​How to use social media to get traffic to your shop

Ecommerce has definitely gained huge popularity in the last few years.  In fact, holiday ecommerce sales reached a total of $126 billion last year — up from $108.2 billion in 2017. That’s a 16.5% increase in online sales! Most people do not feel like going to crowded malls anymore. They prefer shopping online and finding the largest discounts from the comfort of their own home. 

Industry experts say social media plays a major role in ecommerce businesses because it helps companies establish a strong web presence and increase their website traffic. When it comes to Black Friday, people are particularly ready to spend. That is why you have to make sure your ecommerce store is ready for this special day, and come up with the right strategies, which include social media.

Review last year's Black Friday campaign

Before you rush into planning anything for the upcoming Black Friday, you should definitely take the time to review your campaigns from previous years. Check how it went and whether you fully achieved your goals at the time. Do you think your last campaign was successful? Ask yourself similar questions and figure out what went wrong. This first step is about reflecting on your previous success or failure. In this way, you can see what you can improve for the next campaign. It will be better if you break down last year’s results by channel. For example, if you ran ads and promotions on Facebook, Instagram, and Twitter, you need to decide which one had the best return on investment. Finally, you have to figure out what you definitely want to repeat this year. There might be certain things that can be effective for this year's campaign as well.

Start planning earlier

Success comes to those who plan ahead. Unfortunately, when companies have to create social media content, it often falls to the last minute. And of course, if someone is pressed for time, the results are normally less inspiring. You should consider creating a social media calendar. This way, you can map out when your Black Friday campaign starts and when it has to finish. Besides this, you also have to decide which channels to use. Most people think it is better if you create a large number of posts, but be careful. You certainly do not want to be annoying and annoy your customers with all the spam. Planning these things earlier improves your chances of success in Black Friday sales.

Get more creative

When you launch your social media campaign, you have to choose which channels to use. Ideally, you would have a slightly different strategy and approach to each one of them. For example, what you create for Facebook should be completely different from what you post on Instagram. People can get “ad fatigue” seeing the same ads and posts and are looking for variety. If you want to keep your regular customers, you have to offer them something unique and appealing. Spend more time discovering the audiences on each channel and make sure your content is going to serve the needs of the audience in the best way possible. Come up with some Black Friday themed content that is specific to your business, to the channel, and be creative!

Choose the best products to promote

If you are looking for success in the Black Friday sales and promotions, don’t just promote any products. Choose them wisely. Every ecommerce company has its own top products and bestsellers. They are usually what your company is known and famous for, so you should not miss the chance to promote their discounts on your social media Black Friday posts. When people check on Facebook and see them at a lower price, they will not hesitate to take advantage and order them.

Save time and use social media tool to schedule and post

When your posts are ready for your social media channels use a social media tool such as Social Web Suite to schedule all your posts in advance. This will save you a lot of time and you will be able to see all the posts on your social media calendar so you can add more if you need it. This will also allow you to publish your posts to all your social networks at the same time which is great for time-sensitive news. The best thing is that after the Black Friday promotion, you will be able to see the analytics of the posts and see how your social media marketing efforts performed.

Planning a Black Friday social media campaign might not be an easy task, but in the end, it will be worth your efforts. Less people are visiting physical shops and are now spending a lot of time and money online shopping. Social media certainly helps them to find various products easily and reminds followers that sales are a limited-time offer. The most important thing is to prepare your Black Friday strategy with thought. Creating high quality and engaging social media posts shouldn’t be rushed. Remember, quality over quantity. There is no point in creating hundreds of posts with no value. Black Friday is a favourite day of many people of all ages, and if you are well prepared for, it can bring you huge profits.

This was the final installment of our Black Friday series. Check out all our past content on the blog for tips on how to improve your website design, conversions, online marketing, and more.    

CEO of Social Web Suite

Tina is the co-founder of Social Web Suite, a plugin to manage and automate publishing to social media from your WordPress dashboard. She is also a keen member of the WordPress community and focused on diversity.

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