Post image for The Ultimate Guide to Social Marketing for an Ecommerce Business

The Ultimate Guide to Social Marketing for an Ecommerce Business

Think about how many social media accounts you currently have for your online store. Is it zero? Two? Five? Ten?

Online business owners consistently make the same mistakes when it comes to integrating social media with ecommerce. One of these huge mistakes is simply thinking that having a presence on places like Facebook and Twitter is enough to attract more customers. Nothing is further from the truth, because you must also focus on monetizing your social media, choosing the right social media networks and combining social media with other marketing platforms.

This study uncovers various eye opening truths about social media, which assists in guiding your decisions on the social media front. For example, it discovered that an average of 85% of all orders from social media came from Facebook. In addition, Reddit is the fastest growing social site in terms of orders.

Looking at stats like these is a wonderful start, but it’s essential to remember that each online business is different in the way it can utilize social media.

Keep reading to gain a deeper understanding of how you should approach social media marketing for an ecommerce business.

Choosing the Perfect Social Media Platform for Your Business

It’s easy to simply sign up for a Facebook and Twitter account and hope that they work out for your business. In fact, if you don’t want to complete any research, there’s a much better chance of you building a useful platform through these two sites than any other social networks.

Why not put in the research though? There could be a goldmine waiting for you in a network like Pinterest or Instagram, and it’s up to you to figure out if one of these more niche social sites is primed and ready for your customer base.


For example, if you take a look at this infographic above, you’ll notice that several industries are not dominated by Facebook. Pinterest is best for antiques and collectibles, YouTube for digital products, Pinterest for books and magazines, and Twitter for home and office furnishings.

Therefore, the goal is to hammer down the ideal social network for your industry before committing to the one that seems most obvious.

Making Friends and Followers

The million dollar question is how to get those first few friends and followers on your social media sites. It’s a tough game, so we recommend beginning your marketing efforts through your personal social profiles.

This way, you can connect with friends and family who may be interested in what you’re selling, then eventually move these people over to a business page for a more professional presence. A word of warning: Keep your marketing to a minimum with your personal pages, since it can get annoying for friends, and most social networks don’t like this.

Now that some of your friends and family are aware of your endeavors, create a business profile and try to invite those people to the page. Start sharing useful information that they may be interested in sharing with their own friends.

Hopefully this marketing campaign drums up enough buzz to start filtering a consistent supply of people to your business pages. Some quality posts to share from the start include:

  • Inspirational quotes (if you think you can’t find any related to your niche, here’s some inspiration from a matcha tea shop)
  • Surveys and polls
  • Trends and news from the industry
  • High quality photos that are either funny or cute
  • Stories or interviews that inspire people

The Core of it All: Facebook and Twitter

Untitled2As stated before, it’s not uncommon for online stores to get their starts on Facebook or Twitter, even after building a solid website presence. Both Facebook and Twitter offer solid conversion potential, and building your followers becomes easier when you implement some of the following strategies:

  •  Place follow and like buttons on your online marketing content and websites
  • Include branded social media buttons on your website and email newsletter
  • Embed a Twitter or Facebook feed on your site
  • Present a special offer or promotion that convinces people to follow your Facebook or Twitter accounts

After this initial promotion, it’s time to implement the 80/20 rule, which states you should only sell products on social media networks 20% of the time. The rest of your social efforts should be spent on sharing useful information such as industry trends, funny pictures, videos and more. Quality is always your goal, so make your accounts hubs for conversation, as opposed to billboards for your company.

Creating Helpful and Fun Videos Through YouTube



YouTube is a rather common social network for ecommerce businesses, because it generates an area for customers to learn about your products, business and even the people in your company who are serving those who buy items.

The key is to think of your YouTube page as an actual TV network. In order to find success you must produce content on a regular basis, so customers look forward for what you have to say.

Consider posting weekly educational videos explaining better ways to utilize the products you sell. After that, think about how you can share unbiased product reviews and even customer testimonials to improve your social credibility.

Instagram for the More Visual Online Businesses


Instagram is nice, because it’s a fairly closed network with one sole focus: Beautiful images. If you decide this is the best route for your business, remember to implement a strategy that shares fun, motivational and useful images. In addition, the golden rule for Instagram is to make your images bold, colorful and beautiful.

Here are some tips for making the most of Instagram:

  • Ask for user generated content, then add that content to your product pages
  • Run contests based on hashtags to prompt people to share your page and visit your store
  • Post consistently so people don’t forget about you
  • Brand your images with small logos or overlaying URLs
  • Mix in inspirational quotes, since this is one of the most shared types of content on Instagram

Over to You…

Let us know  how your social media marketing campaigns are going for your online stores. It’s clear that Facebook and other social platforms will never overshadow your website, but they can become an integral part of bringing in more traffic.


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