Social platforms were originally created to connect and communicate with people across the globe, share ideas, reconnect with old acquaintances, or simply interact. As these networks expanded, businesses quickly recognized their immense potential as marketing channels. Savvy entrepreneurs, especially small and medium-sized businesses, began leveraging social media to promote and advertise their products and services within their networks.
The advantage of social platforms is the rapid spread of information, making them excellent tools for online marketing. While platforms like Facebook have introduced their own shopping features (such as Facebook Shop), these networks are primarily used for marketing purposes. Even companies with standalone e-commerce sites often integrate them with social media by adding sharing badges, enabling customers to recommend, review, and rate products.
Social Commerce – the next major tool for online marketing
Statistics indicate that in 2013, one out of every thirteen people worldwide was registered on Facebook, and this number continues to rise. Additionally, one in three small businesses uses Facebook, and by 2015, social commerce sales were projected to reach $30 billion.
Using Social Commerce to Boost Business Revenue Online
Visibility: Social media platforms already have established communities and loyal followers, making it easy to boost your brand’s visibility and share special offers through active networking.
Reputation: Since socializing involves real people and genuine interactions, it’s worthwhile to build a strong reputation and loyal customer base through engagement. Business owners can communicate directly with clients, creating a personalized experience that is vital for brand recognition and trust.
Proximity: Social platforms break down geographical barriers. They provide a space where everyday people connect, share ideas, and exchange information. Entrepreneurs can interact directly with clients and build meaningful relationships regardless of distance.
Context: Select the social platform that best matches your products. For example, if you sell visual products, platforms like Pinterest or Flickr may be more effective. This helps you target the right audience and foster better engagement.
Recommendations: As social beings, most of us are influenced by others’ suggestions. It’s crucial to gather as many reviews, ratings, and recommendations as possible for your products on social platforms. These endorsements reassure potential buyers and encourage purchases.
Customer support: Social platforms are places where both positive and negative feedback is shared. Treat your clients well, and you’ll build a strong base of repeat customers through excellent customer service.
Online marketing is about making smart decisions and timely choices—
- Be audience-focused: Select the right social platform for your products and services, as user demographics vary. Choose a network that covers your target audience.
- Quality over quantity: Bombarding your audience with too many offers can be off-putting. It’s better to provide fewer, high-quality offers than a flood of irrelevant ones.
- Showcase personality: Social media is where people connect with your brand’s voice. Use it to give your products a relatable identity.
- Excel in service: Outstanding customer service on social media pays off. Good or bad, your actions can quickly go viral, so always strive for excellence.
- Consistency matters: Inconsistency can harm your brand. Maintain a consistent tone and style across all channels, and avoid giving admin access to too many people.
- Be engaging and curious: Spark curiosity and provide interesting content—conversations, images, and videos all help boost engagement.
- Encourage interaction: Make your communication interactive. Use polls, contests, and other engaging methods to prompt audience participation.
- Monitor and respond: Ignoring your audience is a major mistake. Regularly monitor your profiles and respond to comments and messages. Engagement is the core of networking.
- Add creativity: Bring creativity to your communications. Marketing your products with a unique twist, sharing interesting images, or highlighting positive reviews can make a big difference.
- Be patient and realistic: Social media doesn’t deliver instant results. It takes time to build a reputation, brand recognition, and trust. But once established, you’ll have a valuable and loyal customer base.
Maximize the benefits of social media by using it wisely as an effective online marketing tool. While it requires ongoing effort and attention, the rewards include a loyal and growing customer base.
