We asked experts from different regions of the digital marketing and eCommerce world this question:
“What can an eCommerce store do to leverage social media to generate traffic and create new or recurring sales?
The response we received was amazing. 43 experts gave us 75 different tips on leveraging social media to sell more, and we're sharing them all with you.
This is Part 2 with another 20 pieces of advice for you to consume. There is another 20 back in Part 1 if you haven't read it yet, you need to! Next week, we'll publish the third and final installment in this series.
(Want all the tips now? Just click the tweet button below and share this article with your followers to gain access. Or submit an email at the bottom of the page)
Joellyn 'Joey' Sargent
Strategic Marketing Expert
Claravon Consulting Group - www.Claravon.com
Joellyn ‘Joey’ Sargent provides the clarity, vision and insight that leaders need to create powerful momentum for growth. Her fresh perspectives and no-nonsense advice help executives, entrepreneurs and nonprofit leaders connect strategy, brand and customer experience, delivering breakthrough marketing results with maximum impact.
Advice: Include social media calls to action on all your communications, not just marketing materials. Invoices, order status emails and shipping notices can all encourage customers to share, like and show their love for your company.
Marketing Strategist and Social Media Expert
Neal Wiser Consulting –NealWiser.com
Over fifteen years experience delivering successful interactive marketing solutions for clients such as NASA, Comcast, GSK, Merck, Toys R Us, USPS, etc.
Advice: Focus on creating relationships, not selling. Relationships create long term value and more importantly, trust. When you have a great relationship with a prospect, they will think of you the next time they, or someone they know, need your product or service. With trust, when they need to make decisions between vendors, they will be more inclined to pick you.
Head of Social Media
Red Rocket Media - http://www.redrocketmedia.co.uk/
Advice: Make sure you have a defined set of objectives before you embark on a Social Media campaign. It is these objectives that will define and shape the strategy. A campaign with an objective to ‘sell’ will look very different to a campaign with an objective to ‘use social as a customer support tool’. It is these objectives alone that can determine the success of any social campaign.
Social Media Marketing Expert
CKSyme Media Group -http://www.cksyme.com
Chris Syme is the founder and principal of CKSyme Media Group, an agency experienced in crisis and reputation communications including PR and social media marketing. With over 20 years in marketing and communications, she a sought-after expert in the college sports and education sectors.
Advice: In 2014, the name of the game in e-commerce will be diversify. If you haven't already taken advantage of connecting your ecommerce site(s) to Pinterest, Facebook, Instagram, and other link-friendly venues. Look at what brands like Nordstrom are doing on Pinterest and learn to scale. Use these channels to sell a specific line and direct them back to your main commerce site.
Social Media Marketing Consultant
Social Hospitality - http://socialhospitality.com
Debbie Miller is the Founder of Social Hospitality, a blog and boutique marketing firm focusing on social media, blogging, and SEO. Debbie is also the Social Media Manager for Search Engine Journal and Maximize Social Business. She does search and social marketing for HyperDisk Marketing and is a Social Media Instructor at UC Irvine Extension.
Advice: Sell without selling. What I mean by that is, be active on social media and build a community around your niche and/or product. Be conversational and educational. When people begin embracing your personality and brand on social media, they will naturally subsequently turn into customers. In a world of constant advertising, that intimate experience is more enticing to a consumer than having an explicit sales pitch presented to them.
Social Content Marketing Strategist
Contrast Media –www.contrastmedia.co.za
Carla Dewing is an author, tech entrepreneur, award winning blogger and content strategist. As CEO of Contrast Media, she provides strategy and training to large corporate brands that want to know how to launch a successful social brand identity online.
Advice: All ecommerce stores need to reinvest in a brand blog (owned media) to expand SEO potential and improve customer loyalty (CRM) going into 2014. From there ecommerce store owners should seriously consider instituting real-time interaction management systems and predictive analytics in order to give customers a personalized on-page shopping experience.
Social Media Maven
SBN Marketing - sbnmktg.com
Stephanie Nelson is Owner/Social Media Maven at SBN Marketing, a boutique social media firm focused on getting small businesses found online in their area.
Advice: Share others' posts. Your social media channels shouldn't be ALL about you. Sharing industry news and posts from related companies shows that you're staying on top of what's going on without shouting it in a "me, me, me" sort of way.
Social Media Marketing Expert
Brief bio - Jen Lew Marketing & Design was founded in 2009 in Mattituck, NY. Services include social media, branding, strategies, coaching, web design, email marketing, and more. Jen Lew offers unique business solutions to a variety of small-business clients locally, regionally and nationally. She specializes in providing innovative strategies and developing support services to manage marketing efforts with ease and social media strategies for highly motivated and driven clients.
Advice: Stay on top the latest trends, tips and knowledge. This is an obvious tip that so often over looked by not only business owners but marketers. Technology is changing at such a rapid pace that if you don’t set time aside daily to pay attention to new tools, apps, resources and tricks on major social media platforms you are losing out. Big Time. I value sites likeAddShoppers.com that not only provide a valuable service but blog content that proves to be trusted resource for social media knowledge.
Head of eCommerce Marketing at HubSpot
Advice: I'd also say that we need to have a MUCH MUCH MUCH greater emphasis on building value as a plausible pretense for being in social media. If ecommerce companies are going to expect value, they have to first invest value. Typically, this will be through content, commentary, and community activities that they share in social media. Media companies have done a much better job building social audiences than ecommerce companies because that value is inherent to their model, ecommerce companies need to start thinking more like media companies.
Social Media Expert
JB Chicago -http://jbchicago.com
After experiencing big agency life and realizing there was a smarter way to do things, Steve opened shop in 2000. Today, he uses his diverse background in design, marketing, management and client relations to lead the JB Chicago team, with the goal of providing accountable marketing that is tied to measurable results — making every dollar count. JB Chicago launched Axe Deodorant/Unilever as one of the first major brands on Twitter and continues to be a pioneer in bringing accountability to social media.
Advice: Use Twitter as a source of PR. Follow the relevant influencers for your product or consumer verticals; 80% will follow you back. Strategically kiss their butts by retweeting them, telling them they look great in the morning, whatever it takes. They will typically reciprocate. You will find the majority of heavy hitters on Twitter tend to be heavy hitter bloggers as well. A good percentage of your referral links will come from this type of activity.
Social Media Expert
Hot in Social Media - http://hotinsocialmedia.com/
Adi Domocos is the Founder of Hot in Social Media. He is passionate about tech, social media, marketing and traveling.
Advice: Video presentations
In 2014 video advertising and presentations will be big. If you don't have a budget for a video commercial, you can make a short video by using free social media tools like: Instagram, Vine or Viddy.To have a gallery for one of your products on your ecommerce shop is ok but, if you really want to capture the attention of your potential clients you must use short video presentations. This short presentation videos are very good content for your social media channels as well so... you killed two rabbits from just one shot!
Senior Social Media Specialist
PFSweb - http://www.pfsweb.com/blog/
Matthew is a social media specialist for PFSweb who works with brand intelligence, analytics, and developing social media strategies for current and prospective clients. Matt graduated of the University of Minnesota in 2005 with a degree in Sociology and Statistics. He is a huge Chelsea FC fan and even attended the 2012 Champions League final in Germany.
Advice: Understand the impact of international social growth - We hear about the boom of social media, but where is it all coming from? Most social media growth is happening in developing countries and in some regions of the world the growth of certain social channels has slowed down dramatically. Make sure to evaluate the geographies you are present in to accurately invest your time and money to get the biggest return on social channels.
Internet business transformation advisor
Isra is the creator and author of the paradigm that has revolutionised the social media: Human Media. As well as cofounder of Mapmakers, the Spanish-speaking platform about change and inspiration that's most visited in the world.
His blog on Social Media, Marketing, disruption, inspiration and change is visited by more than 110,000 people every month. Only 29, Isra has taken part as a TEDx speaker on two occasions and has participated, as speaker, in more than 270 industry events.Isra´s early work as a consultant, in charge of teams and Social Media strategies for Social Media & Community. There are just a few of the highlights of his career. Undoubtedly, Isra adds a visionary and human-technological way to understand this new environment that the Internet has provoked.
Advice: Symbiotic models have always worked best (except in the case of Spiderman and his alter ego). Throwing conventional communication and marketing out of the window was, still is and will always be a dumb idea!
Look for a cross media strategy. Traditional communication isn’t dead, PR is extremely useful for word-of-mouth, there are still a variety of offline means to cross over to digital communication. Use what you do well out there, such as sales, to bring your customers to your company blog or to have a 24/7 customer service over Twitter.
Publishing and Author Expert
Nina Amir, author of How to Blog a Book and The Author Training Manual, transforms writers in to authors. Known as the Inspiration to Creation Coach, she inspires people from all walks of life to create books that positively impact readers and to develop careers as authors, achieve their goals, and fulfill their potential. Nina is a sought-after nonfiction developmental editor, proposal consultant, and author, book, blog-to-book, blog, and results coach. Some of her clients have gone on to sell 300,000+ copies of their books and to land deals with major publishing houses. She writes four blogs, has self-published 12 books and is the founder of National Nonfiction Writing Month, aka the Write Nonfiction in November Challenge.
Advice: Use your blog as the hub of all your social media marketing. Google continues to stress great content over anything else. So provide that. But at the end of your posts, remember to have a call to action--this can even be an offer to get something for free so you gain your readers' email addresses. Once you have captured these, you can funnel them into your auto-responder system and begin marketing to them in a different manner.
Sr. Digital Strategist
Advice: The changes in FB's algorithm is making it more difficult for brand pages to break through into consumer's feeds. Simply put, paid media promotions aren't effective so brands looking to improve ecommerce through their social media platforms should focus on earned media by incentivizing their fans to promote the brand through their personal channels.
Advice: Identify your brand loyalists through satisfaction surveys, purchase behavior analysis, and online mentions. Once identified, use your brand's platform to make your fans feel like celebrities by showering them with giveaways and attention then watch the online mentions grow.
Social media and eCommerce Expert
Wilson & Ellis Consulting,http://multichannelmagic.com
Debra Ellis is a business consultant, author, and speaker specializing in showing companies how to how to build better businesses by creating a strong infrastructure of marketing and service strategies. She is recognized as an expert in marketing from direct mail to social media, customer behavior, and strategic planning. Her expertise is often tapped by media sources including: TheNew York Times, CNN/Money.com’s Small Business Makeovers, Target Marketing, Multichannel Merchant, and MarketingProfs. Her marketing guides include 31 Ways to Supercharge Your Email Marketing, Social Media 4 Direct Marketers, and Marketing to the Customer Lifecycle.
Advice: Take advantage of the SEO and local search benefits by optimizing Google Places and sharing content on Google+. This platform is especially useful for companies with physical stores but there are benefits for online only businesses too. Adding content to Google+ expedites indexing and provides better ranking for the shared information.
Social Media Expert
Deltina Hay is the author of three books on social media, the mobile web, and search optimization. She is a veteran Web developer, publisher, and a pioneer of social media and Web 2.0, especially as it applies to small business and the publishing industry.
Ms. Hay developed the graduate, social media certificate program for Drury University; and her first book, The Social Media Survival Guide, is used as a text in colleges and universities, worldwide. She presently serves as the Board Chair of the Independent Book Publishers Association.
Advice: Use Pinterest (in an optimized way) if you are selling products or services that lend well to imagery. Recent research has shown that Pinterest pins have more online longevity than other social media updates. So it is more important than ever to optimize both the pins you place on Pinterest, and the images on your website or online store that others may pin. To do this, first make sure you have a “business” account on Pinterest (http://business.pinterest.com/). A business account allows you to verify your website with your Pinterest account and gives you more tools like trackable “pin it” buttons, and “rich pins.” Rich pins is a feature that allows you to associate a product with an image on your website, so that product information is embedded within an image when somebody pins it.
Expertise in Social Selling
Agent-cy Online Marketing www.jasminesandler.com
Jasmine Sandler is a veteran in Digital Marketing. She was recently named (2013 and 2014)) as a Top 40 Global Digital Marketing Strategists by the Online Marketing Institute. She has over 15 years’ client experience in helping corporations use the web to drive online brand awareness and generate new business. She is the founder and CEO of Agent-cy Online Marketing, Inc. and consults in Digital Strategy for mid-enterprise B2B and e-commerce global corporations.
Advice: Think G+ Communities for Brand-Building , community development and driving on-site promotions. G+ is quickly become one of the top 4 social media networks. If you want your consumers to fall in love with your brand online, start and run a G+ community. G+ enables you to deliver real-time video, images and other highly engaging content. Interaction is direct.
Social Media Speaker and Author
Don Power is a Professional Speaker, Social Media Consultant, Editor of Sprout Insights, and author of Twitter For Skeptics.
Don teaches business leaders how to use Social Media to connect with customers, generate leads, and discover opportunities they never even knew existed!
Advice: Whatever social media tools an ecommerce vendor uses, he or she must never forget to "humanize" their brand and humanize their interactions on social media as much as possible. Even though people may be buying products from you, they want to know that there is a real person behind the transaction that's looking out for them, someone who cares about both the product and the customer. The most successful brands going forward are those that realize a sale is more than a sale - it's a lasting relationship that must be nurtured in order to grow and bear fruit.
And that's all for part 2!
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