An ecommerce store and social media go hand in hand. As social media has grown, it has become the modern day relationship builder and your presence on these platforms matters. At Castiron, we’ve reviewed thousands of social media profiles from people selling bread, cookies, cakes, jams, and juice, so it’s safe to say that we’ve learned a few things.
Here’s what you should know about using social media as a sales tool:
Location, Location, Location
Where are you? If I’m a customer and I can’t quickly find out where you’re located, I might give up searching before I ever place an order or follow your page. Your social media profiles should make this info easy to find! When potential prospects know your location, it gives them an idea on how they can purchase your product — or if they’re even close enough to order from you.
How Do I Order?
Include specific details about what you sell and how a customer can order from you. If you only take orders via DMs, know that some folks may be a little hesitant to reach out and message you. Having a website or a form where customers don't have to engage in a conversation to kick off the ordering process can remove barriers and bring in new customers! (Obviously if you sell custom products, a conversation is a must — but if you sell ready-to-order products, make it easy for your customers to buy!)
Pickups, Delivery, or Shipping?
Save yourself and your customers time by making it clear how you fulfill orders right out of the gate. If you charge a delivery fee, make sure that’s clear to avoid any surprises for your customers. Being specific about how the product will get from your kitchen to your customer is just another way to foster clear communication and expectations from your customers. And guess what? Those clear expectations can bring them a step closer to buying.
Show Off YOU!
The best part of buying from a local food artisan is knowing you're supporting a local entrepreneur, so make sure your story and passion (and even picture!) are shown so that your customers remember they're buying from a real person, and not a big corporation. The fun in social media is that people can get an idea of who you are and what you do. You are responsible for sharing your story and making yourself known to your customers, as it’s important to build your connections. They want to know that they’re getting a quality product and more about what makes the company special (that’s you!). Showing your authentic self through your business can be that extra edge that can get you selling even more, as customers can truly feel connected to your product.
Tip: Share your behind the scenes content! This can be done through Instagram Stories, to show a raw version of yourself and the work that goes into making your company what it is. The real-time insight and an inside look of what goes on in your kitchen can strengthen your relationship with your followers.
Calls to Action
In every post you have an opportunity to promote a product or make a sale. That’s why it’s important to include an action for your customer to take, like making a purchase, directly in your social post copy. Encourage your customers with an opportunity to be involved in your business.
There are many ways to entice your potential customers to make a purchase. Remind your customers of upcoming holidays, local events, or share evergreen products like birthday-themed cookies or your classic sourdough loaf. Use your social media channels as a way to inspire your customers — share content around the idea of how your product would be a perfect gift for a significant other, friend, or family member. Your call to action can even focus on your personal business story, the reason you started your business, and what it means to have a community of people who support your brand. Social media is a great place to share inspiration and remind your customers that your business is here to serve them. It’s amazing what a simple reminder, like “click the link in my bio to place an order,” can do for your sales.
Consistency is Key
Be active on your social platforms! If you are consistently posting new content for your customers to see, it gives people the idea that you are invested in your own business and want to deliver a good product.
There are different ways to engage with your followers. Some artisans post daily photos of the products they’ve made recently. Others will help troubleshoot their customers’ questions in the comments section. You might even share food-related memes or ask questions on your accounts to drive up engagement. You might even do all of these things at once! Before they make a purchase from you, your customers are likely browsing through multiple pieces of your past content to get an idea of the quality of your work, so don’t abandon your social media accounts! You will start to sell more through social platforms if you make an effort to build and nurture customer relationships.
As an ecommerce business, it’s almost a requirement to use the social tools available to you to attract and retain customers. The foundation of social media marketing does just that, and it is up to you to make it an easier process for your customers to buy your products.
When you provide informative content that is engaging and helpful to customers, you’re helping them towards the end of the buying decision process. Although the content of social media may be short and easy to digest, the relationships you build with your customers on social platforms can be everlasting and the key to helping you reach your sales goals.