Why You Should Leverage Your Social Media On Your E-Commerce Site

A woman browsing e-commerce site on tablet

How are you leveraging your social media as an e-commerce business? (Image: Flickr)

There are many businesses out there competing for the same market you’re serving.

Even if you lucked out and somehow found an e-commerce niche with little to no competition, it may not be long before someone else discovers the opportunity and becomes a competitor.

You can’t just compete on price or shipping times anymore, since someone will always be cheaper, and someone will always be faster. As result, customer loyalty can be hard to cultivate.

But there are still opportunities to differentiate your business and stand out from the crowd – in particular, the content you create and the social media presence you build. It just so happens that the two intersect in meaningful ways.

Here are several reasons why you should start leveraging your social media on your e-commerce site.

To Build A Community & Create A Connection

Being a faceless company online doesn’t have many advantages. Hiding behind your brand doesn’t build trust, and it certainly doesn’t inspire loyalty.

But if you can get your customers to “like” your Facebook page and follow you over the long haul, you can create a valuable connection with them.

You can become a tastemaker in their eyes. You can become an authority in your product category. You can even entertain and engage your audience.

Don’t merely ask for the follow – do something that gives your customers and visitors a reason to follow.

If you focus on delivering value to your customer, showcasing promotions and discounts, turning them onto products that help them, and so on, you can build a long lasting connection with them.

To Leverage Your Content

You can get more from the content you create for your social media platforms with a little planning. You can embed Twitter or Facebook posts on your blog. You can encourage users to create content of their own (i.e. wearing one of your T-shirts), and show how you are connecting with people. You can cover the latest news, debates or discussions in your industry by keeping your ear to the ground.

The content you create should be a part of a more holistic plan. Otherwise, you’ll be running around like a headless chicken trying to keep your various profiles updated. You can cross-link from one social platform to another, and then have one link back to your website or blog as well. it’s like link wheeling, except on a smaller scale.

There’s a great deal of time and effort that goes into creating and posting worthwhile content for social media. You may as well learn how to leverage this content across different platforms.

To Encourage Sharing

Three iPhones

Are you getting your audience to share your content? (Image: Flickr)

One of the most obvious reasons to leverage social media on your e-commerce site is to stimulate more sharing, whether it’s your blog posts or specific products that your customers love.

Social signals may not be everything when it comes to SEO, but they do seem to have an effect on your rankings. This is a fairly generalized statement, but if you can generate a high number of shares, your site and content should also become more discoverable in search.

Fundamentally, this goes back to being seen as an authority or a valuable and relevant source of information in your industry. If you deliver content that your audience wants and needs, you’ll automatically get more shares.

Final Thoughts

In summary, you can use your social media presence to create a connection with your audience, leverage your content across more platforms, and encourage more sharing from your visitors and customers.

Are you looking for help with your social media strategy? Then we hope you’ll get in touch with us to discuss your next campaign.