Social media provide brands with a wide range of opportunities in terms of increasing sales. Users follow brand pages, where they discover more offerings and consume content that develops their sense of trust in the brand. They also share social media posts within their own networks and leave reviews about products and their experiences, providing social proof.
In this way, although direct sales are minimal, social media lead to purchases in other ways, such as a shaping your brand image, enabling recommendations, and facilitating communication. By using tools and extensions in your Magento store, you can go one step further and link your social media accounts to your business.
MAKING SALES VIA SOCIAL MEDIA WITH MAGENTO
Before jumping in with Magento add-ons, there are a few things you need to know about social media.
More Posting Does Not Equal More Reach
Unfortunately, a social media strategy is just as complex as any other aspect of marketing. Simply posting more content has no impact on engagement levels, according to research by HubSpot.
A slightly better predictor is the number of followers to your page. Bear in mind, though, that this also has flaws for a couple of reasons. First, users who follow your page will often fail to see a post — they may even no longer be active on the site. Second, some users following you may actually be bots and fake profiles.
Beware of Vanity Metrics
You should also stay away from other vanity metrics. Statistics like traffic are unlikely to tell you much about the success of your strategy.
Focus on Engagement
Even reach is a poor metric to judge success. It is more important to know if you’re engaging users. To improve engagement, there are several things you can do:
- Publish high-quality posts
- Determine optimal posting frequency for your brand
- Discover when is the best time of day to reach users
SOCIAL MEDIA STRATEGIES FOR MAGENTO
1. Use Goals to Define Your Strategy
Tracking progress toward goals will show you if your efforts are successful or falling short. Possible goals include number of visitors you want to convert and amount of engagement per post.
2. Post for Your Buyer Personas
Analytics from your Magento store will tell you key information about your customers. For instance, you should find out what social sites they originate from and focus your efforts on these platforms. You can also determine what types of social content they prefer, to create more content that will lead to interactions.
3. Social Media Best Practices
Optimize Your Social Content
You always optimize the content on your website; you need to do the same with your social media posts. In addition to SEO tactics, such as including keywords to increase visibility, it is critical to optimize posts with visuals. Social media posts with just text do nothing to stand out from competing content.
Use Reviews to Your Advantage
Reviews are a key element of the social buying process. Use reviews to your full advantage by ensuring they are highly visible — this is something Magento can help you with.
Hashtags play a role on most social media platforms, no longer just Twitter. Research what hashtags are trending to reach a wider audience.
Allow Social Login to Your Store
With Magento, you can offer social login. This allows users to log in to your store without filling out a form and confirming their email address. All they need to do is select the social media site they want to use to log in. By simplifying the process, you increase the likelihood that users convert.
4. Social Media Extensions
A social media strategy goes both ways. As well as sending followers to your online store, send shoppers to your social media pages. This is simple for Magento users, as you can add a variety of social media buttons and extensions.
One of the most popular ways to send users to your social pages, AddThis is a single extension for a huge variety of networks. Choose which platforms you want to allow users to share your products on.
Have2Have.it allows users to purchase something they see on your Instagram feed. The interface makes it easy to add products, and you can find out what techniques are working by using the analytics function.
Facebook & Twitter Promo (link)
This extension helps you to grow your number of followers as well as customers. It achieves this by supplying users who follow you on social media with promotional codes.
Social Media Bundle for Magento (link)
Another way to add social buttons to any page of your website is the social media bundle. You can link your Magento store to Facebook, Twitter, Google+, and Pinterest.
5. Retargeting Extensions
Carts Guru (link)
Abandoned carts are one of the biggest problems for online retailers. Carts Guru uses several tactics, including email and SMS as well as Facebook, and Instagram retargeting, to encourage shoppers to return to your store. On average, it helps convert more than 20 percent of these users.
Perfect Audience (link)
Consolidate all your retargeting efforts into a single dashboard with Perfect Audience. This allows you to use Facebook in addition to various mobile, dynamic, and web retargeting tactics.
6. Set Up a Shop on Instagram
Users like to research a product before buying, which usually means navigating away from your store. Unfortunately, many users never return. Instagram shops work by allowing users to receive more information about up to five products featured in a post — all without leaving the Instagram app. If users decide to buy, they can click the “Shop Now” link, which will direct them to your Magento store.
It is difficult to implement many of the most effective social commerce techniques without a powerful CMS. However, by developing your store in Magento, you can integrate all the above extensions, buttons, and best practices to create a stronger connection between your social media efforts and sales.
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