NGChat Blog

Social Media and Their Role in the eCommerce Industry

20 May 2016

Twitter, Facebook, Instagram, YouTube and many other social media portals are an obligatory element of an effective marketing strategy in the e-commerce industry. At first, most of these websites served a purely communicative role and gathered individual users. Today the situation is slightly different; take a look at how many fanpages there are on Facebook. Having one is a gateway to your clients.

Why there in particular?

There is a short answer to this—because your potential clients are there. Yes, even if you think it does not make sense, you will quickly see that it is a perfect place for your company as well. Social media are a huge group of websites, attracting Internet users from around the world. They are an integral part of life for some people. We wake up, drink coffee—check Facebook, ride a tram to work—check Facebook, have a lunch break—check Facebook, watch TV—check Facebook, etc. Being present in social media gives you an additional channel to communicate with clients. You can inform them on an ongoing basis about what is happening at your firm, receive valuable information about yourself from reviews posted by users, and by organizing competitions you can engage your fans… one could go on and on. Social media have simply taken over the role of an efficient communicator as well as a blog and advertising space.

Social media are not a shopping center

One of the most frequent mistakes made by Internet salesmen is treating social media in the context of a second e-shop. They forget about the possibility to communicate and create content marketing, and instead they focus on advertising their products or services and provide their recipients with discount coupons. You need to bear in mind that such strategy may make clients less willing to establish a relationship with you. Every communication channel has its function. For social media it certainly is not selling. They are about something completely different—establishing stable and long-term relationships with users. Many sales people do not consider caring for their brand’s image in their activities. All their actions are aimed for profit, which for them is the only way to measure their success. A good client is a client who not only stays with us longer than for a moment, but is also eager to come back to buy other products or to learn something new, as well as utilize precious hints and advice. It is important to elicit their trust and have good reviews, which are worth much more than the number of products sold.

Think strategically

There is no efficiency without a concept. If you do not set any goals, you are not motivated, so the mere presence in social media is not enough—you need to do something about it as well. Forget about sellers focusing only on selling—this is a thing of the past. Nowadays, there is a new quality which is not only based on results but also on the actions you undertake. In the case of social media, you must remember that what counts is a personality, being original, and the effect of surprise. This is a place where you must stand out to be noticed. The tiniest details are important: a profile picture, colors used for your fanpage, and your writing style. Should you focus on writing only? No, it is advisable to consider infographics and videos. What should they be about? What content should they convey? Whatever is happening on your profile must be connected with activities undertaken by your company. You can introduce your clients to tricks of the trade, post reports from events, as well as inform them about new posts on your blog. Do not forget about competitions and quizzes with prizes. This is a place where you can approach your duties with some distance.

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