6 Examples of Ecommerce Companies Owning Their Social Space to Inspire Your Social Media Marketing
Social media marketing is important for all ecommerce businesses and has some good SEO benefits too. Figuring out what to do on social media can be tricky. One of the best ways to learn how to own your social space is to look at how other businesses are doing it. If certain approaches and methods have been tried and tested, then you know that they can work for you too. Whether it’s about staying on trend or just providing content that is really engaging for customers, there are lots of different ways to excel with social. Here are six examples of businesses who do it very well.
No ecommerce conversation would be complete without mentioning Amazon. But if you want an example of a business who truly owns it on social, you should look no further than the big A. If you are looking at something on their site, but then you decide not to get it, the next time you come to Facebook you’ll find a sponsored advert for it. Their approach is very personalized and personalization works. Obviously doing it to this extent is not viable for most businesses, but it’s worth remembering that customers appreciate a personal experience.
Looking at their Twitter can give you some more examples of their techniques. May the 4th is ‘Star Wars Day’ and, of course, they’ve tweeted about some Star Wars merchandise that they’re selling along with an appropriate hashtag, an image, and a joke. They know what people are talking about and they’re talking about it too. You’ll also see that they have dedicated accounts for the different aspects of their huge business and they retweet things from their more ‘niche’ accounts as a form of cross-promotion.
Based in the UK, ASOS is perhaps the internet’s largest clothing retailer. You’ll find some of their best social media work on Instagram. You know what people like on Instagram? Pictures of pretty people. And you know what ASOS post? Pictures of pretty people wearing their pretty clothes. Their pictures are all very professional and very stylish. You can tell people appreciate them too, since they’ve got six million followers. They’ve done a great job of identifying the right thing for that platform.
A lot of businesses share the same thing on every social platform, but not ASOS. You’ll find their work on Facebook is very different. There they share lots of articles about fashion (which they’ve written) and use it as a means of communication with their customers in the comments. They’ve found a new way to market themselves on each platform and it pays off. They’re even ahead of the game and using Snapchat, which most businesses don’t use yet.
3. Rings to Perfection
RTP are one of the most successful ecommerce businesses being built on Shopify. Their focus is on rings and jewellery. What they have correctly identified is that people like seeing images of their aesthetically pleasing, high-quality, luxury products. Take a look at their Instagram for some examples. They’re really good at visual marketing and it’s no coincidence that the people in the photos are in luxury locations too. Meanwhile, they use their Facebook to share lots of customer reviews, while also giving people the opportunity to buy directly from them through the page. With these sorts of posts coming up between the photographs, their Facebook page is a useful asset to them.
4. Skinny Dip London
If you’re looking for a business who does Pinterest right, look no further than Skinny Dip London. This fashion and beauty retailer offer quite an extensive selection of products from a number of brands. Checking their Pinterest will show you that they’ve got boards for pretty much everything they sell, mixed along with boards such as “Sassy Icons” and “Summer Inspo”, which will have a more general appeal. People care a lot about fashion and this “soft” marketing is exactly the kind of thing they’d like to browse. Their approach to Instagram is similar, while on Facebook they’re always promoting giveaways and sales.
5. Best Buy
Another giant. Best Buy is one of the US’s biggest ecommerce businesses and if you look at their Facebook page, you’ll see that they share lots of video adverts – a sign of their bigger budget. Now that videos play automatically in the Facebook newsfeed, they’re always going to be a lot more eye-catching than images. Of course, not everybody will be able to afford to invest in video marketing, but the one thing everybody can take away from Best Buy’s social media presence is the way they interact with customers. It’s always light-hearted or jokey and often in response to things that didn’t really need a reply. People like this kind of friendly interaction.
Their Pinterest, on the other hand, is like a handy shopping guide, with boards like “Gifts for Him” and “Gifts for Her” designed to help customers shopping for different occasions. Visiting their Pinterest account is completely different to visiting their Facebook, which is great. A lot of businesses make the mistake of trying to repurpose the exact same content across different platforms.
6. Barnes & Noble
Barnes & Noble have a somewhat easier job of social media marketing than others. Why? Because they sell books and books really are some people’s passion. Their Facebook page has some posts that are jokey and others that share interesting, inspirational quotes. People love to see this kind of thing. They also manage to make good use of inspirational quotes on Instagram, but when sharing them on this platform, they make more of an effort to make them visually pleasing. Book covers are another ideal source of content that Barnes & Noble take advantage of for their Instagram account. They use all of their accounts to make perfect little coves for book lovers.
Each of these six businesses has been a big success, and each of them approach social media marketing differently. There’s no ‘one size fits all’ approach to social media; you have to take the time to think about what your audience will like and how you can best appeal to them. Looking over what the businesses in this article do will hopefully help to springboard you towards ideas for your own social media marketing strategy, which is one of many aspects of a successful SEO campaign.
I’ve been working in ecommerce for over 10 years. Social media has always been a big part of ecommerce and my career. I enjoy spreading the knowledge through guest articles like this one.