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Social media for a webshop: to do or not to do?

After launching a new webshop, you want to welcome a first customer as soon as possible. There are various forms of webshop marketing, which can help you do this! Think for example of SEO (Search Engine Optimization) and SEA (Search Engine Advertising), guest blogs on other websites and social media.

Combining an online shop and social media requires some thought beforehand. If you don't approach this in the right way, you run the risk of social media reducing the success of your website. After all, consumers can also leave negative reviews on social media. Just as shouting posts can scare them off! In this article you can read more about the combination of a webshop and social media.

Different forms of social media

Social media has evolved significantly in recent years. New platforms have emerged, while old ones have disappeared. Which networks are best suited for promoting your shop?

Facebook: the largest social platform

For years, Facebook has been the largest social platform in the world. Reason enough to create a page on it for your online store. Not only can you share information with potential customers on this page. Facebook also offers you the opportunity to open a Facebook Shop, in which you can offer popular products.

Share photos of products via Instagram

In addition to Facebook, Instagram is also a popular social network. Remarkably, Instagram, like Facebook, belongs to Mark Zuckerberg. Whereas on Facebook you can post messages with text, on Instagram almost only photos and videos are shared. Create a page for your business and share photos of places where your products are used on it. You can also ask other users of Instagram to share your product; influencer marketing.

Answer customer questions on Twitter

Twitter has lost popularity in recent years. This does not mean, however, that the network is no longer used. Many consumers share questions about brands and webshops via Twitter. Therefore, as a webshop, you should not be missing from this network! Search regularly for questions from consumers, or let them contact you directly via a personal message.

In addition to Facebook, Instagram and Twitter, there are numerous other networks. For example, consider Linkedin, which is primarily used for business purposes. It can be interesting to find investors or suppliers and business partners for your online store. Pinterest can also be used to increase your brand awareness.

Pros and cons of social media for online shops

Combining an online shop and social media brings several advantages and disadvantages. In the overview below, we have listed the most important points for you.

Benefits

  • Free opportunity to increase your brand awareness.
  • You stay in touch with your target audience and have the opportunity to get them to buy something a second time.
  • Increase your customers' engagement with your webshop.
  • Customers are more likely to recommend you to others by mentioning friends and family under posts or forwarding messages.
  • Links on social media can have a positive impact on your SEO campaign.

Disadvantages

  • You run the risk of striking the wrong chord, making social media a negative influence.
  • It takes a lot of time to maintain the various channels on social media.
  • Social media is often not used to compare online stores. So you don't have to expect new sales right away.
  • Social media is evolving rapidly, so popular networks of today may be gone tomorrow.

Social media to increase your brand awareness

Already we described that people are typically not on social media to compare online stores. The chances of a sale coming from a post on social networks are therefore limited. Nevertheless, the combination of a webshop and social media can have a positive impact on the results of your business. After all, social media does contribute to the brand awareness of your organization.

Did you know that, on average, a consumer needs seven contact moments before making a purchase? When a potential customer comes across your webshop on various social media, these seven contact moments are achieved relatively quickly. In addition, existing customers will continue to follow you on social media, which increases their involvement. They are more likely to point friends and family to your web store than when they have read about your company in a blog.

Post new messages on a periodic basis

To maintain customer engagement with your webshop, it is advisable to post on a periodic basis. For example, choose to spread a few inspirational posts across your social channels every weekend. Do not be too shouty and do not directly encourage followers to buy a product. More sensible is to point them to a fun blog. If the topic appeals to them they will check out the blog! In this blog you have the opportunity to recommend specific products and still encourage consumers to make a purchase.

This form of marketing ensures that only interested customers are prompted to make a purchase. Not only are they more likely to actually buy the product. You also prevent uninterested customers from ceasing to follow your pages!

Organize actions for your followers

Expand your reach on social media by hosting regular fun promotions. For example, give away a product when a post is shared x number of times by followers. You can also encourage followers in these giveaways to mention friends or family under the post. Chances are friends and family will also follow your pages if they have viewed the win promotion. Thus, social media marketing need cost relatively little and you effectively increase your network.

Tip: After setting up such a win action, don't forget to mention who won! That way participants know for sure, that the prize has actually been given away. It makes it more attractive for them to participate again next time.