Social Media for Shopify

What’s Your Social Media Strategy?

Marketing your Shopify store on social media is a must for every type of brand from fashion to food, its safe to say that every brand has a place somewhere on social media. Your brands best social media fit may be Facebook, Instagram, Twitter, Pinterest, YouTube, LinkedIn or some other niche social media network. The point is this, social media is where the masses can be found and that means your Shopify store needs a long-term social media marketing strategy to drive those masses into your Shopify store on a daily basis.

Social Media Demographics

Social media networks tend to be cliquish, with most networks segmented into basic demographic groups such as age or sex. While other networks are more granular in their demographic segmentation focusing on occupation, education, income etc. This means that your social media marketing should pinpoint the networks most likely to reach your core demographic, then focus your social media efforts on these essentials social media audience research, social media marketing and social media ads to make the most meaningful impact on increasing convertible traffic to your Shopify store.

Social Media Audience Research

Social Media Audience ResearchSocial media demographics are deep insights into the audience details of social media networks. This data includes the core information Shopify stores need to reach the right type of customers on social media who are most likely to buy.
Beware of where you get your social media audience demographics. Here’s why, if you search Google for “Facebook audience demographics” you will find an endless stream of websites alleging to have this data, which is all too often inaccurate or old information. The truth is you can only get accurate, current and relevant data from the source itself. The only reason most third-party websites create content for social media audience demographics is for search engine clickbait, its always better to get demographics directly from their source of origin.
Below are the top social media networks with some current demographics provided by each, and links to their own information which is the most current and accurate data available. If you decide to hire our Shopify experts to run your Shopify stores social media marketing, we will provide this research for you.

Discover Your Audience

Current, Accurate & Relevant Demographics

Facebook Audience Demographics

Facebook Audience Demographics

Facebook estimates that 1.6 billion people use their network every day, and 2.4 billion people use it every month. Facebook also estimates that there are over 7 million active advertisers running some form of advertising across their network. Audience demographics are available by accessing Facebook advertising. For the most accurate and current audience data simply login to Facebook and follow the link below. You are not required to create ads to view audience demographics.
View Facebook Audience Demographics

Instagram Audience Demographics

Instagram Audience Demographics

Instagram estimates 1 billion+ accounts are active monthly, and 500 million+ accounts are active daily. 90% of accounts follow a business, and 500 million+ accounts use Stories daily. To view your Instagram insights, go to your profile and tap the top right menu, then choose Insights and you will see Content, Activity and Audience. To view live data, you must have 100 followers however there is ample data in the link below to determine if Instagram is right for your Shopify store.
View Instagram Audience Demographics

Twitter Audience Demographics

Twitter Audience Demographics

Twitter estimates 330 million active users. 30 million US daily users, and 72 million US monthly users. Unfortunately, Twitter is not big on reporting audience demographics for its entire network, preferring to segment audience insights for individual accounts. For a deeper look into the most relevant Twitter demographics for your Shopify store, follow the link below to conduct your own research or contact our Shopify social media experts for a detailed report.
View Twitter Audience Demographics

Pinterest Audience Demographics

Pinterest Audience Demographics

Pinterest estimates that 322 million people use their network every month. They further estimate that 73% of those 322 million people are women in the US between the ages of 25-54. Pinterest offers basic demographics if you are not logged in, and more granular demographics if you login. Login to view the link below for detailed statistics, that will help Shopify stores discover if Pinterest demographics are a good fit for their social media marketing efforts.
View Pinterest Audience Demographics

YouTube Audience Demographics

YouTube Audience Demographics

YouTube estimates that 2 billion+ users login monthly, with 1 billion+ hours of videos being watched daily. The average age of the people watching videos is 18-34. YouTube will give you detailed demographics for your individual channel, but you must login to Google to view deeper audience demographics. Follow the link below to find a YouTube audience based on your categories and determine if YouTube is a good fit for your social media efforts.
View YouTube Audience Demographics

LinkedIn Audience Demographics

LinkedIn Audience Demographics

LinkedIn estimates there are 60 million+ members in their network, with 30 million+ businesses. 70% of their members are located in the US, and 280 billion feed updates are viewed annually. LinkedIn does a great job at segmenting their audience demographics by people and industry, making it easy to research their audience statistics. Their demographics are a great help in deciding if LinkedIn will be a good fit for your Shopify stores social media efforts.
View LinkedIn Audience Demographics

Social Media Marketing Strategy

Social Media Marketing Strategy

Is Your Social Media Strategy Monetizing?

Once you discover your social media audience demographics, the next step is to create your social media marketing strategy. The goal for thinking about and producing a social media marketing strategy is to ensure that your social media efforts are more than just an ad-hoc effort. It is also important to keep in mind that your strategy should revolve around your Shopify store, in other words your goal should always be sales over likes.

The best social media marketing plan always begins with a solid strategy. To be clear, a strategy is not a plan but rather an outline of how your plan will proceed. Strategy is a set of goals and guidelines that will act as an outline for your social media plan and the execution of that plan.

Strategies should be rooted in measurable actions such as more conversions to your Shopify store, or more email subscriptions to your email marketing list. Measurable goals with clearly defined metrics should be included in your social media marketing strategy. Keep your goals significant enough so that they produce meaningful results such as increased ROI, and not granular with minimal or no impact on sales. The core premise of creating a strategy is to make your social media efforts produce quantifiable results, by balancing your time and resources to consistently produce quality and value driven results that fit into your overall marketing strategy.

A good social media marketing strategy will include:

  • Measurable Goals (ex. increase conversions)

  • Competitive Analysis

  • Content Creation

  • Analytics and Tracking

  • Branding Requirements

  • Integration of Shopify Components

  • Optimization of Social Media Accounts / Profiles

  • Integration of Email Marketing Subscription Forms

Its good practice to incorporate a calendar system into your process to queue your social media posts in advance, this is a great time saver and helps increase the quality of your posts. Also think about using an automated posting software, there are several automated social media tools available. Our Shopify social media experts typically work with Hootsuite for social media automation.

Now that you have the framework for your social media marketing strategy and have discovered your social media audience demographics, the next step is to research and write your social media plan. Your plan should contain clear and decisive actions that your social media or marketing person can follow to execute your plan and reach your goals in monetizing your social media marketing effort.

As you proceed to create your own unique social media marketing plan remember that your social media efforts are more than just posting to accounts or sharing stories, think of your social media as a holistic marketing effort. It is not separate but part of your overall marketing strategy and should be thought of as an extension to your larger marketing plan. If you optimize your content for further distribution beyond social media, you will be able to repurpose content for other distribution in blogs, email marketing and even paid advertising. Be sure that you are tracking the success of your posts so that when content receives positive results, you can reproduce similar content you know will resonate with your audience.

Social Media Marketing Plan

Social Media Plan, Execution & Analytics

The previous steps of preparing for the creation of your social media plan (social media audience demographics and social media marketing strategy), build on the guidelines and suggestions that give your plan legs for the final steps of execution and analytics. The final phase of creating a plan for monetizing your social media marketing efforts, and tracking your successful execution is important because once started this step will remain in place for the long-term with only small tweaks to optimize its efficiency.

1.) Content Calendar: Keeping your content creation and distribution efforts organized and timed in a calendar means you can have a week or more of posts in a queue waiting to be automatically posted. Our Shopify content experts work with large amounts of content and they know it can get confusing, we have found through our years of experience that staying organized will be helpful and even critical to your long-term social media success. Keeping a weekly calendar is important and not just because it gives you some breathing room to stay ahead in postings, it also ensures every post goes out on schedule and on a regular basis.

2.) Content Creation: Social media marketing is a continuous process that requires a constant source of new content including text, photography, infographics, video etc. Managing the content creation process requires a balance of quality and quantity, all content must also be adapted to meet each channels’ specific format requirements. Another important factor in the content creation process is messaging, if you read the previous section on social media audience demographics then you know that tailoring your message to your distinct audience is a must. Delivering the right message to your audience means first understanding who your audience is, what type of messaging will resonate and the best message to drive sales.

3.) Branding Requirements: Absolute must for maintaining the integrity of your brand. Create a style guide and make sure that everyone who works on your social media marketing projects all have a copy. Don’t let your brand get tainted or watered down because you never clearly defined some very simple parameters such as logo, favicon, fonts and color palette.

4.) Optimizing Social Media Accounts: Our Shopify experts see this all the time, social media accounts with incorrect domain names, contact information, logos and even phone numbers. It is not difficult to optimize your social media accounts, but it sure is important. Use your branding style guide to ensure branding is on the mark and maximize every opportunity that is available. If they allow products, then import your product feed using a Shopify app. Add your email marketing subscription forms and activate the chat feature when available.

5.) Automation: Taking advantage of social media automation makes posting a breeze, it saves the headache of logging into every account and takes the stress out of posting to multiple accounts since you only need to add your posts for all accounts into one software interface. If you are still posting to social media one account at a time, then it is time to upgrade your process and automate your social media marketing posts.

6.) Analytics & Tracking: Everything you do in your social media marketing efforts is leading you up this point, tracking the success of your campaigns and analyzing the outcome. The first step is making sure all tracking pixels have been properly installed in your Shopify store. You should also create a segmented social media report in Google Analytics, and add the report to your daily dashboard for a more convenient view of your social media traffic. You will also want to add a social media funnel into your goals so that you can determine which social media account, and even which post is driving the most customers and sales into your funnel.

Social Media Ads

Social Media AdsIf you read the previous sections about social media audience research, and social media marketing, then you should be prepared to manage social media ads for your Shopify store. If you have experience with AdWords, then you will find it easier to get started with social media ads since you should already have experience in the bidding process. The important thing to remember is follow your strategy and don’t be shy about tweaking your plan for optimal performance.
Before starting, research which social media network has the audience that is most likely to purchase products from your Shopify store. Leave branding, increased followers and visibility to organic social media marketing. Once you become engaged is social media ads everything gets serious because now you are paying for advertising, so get ad copy perfect, your artwork creative so it speaks to your audience and execute like you are an advertising executive.

Paid Social Media

Top 6 Social Media Ad Networks

Facebook Social Media Ads

Facebook Social Media Ads

Facebook ad types include image, video, slideshow, carousel, instant experience and collection. Ad placement locations include Facebook, Messenger and Audience Network. Its usually a good idea to start your ad budget on the low-end until you see the traffic flow then increase accordingly. Keep a close eye on device type bidding, don’t allow Facebook to control this aspect of your budget or they will flood you with mobile clicks which are less valuable than desktop. Finally, here is the Facebook Learn section that will answer questions and offer guidance for Facebook ads.
Facebook Learn Section

Instagram Social Media Ads

Instagram Social Media Ads

Instagram ad types include photo ads, video ads, carousel ads, stories ads and ads in explore. Ad placement locations include Instagram, Messenger and Audience Network. You must convert your profile to a professional account before running Instagram, as you will use the Facebook Ads Manager to create and manage ads. It is also recommended to post organically before advertising, this will help to build the trust factor for your ads. Finally, here is the Instagram Learn section that will answer questions and offer guidance for Instagram ads.
Instagram Learn Section

Twitter Social Media Ads

Twitter Social Media Ads

Twitter ad types include awareness, tweet engagements, website clicks, app installs and quick promotion. Ad placement location Twitter network. Twitter ads are different than other social media networks in that campaign content originates directly from your tweets, so you must have organic tweet content in your account to begin advertising. You should add call to action in your tweets such as Buy Now or Shop Now, however you should avoid #hashtags or @mentions in your tweets so that people do not click away from your ad. Click below to learn about Twitter ads.
Twitter Ads Start Here

Pinterest Audience Demographics

Pinterest Social Media Ads

Pinterest offers several ad type choices which include build awareness (brand awareness or video views), drive consideration (traffic or app install) or get conversions (conversions or catalog sales). Pinterest uses the content or Pins in your feed as your Pinterest Promoted Pins (ad content). Pinterest also offers a bid model with PPC cost for promoted pins. To build your promoted pins (ads) you will choose targeting, budget, delivery and ads. Use minimal bids to start, until you have analytics on traffic quality, then increase your ad spend accordingly.
Pinterest Advertising Guidelines

YouTube Social Media Ads

YouTube Social Media Ads

YouTube offers videos ads (only), and ad type choices include Skippable in-stream ads, Non-skippable in-stream ads, Video discovery ads, Bumper ads, Outstream ads, Masthead ads. You will only pay when someone watches your ad for more than 30 seconds or engages with your ad in a call-to-action, a card or a companion banner. If you do not have a video YouTube has partners (not affiliated with Google) in their video services that can help create an advertising video for your brand. YouTube suggests starting your ad budget at about $10 per day.
YouTube Ads Start Here

LinkedIn Audience Demographics

LinkedIn Social Media Ads

LinkedIn offers sponsored content ads which include single image ads, video ads and carousel ads. They also offer targeted marking with premium display ads, email marketing sponsored and pay per click (PPC). LinkedIn even offers free business showcase pages. As the largest B2B social media network LinkedIn is a unique platform for advertisers looking to acquire new B2B customers. Adding B2B apps with features such as multi-level pricing makes Shopify a perfect fit for B2B, and when paired LinkedIn advertising you can create a powerhouse B2B opportunity.
LinkedIn Ads Start Here

Social Media Content

Social Media Content

As you move forward in the execution of your social media marketing plan, content will always be at the forefront of your efforts. How your Shopify store approaches this will determine the longevity of your success on social media. Before you get started on your journey, we recommend bookmarking this page as the information is foundational in building a successful social media marketing plan.

There are a few content traps you should avoid such as buying cheap content from freelance writers. Nothing can take the place of quality, accurate and relevant content that shows you are an expert and an authority in your field. Also, don’t guess, assume or quote dubious sources in your content as it will invalidate your premise. Finally, if you use social media influencers get an editorial agreement, which gives you quality control over the content they post. For more information on creating quality content, follow the link below to our content writing section.
Shopify Content Writing

Social Media Marketing - Hindsight

As the old saying goes “its not the destination but the journey”, nothing can be truer about embarking on a social media marketing venture. When you add all the elements together including social media audience demographics, social media marketing, social media ads and social media content you get a well-rounded outline of the steps needed to monetize social media. Create a plan based on your strategy and stick to it, making adjustments when needed.

Remember this, creating content is challenging, especially when its never ending but the payoff remarkable. Don’t be afraid to get help from outside bloggers who know your industry and are willing to post on your blog or feed. The same goes for social media influencers, they can be a tremendous help, and many have hundreds of thousands and even millions of followers. The goal is to keep your social media engine running, balanced and performing at the highest possible capacity.

Social Media Marketing - Hindsight

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