Social Commerce: how to use this trend to sell more
CTT estimates that the number of companies selling online during the pandemic has increased by 90% and that the volume of orders made through the Internet in the domestic market has increased by 30%.
The growth of e-Commerce in Portugal is more noticeable among the younger population, between the ages of 18 and 24, 70% of whom admit to having made more purchases online.
To attract more audience, combining the best of e-Commerce with social media results in what we now call Social Commerce, the latest big trend in digital marketing.
Social commerce is the process of selling products directly on social media. Imagine: you’re browsing Instagram and an electronics brand you follow publishes a story announcing the launch of a new smartphone. In that post is a sticker that says “Shop now”. When you click on it, you are adding the item that caught your eye to your cart.
So, you have just taken advantage of Social Commerce. Social media is, increasingly, the stage for the promotion of brands and for the sale of products/services. Why not bet on this strategy for your business? It’s intuitive, appealing, and trendy.
How does Social Commerce work?
Social Commerce is related to consumer interactions with a particular product or brand. The strategy is based on the ability of Internet users to give their opinion, rate the quality of products and evaluate the functioning of the service of online stores.
From this data, other consumers form their own opinion about a product or brand and may feel more inclined to buy if the feedback is positive.
Social Commerce thus involves integrating sales with social media platforms, also promoting the sharing of content.
The main goal is to sell, but it is also intended to create brand recognition. How? By getting consumers to talk about it in a positive way!
Why bet on Social Commerce?
The measures imposed to mitigate the advance of the pandemic, including social distancing, have exposed the importance of having multiple sales channels. Social Commerce, also called Social Selling, is more important than ever.
Social Commerce turns the shopping experience into a social experience, making it a more interactive and simpler way to shop.
It minimizes indecision at the point of purchase, easing the journey from search to purchase. The consumer sees the post, clicks and buys.
Social media is where Millennials and Generation Z hang out, so if your target audience is consumers between the ages of 18 and 35, they are already online and ready to buy as they scroll.
What are the advantages of Social Commerce?
Social Commerce has become a must-have in the digital marketing strategies of the most successful companies online. All statistics indicate that consumers value other people’s opinions when they make purchases.
But this is only one of the great benefits of this marketing strategy. Discover the main advantages of Social Commerce for a business:
- It promotes interaction with the target audience.
- It represents a dynamic showcase for products.
- Makes it simpler and more immediate to publicize certain product features.
- Strengthens the relationship between the company and its customers.
- It is a low-cost type of advertising.
- Increases credibility, reputation and brand recognition.
- Leverages business expansion.
How to turn social media into sales channels?
When it comes to tools you can use to sell on social media, Instagram and Facebook are leading the way. These are the networks where you should focus your resources.
Instagram Shopping
With the rise of commercial accounts and the spread of sales content, this social network has optimized its services to simplify the seller’s life by creating Instagram Shopping. This feature allows the tagging of products within posts in the Instagram feed and stories, leading the user to check out the brand’s website, purchasing the product in question. Instagram Shopping has thus become an important marketing tool on Instagram.
To use this feature, create a business account on Instagram and post valuable content to cause build a loyal audience. Professional profiles can create a customizable store page that acts as a select collection of products for sale. Each product gets its own detail page, featuring prices and detailed descriptions.
Facebook Marketplace
Take advantage of your Facebook Business Page to share news and connect with followers. Facebook Marketplace was created to make it easier to market within the platform. Today, anyone can create a page and list products.
Facebook Marketplace does not have its own payment system, which is why you need to include a purchase link. This way, when a potential customer clicks on the product, they will be redirected to the payment page.
But besides Facebook and Instagram, there are other social media platforms to get into the Social Commerce era. Pinterest, Snapchat, and Whatsapp are other examples.
How to leverage your business with Social Commerce?
Consumers are already buying on these social channels. The challenge is to bet on the right strategies to be able to respond in the same way.
1-Interact with your followers
To succeed with Social Commerce, the “social” part cannot be forgotten. You can’t just put your catalog on social media and forget about it. Answer questions, offer valuable content, and be authentic.
2-Encourage feedback
A comment can be decisive in the moment of purchase. If you have an item that people are happy with, ask them to help spread the word. Once you get some positive feedback, share it on social media in creative ways.
3-Think strategically
In Social Commerce you are taking advantage of a front row seat to your audience. Track feedback in comments and shares and respond when necessary. Study your audience and the best ways to post, including the best times.
4-Segment your reach
Harness the power of available data to make your articles visible to the right people. Go social and make the most of Social Commerce
5-Update your site or online store
You should include all your social media accounts on your site, as well as the tools you need to share content. Likewise, it is important to allow you to rate your products and enter comments to get a clear idea of customer feedback.
In conclusion…
Now that you know what Social Commerce is and how you can use this trend, get moving and try to outline the best strategy for your business. Follow our blog to stay up to date with tax news and all our tips and updates!
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