3 Powerful SMM Strategies for Ecommerce Businesses

People are wired to social media. They live there, they love there, and what’s more important they buy there. According to recent Hubspot statistics, 54% of social media users research products on social media. 

But how to make people buy from you in particular? Let’s take a closer look at three ecommerce social media marketing strategies which will ensure you get as many requests as you can process. Or even more.

Spend at least $50 for Paid Ads

Paid ads are a must in ecommerce website marketing. It’s a shortcut to get to the top of the feed, obtain quick and measurable results and boost your sales. Let’s see how it works.

Paid ads VS organic reach 1:0

As the number of users keeps constantly growing, social media behemoths are taking advantage of SMM fever. They modify algorithms that way the organic reach goes down; HubSpot studies 2019 show, that only 2% of Facebook organic pages appear at the newsfeed.

How to market your online store on social media

Every social media platform differs from another. We won’t spend ages on explanations, instead, you’ll get a basic understanding of how to market online store on three main social media platforms – Facebook, Instagram, and Twitter.


There are three types of Facebook ads, which you can use to showcase your product:

  • Facebook Feed Ads – appear in the feed like native content
  • Facebook Live Ads – appear in live streams
  • Messenger Ads – appear on Facebook Messenger if a user visits your business page or interacts with your posts

To figure out what works best, experiment with all three ad types. The simpler, the better. For example, think of a relevant special offer and perk it with an eye-catching visual and a CTA button.

cell phone and instagram feed


Instagram is a heaven on Earth for e-commerce businesses. Managed by the same platform as Facebook ads, it has the same targeting settings, the same ad formats, and the same ad types. 

However, it’s essential to understand that Instagram gets at people’s creative nerve first and foremost, which means you must make sure your promotional visuals are of high quality, non-trivial, and inspirationally enlightened. 

tab with the sheet of graphics and statistics on the table


Twitter is perfect for building brand awareness. If something happens, you’ll find it on Twitter. Let’s face it, the world speaks in tweets, and E-commerce businesses must seize this glorious opportunity just like a boat takes advantage of the fair-wind. That said, let’s take a closer look at the three types of Twitter ads:

  • Promoted Tweets – shown to people who are not following you but can be potentially considered as your customers
  • Promoted Accounts – shows your account  to people who are not following you but might do so
  • Promoted Trends – used for a hashtag promotion

Install Facebook Pixel

If you decided to use social media for ecommerce, you can not pass on Facebook Pixel. But I’m already tracking my leads through GA and don’t see the difference here. Reasonable disagreement. However, let me assure you there is one major distinction.

Facebook Pixel vs Google Analytics

Unlike GA, Facebook Pixel is not bound to a device, in other words, its user-based, and tracks everyone who logged into Facebook and clicked on your ad. 

GA utilizes a completely different approach. It’s cookie-based, which means it tracks interactions based on devices. We’re not trying to bash the mighty GA here, however, what if your lead tapped the ad button while using a smartphone and then proceeded to your website via PC? GA will track it as two different interactions. 

laptop with graphics and statistic on the screen

What to track with Facebook Pixel

To start using Facebook pixel, all you need to do is to insert a few lines of code to your HTML, just as you probably did with GA. Next, set up the following events:

  • View Content
  • Add to Cart
  • Add to Wishlist
  • Initiate Checkout
  • Complete Purchase

The list is incomplete; however, these five main custom conversions will help effectively segment your visitors and lead them through the sales funnel.

Take Advantage of User Generated Content

Why UGC is so effective

User-generated content is a great way to build brand awareness. It provides social proof, blasts trustworthiness, and helps to promote on a shoe-string budget; Hubspot statistics indicate that 64% of companies claim that UGC affected their marketing decisions.

Besides that, the rule of life #3 claims: we value things we’ve put efforts into. No matter how expensive or how high-quality it is, we’re acting recklessly towards something we didn’t prior invested in. The same goes for ecommerce and social media.

How to collect UGC

There are several ways to do that. You can ask for feedback or run hashtag contests, however, the brutal truth is, there’s nothing more desired than a good deal. Presents, discounts, and giveaways are a perfect way to encourage users to get involved. 

Social media marketing is taking its toll in 2020. Knowing that e-commerce businesses cannot put a blind eye on social media promotion and get their piece of the pie. The listed above tactics are the foundations on which a social media marketing strategy must be built and applied correctly can lead to fantastic results. 

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