Today’s conversation is for these retailers. Do you want to try but aren’t feeling confident enough about what needs to be done? Or have you already tried and it didn’t work?
Continue reading the article as today we’re bringing you the definitive guide to social commerce from Leadster.
Let’s go together?
The Pillars of Social Commerce, or: Why What I Do Doesn’t Work?
The first point we need to understand in this guide is what makes social commerce successful. What are the characteristics of a successful social commerce strategy?
Or rather: what makes a social commerce strategy successful?
Well, it’s important to understand that social commerce is a very specific activity. Each e-commerce business has a different approach to social media, as each e-commerce business has its own specific audience.
However, some pillars are quite general and, country email list even though they don’t guarantee success in 100% of cases, they are the basis for social commerce to happen in the best possible way.
It’s like playing soccer. A cleat doesn’t guarantee a goal. But try playing an All-Star game. You’re less likely to even reach the penalty box.
The main pillars we’ll discuss here that will help your social commerce strategy take off are the following:
- Featured products;
- Well developed ICP and persona ;
- Interaction and engagement;
- Social proof;
- Promotion.
It doesn’t seem like much, and it really isn’t. All of these actions are standard procedure in social commerce.
What differentiates brands that are successful in social commerce from those that aren’t is, in fact, the dedication to applying these pillars.
They’re simple, but you need to apply them to every post, every story, every interaction with your followers.
Let’s understand these pillars better?
Featured Products
You don’t need much to successfully execute this fundamental pillar of social commerce.
Product standouts are achieved very simply. You only need two main ingredients: in-depth product knowledge and excellent descriptions.
These descriptions usually have two main elements: a photo of the product and a good caption. In cases where the product is not physical, what are artificial intelligence agents? a good description can involve videos, good captions, and other customers’ experiences (social proof).
Here’s a quick example to keep the conversation going:
This is a post from Editora Mnema, on Instagram.
Notice how the product is in focus despite the simple photo. The carousel has only two images: the first shows the book, the second shows the price.
In this case, one image already shows everything an interested reader needs to see. In this case, it is not necessary to take photos from different angles: just the cover photo and a good description of the product in the caption is enough.
Of course, each product has its own particularities. In many cases, it is essential to show as much of the product as possible. But the basic caseno data thing is to have at least one photo where the product is well valued.
Demonstrating mastery of what you sell is the first fundamental pillar of social commerce. This conveys authority to followers and sparks desire for the product on display.
However, it is necessary to understand who you are talking to so that the experience is as appropriate as possible.
ICP and Personas
The ICP is the Ideal Customer Profile, which will determine who you believe is best to sell to. In other words: which profile of people you will have the best chance of selling to. In which market you are most accepted.
The persona is a creative effort, almost dramatic in the theatrical sense, to create a character that illustrates this ICP well.
This study is what typically informs the strategies you’ll adopt in social commerce.
See this example to better illustrate:
This is a video ad for Bullpad, a maker of custom mousepads.
Notice how the scene was designed to look like an office that home-based workers dream of having. This is no coincidence.
If their target audience were different from the one they selected — middle-class professionals who work from home — the product photo would be much simpler. Maybe even similar to the previous example, from the book.
A good ICP not only helps you understand the best ways to work with your content, but also informs you about issues related to social media advertising , such as demographics, areas of interest, etc.