a low-quality image or a promotional video that was clearly made by an amateur. Chances are, they would fall far short of the target metrics they established for themselves.

The same applies to every other e-commerce business owner, albeit on a much smaller scale.

The term ‘quality’ here, though, also applies to content that your audience finds useful. Great ways to get started include guides, informative product showcases, etc.

You should also ensure that your content is aesthetically appealing. You can easily achieve this by using bright, vibrant colors and keeping the amount of text in your photo to a minimum. If you post a video, ensure that it is of the highest quality possible.

Consider Boosting Your Top Posts

Owners of e-commerce business often fall into two categories:

  1. They are reluctant to boost any of their posts at all
  2. They want to invest money into boosting every single post

The truth is that you should only boost your top-performing posts. Since this content has already been proven to resonate with your audience and provide value to them, it makes sense to get it in front of more people.

This isn’t to say that you need to spend thousands of dollars on social media marketing, however. Throwing a bit of cash at a few of your top photos on Instagram or posts on Facebook can go a long way.

If your post continues to do well in front of this increased number of people, you should make note of what type of content the post contains. You can then use this as a foundation for posts in the future to give yourself a better chance of attaining this result again.

Don’t Neglect Hashtags

As you might expect, the utilization of hashtags is crucial when it comes to developing a strong social media strategy.

This is especially true on platforms like Instagram and Twitter, where hashtags are at peak popularity. To help you get started, take a look at what some of your competitors in your industry are using.

It’s far easier to capitalize upon an existing hashtag than to attempt to create your own. This is due to the fact that people on social media use hashtags as tools to help them find what they’re looking for.

If nobody knows about your brand yet, then they aren’t going to be searching hashtags related to your brand's name.

A Social Media Marketing Strategy Could Be Game-Changing

For this reason, it is essential that you keep the above information in mind when developing your campaign. From here, you’ll be able to ensure that your social media marketing strategy is as effective as possible.

Want to learn more about what we have to offer? Feel free to reach out to us today and see how we can help.


Aaron Pearson
Managing Director

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