Social media and eCommerce often go hand-in-hand right? You probably can’t go 10 seconds without seeing a new product advertised on your newsfeed – and there’s good reason. Social media drives customer engagement, and ultimately, sales. However, we’ve seen (on multiple occasions) a few eCommerce sites that need a little bit of assistance with their social media. Here are the top 11 mistakes we often see (and ways to avoid them).
1. Being overly promotional
We totally get it. You’ve got tons of great products at great prices, and you’d really like your fanbase to know about it. That’s all well and good, but social media content should be about really engaging and conversing with your audience, finding out what makes them tick, and helping to answer any questions they might have. There’s nothing wrong with promoting your brand or your prices, but be sure to do it tactfully.
2. Not planning or strategizing
We can definitely spot a social media page that posts very ad-hoc content with no rhyme or reason. When thinking of doing social media, you need to really think about what kind of content you want to post and when. A good social media plan should be done ahead of time – so you’ll always have something ready to post. At Corkboard, we like to plan our social media strategies a month ahead of time. Be sure to look out for seasonal holidays or relevant pop culture references.
3. Not responding to messages and comments fast enough
Whether it’s to a private message or a comment on your post, you need to answer comments and questions as quickly as possible. We know it’s really hard to be at your computer or phone 24/7 though, and that’s one of the reasons Facebook developed an automated messaging system to help respond to messages in a quick and helpful way. Responding faster to messages means that your customer’s query will be resolved faster making for a better experience. If you respond quickly, it also displays on your Facebook page – further reinforcing your great customer service.
4. Responding with bots that are not useful or helpful
We’ve all been there when messaging a page. You ask a question and an automated bot bounces back with the same unhelpful comment, and you’re never able to deal with a real human. Aside from being infuriating, it could also cost you some potential customers. If you’re not helping them in the way they’re after, they will soon find another company that will. Make sure to test, test, test when it comes to messaging bots.
5. Responding badly to negative comments and reviews
We know that the customer isn’t always right, but on social media, you need to act like they are. If they are really upset about something, try to use your positive attitude and go above and beyond to help. It might be as simple as sending them a private message or offering extra assistance. Be sure to be courteous, it’s never a good look to be sassy online. Remember, it’s the brand speaking, not you.
6. Not choosing the right platforms to engage with the audience
Lots of kids are on Tiktok and Snapchat, but does that mean your adventure motorcycle products should be on there? Well, it’s all about choosing the platforms that will best resonate with your audience and drive the action you’re after. Unfortunately, not all social platforms will work for every business, but it’s important to pick ones that do. Focus on a few channels which have been tried and tested to work for your target audience.
7. Throwing budget at the wrong audience
With social – it’s not just about the likes and follows. While getting social media following up is generally a good thing, it can be money down the drain if you haven’t targeted to your ideal target audience. Fortunately, you can specify your audience, and even remarket to those who have visited your website before. Focusing your audience can make a real difference to your budget and ultimately your sales.
8. Using the same generic post across all social media channels
Because different social media platforms have different audiences and engagement, it’s important to tailor your messaging for each. Having the same post on all social media just looks lazy, and might not drive that engagement you were hoping for. Make sure to check out the specifications and sizes for each platform and cater to those.
9. Failing to try video
78% of marketers have generated more traffic thanks to video content. It’s true that people have very short attention spans. They want to be entertained, educated, or informed, and one of the best ways to do all of those is through video. Longer videos generally perform better, but sometimes even quick, helpful videos are all your social platforms need. Give it a go!
10. No reviews or too many bad ones
Reviews are like currency in the world of e-commerce, especially when customers can’t physically touch the product, they’re gonna rely on the opinions of others. Having no reviews or too many bad ones will send warning flags to potential customers. Make an effort to reach out to your existing or previous customers and ask them to review their products or experience with your business.
11. Not having any pixel or tracking code set up
Now, this last one is one of the biggest blunders we have seen from eCommerce sites, and that is to have no tracking code set up between your social media accounts and the website. Having a tracking code set up will mean that your website will communicate with your social media accounts whenever a purchase or desired action-set is completed. Not only will this help with your budget, but you’ll also be able to see if certain posts drive better engagement than others. It’s all about information, and the more you have – the better social media marketing decisions you’ll make.
Ecommerce is huge right now and is set to continue growing. However, there’s a lot of room for improvement on the social media side of things. Hopefully, these are mistakes you haven’t made too often. But if so, what can you learn from them?
