Social media started as a way to connect with friends, share fun photos, and organize university contacts. Now, social platforms have grown into advertising hubs, creating intricate sales funnels that use media, design, and social strategy to boost conversions.
Social eCommerce has become a booming industry. In 2019, Facebook brought in over $16 billion in advertising alone. Instagram brought in $20 billion.
Social shopping allows you to target consumers in places they are already active and familiar with. As they scroll through their feed, directed advertisements create unique opportunities for engagement. By harnessing the power of social media and using reactive marketing techniques, your brand can not only expand the reach of its messaging but also drive conversions across the digital sphere.
What Is Reactive Marketing?
Reactive marketing techniques are based on real-time responses to competition. This can mean lowering your prices because your competitors lowered their prices, but it can also mean using trending content in your advertising strategies, or targeting consumers in places they are already active.
Social media marketing often uses reactive marketing techniques. Targetted ads on Facebook and Instagram are great for getting your content onto the feeds of potential leads. Similarly, using viral or trending content engages users, expanding your reach and driving new conversions.
Shopping on Instagram
Instagram has really improved their eCommerce game in the last few years. With over a billion users every month, Instagram has become a hub for social eCommerce and advertising.
You can use Instagram as a direct eCommerce platform by integrating their social shopping features into your stories and posts. Their recent in-app checkout experience has turned the platform into an easy online store, which is great for brands looking to increase reactive buying.
You can also use Instagram’s ad features to create your sales funnel. Instagram ads are cheap to purchase and they allow you to tap into a huge market. Hootsuite found that 75% of users take action on Instagram ads.
You can set up ads through Stories, photos, videos, carousels, and collection ads. Each option is integrated naturally into user feeds and stories. Instagram even lets you target your ads for specific business goals like Brand Awareness, Traffic, Engagement, Lead Generations, Store Visits, and more.
Because Facebook owns Instagram, you can also connect your ads across platforms, giving you even more opportunities for reactive marketing techniques.
Shopping on Facebook
In 2015, Facebook partnered with Shopify to create eCommerce opportunities on its platform. Brands can now create Facebook Shops which allow consumers to buy directly from the platform. If you use Shopify, you can link your online web store directly to Facebook. Both methods create simple, straightforward opportunities for instant, reactive purchasing online.
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An estimated 2.5 billion people use Facebook every month. Getting your brand and store on Facebook will ensure you can take advantage of the reactive marketing opportunities in Facebook’s population.
Facebook also has a robust ad system available. Like Instagram, Facebook allows direct targeting through ads. You can choose age, location, and demographics, as well as business goals like Lead Generation, App Installs, Post Engagement, and more.
By using Facebook shopping and ads, you have access to detailed metrics, data, and analytics of your business. This data can be used to drive further campaigns for your business, making these platforms great assets for your digital marketing strategies.
Creating Conversions With eCommerce
If you want to create conversions with your eCommerce additions, you’ll need to do things right. While having a great product is a start, you need to stay above the competition and active on your social channels to make sure that your product is getting the recognition it deserves.
Here are a few easy ways to drive conversions through eCommerce:
- Use engaging images and videos
- Offer free shipping
- Keep your prices competitive (reactive)
- Use high-quality landing pages
- Advertise across platforms
- Put your analytics to work
- Repeatedly test and tweak your eCommerce sites
The highest conversions will come from a multi-faceted approach. Use reactive marketing to enhance your social channels, paid ads to spread the word of your product, and customer perks to incentivize brand loyalty.
It’s time to sell!
The introduction of eCommerce and social shopping has diversified the offerings of social media and created rich environments for expanding your business.
When using social media for sales, remember that great content is still paramount. As these are platforms built on personalized content, you need a strong social media strategy in order to make your social shopping successful.
AntiSocial Solutions offers paid ad strategies, content creation, and branding solutions that can take your business to the next level. Contact AntiSocial Solutions if you’re ready to take the next step.