Successful eCommerce businesses know that if they want to match their consumer’s needs and desires, they’ll keep up with consumer habits. One of those habits is mobile use. Mobile usage is bigger than ever before. In fact, it grew by 76 percent between 2013 and 2014 when it comes to app usage, shopping, and more.

Because of these statistics, eCommerce companies and even Google’s search algorithm have found it prudent to make the transition to a more mobile-friendly user experience.  It’s just one of the many examples of the way that eCommerce must evolve in order to meet the desires of consumers.

Another method is social collaboration. In 2014, social media use grew by a whopping 103 percent year over year, which brings strong digital marketing attention to the social sector. Those who are looking to market successfully towards their eCommerce audience will embrace this change and gear more of their marketing strategy to social use.

The Facts

The fact is that if you want to make it in digital marketing today, you’ll make social media use a very real presence in your strategy. There’s one statistic, presented by Socialnomics, you can’t ignore: 90 percent of consumers report that they trust social word of mouth (i.e. posts on Facebook, tweets, etc) over all other forms of advertising. This means that the most effective way for you to spread your brand is to gain customer referrals on social networks.

Furthermore, the use of mobile devices in combination with social media is bigger than ever. According to this collection of social media statistics from JeffBullas.com, there are currently 1.65 billion active mobile social accounts around the world, and you can bet that almost all of those accounts are being used on a daily basis.

[Tweet “90% of consumers say they trust social word of mouth over all other forms of advertising”]

Human beings are creatures of habit, and trusting recommendations from friends and family isn’t a habit that will be going anywhere anytime soon, if history is any indication. Neither is mobile use. It’s only going to grow.

Because it’s such a prominent market for garnering customers to your website, social media could be your ticket to gaining the customer base you need to stay in business. However, it’s not enough to make a company profile and post content every now and then. It requires consistent engagement with your users. Truly engaged social collaboration through both desktop and mobile applications is a requirement if you want to keep up with your competition.

Tips for a Successful Social Strategy

Almost every business could be doing more to get their social strategy off the ground, and that’s particularly true for startups and struggling businesses. It’s important for you to devote your resources to social media influencing through a series of real-time tips.

Specialize in certain platforms

There are more social media platforms around than you probably realize. Obviously there are the big ones, like Facebook, Twitter, and LinkedIn, but there are also thousands of other niche-specific networks you can join. It may be tempting to join every platform that comes your way, but it would be wise to only join a few and engage consistently with them.

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You should always join the major ones with the most influence, such as Facebook, Twitter, LinkedIn, Google+, and YouTube because that’s where you’ll gain the most attention – and then choose maybe one or two specialized networks. By only joining a few, you’ll avoid taking on more than you can handle.

Engage often

People are always on social media so it’s the best way to reach them. The key to attracting social attention, working with potential customers, directing consumers to your website, and all of your other social goals is continued engagement. This means that you need someone to be on social networks throughout the day.

If you don’t currently have the manpower to be watching social traffic, hire someone who can. It’s worth expending the resources in order to make the most out of your social traffic.

Have an end goal in mind

Monitoring social media is about a lot more than simply scrolling through your newsfeed and posting a few relevant pieces of content. It’s about working together with your followers to reach a common goal. Your social strategy should be working towards one specific thing, whether it’s to get 1,000 likes by a certain day, or to gain 10 new customers in three days. All of your content and engagement during that time period will revolve around making that goal happen.

Whatever your goal is, it’s okay to start out small and then work to something larger. When you accomplish one goal, make plans to either take it to the next level or come up with an entirely new goal. Working with a goal in mind gives you something to measure your progress, and if you aren’t getting closer to your goal, you’ll know it’s time to change your strategy.

Be willing to evolve with the times

Social media is and never will be a stagnant network. It will change, people will change, search engines will change, and you’ll never be able to find one strategy that works forever. When social media metrics change, don’t get stuck in traditional marketing. Embrace the step forward and move with it.

The Future of Social Media and eCommerce

As traditional eCommerce structures and social media networks move fluidly with consumer habits, it’s important for you to adapt your strategies to keep up. In the near future, mobile and social collaboration will be your greatest tickets for engaging customers and spreading brand awareness. Keep up with these important factors, and always be on the lookout for how your marketing strategy can improve.

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