How to Tap Social Media Marketing for eCommerce

How to Tap Social Media Marketing for eCommerce
Ricky Peters

Ricky Peters

Founder and Owner at Black Sheep Social

The top social media sites have seen plenty of movement in the last few years which is evident from statistical information that an extremely important segment of the population makes a staggering 60 percent of their purchases online via social media.

Social media is not just a destination for posting content and driving organic traffic due to its growing and shifting features, but also a powerful means of converting followers into customers.

What makes social sites a prime sales channel for eCommerce marketers is the large number of people that have integrated these platforms into their daily lives.

Data from Pew reesrch center revels, social media usage in the case of adults is 68 percent on Facebook, 35 percent use Instagram, 29 percent engaged with Pinterest and 27 percent of the younger population utilize  Snapchat.

Social media platforms like Instagram, Pinterest, Facebook, Snapchat, and Twitter have begun allowing brands to tag the products on posts, pages, and stories. Consumers over here can make purchases directly from their social media feeds making sales simpler for eCommerce brands.

Social media marketing for eCommerce brands is just like a goldmine that is yet to be harvested. Let us see how this goldmine can be tapped to increase social media sales:

Top Social Media platforms for Advertising

Many social media websites have evolved and are expanding rapidly but not all are boons for retailers because attention has to be paid, to where the demographic might be heading. Let us take a look at the most popular social media platforms in our social media guide.


No matter in which industry you are in, there’s a space for you on Facebook despite a shift in a demographic region.

With more than 2 billion active users, facebook presence is must for all the industries, some of the prominent being eCommerce, retail, financial services, entertainment, media, consumer goods, food and beverage, technology, telecom, and automotive businesses.

Facebook gives retailers a myriad of sales options that can be implemented. Retailers can create groups, using a Facebook Messenger chatbot, or can use live video to up their engagement with this social media platform.

 With the ability to create a “Shop” tab on a business page, sellers can list the number of products, thereby encouraging consumers to purchase products directly from Facebook.


Instagram (which is owned by Facebook) is a social network where product-based businesses, influencers, and coaches can thrive having lots of potential for a product-based business.

Features like Shoppable posts significantly streamline the purchase process for sellers on Instagram. Instagram’s sales power is derived from its image-centric nature. With help of features like Shoppable Instagram posts, eCommerce retailers can tag the products shown in images.

For brands that want to target a demographic under 35, Instagram is a gold mine with 75 of percent users are between 18-24 years old, 67 percent being Generation Z and 57 percent of Millennials are using the app daily.

One can lookout for an in-depth list of Instagram-specific marketing tools that retails can utilize to boost their efforts and drive sales opportunities for eCommerce businesses touting over one billion users.


Previously known as dwarf Twitter, this company is one of the biggest online social sites and best suited if your business is related to entertainment, sports, politics, tech, or marketing, media, one can stand to earn tremendous engagement on Twitter.

While audiences on Twitter are smaller than other platforms, according to pew reaserch social data 22 percent of the adults living in US can be tapped when looking forward to generating traffic and sales.

On Twitter, retail brands have an opportunity to craft and hone their voice where there is room to be presentable in addition to being informative and helpful. Here retailers have the opportunity to Jump into threads, add value, share their own content as well as others, and join the nonstop conversation with an elite group of people.

Since most eCommerce ads today are run through Google, Facebook, and Amazon, there is less competition on Twitter, which paves the way for making the ads less expensive to run.


LinkedIn is essentially a professional version of Facebook with 575 million monthly active users. This is a perfect platform for B2B organizations because, within its massive network of professionals, you’ll find more than 61 million users in senior positions on LinkedIn.

LinkedIn is a very focused social media platform, and because of that, it has unlimited potential for connecting with an elite group of professionals who can make a difference for your business. Through this portal, sellers can give advice promote webinars or similar events, and potentially provide free samples or trials.

if sellers want to develop an active presence on this site, it is important to revamp the company’s LinkedIn profile to help others learn about the brand and showcase industry authority. Users can run Ads on LinkedIn, through effective tactics to drive eCommerce traffic by starting a group and providing relevant individuals with valuable information related to products or services.


Snapchat has earned its place among the most prominent online destinations in the world with nearly 433 million monthly active users. This is suitable If your target demographic is a young audience, you should definitely get in on Snapchat.

Snapchat is a haven for content generated by users, behind-the-scenes videos, exclusive offers, and influencer takeovers. For brands that want to target a younger audience, Snapchat is a premier location with the service touting 16.4 million users who are between the age groups of (12 -17).

In terms of its eCommerce capabilities, the company has launched a variety of Ads options, allowing retailers to highlight collections and product catalogs, utilize pixel targeting and take advantage of other significant eCommerce-focused elements included in these Ads options.


Pinterest is an image-based platform with 322 million monthly active users, which is another prime location for eCommerce retailers for marketing their goods.

Some of the most popular content on Pinterest includes fashion, food, decor, wedding, workout, and DIY-related pins.

Around 81 percent of Pinterest users are female and if your brand is looking out for the female audience, this is a compelling reason to invest time on social media marketing on Pinterest. In addition, anything with rich visuals will always thrive on Pinterest.

Pinterest has made a conscious effort in recent years to become even more eCommerce friendly. The company has introduced “The complete Look” feature is a “visual search tool that recommends similar products in the fashion and décor categories based on the context of the scene.


This is the original video social media platform holding second place for monthly active users at 2 billion that boasts a dominance in the market.

YouTube covers all the products from beauty, gaming, education, entertainment, media, consumer goods to DIY home improvements. This is one of the most prominent platforms for most brands to invest in, with video being the growing medium for content marketing.


WhatsApp is one of the most popular social messaging apps, way out in front of Facebook Messenger surpassing the same.

This closed messaging app may not be the obvious choice for many retail brands still, it is considered to be better than email due to its success rate in targeting the right and captive audience through SMS which has a 98% chance to hit the right audience. Also, unlike SMS, WhatsApp messages are free to send and hence come with no cost attached to them.

If you have used WhatsApp for customer services and retention, you will definitely begin to realize the potential for retail brands, is huge on a distinctly underleveraged platform. If you know how to crack WhatsApp, you can have a direct marketing channel to target your audience.

Tik Tok

Facebook might still be dominant, but Tiktok has seen the fastest growth of any social media platform in just five years since it has been launched.

Tiktok is the leading destination for short-form mobile video, with the mission of the company to inspire creativity and bring joy. This video-based platform is now fifth for most monthly active users (MAU).

Tiktok is the youngest app to market which has shown incredible growth and has become one of the fastest-growing apps worldwide despite many attempts to ban it in the US market.

Why Hover Around social media Is Important

Social media is one of the most efficient digital marketing tools that you can use to boost the visibility of your product page.  By setting up a robust social media strategy, one can increase brand recognition as you are involved with a large audience.

Social media platforms like Facebook, Instagram, Twitter, LinkedIn, Pinterest can be utilized by merchants to scale up an eCommerce business. These media platforms give retailers a myriad of sales options to develop the “The shopper” tab on the business page and are the best platforms for paid traffic marketing.

Social sites are not only destinations for posting content and brands but also useful in drawing heavy organic traffic by encouraging followers to turn into prospective customers.

In other words, we can say social media websites are a retail boon as it is the most vital and integral part of the eCommerce marketing ecosystem.

Marketing an eCommerce brand through social media is just like a goldmine that needs to be exploited, as a huge number of people are associated with these social sites which have become an integral part of their daily lives.

The best move is to consider which channels are right for your audience. Test a presence on the relevant social media sites, and from results, strategically choose which ones to double down on.

Strategies for eCommerce Social Media :

Social media can be a powerful tool for driving referral traffic to product pages for eCommerce business houses. Incorporating a smart eCommerce social media tactic, therefore, should be at the central part of any eCommerce organization. Here are some winning social media marketing strategies which if implemented successfully can-do wonders for your business house.

1. Keep an eye on your predefined Goals

Lay down the groundwork for your product by setting up specific goals to hover around. What is the point in publishing content and engaging with a wide audience if you do not have any aim or goals to achieve?

Retailers need to clearly specify and set up parameters to see whether their efforts are moving in the right direction or not. There is no point in wasting money, time, and energy on wrong product features.

Merchants should set up benchmarks based on:

  • Sheer volume of traffic to be generated for their product page,
  • Growth in the number of followers
  • Build up engagement rates
  • Conversions

These are sufficient to begin the brainstorming process and set some measurable social media goals.

2. Build trust through Blogs

A blog is a digital asset that not only helps in search engine optimization but also facilitates sharing of thoughtful and engaging content on social media channels, thereby elevating the company to new heights.

Tagging your blog with engaging social media posts is an effective eCommerce content marketing strategy that is necessary for earning social sales. This aspect serves as a pitch to launch new products and services that can redirect a lot of traffic to your website

Blogging, despite its age, still serves as a stream of content that can educate, inform, inspire, entertain and convert visitors into paid customers through social media channels.

3. Optimize your posts

Social media can be used to develop brand image effectively even if the audience is not thinking to have look at your product page. Have a look at your product page and ensure the entire aesthetics and scheme of the post reflect the core values of brands and should not distract the users from your main goal.

The best way to increase the traffic of new customers and increase your visibility is to come up with unique and informative keywords and hashtags in social blasts where users are searching for information on particular topics.

Therefore, retailers should invest time to perform keyword research for their posts to help new users unlock the content. Furthermore, in today’s visually digital-oriented age, including images and videos is another powerful optimization tactic that merchants can use to highlight their products.

4. Highlight your social presence

Social presence is vital for earning sales online. Customer reviews and product recommendations through trusted members and valued followers should be considered as sales pitches to convince others to get converted as prospective customers.

Curating user-generated content show how much other customers love a brand and its merchandise. Therefore, make sure to ask your employees, business partners, existing clients to “share” and “like” your page frequently.

Highlighted reviews on social media sites are not only great for users and customers but also help to beef up eCommerce SEO efforts. Content-rich reviews give insight to crawlers because they need to stick to your product in the search engine instead of one of your competitors.

 This means a few reviews will go long way to boost your conversion rate as a lot of these reviews could be leveraged through social media.

5. Optimize your visual content

Social media is all about being social, therefore while speaking to these social media websites visual content and shopping ads go a long way in developing a lasting impression for your product.

 Visual content in social media marketing is a great way to create brand visibility and beef up in driving organic traffic when the same is paired with valuable text.

 Therefore, retailers need to make investments in developing video marketing campaigns so that they can create and share great videos that engage, inspire, and sell which is a must for driving effective sales.

6. Maintain consistency and post regularly

In the digital age, all of the influencers, followers, customers, and business partners want to be part of in attention economy. If we do not make frequent use of social channels and interact consistently, the audience is bound to forget who we are. In the case of social media posting, consistency means staying consistent with your brand persona while resonating with the requirement of your target audience.

Having a posting schedule not only ensures consistency but also helps in engagement with the audience. Hence continuance engagement is necessary to drive meaningful traffic and sales through social sites and this is possible through regular posting of product features by keeping the messages short and precise and creating a social content calendar.

7. Incorporate Hashtags

Making use of hashtags makes your content more visible on social media platforms. Hashtags have become an essential aspect of most social websites.

Social media sites like Twitter, Facebook, Instagram, Snapchat, and Pinterest use hashtags that provide retailers with a means to enhance their organic traffic by reaching out to folks who search for those specific things on social sites.

Retailers should invest time to learn how to use hashtags for each platform they leverage because “hashtag” is bound to differ for each site.

While it may be okay to post many hashtags on Instagram, Facebook may discourage the same tactic in many cases.

8. Building relationships with followers

Social media is about being social and Interactions with your audience through means of social media not only helps to drive brand image but also increased visibility of products on websites. This helps in creating a pool of people who develop a community of active fan following online.

Social media acts as a powerful tool in driving organic traffic that encourages social crawlers to add value to your product even though there is no direct link or correlation between eCommerce SEO and social media.

One needs to understand those customers who follow your product is most likely to choose you over the competitors as people love interacting with brands they enjoy most.

Hence customers who follow you online are likely to be loyal to your business will pave the way to increase traffic for your web page.

9.  Invest in Paid Advertising

In order to optimize our shopping ads, sometimes we have to go for paid advertisement as all virtual social platform has a price tag attached to them. The Social media platform has its own version of PPC advertising and therefore we need to tap them fully as they have held on to a chunk of the audience.

PPC is one of the most prominent methods for retailers to drive traffic to their social sites as this can generate an extremely refined and niche audience who are most likely to get converted into prospective customers.

Many social sites like Facebook provide sellers means to target Customer Audiences and Lookalike Audiences, which are basically consumers who have already used the product or brand or closely resemble existing customers.

So if one is targeting people on Facebook he is bound to get right in front of the person who is a perfect match for your product. Therefore, retailers need to learn ins and outs of various powerful advertising techniques depending on ad formats and targeting options.


Needless to say, social media is the internet’s central hub and we need to use different tactics to drive traffic, sales and create more awareness as most of the consumers are active on social media sites.

The benefits of social media marketing are indeed promising and you can craft your own successful social media strategies which are bound to generate leads and bring in revenues for your eCommerce business with grit and commitment.

Following eCommerce media strategy in the long term can become the strongest catalyst for the success of one’s eCommerce site.

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