Social selling has become essential to a thriving eCommerce business. With the rise of social media, online sellers leverage these platforms to reach their target audiences and increase conversions. As a result, 73% of consumers have made a purchase because of something they saw on social media. Social selling involves more than simply promoting products and services; it focuses on creating a connection with your audience, fostering trust, and providing value.
Social selling is the practice of using social media platforms to build relationships, engage with potential customers, and, ultimately, drive sales. It goes beyond traditional sales tactics by focusing on providing value to your audience, strengthening trust, and establishing your brand as a thought leader in your industry.
Social selling provides an opportunity to connect with current and potential customers directly, which is a crucial capability for eCommerce businesses. The increasing prevalence of social media platforms like Instagram, Facebook, and Twitter lets merchants reach larger audiences and nurture relationships with customers they might otherwise have missed. To succeed with this approach, there are certain best practices you should follow and other actions to avoid.
In this article, we’ll explore the dos and don’ts of social selling for eCommerce sellers. We’ll provide tips and recommendations for building relationships, crafting engaging content, and optimizing your social media profiles. You’ll also learn the common mistakes to avoid and see real-world examples to gain inspiration for your social selling strategy. Whether you’re just starting out or looking to improve your efforts, you’ll uncover valuable insights to help you succeed.
To realize the awesome benefits of social selling for your business, you need to be strategic about its implementation. Here are some of the most important dos of social selling.
One of the main goals of social selling is to build relationships with your target audience. You can foster strong connections in many ways, including:
Crafting engaging content is imperative for social selling success. To produce rich content:
Optimized social media profiles are a subtle but important component of social selling. We recommend you:
Along with these best practices, there are also some common mistakes to avoid in social selling. You need to take a careful approach to ensure you don’t annoy or turn off your audience.
Being overly pushy with your social selling tactics can backfire and drive away your audience. Here are some common missteps and what we recommend you try instead:
Overlooking negative feedback can damage your brand reputation and push potential customers to your competitors. Although it can be difficult to receive, it’s important to handle this type of feedback by:
While automation can be helpful for managing your social media accounts, overdoing it can lead to a lack of personalization and engagement. For best results with automation:
Thanks to the rapid rise of social media and influencer marketing, there’s no shortage of social selling examples to show you how it’s done. Here are a few for inspiration as you consider how you can leverage social media in your sales strategy.
This eyewear company uses social media to showcase their unique designs, as well as offers a virtual try-on feature on their website. The brand shot to internet fame thanks to its innovative approach to marketing using social media!
Warby Parker’s business model for selling prescription eyeglasses has been largely successful as a result of social media, which made it easy to reach huge audiences. The brand focused on transactional communication as opposed to traditional, linear advertising, which established trust early. In addition, word-of-mouth marketing via platforms like Instagram and Facebook meant influencers and everyday users delivered social proof on behalf of the brand.
This beauty brand capitalizes on social media to display their products and engage with customers. They employ user-generated content to create a sense of community around their brand, which has increased their brand awareness and consumer loyalty.
Glossier is now considered a “blueprint for social media community driven marketing” due to Forbes naming it the “Beauty Brand for the Generation Instagram.” The company also boasts more than 2.6 million followers on Instagram alone. They’ve excelled at branding and playing into meme culture, leveraging user-generated content, and keeping their content both authentic and approachable. They know exactly who they’re targeting and maintain a simple but effective approach.
eCommerce retailer Zulily offers flash sales and personalized recommendations to their customers on social media. By leveraging social media to promote its products and offer exclusive deals to its followers, Zulily has grown its customer base and increased its sales. But that’s not all.
Zulily’s Affiliates & Influencers program allows the brand to spend less time and money on linear advertising methods by capitalizing on the audiences of influencers on social media, who also deliver social proof and brand trust by sharing their perspectives, experiences, and posts. In 2017, Zulily used social media to find new campaign stars, tapping their fanbase and encouraging users to send in photos of their children for the Zulily Cuties campaign.
Now that you know what to do and not do in social selling, it’s time to build your strategy and put it to work. To create an effective social selling strategy, follow a structured approach that aligns with your overall eCommerce goals. Here are some foundational steps to take:
Social selling is a powerful tactic for eCommerce brands to engage with their target audience and attract new buyers. By leveraging social media channels to showcase your products and provide personalized recommendations, you can build strong relationships with your customers and boost sales.
However, you must follow best practices and circumvent common mistakes to find success through this approach. These include being authentic with and nurturing trust in your audience, providing value before asking for a sale, and avoiding pushy or spammy behavior.
A well-structured social selling strategy must align with your eCommerce goals so you can reach your target audience effectively on all the platforms where they’re most active. Remember to track your progress and adjust your strategy as needed to optimize your results. With a smart approach, you’ll increase your brand awareness, grow your customer base, and drive sales.