How to start a social media presence from scratch? This is probably a question few ecommerce businesses have had to ask themselves. This is probably because they have – to some extent – already vaguely created some sort of social media presence. An e-commerce business may have created a business Facebook page, for example, but it posts and checks in periodically.
The good news is that if you don’t have a social media presence for your ecommerce business, it’s never too late to strategize and create one. Follow these tips to ensure you’re off to a good start if you’re relaunching your social media presence from scratch.
I. Plan before publishing
Before you start posting content (or even creating it), you need to make a plan that outlines your goals. Here are some key areas to consider as you get started:
Who is my target audience?
You probably already know this, as it has already been outlined in your business plan. Understanding your audience will help you better determine which social platforms to be active on and how to create engaging content specific to their needs.
On which social platforms should I have profiles?
Again, a lot of this will depend on your audience. A general rule is not to spread your ecommerce business too thin. Try to avoid creating profiles on every possible social media account. It’s pointless (and too much work to keep track of) if you know your audience isn’t there.
Will you need an editorial calendar?
It’s a timeline that shows the “when,” “where,” and “how” of the content you publish. This helps you stay on track and organized.
How often will I post?
Create a schedule so you can stay consistent with the days and times you post content.
Define your social media goals.
Do you want to increase awareness of your products and services? Do you want to become a thought leader in your industry? Part of planning for social media success is setting goals. Ideally, these should also be SMART goals — specific, measurable, achievable, relevant and time-limited.
II. Define your voice
The voice and message behind your social media accounts is what will ultimately allow you to engage and build lasting relationships with your audience. How do you want to sound? Identifying and defining your voice also often plays an important role in the type of content you create. Some e-commerce businesses create a down-to-earth, human voice. As a result, they are often able to show fans a behind-the-scenes look, crack jokes, and highlight the team members that make up the company.
III. Create fully fleshed out profiles
This includes photos, banner images, full bios, links to landing or home pages, and accurate contact information. Make sure your profile is branded, so customers can recognize your business when they view the account.
Building out your profile does more than introduce the world to you and what you do. Using specific keywords and relevant hashtags in your bio or linking to landing pages, for example, can help you optimize your accounts for SEO purposes.
Everything I listed above constitutes the essentials of social media preparation for an ecommerce business. I didn’t go into detail about creating content, interacting and answering questions, analytics or automation tools and scheduling. It is essential that in addition to planning and creating social media profiles, you are able to track their profiles and needs consistently.
Don’t panic if it starts to feel a little overwhelming! You may want to consider hiring a social media assistant (or intern) to help you. Having a social media assistant can be helpful in interacting with fans and potential customers. Beyond day-to-day tasks, getting help can help you develop and grow your brand and online storefront. They can stay on top of trends on behalf of your ecommerce business, participate in your public relations strategies, and integrate the inclusion of your social presence everywhere from your email bio to newsletter broadcasts for your customers.