The Best Social Media Tactics for Your Brand

 

May 10, 2016

It’s no doubt that digital marketing is one of the most effective methods of branding and driving sales. Studies have shown that 93 percent of consumers first look to social media for help making buying decisions. For ecommerce brands, especially in the fashion and beauty industries where image drives sales, leveraging social media will build buzz and attract an engaged customer base. While being active on the most popular platforms is a good start, there are several tactics you can implement to achieve sustained success.

First and foremost, when it comes to your role on social media, view yourself as a community manager rather than a marketer. It’s not enough to publish blogs and post content, fashion and beauty brands must be careful to constantly engage with their audience. Be active in liking and commenting on the posts in your brand’s social media feeds, build connections with influencers, and engage with your customers.

Think of social media as an extension of your brand, rather than as an online gallery. Even the most engaged customers want to see more than just product posts day after day, they want to connect and identify with the brand’s personality. Good practice dictates that for every “sell” post, there should be two for the intent of follower enjoyment. Mix up product photos or collection launches with content that fits the lifestyle your brand is selling. Ensure that your posts provide utility for your audience, taking into account the interests and needs of your customers. Tutorials, quotes, tips, and aesthetically-pleasing photos will create use for your customers far beyond the products you sell. This will ensure your brand avoids coming across as spammy or salesy, and will help keep customers continuously engaged.

Audiences have full news feeds and a lot of information to sort through at any given moment. To hold the attention of your followers and optimize click through rates, concentrate on creating and sharing short form content on social media. Many social media platforms rely nearly exclusively on mobile users while well over 50 percent of Twitter and Facebook audiences access the sites from their smartphones. When screen sizes fit in the palm of our hands and we’re constantly on the go, reading lengthy blog posts or sitting through 5 minute videos isn’t practical. Turn your attention to creating list-style articles, 15 second videos, and image-heavy posts that are easily digestible. What’s more, your content is more likely to get shared and has viral potential if it’s short and sweet.

The point of social media for brands is to be in the forefront of your customers’ minds and you can only achieve that through consistency. It’s important to post fresh content on a regular basis and remain active in the community that you’ve created. Marketing automation tools can help in scheduling content but social media will always be an investment of time. Keeping this in mind, ensure that you aren’t spreading yourself too thin trying to be active on all social platforms. Choose the key ones that your audience regularly uses and post consistently on those.

Lastly, what customers are saying about your brand will do more for sales than the content you create. On social media, word of mouth comes in the form of tagged tweets and posts featuring your product. Be sure to highlight these endorsements on your own social channels be retweeting any favorable brand mentions or sharing page reviews. While photos of your product on a model will show a product, reposting a photo of a happy customer wearing one of your pieces will sell it. Featuring content from your customers will also create a positive brand association and while encouraging more audience posts featuring your brand.

With social media being such an integral marketing mix component for ecommerce brands, it’s important to strategize and put in place effective tactics. In doing this, you can optimize your social media presence, drive traffic, increase conversions, and grow your brand awareness.

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