In 2022, consumers are spending more time than ever on their phones and on social media, and some of that time is spent discovering new brands and making purchases. Brands can capitalize on the rise of social commerce not only by making sales on social media, but by using it as an opportunity to capture leads, drive traffic, and create repeat customers.
What is Social Commerce?
Social commerce is eCommerce performed within a social media platform, including product discovery, research, review, and of course, buying and selling. All parts of the process take place within the social media platform itself, most commonly Facebook, Instagram, and Pinterest. In-content ads or product pages are often integrated into the platform and may look almost indistinguishable from an organic post.
Set Up Shop
Determine the best platform(s) to set up your social commerce shop. Does your brand have a large following on a particular platform, or does your business primarily serve a demographic that spends time on a certain social media platform? If you have limited time or a shoestring budget, start with one platform that is most likely to have an ROI.
Optimize Your Listing
Make sure your listings are keyword optimized, thorough, and filled with great images. Don’t forget a link back to your main website or a sign-up link for your email list with a great lead magnet!
Set up targeted ads leading to your product for each platform you are using. Some ads can direct to an external website, while others lead to the social media product page, or even allow for purchases directly within the ad. Choose the settings that best align with your sales goals and make sure the page that the ad links to represents your brand in its best light, no matter the location.
Capture Leads & Convert
While many brands’ social commerce goals are sales and increased revenue, it’s important to create repeat customers by automatically adding social commerce customers to your email lists. Social media platforms are also a great place to capture leads who are not quite ready to buy with an enticing lead magnet. This drives traffic to your site and ensures these high-quality leads are on the list for your nurture sequence and upcoming promotions.
How can YOUR brand capitalize on social commerce?
If this all sounds great, but you’re not quite sure where to begin, we’re here to help! Drop us a line.