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How eCommerce Sites Can Leverage Social Media

7 Ways Social Media Can Help Build Stronger Customer Relations

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A smiling person sitting on a sofa with a laptop on their lap and holding a credit card in their hand.

All eCommerce sites should be interested in looking for better ways to engage customers And there’s no doubt that if you can engage customers effectively on different social media channels, you can boost your conversions and sales. Nonetheless, social media is often underappreciated by eCommerce sites.

Partly to blame for this is that how much traffic you receive from social media sites may be underestimated due to issues with how Google Analytics presents “direct” traffic. This is because direct traffic takes into account any visitor who arrives from a source that cannot be tracked — meaning the amount of traffic you get from social media is likely to be much higher than what is suggested in GA. So, it’s vital that your eCommerce business is doing everything it can to engage with customers via social media. In this article, we take a look at some of the ways that you can do that, leveraging your social media profiles for a stronger relationship with your customers.

Post more regularly

It’s fairly simple; if you want to engage more, you need to post more. Customers need to get used to seeing your brand on social media, and the best way to do this is to appear in their timeline more often. If you currently only post once a week, or simply whenever you have a strong offer to share or a new product to push, you are missing out on opportunities. 

It’s only through your own statistics that you can get a feel for what is right for your business. You may find that you get more interaction with your posts if you are putting up content several times a day. But for other businesses, this may be far too much, and customers may be more engaged with content posted once a day. 

In any case, you almost certainly need to be posting more regularly than you currently do and analyse the results. So, up the numbers and see how this affects interaction.

Utilise video content

One of the crucial ways to engage more effectively with customers on social media is to make use of video content. Video content has been reported to generate an increase of 500% in terms of visitor engagement, showing just how effective this type of content can be for your organisation’s social media channels. 

Video can be extremely beneficial to selling the benefits of eCommerce products. Customers like to be able to get a clearer understanding of a product, but often don’t want to spend time reading through content. A video immediately grabs attention and gives them something to respond to. 

If you can create your own unique video content that shows off your products, you can use it both on social media and on your website for improved engagement and conversions.

Encourage reviews

It’s essential for eCommerce sites to promote reviews from customers. Many individuals will not buy from a website if they don’t feel that they can trust it, and reviews are a way to show them that real people are buying your products. It provides that additional layer of security to those who aren’t sure if they are making the right decision. In fact, around 90% of shoppers will read at least one review before making the decision to visit a business. 

With that in mind, you need to be doing everything you can to encourage previous customers to review your products and site. Putting out social media posts to this effect — potentially with offers and deals to those who submit reviews — can be an excellent tactic. Equally, you should be sharing your reviews on social media to let potential customers know about the great experiences you are providing.

Respond to the negative posts

Of course, all businesses like to get good feedback, and it is easy to respond to complimentary social media posts in a positive manner. But, naturally, you will also receive some negative feedback from customers wishing to share their frustrations. You might think that it’s best to ignore these sorts of posts, but you need to be aware that they will be read by other potential customers, and if you don’t respond to them it can turn into a PR nightmare for your business.

Take the time to read through negative comments and respond to them in a professional way. It may well be the case that the customer is presenting the story in a biased way — it can be a judgement call as to whether you respond and tell your side. However, it’s important to refrain from getting into a direct argument.

Do everything you can to resolve the issue and supply details for the customer to get in contact to discuss the matter further.

Stop attracting the wrong traffic

It may be the case that you are getting a lot of social media traffic through to your site, but that this traffic is not converting. There can be many reasons for this. Firstly, it may simply be the case that you are acquiring your traffic from the wrong social media platform. Depending on the nature of your site and products, your business may be less suited to certain channels.

Alternatively, you may be sending customers to the wrong page — this, in turn, confuses them and makes it harder for them to convert. It is also worth considering when you are posting on social media. The time of day that you post can make a difference to the audience that you get. Consider testing putting up posts at different times and then measure the effect that this has on your engagement.

Shorter is better!

Sometimes, businesses assume that they will achieve better engagement rates on social media if they put out longer posts. However, there’s evidence to suggest that shorter posts are actually much more likely to encourage engagement than longer ones. Posts on Facebook of fewer than 80 characters received 66% more engagement than longer posts. 

This just goes to show that sometimes assumptions about the best kind of content are false. And in this case, it’s vital that you test your posts and see which types generate the most engagement — don’t be surprised if it’s something that flies in the face of your opinion.

Offers and incentives

It’s still the case that customers are most likely to engage when there is something in it for them. This is why it is a great idea to promote offers and deals on social media — perhaps even offering exclusive discount codes to those willing to share posts. This not only encourages sales but also helps to promote your business. 

Final thoughts

There is no one-size-fits-all solution for better customer engagement through social media. It’s a great idea to start off with these concepts above, but it’s just as crucial that you continuously track your engagement to understand what works for you and what doesn’t. 

It may be the case that you simply need to make tweaks to refine your posts, or you might benefit from overhauling your social media content altogether.