Gone are the days when social media was just a tool for socializing and making contacts. In the last decade, the social network has gained remarkable attention and as the evolution takes place, accessing social sites such as Twitter, Facebook, LinkedIn, Instagram and YouTube has become very facile and economical. With a large population, reaching your customers and potentials through these channels has become extremely convenient. Thanks to smartphones and mobile applications!
Today, it is the pursuit of every respectable brand to maintain a social media account for business growth and marketing. Consequently, the improved role of social media in eCommerce has shifted the dynamics of consumer-marketer communication. Further, consumer buying decisions are massively affected by social media.
“The Internet has become a central destination for those seeking the ultimate options in variety, value, and availability. Also, the fact that approximately 86% of consumers,18 and older, are likely to engage with one of the major social media platforms on a daily basis tells how social media is one of the most powerful influencers of an eCommerce site.”
Well, the main objective of this article is to identify the role of social media and evaluate its importance in building a brand and consumer behavior. Let us get you acquainted with some of the key points:
Personalization
If you run an eCommerce business, no matter the platform (PrestaShop or Magento or any other), you need to identify the habits of your consumers and users to create more targeted advertising campaigns. For instance, by collecting data points like search queries, social behaviors, geographic location or purchase history, you can better align yourselves with the interests of your buying audience. Further, you can create customized social media campaigns for a particular group - the one that resonates with your target audience and automatically hits the right note.
User-Generated Content
User-generated content or UGC involves photos, video clips and other digital displays that demonstrate an individual’s affinity for a certain brand or product line. Luckily, social media offers the easiest and most accessible means for consumers to post photos and videos. So, it’s your job to keep a check on the digital posts and use them to influence your users. Studies have shown that UGC photos are 5X more likely to convert customers versus non-UGC.
Boost SEO Ranking
Comments and advertisements on social media websites are very often liked, shared and commented upon. These together help build brand image and visibility. Moreover, if some positive things are being said and shared, your SEO ranking will automatically increase while driving more traffic and leads.
Chatbots
Where the people go, the businesses must follow, and brands are edging their way into private messaging through chatbots. Often linked-in to one of the company’s social media account, chatbots act as a customer support service. These AI personalities can simulate real conversations, answer product-related queries, offer recommendations and resolve customer complaints. Thus, these are an effective way to reach customers ad leave a positive impact on them.
Customer Loyalty
In the era when customers are just a click away from doing business elsewhere, increasing customer loyalty and value cannot be overstated.
By building relationships with new customers and strengthening relationships with existing ones via social networks, it stands to reason how both will increase.
CONCLUSION
As far as eCommerce is concerned, it has already changed the way we shop. The catch is, eCommerce businesses need to constantly evolve with evolving technologies, especially social media- only then can they stay in the long run and attract customers. Social media ignites serious visibility and value, provided appropriate strategies are put into play.
