4 Proven Tactics to Promote Your Ecommerce Website on Social
If you’re looking to increase traffic and sales on your ecommerce website, social media is a must for you.
Aside from putting your product in front of your ideal consumers, social media can help you boost conversions on your site. That is, your social channels will help groom your target audience into ready-to-buy consumers.
We’re going to dive into four proven tactics for promoting your ecommerce website on social media so you can get started today.
The first proven tactic might seem obvious, but that’s why it works. How can you expect to sell anything if you’re not letting your followers on social media know what it is that you sell?
Sharing product photos is the first step in creating a profitable social media strategy. However, it’s not enough to simply take a photo of your product against a white background and call it a day.
There are several types of product photos you should consider for your ecommerce website. Let’s go through a few examples so you can see the kinds of photos you should be sharing online.
Show your product in use
One great take away from Nike’s Facebook account is the way they showcase their products. Take a look at this post below.
By showing off how your products can be used – or better yet, how your products can help someone when they’re in use – is a great way to make someone head over to your sales page and click “Add to Cart.”
Go for aesthetics
If you focus a lot on packaging and the aesthetic or branding of your products, use that as a focal point in your photography.
This is exactly what skincare brand Bliss does on their Instagram. Take a look at this example below.
Absolutely no one on earth is storing their skincare products and their macarons in the same place, but it makes for an aesthetically pleasing photo, does it not?
Leverage your branding and your product design in your photography. Many people shop purely based on the way a product is packaged – use that to your advantage.
There are many different places you can share product photos, whether it’s on your feed like we’ve seen above, in your Stories, as well as at the forefront of your social media profiles – in your cover photo.
Take a look at Crayola’s Facebook Page. By using a product photo as their cover photo, they’re immediately letting new visitors know what they sell and what they can expect from the brand.
It’s a creative and colorful photo as well, working to really grab their target audience and wow them right from the get go.
If you are not quite sure about which content to put where, look into a social media analytics tool. It will give you a breakdown of which content is receiving the most engagement in each social medium. You will also benefit from understanding when and where your audiences are most active.
II. User-Generated Content & Influencer Marketing
Another great way to promote your ecommerce website is through influencer marketing and gathering user-generated content to share on your own feeds.
Let’s talk a little bit more about how these tactics could work well for your business.
Test influencer marketing.
Working with Instagram influencers is a great way to spread the word about your business, grow your social media following and promote your products.
Take a look at this influencer post below promoting frozen yogurt bars.
The Instagram influencer took the liberty of putting together a creative collaboration that really makes the product stand out.
Good influencers always want their feed to look stunning, regardless of what they’re promoting, so this is a surefire way to get great content created while simultaneously reaching an entirely new audience.
Putting together influencer marketing campaigns is a great way to increase sales through Instagram and put your brand in front of entirely new potential customers.
While you can always share the content the influencers created on your feeds as user-generated content, there are even more ways to go about having your audience share posts with your products in them.
The best way to do this is by creating a hashtag for your audience to use in their posts when they have your product(s) in them so you can easily find them and repost them on your own feed.
Here’s a great example of what a post with user-generated content would look like from The Sill.
They sell plants, so they share plant-related content on their feed, like this enviable plant-filled bedroom.
Select influencers wisely
Many brands find that influencer marketing can be too costly, too risky and often hard to measure. And it doesn’t have to be that way!
Keep in mind that fit and authenticity are the (not-so-secret) formula to a successful influencer partnership. The best way to find an influencer is often by looking into your own social accounts, and keep track of industry conversations. You’ll be able to find the most engaging voices in your industry.
Of course, most brands will not be able to afford a celebrity or a macro-influencer. That’s ok, often it is those influencers with a modest following that add the most value to their following.
Take advantage of influencer tracking tools to both find the best influencers and accurately measure the ROI of your partnership.
III. Video Content
Another great way to promote your products on social media is through video. Social media platforms love video and your audience loves it too considering that 86% of people want to see more video content from brands.
There are so many different types of video, but for our purposes here, we want to focus on three types of videos that work wonders at driving traffic and sales.
It’s easy to create quick minute-long (or less) promo videos that showcase product photos or videos alongside animated text, shapes and graphics to promote sales, discounts, new products and more.
Here’s a cute promo video from Unstable Games showcasing a new game they’ve just released.
Go live on Facebook or Instagram
Live streaming on social media is a great way to create easy video content showcasing your products. You can live stream behind-the-scenes videos of you or your team packaging orders, creating new product designs, etc.
You can also go live to showcase unboxing videos when you receive new products, showcase different ways to use your product and more.
Create easy-to-follow video tutorials
Want to make people think they can’t live without your product? Create video tutorials showcasing (a) how easy it is to use your product and (b) how much better your customer’s life could be if they make a purchase.
Here’s an example from Hennessy showing how to use their product to make an old fashioned cocktail in a fun and attractive manner.
IV. Use Retargeting Ads
The last tried and true tactic for promoting your ecommerce website is using retargeting ads.
When you install a Facebook pixel on your website, you can start targeting people who have landed on your site without making a purchase with ads that remind them to come back and take action.
This is a great way to increase sales from people who have already shown interest in your brand.
Start Promoting Your Ecommerce Website
Now that you know the top four proven tactics for generating more traffic on your ecommerce website, it’s time to start implementing these in your strategy. Increase eyes on your brand and start ramping up sales. Don’t forget to optimize your store and convert your new ecommerce visitors into customers.