Social Networking as Part of an eCommerce Website Strategy

The use of social networks has taken the internet by storm along with Twitter and any of the new developments that are sure to follow. A savvy business person should take advantage of what Hubspot website design experts have been saying for years, and take every marketing opportunity that presents itself. From the use of Paypal to any of the social networks that are available they will all present viable opportunities for an eCommerce business. Of course, there are a few things to keep in mind about a social network marketing approach. Most important is that they are social networks, not commercial networks.

Different rules will apply:

  • Standard advertising is non targeted, while social network marketing is very targeted.
  • Standard advertising strategy has no engagement with an audience, while social. networking is all about engagement with an audience or group.
  • Standard advertising is typically very expensive, while social network marketing can be free or might only require a nominal investment.

The targeting issue is important in that the social network is designed to serve and fulfill the needs of a particular group or “market segment”. While traditional advertising views market segmentation almost in a blind fashion, social network marketing views the “target market” as a market of engagement. In other words, the group responding to fan pages are only present when valuable content is present and/or when members of the group feel a connection to others in that group.

ECommerce is the Ultimate Goal with Social Network Marketing

When using the various social networking channels, i.e., Twitter, Group Pages, YouTube or Fan Pages, whether it’s Linkedin, Facebook or Blogging, the interaction must ultimately lead a group or fan page member to a website where a good or service can be purchased. This may be a lengthy process in comparison with traditional media advertising, but the purchase follows a more personalize relationship with the ultimate buyer than through traditional marketing efforts.

Engagement with the market and/or ultimate consumer is key. Unless the marketing person who elects to utilize social networking as a marketing strategy channel understands that, his or efforts will be wasted. Obviously, the use of social networking does not preclude the utilization of other approaches: CPC, SEO, article submission and other more traditional approaches to marketing.

It may, in time be the most important strategy and tool to use, but as of now it is an important one that ought not to be overlooked.