Social media is revolutionary for Shopify owners and marketers around the world, helping businesses reach millions of consumers daily. With an estimated 3 billion people around the world using social media every single day, social media marketing can have a massive impact on your Shopify store if done well.
Inexpensive and user-friendly, social media has had an impressive impact on Shopify and the way business owners market their stores. With the new Shopify and TikTok integration announced earlier this year, it is expected that we will see social media marketing continue to boom.
Here are some of the impacts social media marketing has had, and how business owners can use them to their advantage.
- The Boom of Brand Awareness
- Increased Advertising Impact
- Better Customer Relationships
- Competitor Tracking
- Social Selling and Shopify
The Boom of Brand Awareness
Social media has caused brand awareness to skyrocket. With 60% of Instagram users actively looking to buy products, it means that your brand is in front of more potential buyers than ever before. A strong social media branding strategy, coupled with responsive customer service, is a winning combo for growing your brand awareness tenfold.
Social media has radically changed the amount of time it takes for a brand to be found by potential customers. This is especially true for Shopify store owners, as the e-commerce platform makes it simple to link your business social media accounts to your store and vice-versa. This means your brand is more accessible than ever before. You can reach hundreds of thousands of potential buyers and direct them to your website with ease.
Brand awareness and brand loyalty are at an all-time high. As business owners, we need to take advantage of this by incorporating a strong social media strategy into our marketing plans.
Increased Advertising Impact
Social media has birthed some of the most successful advertising campaigns in the world. Apple’s ‘Shot on iPhone’ campaign is one of the most recognizable marketing campaigns that is targeted to social media. Apple has harnessed the power of user-generated content on Instagram, utilizing footage made by real customers on their iPhones.
To promote Apple’s social media campaign on Instagram, Apple created the hashtag #shotoniphone. Apple hasn’t paid for this brand exposure directly, and so far the hashtag has over 12 million posts. This highlights how social media has revolutionized free advertising and made targeted advertising campaigns more accessible to Shopify store owners.
Social media thrives off of analytics, which is a range of data advertisers can analyze to see what demographics are attracted to your profile. It doesn’t matter if your advertising strategy is paid or unpaid, you can utilize analytics to create targeted advertisements that resonate with your consumer.
You don’t have to spend hours conducting consumer surveys and research to see who resonates with your brand. All the information you need to create a targeted advertising campaign is only a click away, and you can access key demographic information instantly on your business’s socials.
Customers buy from brands that they trust, picking brands that they believe to be genuine over money-hungry brands. Social media has allowed customers to interact with Shopify businesses on a more personal level, able to see behind the scenes and a brand’s vision and values in action.
This has increased the level of trust consumers have in their favorite brands. One brand that has done this well is Hello BC. Hello BC urged people to stay indoors due to Coronavirus and to #ExploreBCLater across all of its social media channels. Its branded hashtag, #ExploreBC, was repurposed as the campaign hashtag, building on the brand’s recognition and usage.
The campaign was a hit, with many customers sharing their own user-generated content with the hashtag. This campaign has been celebrated for aiding travel bloggers, whose livelihoods were virtually wiped out by the pandemic.
By incorporating responsibility and a caring message, this campaign provided a “feel-good campaign” that maintained audiences’ engagement while driving interest in British Columbia as a travel destination. HelloBC really solidified its image as a socially responsible, trustworthy brand, and this has kept customers loyal.
What can Shopify business owners learn from this?
Social media has allowed brands to frame themselves as the experts in their niche. It provides your brand with a platform to showcase your identity and values and frame yourself in a trustworthy manner. By creating content that resonates with your potential buyers, customers are likely to trust your brand a choose you over your competitors. When done correctly, it increases traffic and sales for your brand.
Better Customer Relationships
Social media has made communication between customers and business owners seamless. Good communication via social media has led to a boost in customer loyalty for many brands.
Starbucks is a great example of this. Despite their size, Starbucks still gives customers individual attention, which certainly keeps them coming back. Customers can easily ask questions about store offers, drink menus, and contests thanks to their social media team’s fast response times and great service.
Netflix is an entertainment that is also renowned for its incredible social customer service. They like to have fun with their customers and are known for their wit and comedic replies to customer queries. They regularly interact with other brands as well and are revered for their responsiveness.
On the negative side, social media has made it easier than ever to share business mistakes with thousands on the internet. Faux pas on social media must be carefully avoided. You do not want your business to end up like T-Mobile Austria, where a customer service agent responded to a question on Twitter and admitted that T-Mobile Austria kept passwords in ‘clear text’. They even tweeted that they ‘don’t see why this is a problem’ (spoiler alert: it’s a huge problem – a major security blunder). Just three days later, the company changed its entire security policy.
Social media has radically changed the way business owners interact with customers. Business owners need to be more transparent and responsive than ever before and be aware that all of their communication is within the public sphere.
Customer relationships can be fostered with ease by Shopify store owners through social media, which greatly benefits your business. However, special care needs to be taken when interacting with customers in such a public space, otherwise, blunders may occur.
Competitor tracking is a breeze through social listening, which involves following hashtags and accounts your competitors use in order to see what’s working for them and what they are doing. Customer reviews of competitors are available in a click, meaning business owners can see the shortcomings of their competitors and avoid them. Simultaneously, business owners are able to replicate their wins.
Keeping an eye on conversations that are linked to your industry or niche can also show you what customers are looking for, and allow you to create a solution ahead of your competition.
Social Selling and Shopify
Social selling is the phenomenon of selling products on social media. It’s recently boomed with the popularity of TikTok, which is renowned as a platform for being able to sell out products in mere minutes. TikTok has been the leading cause of a major feta cheese shortage due to one pasta recipe video.
Social selling has changed the marketing landscape for business owners. Untapped audiences are closer than ever before, and it only takes one piece of viral content to completely change the shape of your business.
Influencer marketing is a tool of social selling and has driven hugely successful marketing campaigns. This is because an influencer’s audience trusts what they have to say. In March 2020, consumer products giant Proctor & Gamble collaborated with TikTok sensation Charli D’Amelio to prevent the spread of Coronavirus by encouraging people to stay at home.
D’Amelio’s TikTok was the venue for the launch of the #DistanceDance, featuring support from the advertising agency Grey. The campaign encouraged users to film their own #DistanceDance. In exchange for each of the first 3 million TikTok videos, Proctor & Gamble donated to Feeding America. Celebrities, sports teams, and other big names joined #DistanceDance in its first week, resulting in 8 billion views.
Social media has become the go-to platform for customers to not only interact with brands, but also learn about new products and trends. With so many opportunities at their fingertips, Shopify store owners are able reach a much wider audience while building an impressive brand image with unprecedented access into people’s lives. No matter your budget, social media marketing is accessible for your Shopify store, changing the marketing landscape forever.