Social media is at the center of every business transaction we have. So shouldn't it be enough common sense to make it a part of your e-commerce strategy? You want to make your e-commerce retail shop discoverable, which means your social media pages must be optimized. A common e-commerce platform using social media is Shopify. In fact, Shopify has many great resources for those who would like to be successful with their store.
You are going to want to make sure your social media is up to date, functioning, and optimized. Let's go over everything you need to do to optimize your social media channels for Shopify. We'll start at the beginning and work our way towards making your Shopify store a well-oiled social media machine.
Have a Social Media Strategy
Do you have an existing social media strategy? If you do, great! You are going to want to integrate it with your Shopify. If you do not, it is about time you got started.
While you should not base your entire marketing plan on social media solely, it certainly is a piece of the pie when it comes to generating traffic to your Shopify website.
As a brief, social media strategy should consist of your basic social media channels: Facebook, Instagram, Pinterest, Twitter, and YouTube. And you should have a schedule of posting times for each channel, followed up by content to go on your social media. At this point, you are going to want to include items in your Shopify store to continually post.
At the end of the day, these components should all be defined in your social media strategy:
- Goals: Where do you want your store to be in the future, and how do you plan on measuring this?
- Target Audiences: Who is your ideal customer. Do your research.
- Content Mix: What do your social media posts look like?
- Channels: The best social networks for your business are defined here.
- Process: How is everything going to get done? Make sure this is defined in order to run efficiently.
Social Media Keywords
Once you have all your social media channels set-up, it is important to optimize each profile with properly sized graphics (including a logo) and bios/about sections filled out with appropriate keywords.
Do know, that you should write different bios for each channel you are focusing on. For instance, Facebook is going to want to be focused on long-tailed descriptions in the story, and a shorter description in the about section. Instagram only allows 150 characters or so, but also allows you to add in hashtags and link other applicable pages. Twitter allows hashtags as well and is going to be a shorter description. And Pinterest only allows a short description.
Before you go all crazy with keywords, make sure you do a keyword study so that you know all of the appropriate keywords to use on your profiles.
Do not forget to add the appropriate link to your website, the one you will want all of your visitors to go to. It is important that you do not forget to add them, along with any applicable email addresses, and other contact information.
Syncing Social Media
Did you know that you can have your customers shop straight from your social media channels? Here's how you can make e-commerce shopping possible on your Shopify store:
- Make sure to connect your Facebook, Instagram, and Pinterest pages to your Shopify site in "sales channels" (Shopify will walk you through the process).
- Next, sync your products to your store.
- Go to your admin dashboard
- Select "Products"
- Check the box, "Select all products" (or if only a few products select applicable boxes)
- Select, "Actions"
- Select, "Make Products available"
- Select the social networks you would like your products to be found on.
- Make sure you save your changes, and your products will be available ASAP.
Now that you have your products synced up with your social media networks, make sure you are posting original content featuring your products. Instagram, Facebook, and Pinterest make it so easy to shop for any item by using just one click. And optimizing your products couldn't be any easier!
To tag products on your social media channel:
- Simply upload your post and a section to tag products should be listed.
- Search for the product in question and add it to your post.
- Be sure to also optimize your content to call out when your customers can shop for products, so they know that it is available right then or there.
Twitter Title Descriptions and Open Graph Tags
Sometimes the descriptions, when you go to post a link on Facebook or Twitter, read wrong. You may question why the description is simply not there. You will want to make sure your Twitter or Facebook title, descriptions and open graph tags are optimized to their fullest potential, otherwise, your store will not convert the way you want it to. You will want to make sure you have the correct descriptions on your e-commerce store, and the appropriate titles when you go to optimize your products in Shopify. Shopify provides a great resource on what these are and a walkthrough here.
Twitter cards are media you attach to your Tweets. This is done by adding a snippet to your Twitter theme, which visitors can tweet out to others, and it will make its way through the social network. Twitter cards can get a little bit tricky, as they have to be submitted to Twitter or verification, but they can be a great way for your visitors to share your store with the whole world.
Incorporating Instagram stories
Did you know that you can share your products using Instagram stories? There are two ways:
- Promote your posts inside your Insta stories, directing your followers to your Instagram posts that they can shop from.
- Embed a link in your Insta stories (you must have over 10K followers). Your customers can shop straight from the story.
What is so awesome about integrating your Instagram Stories with your brand is that you can experiment all you want. You can choose to make the story disappear after 24 hours, or you can save them to your highlights on your profile for your customers to visit.
Social Content Creation Tools
Your content is going to be the bread and butter of your social selling. And you're going to want to optimize your content going on social too. Did you know that 84% of us share content to get the word out about causes or brands? So you should share everything applicable to help you get the word out about your brand!
To help you provide optimal content for your Shopify store, try these content creation tools:
- Meme generator: Add some 'fun' to your content, and help it go viral simultaneously.
- Lumen5: Editing your photos is super easy using this tool. And we all know any audience would love to see a video of your products.
- GIPHY: to share fun GIFs on social
- Canva: For editing photos, overlays, text tools, and more. Trust us, this tool will soon be your best friend.
Shopify and Social Media Optimization
There we have it, your toolkit towards optimizing your social media for Shopify. As any e-commerce shop owner knows, nothing is ever that easy. However, using social media with your Shopify should be smooth sailing after everything is said and done.
Need some extra hands on your businesses social media? Take a look at Northcutt's social media management and other helpful areas while you are here!