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Optimizing Your Web Store for Social Media

Considering the centrality of social media in brand promotion and customer interaction, it is crucial for eCommerce businesses that the various social media avenues available today are an integral part of their web stores and marketing strategies. Social media can significantly impact brand awareness, customer loyalty, and help build a long-lasting bond with your customers through online word-of-mouth publicity, which consequently impacts sales and revenues in the long-run.

Ignify eCommerce is equipped with tools to help merchants optimize their social media presence. The most dominant of social media platforms – Facebook and Twitter – can be easily included on the web store for most of the design templates available within the Ignify eCommerce Manager Panel.

FacebookFacebook

  1. Sharing your web store’s pages on Facebook is enabled by setting the Facebook API key from the Manager Panel settings.

Facebook API key

  1. Discounts (promotional offers) can be directly shared on Facebook by clicking on the “Share” button after selecting a Coupon on the Discount Coupon page in the Manager Panel. You would see the dialog shown below –
    1. The landing page URL is auto-generated by the system and users can override it manually in case a landing page already exists.
    2. You can also associate a relevant name, caption, description and upload a picture displaying promotional offers for the Facebook post.

Configuring a landing page for a posted promotion on Facebook

Configuring a  landing page for a posted promotion on Facebook

Posting the promotion on Facebook

Posting the promotion on Facebook

Posted promotion displays on Facebook

Posted promotion displays on Facebook

  1. The Manager Panel also lets you set up your web store on Facebook directly. Click here to know more on how to setup your web store on Facebook
  2. The Facebook ‘Like’ button is placed in the footer of your web store, which allows your users to ‘Like’ your web store/brand, thereby increasing its reach and brand value.
  3. Similarly, customers can also ‘Like’ individual products on individual product pages. The number of ‘Likes’ for each item is indicative of its popularity among shoppers. You can choose to display this number on individual product pages to showcase your product’s popularity.

Facebook ‘Like’ on the web store

Facebook ‘Like’ on the web store

  1. Most of the web store templates also come with a ‘Share’ button that lets you take your product to a larger audience. Customers can recommend your products to their friends and family, giving you an opportunity to capitalize on the power of peer preferences and recommendations that affect people’s buying choices.

Facebook ‘Share’ on the web store

Facebook ‘Share’ on the web store

  1. The Facebook ‘Likebox’ widget can also be added to the web store, which allows comments and photographs of customers who like your pages to be displayed giving it a personalized touch.

Facebook ‘Likebox’ on web store

Facebook ‘Likebox’ on web store

TwitterTwitter

  1. Similar to sharing on Facebook, a Twitter ‘Tweet’ button can be included on your web store and individual pages that allow your customers to share and recommend your products to their family and friends and promote your brand.
  2. Discounts (promotional offers) can be tweeted by clicking on the “Share” button after selecting a Coupon on the Discount Coupon page in the Manager Panel. A tiny URL would be auto-generated, and a tweet preview excluding the URL created as shown below. 

Tweeting the promotion on Twitter

Tweeting the promotion on Twitter

Tweeted promotion on Twitter

Tweeted promotion on Twitter

Google +Google +

Most of the web store templates come with a Google+ button in the footer and individual product listing pages. Google+ posts are ranked and crawled faster. Google Search values sites with higher social credibility and recommendations, and Google+ shares receive high weightage. 

Google+ on web store

Google+ on web store

Other social media sharing avenues are also available to help you widen your customer base and reach out to them on a regular basis. User interaction and engagement with your brand is an important aspect to consider when planning your social media activities. It is not just about providing information on your brand and products, but being a part of your customers’ online social life and creating brand retention for them and their friends and family.

Manasi Kulkarni is a Product Marketer at Ignify. Ignify is a technology provider of eCommerce, ERP, CRM, and Point of Sale software solutions to organizations. Ignify has won the worldwide Microsoft Partner of the Year Award in 2013, 2012 and 2011. Ignify has been included as the fastest growing business in North America for 7 years in a row by Deloitte, Inc Magazine, and Entrepreneur Magazine from 2007 to 2013.

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