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BizReport : Ecommerce archives : March 16, 2015

Top 4 tips to win at social commerce

The internet is going social, not that it was every very far from social. But, as social networks have evolved to become daily and multi-daily stops for browsing consumers, it has also become a place where brands and shoppers can meet and become engaged. One expert offers the top tips for brands to win at social commerce.

by Kristina Knight

First, follow bigger brands and then evolve.

"You don't have to re-write the book to be successful in the social commerce realm - there are big brands doing it very well already. Take the best of what they're doing, and then personalize it for your business. Capitalize on what consumers are interested and make sure it's accessible to them. A great example is Nordstrom's integration of Pinterest into their stores. They showcase their most popular items on Pinterest in a "Top Pinned" section and shopping assistants are equipped with an iPad to stay up on trending items each day," said Tal Segalov, CTO with Mintigo.

Second, keep consumers' attention by constantly creating relevant, engaging content.

"Facebook and twitter are for engaging consumers, but they should also be utilized as a tool to help customers go directly to the product that interests them. Use these platforms to turn posts into calls to action. It's important to recognize that when using social media to connect to your target audience, you need to make sure to keep your online and offline marketing and branding efforts connected as well. The message should always be consistent, and that means keeping your colors, visuals and business logos in line with your brick and mortar operations," said Segalov.

Third, hire the right teams.

"This is crucial for businesses to succeed in finding the right customers are the right time. Your competitors are going to use big data to analyze buying trends and needs instantly, and you'll need to know who to market to and when. A good marketing team will also help you create trends of your own that will boost sales and keep you relevant. Remember Coca-Cola's #ShareACoke marketing strategy? During the campaign, they sold nearly three times as many Coke bottles in the UK as compared to Pepsi," said Segalov.

Fourth, don't neglect mobile.

"Countless studies have shown that most people who go on social media do so from their mobile device. That's why it's imperative that you optimize your site and the content you put out for mobile consumption. Mobile users scroll through items quickly, so keep your lead forms short and to the point without overloading them with information," said Segalov.

Image via Shutterstock

Tags: ecommerce, Mintigo, social commerce, social marketing

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