Social media is a great acquisition channel, but to use it properly you will need to follow some guidelines. Building an audience and using social accounts for customer engagement can work really well, so here are a few ideas to get the most out of your social platforms.
1. Product sourcing
Consumers have become increasingly concerned about the products they are buying. Where products come from is now almost as important as the goods that are being purchased. So if your online Shopify store sells things which are locally sourced, or that support emerging economies it can be a great audience attractor. Featuring the items you sell and explaining how they support or help social causes can help people gravitate to your channels.
2. User-Generated Content
Adding content to your social accounts that have been created by followers is one of the most powerful advertising tactics you can use. This is known as User-Generated Content or UGC and it is a method used by large, well-known companies to attract customers. UGC has the power to drive high traffic numbers and expand your account’s reach.
It is easy to do too, as your users to share photos of your products when they arrive or show them being unpacked. Images of customers holding your product work well and create a strong message of trust. People are more likely to buy when an item is recommended by their peers or cohorts, which is what makes user-generated content so effective.
3. Go behind the scenes
Displaying photos or short videos that show your day-to-day operation can help to create a real connection with your followers. It can make them feel involved in your business, as though they understand the internal workings and know the people and staff that your business employs.
Content that goes behind the scenes can generate a lot of interest in your company and for those who are interested in your store, it can create trust and reassurance. Customers like to know that if they content you for help they will be talking to Katy in customer service, or technical issues will be handled by Ethan in IT.
4. Use online polls
Help your followers to interact and attract new users to your account by asking for opinions and feedback. Polls can be used to gauge customer temperature on certain things and it can be very helpful from a market research perspective. Questions about your good and products can be presented to ask followers things like how they like the new website or if they would prefer you to stock one product over another.
Polls can be used to help you identify what your customers really want and then deliver. They can also prevent you from investing time and money in selling a product or item that no one really wants. The feedback you receive from opinion polls can provide enough insights to prevent mistakes and missteps.
5. Seek collaborations
Working with influencers can help you to widen your reach and attract new followers who may be interested in your products. Attracting new audiences and followers can be a challenge, especially for Shopify stores that are just getting established. Seek out accounts with high traffic and user counts that compliment your brand and work towards collaboration.
This kind of cross-promotional activity can help you position your content and show your items to a whole new audience. Depending on what you are bringing to the table you may be able to get an influencer to give your Shopify store a shout-out for free. Other influencers will require payment for their promotional services. As a general rule, the more followers an account has and the more famous the person, the higher the rates will be.
6. Flash deals and discount offers
Everyone loves a deal and offering something tempting at a discounted price can gain you clicks and sales. As a marketing tool this is a technique that big companies use frequently to create a buzz around their products. Post high quality images and details of your deal and ask your followers to share for a chance to win or purchase.
There are a few rules to follow for this type of marketing to be successful. What you are offering will have to be appealing enough to attract customer interest, and your offer should be time-sensitive to create a fear of missing out. Running offers for too long means that you lose any sense of urgency and customers will become less likely to buy, so make sure your offer is short term.
7. Live video posts
In case you hadn’t noticed, the popularity of video content is rising rapidly. YouTube is the 2nd biggest website in the world after Google, and video based platforms like TikTok are seeing huge growth. Video is becoming the preferred way to consume and engage with content, especially among younger audiences. So if your Shopify store caters to younger customers, video can be an excellent way to reach your demographic.
While video posts can be effective, live video posts can drive even more engagement, giving your followers the chance to watch, interact, and comment in real time. It is a powerful audience attractor so use it to share products, share news or updates, and talk to your followers.
8. Social media posting service
With all the behind the scenes work it requires to operate a Shopify store, time can be limited. While you will need to maintain a social presence to display your store and your products to users, keeping a content calendar full can be a real challenge, especially for small businesses. Owing to the time crunch experienced by online store owners, many choose to outsource their social media management to an outside company.
This means that posts and captions can be generated which feature your own good and products, incorporating things like your colors and company logo to remain on-brand. While there is a cost associated with using a social media management company, it is not as expensive as you first might think, and the time saved can be used more productively.
9. Feature your people
Create familiarity and a connection with your audience by running staff features and sharing bios. This can go beyond the realm of work and include things like hobbies or personal achievements. If Dave in accounts goes hill-climbing, share some photos and document his latest achievements. If Tanya in Sales has a goofy dog that she loves, show photos of that too. This can help to create a real human connection with your followers by introducing them to real people. It is so much more appealing than dealing with a faceless business entity.
Final Words
Create familiarity and a connection with your audience by running staff features and sharing bios. This can go beyond the realm of work and include things like hobbies or personal achievements. If Dave in accounts goes hill-climbing, share some photos and document his latest achievements. If Tanya in Sales has a goofy dog that she loves, show photos of that too. This can help to create a real human connection with your followers by introducing them to real people. It is so much more appealing than dealing with a faceless business entity.