From the most recent news about what’s happening in the world to the latest trend in the fashion industry (aka what Kim Kardashian wore when she went oat milk shopping), social media has become a vital instrument for information dissemination.
Ya girl, Kim K. crying over spilled milk, I mean oat milk.
The influence of social media is even more evident in the world of marketing. More companies are realizing its true potential and are aggressively looking for innovative ways to strengthen their social media presence.
Social media marketing may seem daunting to newbie e-commerce sellers, but once you learn how to use it effectively, the possibilities are endless.
What is social media marketing?
Social media marketing is a type of digital marketing strategy focused on producing engaging content for various social media platforms to advertise a brand’s products and/or services.
Social media marketing includes many facets like content creation, management, engagement, and analytics. It’s generally used for building brand awareness, cultivating brand loyalty, generating leads, boosting sales, and increasing customer conversion.
Why social media marketing works in the Philippines
So, what’s so great about social media marketing, and why do businesses engaged in the Philippine market have to know about it?
Well, the Philippines is big on social media. With 71% of the Philippines population as active social media users, it’s easy to see why social media marketing is one of the most effective digital marketing strategies.
The Philippines also placed 12th in the 2020 statistics for Asia-Pacific countries with the highest score on social media integration. These statistics undoubtedly showed the importance and relevance of social media in the Philippines.
But the sheer size of the audience isn’t the only reason that makes social media marketing effective for businesses.
They say success comes with a price. But exactly how much? Can small e-commerce sellers afford it?
Thankfully, it’s not that out of reach. Social media marketing has a relatively lower operating cost than other traditional marketing strategies.
FREE ADS: With little to no budget at all, you can implement your very own social media marketing strategy by creating self-promotional posts, sharing your content in social media groups, or getting your followers to share your posts.
PAID ADS: Paid social media marketing is affordable, even for smaller e-commerce business owners! Take Facebook ads for example. You can either choose the Cost-per-click (CPC) method, the Cost per Result (CPR) method, or the Cost-per-post engagement (CPPE) method.
#NinjaTip: Facebook’s marketing partner Adespresso has a handy Ads Cost Calculator that can help you estimate the cost of your next Facebook ad campaign.
Provide greater customer experience
With social media, you can reach out to both your potential and existing customers. And you can engage them in a more personal and relatable manner to help them with their concerns.
Likewise, many customers—satisfied and unsatisfied alike—air their feedback on social media. Using that very same channel, you can respond directly and let them know that you’re listening.
Cultivate brand loyalty
The sweet-nothing we all wished our customers would whisper into our ears.
In line with providing greater customer experience, you can also cultivate brand loyalty through the use of social media marketing. Regular customer interactions can make customers feel that your brand is genuinely concerned about their experience. This cultivates a genuine relationship created through trust and over time, builds brand loyalty.
Create wider brand awareness
People on social media love sharing things that pique their interests. You can take advantage of this love for sharing by producing content that are trendy, informative, shareable, and if possible, humorous. These kinds of content have the potential to go viral, helping your business reach a wider audience.
Increase e-commerce website traffic
Social media marketing, when used effectively and efficiently, can help you increase your e-commerce website’s traffic. You can do this by including Call-To-Action (CTA) buttons (like our “Ship With Us” button on your right), and linking your e-commerce website in your social media posts/advertisements.
Risk of negative publicity
Using social media is like walking on eggshells. One wrong post and the cult followers of Cancel Culture could be out to drag you and your company down.
Ooof. Be careful!
One bad review from a customer can easily prejudice your business. As powerful and as advantageous social media is, it is a double-edged sword. That’s why it’s so important to be careful in posting content prone to misinterpretation.
Creating high-quality organic content takes a lot of time and research. Additionally, being consistently relevant and creating interesting content all the time can be quite demanding of your time and effort.
Thankfully, we have a list of tools that can help you speed up social media post creation!
Long-Term Investment Needed
If that’s you, don’t do it.
Social media marketing is not a “one time, big time” affair. You’ll need a long-term commitment to consistently provide your audience with strong content in order to see the results of your social media marketing campaign.
E-commerce seller’s step-by-step guide to social media marketing
Step 1: Write down your business goals
Before anything else, write down your business goals. Ask yourself these questions:
- What do you want to achieve through your social media marketing?
- Who is your target demographic?
- What are your short-term goals?
- What are your long-term goals?
- How do you intend to use the social media platform to reach those goals?
Step 2: Strategize and establish your brand voice
After figuring out the answers to the questions above, start plotting your social media strategy. In developing and executing this strategy, you need to keep in mind your target audience, your marketing goals, and the brand image you want to project.
In this step, you’ll need to decide whether you prefer to hire a social media team/social media manager or if you want to take on this task yourself. Since social media marketing is sometimes being done by more than one person or by a team, it is important to establish firsthand what kind of brand voice you’d want to have.
You don’t want that to happen to your brand.
Whatever brand voice you choose, you stick to it. This will make your marketing campaign stronger and more coherent over time.
Step 3: Develop a regular content calendar
Planning ahead makes everything a lot easier and decreases the risk of your calendar falling through due to unforeseen emergencies. Developing a regular content calendar will help keep your posts consistent and more organized.
To do this, schedule your posts at least one week ahead. Be it new product launches, special offers, photos, or simple ad posts, make sure you know the time when most people of your target demographics are online.
Also, recency is the backbone of relevancy. For example, if your e-commerce niche is sports attire, it’s best to post sports-related content (scores, controversies, or even player injuries) just after the big game.
Who knows, your post might just get a share.
Step 4: Do quality checks
Always strive to produce high-quality content. If you focus on quantity over quality, then you’re not doing your e-commerce business a favor.
High-quality posts are far more effective than bulk content which are neither interesting nor relevant. In fact, 55% of readers only engage with an article for 15 seconds or less. If you fail to catch their attention within that time frame, customer conversion will be unlikely.
Likewise, check the status of your social media engagement campaign. Ensure that you or your social media team deals with your customers in a professional yet approachable manner. Having a patient and understanding mindset when dealing with your customer’s complaints and concerns is essential.
Step 5: Keep abreast of the latest social media marketing techniques
Indeed, the marketing world is ever-evolving. What works today may not work tomorrow. Likewise, social media changes, constantly. That’s why it’s important to stay up-to-date with the current trends and progression of business marketing.
Google is your best friend. You can search for newly developed techniques for social media marketing on the internet, and try to incorporate them into your current social media marketing campaign.
Perhaps you can even combine different marketing techniques – like relationship marketing and influencer marketing – to further the efficacy of social media marketing.
Remember to test, test and test again to get your best results!