Nowadays, social media has become a necessity in making businesses successful, especially for eCommerce. In fact, according to bigcommerce.com, stores with at least one social media account have an average of 32% more sales compared to stores that don’t. So if you own an online store or you are considering putting up one, it is about time you realize just how big the role of social media in eCommerce is.
Many business owners turn to social media as a means to market their products and services. It’s no wonder why since each social networking service has millions of active users. Therefore, you can connect with more potential customers every day and share your brand’s information quicker and faster than any traditional marketing method. With social media, you can boost your sales, build customer’s trust, and promote your brand identity – only if you use it the right way.
Like most things, there’s a right way and a wrong way to use social media. To help guide you towards the correct one, you must know the most common social media mistakes businesses make. This way, you can steer clear from them and avoid them at all costs.
Most Common Social Media Mistakes and How to Avoid Them
- Overpromoting Products or Services
Many business owners tend to overpromote on social networking sites. Since all users can publish unlimited posts for free, they use this as a chance to advertise everything that they have to offer. However, you can’t just post about your brand, product announcements, and discounts and hope your followers will be satisfied.
Robotic posts will rarely get you the results you want. Thus, you will need to balance your posts. If you’ve already posted about your latest offering, your next post should be about something different. You can post an article that can either be informative and/or entertaining. Or, you can start a trend where your followers can join in. Just remember that you can’t just post about your products and services every time.
Notice how no one buys the newspaper for its ads? The same principle applies to social media. Don’t expect customers to follow you for yours.
- Having Too Many Social Media Accounts
Most eCommerce stores believe that to be successful in social media marketing, you have to sign up on every channel you can find. There’s Facebook, Twitter, LinkedIn, Instagram, Tumblr, Pinterest, YouTube, Google+, and more. But the truth is, you don’t have to use all of them. To see the results you want, you have to do an awesome job on every social networking site you’re using. Because if you can’t do an exceptional job on all of them, it will be best if you just stick to one, two, or maybe three channels. Doing an average job will only result in wasted time, effort, and money.
Avoid this mistake by choosing a few platforms and fully commit to them. When making your choice, here are a few questions you should ask yourself. What do most of your target audience use? Where do you have the most chance of getting noticed? And, most importantly, which one do you enjoy most? It is highly likely that you’ll be spending a considerable amount of time on social media. Thus, you must enjoy using it as well.
- Not Interacting With Followers
Social Media for eCommerce offers the fastest way to engage with your customers and respond to their queries. Therefore, you must be capable of listening and responding to each one of them. Keep in mind that your target audiences are always active on social media. This means that you should be too, especially if you don’t want to miss anything they say about you.
Nowadays, it is easy to follow conversations when you are mentioned or tagged. If this happens, you should be able to respond to users and their statements. And, if you receive messages, ensure to provide them with fast and courteous assistance. This is so none of your customers will feel ignored or not given special attention. And, this is to make sure that your customers won’t unfollow you, give your online store a bad review, or spread negative comments about you.
It is also worth noting that manners and decency can get you a long way on social media. When someone shares your content or post, don’t forget to say thank you. This is such an easy thing to do and it’s a great opportunity to have a deeper relationship with a potential customer – who, by the way, can turn into your brand ambassador and vouch for your product and services.
- Not Taking Advantage of Video
Videos are all the trend today. However, not all eCommerce stores are using them for their social media accounts. See, most people prefer videos because it’s the easiest way to gain information and they are more visually appealing. And, as a marketer, videos can be produced quickly and easily. You can even use your smartphone to make one. So, take advantage of this and add videos to your social media platforms today.
The role of social media in eCommerce isn’t just to allow you to promote your products and services. It is meant to make you socialize, interact and engage with your customers. Most online store owners fail to see this and as a result, they fail in their social media marketing strategy. So to conclude, the biggest mistake you can do on social media is not being social.
To succeed in social media, you need to be present. You need to join conversations, be part of the community, and be relevant. Sure, you joined social media in hopes to reach more customers than you can ever hope for. But, don’t fall into the trap of making it all about your business. Always remember that when you’re in social media, your priority should be to engage first. Secondly, to help. And lastly, to sell.