Planning Social Media Strategies for eCommerce Growth


There’s no question that social media marketing is an effective tool to grow your business. Social media—when used effectively—can generate traffic, buzz, sales leads, and brand recognition.

Social media provides an avenue to reach potential customers and connect with them in a unique way. However, you shouldn’t go into it blindly. Instead, create a deliberate social media plan for your ecommerce business to generate the best results for growth. Here are a few social media planning tips to keep in mind:

Set Goals

Goal setting is an important part of planning. What exactly are you trying to achieve with social media marketing? Your goals could include increasing brand awareness, driving traffic, or making more sales. Be sure to identify your goals and metrics you can use to measure your progress.

For example, you may set social-driven traffic benchmarks for your fledgling online store in its first months to track and foster growth. As an ecommerce entrepreneur, challenging getting your business to take off. After you’ve learned how to build an ecommerce website, the next step is getting potential customers to your website.

Choose Target Channels

There are many social media channels you can use to grow your ecommerce business, each with their own merits. It’s easy to get overwhelmed and spread yourself too thin. Instead, focus on one or two channels. Many ecommerce companies see promising results from Facebook, Instagram, and Pinterest. Take into consideration your industry and where your customers are already hanging out online.

Understand Customer Content Needs

An effective social media strategy engages potential customers. You can’t engage someone without considering their needs and desires. So how do you know what your potential customer needs? You can research your target audience, or you can simply ask them. Surveying potential customers via social media or email is a great way to gain valuable insights. Use these insights to inform your social media strategy, and test which types of posts generate the most engagement.

Meet Them Where They Are

You don’t have to reinvent the wheel. No matter what industry you’re in, there are probably already communities online where your customers are gathering. Do some research on existing Facebook groups and other forums relevant to your industry or topic. Also, reach out to influencers that are already popular in your space to see if you can connect or collaborate. Lastly, identify which hashtags people are using and include them in your own posts.

Share, Don’t Sell

As you are planning your social media strategy, keep in mind how people use social media. Users aren’t scrolling through social media with their wallets open looking for something to buy, so don’t treat them as such. In your messaging, be sure you are sharing and engaging, not selling. Social media marketing is about building a trusting relationship with your potential customers. If you’re only publishing promotional posts, you won’t get very far.

Keep It Visual

Don’t forget to include visual elements as part of your social media strategy. Photos, videos, and other images are the most important aspect of optimizing a post for engagement. In fact, research from Buffer shows that tweets with images receive 150 percent more retweets than tweets without images. As BuzzSumo points out, Facebook posts with images see 2.3 times more engagement than those without images.

Track Progress

Remember, planning social media strategies is an important part of your ecommerce business growth. However, it’s not a one-and-done process. As you are using social media, keep track of what’s working and what’s not. The insights you gain will help you optimize your social media strategy further, based on real data from your own customers.

Never before have businesses been able to connect with their customers on such a personal level. Social media is your ticket to business growth and real customer engagement. Don’t miss out!


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Nick Barnett

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