Digital marketing is a fantastic signposting mechanic to push people to your site, and help drive eCommerce sales.

One of the best ways to do this is to tailor your social media strategy to benefit your eCommerce KPIs. In doing so, you reach a relevant audience, and use it as a marketing tool to boost conversions and raise awareness.

How to get started

eCommerce requirements gathering is the first step in applying to your social media strategy. Outline the purpose of each platform, a signposting strategy, and ensure your creative approach is best-in-class, too.

Many think you have to be active across every social platform, but that’s not the case. It’s quality over quantity. Facebook is a primary platform used by many businesses for multiple purposes, Twitter is a news-breaking and customer services channel, LinkedIn is perfect for B2B communications, and Instagram is where you use beautiful, alluring imagery to showcase your brand.

Which channels work best?

Facebook is perhaps the best channel for signposting and driving traffic to your site. You can choose to do this in regular posts, using a variety of formats, or via the Ads Manager, which allows extensive tracking and reporting elements. Don’t forget to use a link tracking and shortening strategy, too.

Facebook’s extensive Ads Manager allows you to select a multitude of objectives, and target a tailored audience. For example, you can drive clicks into a site, push conversions, and use results to shape the remainder of your campaigns. It’s a very successful way to drive eCommerce from one platform to another.

Twitter can also be used and has its own ads feature, too. However, Twitter is a fast-moving, fast-consuming channel due to the way the algorithm works, so it’s better to use as a news outlet, where you can engage in conversations quickly with your audience and customers.

Instagram doesn’t allow direct linking in normal posts, but a savvy new feature allows you to tag your products within your photos, which then provides a one-click user journey, allowing consumers to purchase said products. It’s a fantastic update from the platform and gold for those seeking quality eCommerce results.

If you’re interested in finding out more about how an eCommerce consultancy can benefit you and your business, get in touch, we’d love to have a chat.

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