As a result, social media marketing has become the most widely used marketing strategy for online businesses like dropshippers.
However, being successful in social media marketing for your dropshipping store depends on your strategy and execution.
This article is an in-depth guide to using social media marketing for eCommerce stores. It will provide you with all you need to succeed at using social media marketing for your dropshipping store.
Why use social media marketing?
Social media is not the only marketing strategy for dropshipping stores. However, it is the most popular. Here are some reasons why
Social media is the cheapest way to reach millions of people fast. Even with paid options, it still costs much less than other methods. Marketers also attest to a higher return on investment with social media compared to other mass media methods.
Ease of use
Social media is quick and straightforward to set up and start creating content compared to others. Marketing strategies like email marketing, Google ads, and SEO require a longer process than social media to start using and getting results. Social media thus becomes the best choice to drive traffic at early stages.
Social media marketing is relatively simple to measure as compared to other strategies. Most social media platforms provide analytics data to measure the success of campaigns. The case is different from strategies like email marketing and SEO, where the process is more complicated.
How to use social media marketing for dropshipping
It is essential to map out short term and long-term strategies for your social media before you start.
1. Set goals
Establish clear goals for your social media. These are the specific results you would like to get from social media efforts. Goals should be both long term and short term.
Setting goals ensures that each post made along the way is intentional. They also influence the content you produce and the platforms you use.
Marketers recommend the “SMART” approach to set your goals. It means your goals should be:
An example of a “SMART” goal
Mark wants to use Instagram to promote the new shoes on his dropshipping site. He will create captivating content, including videos, graphics, etc. Mark expects to increase traffic to his store by 70% within 3 months.
“SMART” goals must contribute to business growth in some way. Therefore, it is not advisable to use vanity metrics like retweets and likes to measure them. Goals for social media marketing may include,
- Increasing traffic to the site
- Increasing product sales
- Building an audience
- Obtaining social proof
2. Select platforms
With an understanding of your goals, you can now select your platforms and launch your accounts.
Best practice suggests that you start with a focus few platforms, one or two, and then expand along the way. Do not start with many accounts at once.
Also, social media platforms are different. Therefore, you should base your platform choice on the unique nature of your product niche.
For example, whereas Snapchat can work well for a makeup store, a furniture store would look quite odd on the platform.
Top social media platforms used by dropshippers include:
It is the largest social media platform and is also widely used by dropshippers. Facebook is an excellent platform for almost any dropshipping niche.
Over 77% of all adults are on Facebook, so the targeting possibilities are endless.
Among the top perks of Facebook is comprehensive ads. With Facebook, you can customize the adverts to suit your business’ specific needs. They are also quite impactful with regards to reach, and yet simple and cost-efficient.
Facebook has an in-depth analytics program that helps you measure the success of your campaigns. With Facebook Analytics, you can see which content the audience liked, their demographic data, etc. These insights help with content planning and targeting.
Instagram is similar to Facebook but arguably much better in functionality. It also serves a much younger demographic.
Studies indicate that over 42% of Instagram users check their feed multiple times a day. These numbers make Instagram an ideal platform to promote your store.
Instagram ads also provide additional marketing benefits at cost-effective rates. The platform offers native ads, which does not even look like an ad because of the sleek design.
Instagram ads also allow you to place clickable links to your post, unlike the regular posts.
With an Instagram business account, you can access analytics data to track your posts’ performance.
Snapchat is another great platform to promote your dropshipping store. The platform has a mostly young user base, who use it mainly for entertainment.
You can promote your dropshipping store on Snapchat using video ads and story ads. Since it has a young audience, your content must appeal to their needs. As such, lifestyle products with video content work best on Snapchat.
Snapchat has On-demand geo-filters which enable you to target a specific geographical location.
It also provides room for instant Calls to Action like “Get now,” “Learn More,” etc., which drives conversion rates.
Pinterest boasts of over 300 million monthly users. Whereas this may not measure up to Facebook and Instagram, it does produce excellent results.
The platform is highly visual, making it an excellent fit for a dropshipping store to pin product-focused images.
The key to success on Pinterest is to use attractive bright images and relevant hashtags.
You can also use Pinterest ads to stand out from the noise.
With a monthly audience of over 1 billion, YouTube is one of the best platforms for dropshipping stores. It is best for digital and automotive products, services, etc. If your brand uses a lot of video marketing, then YouTube is the right platform for you.
YouTube ads are also available, which you can use to expand the audience for your videos and, consequently, your store.
3. Determine the content to produce
Having decided on the channels, you can now plan for which type of content you will use to promote your store. Different platforms work best for different types of content. For example, an attractive product image may do best on Instagram. In contrast, an explainer video may do better on YouTube or Facebook.
The most effective content types for your dropshipping store on social media include:
Graphics: These range from product images, promotional pictures, etc. They should show what the product looks like or provide supplementary information about your dropshipping store. Any graphics you use must be high resolution and attractive to draw customer interest.
Videos: These are most effective for digital products requiring step-by-step guides to help the customers use the product. Videos can take the form of “how-tos,” “behind the scenes,” etc. They are very effective at establishing trust with potential customers.
Product descriptions: For some platforms like Facebook, captivating product descriptions enhance click through. Visual content is more popular, but customers are still interested in what the products are about, making some helpful text very effective.
4. Create a calendar
To ensure the effectiveness of your social media efforts, you must create a content calendar. A social media content calendar helps organize your content, specifying which content goes out at what time and on which platform.
Creating a social media calendar is easy. You can use templates on sites like HubSpot. Alternatively, you can design one yourself.
A content calendar helps to keep you on track and ensure that you are not over posting or not posting enough.
5. Measure results
As you use social media marketing for your dropshipping store, you must regularly review the results.
Most platforms offer analytics programs through which you can do so. Analyzing results helps you know what is working and what is not.
It is also equally important to know what metrics to analyze.
Key metrics in social media marketing include:
Your pre-set goals must influence your measurement metrics.
For example, if your goal for social media is to increase sales, you should look at click-through rates and not the number of likes or views.
Pro tips for using social media marketing
Social media marketing is the most widely used method of marketing dropshipping stores. However, not many businesses are successful at it. Some tips to help you maximize your social media marketing efforts include:
Focus on visuals
Attractive visuals are essential to your social media marketing success. That said, avoid spamming your audience’s feeds with boring pictures of your products. The internet is full of those.
Your images must be unique and attractive if they are to draw any traffic. It helps to create your graphics, too, rather than depend on your suppliers’ images.
Regular posting is one of the pros of using a content calendar. Do not be that seller who only shows up once a month to post pictures of their product pictures along with links.
That will make you look spammy and put off potential customers. They will also be less likely to remember you.
Provide valuable content.
Social media is a busy place, so you must give the audience a reason to pay attention to you.
You can provide help and answer questions, share funny videos and images that can keep them engaged. That way, the audience sees you as one of them and not just another seller trying to get their money.
Lay the groundwork
Before you start selling, set up your social media pages, and start building a following. This initial groundwork allows you to establish yourself as a notable figure in the niche and gain the audience’s trust before selling to them. Trust makes users more likely to buy from you.
Influencer marketing is one of the most effective modes of social media marketing. This method involves using influential people with large accounts and massive engagement to promote your products.
Choosing the right influencer is critical. It should be someone in your niche with shared values and similar interests. Otherwise, if there is a mismatch, your brand could come off as unauthentic.
Common practices to avoid
Keeping your pages private
You should never have your social media accounts private. Potential customers must be able to view your page easily. Keeping it private will only turn them off and therefore create losses for you.
To build relationships with your audience, you must always be active. The more you interact with people, the more they trust you and will be willing to buy from you.
Selling too much
People do not like to be sold to. Remember, the purpose of social media is for people to interact and share. So, do just that.
Suppose you are always promoting your products but not getting involved in the conversation. In that case, it is unlikely that you will create meaningful relationships with your audience.
Social media marketing is an effective way to reach a broad audience and create awareness about your dropshipping store. Due to the large audience, it could be one of the biggest traffic drivers to your store. However, to succeed in social media marketing, you must create compelling, engaging content and be present on the right platforms.
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