7 key tactics to exploit social media for e-commerce
Today more than 9 million US people connect every day on 2 to 3 different screens and 4 out of 5 users are present on social networks. This increase is partly due to the multiplication of screens and especially mobile.
Here are the 7 key tactics to exploit the full potential of mobile and social networks in terms of commerce.
1. A mobile website
Mobile shopping experience is not always satisfactory. First of all, many sites are still too slow to load. However, after 3 seconds of loading the user loses patience, at the risk of not returning again. The format of the websites is also still not adapted to the mobile, with difficulties to read the product sheets without using the zoom function or to consult the content with a scroll too long. Moreover, too many applications do not allow integrated purchases, which means that the consumer has to be redirected to the website, at the risk of breaking the fluidity of the customer journey. If the business site is not mobile friendly the customer's conversion chances are decreased.
While many brands focus on social networks and are surprised at the lack of conversion on this channel, they often forget to rethink their website for mobile screens. But remember, you must have a responsive and mobile friendly website where you can display your products and deals. For example if someone is searching for online mattress deals on their mobile phones, a mobile friendly site will win the competition in generating leads or conversion.
But how do you adapt your website to mobile?
Google offers two handy tools for auditing a site, such as the optimization test that, when entering the URL, allows you to preview the site as seen on a mobile device with a list of all the problems of ergonomics detected. A speed test is also proposed to measure the performance of the mobile display through a notation. It is also recommended to opt for a responsive design so that the website automatically adapts to the mobile and it’s easier for you to sell your products online in a hassle-free manner.
In terms of speed, you have to pay particular attention to the size of the images and the number of requests in order to reduce the response time and avoid all that is flash and pop-up technology.
2. Carousel ads
Carrousel ads are interesting from the point of view of aesthetics and dynamism. You can add up to 10 images or videos to be scanned horizontally with their own link and a call-to-action button. The first images or videos displayed are generally the most powerful.
But for what uses?
One can choose to present a single product to vary the colors or angles, or work on several products of the same range. Note also the possibility of doing story telling by declining the use of the product, through the experience of a consumer for example.
3. Catalog sales
Catalog sales consist of generating dynamic product ads from a catalog that is also called a product thread. Simply upload a file to Facebook via the Business Manager feature that includes product information like link and description. Then, you have to create an advertisement with the objective "catalog sale" by indicating what type of catalog is desired.
At the level of the format, there is the possibility of choosing a single image or a carousel. The result: a dynamic generation of ads, adapted to mobile consultation.
4. The Facebook store
The Facebook store is a service that is available for free for businesses. It consists of grafting to the page of the mark a shopping tab with the possibility of adding photos or video. Payment is made to him on a third party site, usually that of the brand or an intermediary. This solution then provides access to statistics such as the number of views and clicks. Once the store is created, do not forget to promote it through publications in the news channel of fans of the brand.
5. Instagram product tags
The tags produced on Instagram have not yet been deployed in all markets, they are still in testing phase in the United States. Traders are already very present on Instagram with a goal of notoriety but they tend more and more towards the conversion and the discovery product. The principle is simple, a "Tap to view" icon is displayed ready for the product photographed to allow access to all the information concerning this product.
6. Instagram stories
Instagram stories were launched only in August 2016, but they already have more than 150 million daily users. This is a full-screen slideshow featuring photos and videos, available for 24 hours. These allow to be creative since they offer the possibility to draw, to write on the images, to add filters or emoji’s, without forgetting the video live. It is also possible to add links and thus allow to redirect to the commercial sites.
Chatbots have recently been upgraded to Facebook by integrating it into Messenger, giving businesses the ability to create their own dedicated customer relationship bot. They are able to manage a part of the simple tasks handled by humans for a much lower cost and with a speed without common measure. However, human intervention is essential at certain stages of the journey. Besides reaching a large audience in the eyes of the regular users of the messaging application, chatbots allow to catch a public very present on the social networks and more difficult to touch on other channels, millenials or generation Z.
Accustomed to instant, last-minute content (with the logistical constraints that this entails), this more selective and demanding generation needs quick answers and is more self-service adept when the situation allows. It is therefore an unparalleled tool for engaging this audience who is difficult to approach by traditional means. The profile of the typical consumer has evolved, forcing brands to adapt to new consumer behaviors and habits.
Today, many solutions are available to adapt the campaigns to an ultra-connected public, especially on the mobile. The first mobile companies have understood it, shaking the traditional actors for who to adapt has become a matter of survival.