In the world of online marketing, the customer’s word is the only one that matters. So mastering social commerce is all about creating an engaging online shopping experience on social media by using your customer’s voice.
Social media platforms were originally designed for interaction, expression and to make connections. But today’s most successful brands in the field of ecommerce are not just looking to get your attention. They are also trying to join the conversation.
As we’re seeing this rise in engagement on social media, this area has become difficult to navigate. In order to build a brand loyalty and to improve the already placed customer retention strategies, brands need to identify all the new opportunities so they can isolate their market on social media, to creatively convert their visitors into buyers, and to find new customer engagement strategies that they will implement after the customer makes that initial purchase.
When we take a look at the most recent trends in social commerce, we can easily see the extent to which they impact a customer’s decision-making process. Just by looking at the shoppable Instagram feeds we can see that they have transformed the product discovery experience and significantly shortened the path to purchase. Many brands, such as Nike, have begun creating Instagram shops instead of trying to bring the potential customers to their website.
The shoppers have started connecting a lot more directly with the brands through their content, such as the mentioned Instagram posts. This gives rise to a great opportunity for aspirational and smart branding to play an important role in how the customers feel about the brand. But the key to doing this well lies in understanding the needs of the buyers and the reasons why exactly they use each social network.
The most successful businesses can harness this understanding in order to inspire a feeling of connection and closeness between the brand and the shopper, as one of the possible strategies to increase the sales through social commerce.
Another strategy is to move on beyond the normal hype of celebrity and onto celebration of all the authentic things. These are the things that have been interesting to the online shoppers.
Although the celebrity advertising is no different than branded advertising, research shows that shoppers have a preference for real people doing or buying things instead of watching a popular celebrity promote products.
And this is where the micro-influencers come in mind. They are considered to be more authentic than the regular celebrities, have more targeted audiences, a higher engagement rate and a higher potential for a like-minded tight-knit community of buyers that are eager to take recommendations from one another.
It’s easy to find the best or the most popular micro-influencers that can contribute an authentic sense of a brand lifestyle. These big brands can even create long-lasting relationships by growing the influencers beyond Instagram’s marketing role. There are plenty of development avenues, like blogging or even curating product collections which can deepen a connection with a brand.