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9 MIN READ

The more traffic you get to your website, the more chance you have of increasing your conversions. Driving relevant traffic to your website should be a priority for eCommerce businesses, and there’s a variety of ways you can do so. Having a presence on social platforms is extremely important for retailers and eCommerce businesses today. 

Social media platforms are an effective channel for eCommerce business. With over 3.8 billion users across social media, it’s highly likely a percentage of your target audience will be among them. It’s well worth investing the time and resource into building and maintaining a social media presence and getting your brand in front of this large audience. 

 

Let’s take a look at some of the things you can easily implement to drive more traffic from your social media to your website! 

Choose the right social media platform for your business

First things first – you need to choose the social media platforms that are most relevant to your brand. There’s a variety of social media channels out there to pick from, but it’s not productive to be active on all of them. Consider where your audience might be and how they use social media. 

Those working in B2B industries will typically fare much better on LinkedIn, for example, as compared to TikTok. Working in retail, you also need to weigh up the marketplaces available on different social media platforms. You’ll drive more traffic to your eCommerce website by being in front of relevant audiences. Try out different ones if you’re unsure, measuring results, and then hone in and focus on the platforms that are performing the best.

Instagram, for example, is a great platform for retailers. According to new Hubspot statistics, 80% of Instagram users follow at least one business on the platform. A further 72% of people have purchased a product they’ve seen on the platform. This shows there is a huge power behind social media for you to tap into to drive brand awareness and influencing buying decisions.

Platform Statistics 

 

Facebook

  • 2.45bn monthly active users
  • 1.62bn daily active users
  • Men and women (18 – 64)

There has been a drop in popularity with teens and younger adults, however, Facebook remains the world’s most used social media platform. The algorithm prioritises content from family and friends, so make sure what you put out on your business page is engaging.

 

Twitter

  • 330m monthly active users
  • Slightly more popular with men with 66% of users being male
  • Most popular amongst 18-49

Great for customer support and engaging with audiences directly. With hashtag popularity, it’s great for hashtag campaigns and competitions.

 

Instagram

  • 1bn + monthly active users
  • 500m + daily active users
  • Men and women (18-34)

Posting images has become more popular since Instagram came onto the scene in 2010. It’s a great platform for selling, working with influencers and engaging with audiences through live Instagram stories and IGTV.

 

LinkedIn

  • 660m monthly active users
  • Men and women (25-64)

A professional site that is less visited on a daily basis than other social media sites. It’s great for professional relationships and b2b marketing and selling.

 

Pinterest

  • 300m monthly active users
  • Most popular with women, but gaining more men signing up in recent years 18-24 and 30-49 most popular age ranges

All about creating highly desirable images/pins. Customers can shop directly via the app and curate looks from pins. Really great for retailers in decor, homeware and fashions.

 

Snapchat

  • 210m daily active users
  • Most popular with 13-29,  with 73% of 18-24 year-olds using Snapchat

Snaps delete after 24 hours so they’re great for businesses wanting to run limited-time offers and sneak peeks on new lines – just bear in mind the demographics here.

 

TikTok

  • 500m monthly active users
  • 16-24 majority of users

The new kid on the block. Since 2016, TikTok has captured the imaginations of young audiences with a Vine-like quality and was the most downloaded social media platform of 2019, the 2nd most downloaded app coming after WhatsApp.

 

Sources at end*, data March 2020

Platform

Users

Demographics

Things to consider

Facebook

 

2.45 billion monthly active users

1.62 billion daily active users

Men and women 

18 – 64

There has been a drop in popularity with teens and younger adults, however, Facebook remains the world’s most used social media platform. The algorithm prioritises content from family and friends, so make sure what you put out on your business page is engaging.
Twitter 
330 million monthly active users

Slightly more popular with men with 66% of users being male

Most popular amongst 18-49

Great for customer support and engaging with audiences directly.

With hashtag popularity, it’s great for hashtag campaigns and competitions.

Instagram

1 billion + monthly active users

500 million + daily active users

Men and women

18-34

Posting images has become more popular since Instagram came onto the scene in 2010. It’s a great platform for selling, working with influencers and engaging with audiences through live Instagram stories and IGTV.
LinkedIn
660 million monthly active users

Men and women

25-64

A professional site that is less visited on a daily basis than other social media sites. It’s great for professional relationships and b2b marketing and selling.
Pinterest
300 million monthly active users

Most popular with women, but gaining more men signing up in recent years

18-24 and 30-49 most popular age ranges

All about creating highly desirable images/pins. Customers can shop directly via the app and curate looks from pins.

Really great for retailers in decor, homeware and fashions.

Snapchat 
210 million daily active users Most popular with 13-29 year olds, with 73% of 18-24 year olds using the platform

Snaps delete after 24 hours so they’re

great for businesses wanting to run limited-time offers and sneak peeks on new lines – just bear in mind the demographics here.

TikTok
500 million monthly active users

Male and female

16-24

The new kid on the block. Since 2016, TikTok has captured the imaginations of young audiences with a Vine-like quality and was the most downloaded social media platform of 2019, the 2nd most downloaded app coming after WhatsApp.

*Sources at end, March 2020

 

If you’re selling overseas, keep in mind that social media preferences will differ between markets. Always do research on individual international markets you sell into when considering your social media strategy. 

 

Set goals 

In order to know what’s working and what isn’t, you need to get a clear picture of your goals in place from the beginning. Start by outlining what it is you want to achieve through being on social media, like driving traffic to your website. Each platform offers insights and tracking. Use these along with Google Analytics to track how you’re doing; how much traffic is coming from your social platforms and what are these users doing when they get to your site? Use this data to form decisions and implement changes to your strategy so you’re constantly improving on what you’re doing. This will help drive more of the right traffic to your website over time. 

Establish your social media presence

Once you’ve decided on the platforms for you, it’s time to start building your presence and generating brand awareness. Ensure brand visuals are consistent across channels and optimise image sizes to fit the different banners and profile picture sections. Make sure your social bio is up to date with who you are and what you do, including a link to your website. Linking to your website from your social media bio will drive more traffic to your website. If you’re new to the platform, follow relevant brands or publications so you can stay on top of the latest news in your industry. Don’t start to follow anyone and everyone as it will simply look disingenuous and spammy!

Engage with your audience 

A lot of brands forget about the social part of social media. It’s all about connecting to, and engaging with, your audience. The more you’re actively engaging with your audience on social media, the more likely they will be to click through to your website. People buy from people as goes the age-old adage, so showing your personable side through natural conversation and engagement will inspire your followers to buy from you. 

 

Live stories

Be in the moment with live streaming. Stories have become extremely popular ways of sharing content on platforms like Snapchat, Instagram and Facebook. LinkedIn and Twitter are both trialling story features, too, which has come under a fair amount of scrutiny. 

 

Messenger

Live chat on social media platforms are a great way to show you’re open to engaging with your audience. You can use instant messenger on all platforms to quickly answer customer queries without the need for a plugin for your website. 

 

Conversations

Reactive marketing and active listening on social media is fantastic for brands to engage with, too. This shows off your human side and personality behind your brand while delighting customers. If you see good reviews or recommendations for your products on social media, take the time to thank the customer. 

Or, if you see a complaint, you can proactively remedy the situation by reaching out on a public platform and offering a resolution. This will impress the customer, and potential customers who may have otherwise had a negative response to the comments. 

 

Work with influencers 

Working with influencers is a great way to increase brand awareness and drive traffic to your website. According to MediaKix, 48% of people surveyed said that ROI derived from influencer marketing is better than other marketing channels. Seeing items on influencer pages is more likely to get click-throughs and drive traffic to your eCommerce website than general posts on your page. 

A word of warning, however. People are becoming more aware of brand partnerships when it comes to influencers. The greater scrutiny in this area means brands need to forge authentic and natural partnerships. Basically, ones that make sense and aren’t completely driven by money.

 

Run contests and giveaways

Social media competitions are a great way to build audiences, boost brand awareness and engagement across your social media channels. You can host things like giveaways, tag-a-friend contests, voting and polls, and sharing images to enter. Creating a competition hashtag is a good way to monitor entries and choose winners on platforms like Twitter especially. 

When planning your competition be sure to set goals – what do you want to achieve by doing this competition? Decide on a theme – you can host seasonal offers, for example. What will the prize be? What rules do competition entrants need to know about? How will you decide the winner, and how will they be contacted?

Get creative with content 

Putting out plain text posts and re-sharing the same content over and over isn’t really going to get you anywhere this day and age. Some of the most popular content on social platforms now are very aesthetically-led. Visuals like well-curated, original photographs and video do extremely well. It’s a chance to really get creative and have fun with the content you’re putting out into the world. This will attract more people to click through to your site content. 

Another way to increase engagement through content is to get your audience involved with User Generated Content. This works really well for retailers as you can encourage customers to share pictures of your products on their social media. This can be anything like their outfits (#ootd, anyone?), unboxing experiences, furniture placed in their homes, or using your products to demonstrate how well they work, etc. The list goes on! Decide what works for you and create a hashtag that is unique to your brand that you can monitor to source the content. Just make sure you get permission from the user to share their image on your platform first! 

Social media and mobile 

If you’re looking to work on your social media, make sure your mobile commerce offering is the best it can be. According to Lyfemarketing, 91% of social media users access their platforms via mobile. 80% of the people’s time spent on social media is on a mobile phone. This means that for this large portion of users, they’ll be clicking through from your social media channels to your website via a mobile phone. 

Your website needs to be optimised for mobile and ensure that these users want to stick around when they get there. A poor mobile site will lead to a higher number of bounces and drop-offs. 

 

Whilst there is a lot to think about when it comes to driving traffic to your website using social media, it’s something you can be creative with and have fun with. Using social media channels to boost converting traffic should be a key part of your marketing strategy. What’s your experience been with starting out on social media? Let us know in the comments! 

Sources:  Sprout Social, Statista, Hubspot, GlobalWebIndex, Facebook, Instagram, Oberlo, Wallaroomedia.

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Charlotte McKee
17th March 2020

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