6 Methods to Promote Your E-commerce Products on Social WITHOUT HAVING TO BE Salesy

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
13 min read

The person with average skills spends almost two hours on social every day.

This happens to five years and four months on social apps during the period of an eternity.

While this number may sound astounding, everybody knows how great social could be allowing you to connect and engaging with friends, family, and brands we love.

We will get the news headlines, family updates, and current events we have to feel connected all in a single place.

But what’s a very important factor we’re not searching for on social media?

A sales page.

Promoting on social is similar to walking a tightrope.

When your messaging is on, your social posts can grab wind, sending your products flying off their digital shelves.

But once you get your messaging wrong…

Coming across too salesy on social can leave your followers racing for the “unfriend” button.

To support you in finding an ideal balance, listed below are six methods for you to use to market your e-commerce products without having to be too salesy.

1. Connect to bloggers and influencers

Friends and family will always be probably the most trusted sources for product recommendations.

According to Collective Bias, 70% of millennials are influenced by their peers’ recommendations when coming up with a purchase.

70% of millennials prefer endorsements from non-celebrities

However, with social, that pool of trustworthy “peers” grows exponentially.

Customers will have a lot more than just their family and friends to obtain recommendations from. They are able to turn to bloggers, influencers, celebrities, and the trend-makers themselves.

So you will want to use those influencers to become section of the trends they create?

By establishing partnerships with influencers and bloggers, it is possible to increase revenue and grow a far more loyal customer base.

Influencer marketing is really a driving force with regards to social promotion due to how seamlessly posts can blend right into a user’s timeline.

In fact, Tomoson places influencer marketing as the utmost effective technique for acquiring clients quickly.

fastest growing online customer acquisition method

Establishing relationships with influencers, bloggers, and trusted celebrities offers you the opportunity to market your products effectively without sounding just like a sleazy salesperson.

After all, the post isn’t coming directly from your own brand.

Instead, influencers share their very own insights about your products – building awareness and trust.

While some brand posts are organic, the fastest and simplest way to really get your products on an influencer’s feed is through sponsored content.

Although the post could be paid, you need it to appear as natural as you possibly can.

Let’s remember Scott Disick’s major ad mistake.

letthelordbewithyou instagram

Work with influencers that are excited showing off your brand – and ready to put in your time and effort to produce a caption that helps your articles stick out.

Also, make certain they’re appropriately tagging each post.

According for some new boundaries established by the FTC, each post must be properly tagged as sponsored.

The simplest way to get this done is with a straightforward #ad or #paid, like we see in this exemplory case of a sponsored post from Naked Juice.

naked juice sponsored ad on instagram

Unfortunately, this sort of hashtag (literally) screams advertisement.

These posts will come across a little spammy, potentially pushing away followers for both your brand and the influencer you’re dealing with.

Although you have to inform you that this content being shared is sponsored, you’re absolve to get creative with the way you achieve this.

Try labeling your sponsorships as partnerships. In accordance with this tweet from the FTC, a “partner” hashtag is really a unique – and ethical – solution to let followers know you’ve covered the post.

A campaign-specific hashtag such as this you can also collect your sponsored images into one place.

When a possible client clicks your #XXPartner tag, they’ll see how many other influencers you’ve been dealing with.

So what’s underneath line with influencer marketing?

Don’t make an effort to deceive your fans and followers into thinking a post is organic.

Focus on creating long-lasting relationships with influencers inside your industry and become open about sharing products, promotions, and events.

As your connection and trust develop, you’ll see a lot more returns from your influencer relationship – meaning stronger sales from their posts.

2. Run a contest or promotion

Remember when Instagram users lost their minds over a red swimwear?

In May 2017, Sunny Co Clothing announced a promotion on the Instagram feed. Anyone who shared the image and tagged the business next a day would get a free suit.

red suit instagram

The promo became popular.

In just a couple hours, Sunny Co Clothing had to post just one more message stating they might reserve the proper to cap the promotion if necessary.

A day later, they released another post announcing they might match the first 50,000 orders.

Just 25 hours following the start of campaign, Sunny Co Clothing’s Instagram following had jumped from just 7,000 users to 784,000.

The reaction to the red swimwear giveaway was overwhelming, however, not that surprising. A free of charge item is definitely the best way to develop a buzz.

Here’s another contest promotion from Tom’s.

toms shoes contest promotion twitter

Tom’s annual #withoutshoes tradition challenges participants all over the world to invest your day barefoot.

For each image uploaded utilizing the hashtag, Tom’s donates one footwear to children in need.

While participants aren’t the people to leave with a fresh footwear, the promotion builds awareness concerning the brand, and also the causes the business supports.

To see real results from the promotion, stay true to your brand.

Focus on quality of participants – not only quantity.

And remember, proper planning is key with regards to owning a successful promotion.

Lay out your rules clearly and easily.

Here were the rules for Sunny Co Clothing’s red swimwear giveaway.

sunny team contest rules

State when you’ll pick your winner, once the entry pool will close, so when winners can get their rewards.

Establishing your expectations in early stages can reduce confusion and keep both you and participants happy.

Create a promotion arrange for your contest. Let participants know it’s coming and also have a strategy so you can get the term out.

Most importantly, have a plan for what you’ll do next.

Think beyond just the contest. Create a arrange for getting new leads and customers right into a proper marketing funnel after the promotion period ends.

Don’t let your brand-new leads escape without first adding them to a contact list or getting them to activate together with your social profiles.

3. Start producing product videos

There are over 500 million hours of video watched on YouTube every day.

This means over 57,000 years worth of video content is absorbed around the world on a daily basis.

And according to SOCIAL MEDIA MARKETING Today, video will still only become more and much more popular.

internet video traffic

It shouldn’t come just as much of a surprise that we’re becoming a lot more drawn to visual content.

Video is now easier than ever before to create and share.

You no more need bulky or expensive equipment to produce a video worth revealing.

In fact, social helps it be more acceptable than ever before to create a video you filmed on your own smartphone.

Video enables you to build relationships your audience in a fresh way.

You can showcase reviews, give tutorials, or give customers a close-up look at your products. You obtain the opportunity to talk about your voice, humanize your brand, and strengthen relationships with customers.

The addition of live video on Facebook or Instagram, along with Snapchat and Instagram Stories, enables you to appear as yet another friend to your market.

Glossier does an excellent job at using video to blend to their follower’s feeds.

glossier instagram stories

Within their Instagram Story, Glossier goes beyond simply revealing the products they provide.

Instead, they use influencers, employees, and people to feature real-life applications of these makeup and skincare line.

Videos like these place your viewer in the merchandise user’s shoes.

Shoppers will get inspiration, tips, or simply see your products from the new perspective. Watching your products doing his thing might help them make more educated purchasing decisions.

If you decide to use Instagram Stories for promotion, make sure to link to your products inside your post.

This neat feature can encourage your customer to get immediately – decreasing the probabilities they’ll forget another later.

Another solution to use video originates from Dollar Shave Club.

our blades are excellent dollar shave club

If we didn’t watch our shows on Netflix, this might be only a typical commercial.

It provides major great things about Dollar Shave Club, but it addittionally helps shows some personality.

Is all of this information probably situated on their website? Yes.

Is this a far more interesting solution to absorb that information? Absolutely.

A new, exciting spin on the company’s most significant information could make potential prospects stop scrolling.

The video are certain to get shares, several likes, and perhaps even some laughs.

But most of all, customers will remember it greater than a typical text set of benefits posted to Facebook.

According to the SOCIAL MEDIA MARKETING Today study, video could be a powerful influence on shoppers.

With four times more buyers preferring video over text, there’s no excuse never to involve some strong video content.

videos in ecommerce stats

Think of one’s product videos as a means of letting customers behind the curtain. Suggest to them who you’re, everything you do, and invite them to become familiar with who runs your brand.

Focus on providing value. If there isn’t clear, distinct, and honest information regarding your products, it’s time for another take.

Finally, have a promotion plan. Don’t assume customers will watch your videos because they’re there!

Know when to create, what to create, and where to create it.

4. Share user-generated content

Who will be the best magnets for clients?

Current customers.

User-generated content is made to develop a community. Utilizing the brand as a middleman for connecting other shoppers, user-generated campaigns connect buyers from around the globe.

With 92% of consumers trusting user-generated content a lot more than traditional advertising, it could be among the best methods to promote e-commerce products on social.

User-generated content, just like the multi-channel #AerieReal, encourages actual users to talk about their very own posts utilizing the products they’ve purchased.

aeriereal facebook post

Similar to Glossier’s Instagram Story, the #AerieReal campaign allows customers to see what Aerie’s products appear to be on real people in everyday situations.

But Aerie also takes their user-generated content a little further.

Aerie started their #AerieReal campaign in an effort to fight the overwhelming quantity of photoshop and image manipulation in the style industry.

They use their user-generated campaign in order to showcase bodies of most types, sizes and shapes.

To encourage users to talk about their very own posts, Aerie donates $1 for each post to the National Eating Disorders Association.

This gives their customers a chance to show off their particular style skills while also adding to an excellent cause.

Plus, user-generated content could be a solution to work round the annoying limitations to Facebook advertising.

ugc developing a brand

According to Mavrck, user-generated content can boost your engagement by almost 7X.

With the brand new Facebook algorithm centered around improving an individual experience, a user-generated campaign will help you improve engagement.

The stronger your post engagement, the more impressions you’ll have.

Let’s have a look at how LEGO generates content from their users.

lego facebook page in 2018

Within LEGO Ideas, users become designers.

LEGO Ideas gets end-users mixed up in product-creation process much like a Kickstarter campaign. They brainstorm, vote, and ultimately turn into a area of the creation process.

This also saves a few of LEGO’s skin.

Running potential ideas past customers before a project is developed might help save something from flopping.

Once the project is complete, LEGO can market the theory as a user-generated project.

According to the Harvard Business Review, this may increase sales up to 20%.

TurnTo found there are multiple reasons why users have a tendency to engage better with user-generated content.

the impact of ugc

From increased confidence to more authentic experiences, user-generated content will help you establish the trust your brand otherwise couldn’t.

So just do it.

Show off just how much your visitors love you.

Ask for videos and pictures.

Create a distinctive hashtag.

Encourage your loyal fans to talk about their stories.

Get your visitors talking – not only for you, but to one another.

5. Benefit from enhanced posts on Pinterest and Instagram

What is among the biggest struggles to getting a customer to get from social media?

Pushing your customer from the social platform to a purchasing page.

If you can’t directly connect to the merchandise page, you should discover a way showing your customer where you can buy.

While Facebook and Twitter permit you to simply add product links wherever you need, Instagram and Pinterest prefer to make linking a little more complicated.

Here’s a good example of the only place it is possible to include a link on Instagram:

Adidias instagram

Unfortunately for you personally as well as your shoppers, likely to your bio isn’t probably the most convenient solution to get to something page.

With only 1 link option, users can’t get right to the merchandise they saw in a normal post.

On Pinterest, it is possible to connect to a webpage from each post.

However, that link could be to a post or homepage that doesn’t directly sell the merchandise your user wants.

If it’s too complicated for the customers to get, they’re more likely to quit before they complete their purchase.

Luckily, each platform offers enhanced post options which make it easier for customers to get – without you having to scream directions at them.

On Pinterest, “Buyable Pins,” allow users to get without ever leaving the Pinterest platform.

They look like this.

buyable pins black shoes

Shoppers are no more saving items as “inspiration.” Instead, Buyable Pins provide them with the chance to store products such as a shopping cart software.

If they’re not prepared to purchase at that time, they can get back to the pin if they are.

Because the posts appear within organic content, Buyable Pins don’t seem salesy. They merge with other pins – only offering the excess step of buying if an individual is interested.

Pinterest is really a social frontrunner for e-commerce products, with almost double the average order amount as Facebook.

pinterest average order value from buyable pins

Pinterest shoppers are ready to buy.

They’re finding out about items they need, inspiration for events, and they’re prepared to grab their wallets for something they love.

Instagram is comparable.

As another visual-centric platform, Instagram is flooded with influencers, brands, and anyone else revealing high-quality images of products and purchases they love.

To ensure it is easier for shoppers to get directly from Instagram, they introduced a fresh Shopping feature.

You can easily see it in this example from Warby Parker.

warby parker instagram shopping

With both Pinterest and Instagram, you’ll desire to concentrate on high-quality images that cleanly and clearly display the merchandise, but that don’t read “advertisement.”

Because they’re not featured exactly the same way a sponsored or promoted piece is, they will have the energy to blend directly into the timeline of one’s users.

If they’re not interested, they’ll pass right by minus the annoyance to be assaulted by an unwanted ad.

If they’re, they are able to tap to purchase.

Use these enhance posts, but achieve this thoughtfully. Don’t overwhelm your shoppers with purchasing links atlanta divorce attorneys post.

6. Turn into a portion of the conversation

Let me guess.

You have your social media notifications off, posts scheduled, so when you check up on your engagement, you merely look to start to see the amount of likes and comments you’ve gotten?

While you’ll find nothing wrong with silencing your notifications or utilizing an automation tool, there is something amiss with ignoring your visitors and clients.

Because according to CoSchedule, customers save money with companies that build relationships them on social media.

customers save money with companies that engage on social media

If you can include about 30% to each online order just giving an answer to comments, liking some posts, and giving advice, why wouldn’t you?

Social is approximately creating conversations – not blurting out whatever promotion you have running that week.

While this tip might not be a primary promotion strategy, it’s a long-term investment that may enhance your sales and strengthen your customer relationships.

Here’s a comparatively simple communication between REI and a customer.

rei twitter

By lending a helping hand and being designed for questions, REI is blending sales and customer support – improving the shopping experience for customers.

This sort of unique attention can catch a customer’s eye.

Whether an electronic passerby sees you assisting another customer or you’re speaking right to the shopper in need, engaging together with your audience could make your brand more memorable.

Not only can this enhance your chances of obtaining a sale immediately, however the customer may also keep coming back for more.

But you don’t need to await customers to come quickly to you with questions or feedback.

Check out this #DearEverlane campaign.

dear everlane instagram

Using #DearEverlane, the business blends testimonials, user-generated content, and social proof to obtain some awesome conversations started.

Not only are they providing feedback and giving an answer to comments, but they’lso are putting it on display for some other clients to see.

They’re showing that they’re human.

Don’t hesitate of one’s audience learning you can find real people running your organization.

Encourage them to obtain in contact, ask questions, and touch base with feedback.

Then acknowledge those comments with genuine, thoughtful, helpful responses.

Try showing some personality away from marketing campaigns and product lists.

By actually making the effort to acknowledge your market on social media, you’re in a position to create deep relationships that may become loyal shoppers.


The traditional sales page is over.

With the complete Internet at their fingertips, customers tend to be more prepared than ever before to create educated purchasing decisions.

They don’t need you telling them what things to buy.

If you’re still hoping to land a sale by telling your visitors what they “need,” you’ll quickly discover that your e-commerce store isn’t doing this hot.

Rather than attempting to push sale after sale, use social to determine genuine relationships and connections together with your customers.

Connect with bloggers and influencers to obtain before a fresh audience. Or run a contest or promotion to improve engagement.

Think beyond the standard product pages and make product videos showing off your products and personality.

Then use your present customers with user-generated content.This shows your products in true to life.

And mix it up. Use enhanced posts to market on social media which means that your customers don’t need to go somewhere else.

Finally, use social media to get a conversation together with your customers.

By hearing what they need, engaging with people they trust, and developing campaigns that help have them involved with your brand, your social platforms may become selling machines.

What promotion strategy perhaps you have seen probably the most success with for the e-commerce store?

About the writer: Neil Patel may be the cofounder of Neil Patel Digital.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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