Wholesaler Guide
research products, check prices, and place orders. However, unlike TikTok, Google’s retailer-friendly approach to eCommerce doesn’t always attract a significant number of new shoppers. In the face of this rising competition, Google recently tweaked its ad business approach to help turn searchers into buyers.
In 2021, the company opened up its Shopping search results to include free, organic listings. It’s also expanded its integration with PayPal to make online payments easier, partnered with Shopify to incorporate its 1.7m retailers into Google Search, and even unveiled a ‘Shopping Graph’ tool that tells shoppers everything they need to know about a product—where to buy it, how much it costs, customers reviews, and more. The company is now emphasising the creation
“Social commerce is a flourishing space, creating numerous opportunities for marketers to harness.”
of a free and open commerce ecosystem that helps advertisers to boost engagement, reach customers in multiple stages of the buying process, and enjoy higher-quality leads.
Building your own social commerce strategy
If you’re an organisation looking to harness social commerce, the choice between successful incumbents, like Google, and lucrative newcomers, like TikTok, can make it difficult to decide where to focus. So, it’s important to consider three ‘Ps’ when establishing your social commerce strategy: programme, platform, and partnerships.
‘Programme’ involves thinking about the best model for engaging and converting customers. There’s a wide range of possibilities, from influencer marketing and content creators to community-driven approaches. Some businesses that work with partners even run ‘shoppable media’ campaigns, where they post ads on Google and social media platforms that link through to a landing page listing all the partners that customers can choose to purchase from. The
ewnews.co.uk
key question to ask is, what programme will best serve your customer’s needs whilst achieving your business objectives?
‘Platform’ requires you to consider the optimal routes to market and channels. Again, the key to this is understanding the needs and location of your brand’s target audiences, and then combining them with the most relevant channels to achieve your goals. Then, ‘Partnerships’ means assessing the partners that your brand can work with to best realise your objectives— from influencer and platform partnerships to technologies and tools.
Finally, it’s important to remember social commerce best practices. Ads that incorporate simple ‘Shop Now’ calls to action must link the user to the product or category page that’s most relevant to the ad’s content. Plus, shoppable formats, like carousels, can showcase a range of individual products and lead to a much lower bounce rate and higher conversion. By combining all these factors, you can create a watertight commerce strategy that successfully converts your social media into supercharged sales. However, there’s no longer much time left to lose. As more businesses begin to realise the retail potential of social media, the tougher it becomes to build your online brand and capture the eyeballs of users. Simply, the faster you can start, the faster you can scale. Start exploring your strategy today.
May 2023 electrical wholesaler | 31
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
