Any brand looking to capitalize on the growing social commerce trend must consciously develop a strategy based on consumer understanding, thoughtful channel selection, and regular performance measurement. Let’s look at five social business strategies to help you take advantage of this opportunity.
Show behind-the-scenes content
Showcase what’s behind the scenes This is especially effective if you are a new company, launching a new product, or aiming to increase brand awareness. By providing a behind-the-scenes look at your brand and how the proverbial sausage is made, you can connect with your audience on a deeper level, tell your brand story and keep your fans coming back for more. Take this opportunity to share what makes your business unique, or provide buyers with unique insights they don’t usually see from brands like yours.
Analytics are available on most social media channels. Make sure you use these insights to inform and iterate on your social commerce strategy. Ultimately, data should guide the design and functionality of your social commerce storefront. See user engagement, how your posts are performing, and your audience demographic breakdown.
Co-create with micro-influencers
Co-create with micro-influencers Form a partnership with a popular influencer in your category to expand your reach, build brand affinity, and build credibility with that influencer’s audience. But instead of looking for the personalities with the most followers, look for the most relevant influencers with the most followers — also known as micro-influencers
To create a more authentic experience, brands need to work hand-in-hand with influencers to co-create content that truly matches the interests of their unique audience. Content needs to be insightful, educational or entertaining to guide viewers’ purchasing decisions.
Optimize for social search
Optimize for Social Search According to an internal Google study, 40% of 18- to 24-year-olds now use social media as their primary search engine.
Brands looking to win social commerce in 2023 need to master the basics of social search optimization.
It starts with your content strategy. Focus on creating relevant content that resonates with your target audience. If the content is good, it’s more likely to work well.
- From there, jot down your SEO basics from Beard &Blade:
- Optimize your social media profiles
- Make navigation easier
- Write a clear and compelling resume
- Add a brand profile photo Geotag your posts
- Make sure your location is available for local searches
- Use Alt Text for Your Creative Assets
These simple steps can help make your social commerce content more discoverable and engaging
Test live shopping
Live streaming is a great way to combine the interactivity of in-person shopping with the convenience of e-commerce. Try hosting a live Q&A, demo or tutorial, or product launch. And seize the opportunity to answer customer questions in real time, remove barriers to purchase and create personalized connections. Make sure to use product hashtags directly in your live stream so your viewers can buy the product right away.
“Livestreams are a great way for potential customers to get to know you as a brand and to answer questions they may have,” says Michael Bell, founder and CEO of Manukora. “Be sure to include where to purchase your products in the livestream and then drop your online store in the comments to make it easy to increase sales.”
Some early adopters of live shopping report conversion rates as high as 30%, 10 times higher than traditional commerce. Consider combining live shopping with influencer marketing to further expand your reach.