Every day, thousands of merchants set up their own online store with the aim of boosting their business and generating additional revenue. This quest is subject to stiff competition, and many sellers have failed in this objective for the simple reason that they don't use the right resources, especially social networks.
As studies and statistics show, the notion of a "social network" is essential to gaining a foothold in the world of online business. The use of these platforms, linking groups of people with common interests, is a powerful weapon for merchants wishing to develop their e-commerce activity.Social networks have become such a pool of potential users and consumers that strategies based around them are constantly growing.
The aim of this article is to guide you in this mission by answering the following questions: Why sell on social networks? Which social networks should you use to sell your products? What are the best tips for increasing sales through social networks?
Why sell on social networks?
Putting your products up for sale on social networks has many advantages. In fact, thanks to the new features and options available on the various platforms, there's no longer any question of focusing solely on "likes".
Increase your audience
The engagement rate of social networks is very high (over 4% on average), making them an excellent vehicle for user interaction. As a result, they are highly effective tools for increasing visibility and ranking.
Boost sales and increase leads
Social networking isn't just about promoting products. Thanks to the "Buy" button, users can now buy directly from social networks. This button automatically redirects users wishing to buy to the relevant e-commerce site, thus increasing leads. What's more, with the arrival of a brand-new format that plays with interaction and information, these tools help to improve conversion rates and thus increase sales.
Building customer loyalty
One of the main objectives is to convert users into active buyers. By making it easy for them to do so, it will be easier to turn them into loyal customers.
Which social networks should I use to sell my products?
In 2014, Facebook led the way with the introduction of the famous "Buy" button, enabling users to purchase products without leaving the social network. A payment solution was also integrated into the Messenger app to facilitate the transaction.
Instagram, for its part, allows users with an online store to add this button, linking the Instagram account with the e-shop. Potential buyers clicking on the button land directly on the seller's catalog.
Pinterest also launched its buy button, enabling retailers and merchants to sell their products. The partnership with Shopify has simplified things, as it gives the ability to import products easily from the online store to the Pinterest account. Payment solutions such as Stripe, PayPal or Apple Pay are even integrated.
Twitter withdrew its "buy now" button in 2017 in order to permanently halt its E-commerce activities and focus on their historical models. However, advertising and communications on this social network are not to be trifled with.
In terms of performance, Instagram is now the most valuable social network for online sales, with an engagement rate 24 times higher than on Pinterest, 59 times higher than on Facebook and more than 100 times for the others.
In terms of pricing models, the purchase and payment services available on social networks have enabled the latter to go further in monetizing customer advertising, notably by charging per-click fees and/or commissions.
What are the best tips for boosting sales through social networking?
Having the "buy" button on your account is one thing. Knowing how to use it to increase your sales is another. Here you'll find the best tips for optimizing the buy functionality and getting the most out of it:
Offer valuable content to your subscribers
Your business presence will only be meaningful if it has an "interactive" dimension. The aim of your presence on social networks is to talk to your users and potential customers, to establish a relationship with them that is conducive to consumption.
You need to address them specifically if you want to capture their attention by giving them useful information and quality content.
Pay for ads to be seen only by your target audience
Social ads are highly advantageous, as they enable innovative, personalized and immersive advertising formats to be placed online, with "call to actions" specially designed for e-commerce (buy, send a message, more info...). These ads provide ultra-precise audience targeting, making them extremely relevant.
Focus on quality photos
To encourage users to buy your products, you need to find a way of making your photos stand out so that they get as many "likes" as possible. The first thing to work on is the quality of the photos in your product catalog. The more attractively your products are presented, the more the user will want to buy them.
Identify multiple products in the same photo
A photo can feature several products at the same time. Your Instagram posts shouldn't just be pretty, they should also be totally practical and useful. So think about inserting several items to increase your chances of attracting customers' attention. It's also an effective way of increasing the visibility of any products you identify. In fact, as soon as they click on one of the identified items, all the others will automatically appear.
Don't forget to make sure that your tags and product names are correct, so as not to redirect users to the wrong product.
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