Finding success as an eCommerce business owner is nearly impossible without a strong social media presence. Thanks to the ubiquity of smartphones, these platforms are where consumers are spending much of their time. In fact, global internet users spend an average of 144 minutes on social media sites every day, so it makes sense for your brand to connect with them there.

Now, also consider the fact that clothing was ranked as the most-purchased item category between Q2 2018 and Q2 2019. People like to buy their clothes online. So if you’re running an online fashion business and want to increase your sales, you’ve got to be on social media because that’s where your target audience is. There’s no question about it: Social media now plays an indispensable role in online fashion businesses. Read on for our top five tips on how to design a winning social media strategy for your Shopify fashion store so you can promote brand awareness, boost sales, and grow your business.

#1. Define your goals

Shopify Social Media Marketing: 5 Tips to Promote Your Online Fashion Store
Photo by Roberto Cortese / Unsplash

Before you start posting on social media, you should first set marketing goals that align with your business objectives. As a Shopify seller, it’s important to know your desired outcomes first so you can prioritize tasks and allocate resources more strategically.  

Some of the most common social media marketing goals for Shopify store owners include:

  • Drive traffic to your eCommerce site
  • Generate more leads and sales
  • Increase brand awareness
  • Provide customer support
  • Collect customer feedback
  • Build trust with customers

Well-defined goals are critical for long-term social media growth. You need to know which metrics to track, and whether you can link any revenue increases to your social media marketing work. That way, you’ll know which activities to do more of and which aren’t worth your time and money. Whichever metrics you choose to focus on, you should articulate them clearly using the SMART principle before you start working toward them. SMART stands for specific, measurable, attainable, relevant, and time-bound.

As an example, let’s imagine you run a Shopify clothing store selling vintage dresses. As the owner of this Shopify store, your SMART goal might look something like this:

  • Specific: I want to grow my Pinterest followers.
  • Measurable: I want to double the number of my Pinterest followers.
  • Attainable: Growing my Pinterest followers is a logical goal that’s within my reach given my available time and resources.
  • Relevant: Growing my Pinterest followers is aligned with my business objectives because it’s where my target audience spends the most time, so gaining more followers there can help me increase sales.
  • Time-specific: I want to double my Pinterest followers in the next three months.

Use the SMART framework when setting goals for your own Shopify store to help you stay on track and to increase your chances for success.

#2. Identify your target audience for segmentation

Shopify Social Media Marketing: 5 Tips to Promote Your Online Fashion Store
Photo by Melanie Deziel / Unsplash

Not everyone will be interested in your products. That’s why you need to know exactly who your ideal customers are before you start selling to them, so you can focus on channels and messaging that will appeal to them specifically. The best way to do this is to segment your target audience and create different buyer personas from diversified demographic data. You can categorize your audience based on the following factors:

  • Age
  • Location
  • Gender
  • Interests or hobbies
  • Relationship status
  • Career
  • Income levels
  • Buying patterns
  • Purchase concerns or objections
  • Reasons to buy

You will likely have multiple buyer personas, which means you can create multiple versions of sales copy and social media campaigns. Each one can resonate with a certain persona’s pain points to catch their interest specifically and lead them to your shop.  

For example, if you discover that the greatest concern for one key segment of your audience is finding clothing that fits their body well, or not having to deal with tedious return processes, you can add a helpful sizing tool to your Shopify store. Create one that displays concise and easy-to-understand fitting information to help your customers make more conscious purchases, and then let your target audience know this tool exists through social media to attract them to your shop.

#3. Diversify your content for higher engagement

The right content mix is crucial for effective social media marketing. With each of your audience segments in mind, you should choose appropriate formats and types when it comes to content creation. That way, you’ll increase the likelihood of appealing to more of your target audience, thereby increasing brand awareness and engagement.

Ideal content types for Shopify social media marketing include:

  • Facebook/Instagram Stories
  • Posts about news and industry trends
  • Giveaways, contests, quizzes, polls, and surveys
  • Infographics
  • Inspirational quotes relevant to your audience
  • Excerpts from and links to your blog
  • YouTube videos, or Instagram/Facebook Live videos
  • User-generated content like videos and photos

You’ll likely need to experiment with different content formats to figure out which ones work for your brand and its specific audience. It’s best to start with at least three different formats, and then monitor your posts' performance and modify your content marketing strategy accordingly.

When it comes to what to post about, consider following one of these best practices:

  • The 80/20 Rule. This rule suggests that 80% of your posts should inform, educate, or entertain your audience, while the other 20% can directly promote your brand and products. This configuration helps you avoid irritating your audience with too much direct, salesy content, which may turn them off from your brand altogether. Instead, the majority of your content will be inspirational or interesting, with the goal of developing trust and relationships with your followers.
  • The Rule of Thirds. This rule has you divide your content into three categories: 1) Promoting and growing your business; 2) Sharing the latest trends or news in your industry; 3) Interacting with your customers. You should create an equal share of each type of content.

Again, it may take some experimentation to figure out what type of content your audience responds to the most. As you go through the process of trial and error, make sure to consistently measure metrics along the way so you know what’s working and what’s not.

#4. Prioritize channels for broader reach

Shopify Social Media Marketing: 5 Tips to Promote Your Online Fashion Store
Photo by Campaign Creators / Unsplash

There’s a wide range of social media networks for businesses to utilize. The most popular channels are Facebook, YouTube, Instagram, and Twitter, though other channels like TikTok and Pinterest are also growing rapidly. As a Shopify store owner, you need to decide which channels to focus on so you can maximize your brand’s reach.

Most eCommerce businesses work with more than one social media channel. There’s nothing wrong with diversifying, but you do need to be wary of the following pitfalls:

  • Insufficient time to maintain posting frequency for all channels
  • Repetitive content and tone of voice across all networks
  • Not tracking the right metrics and KPIs

If you’re new to eCommerce social media marketing, here’s a bit more information on the most commonly used social media channels for businesses:

  • Facebook. Facebook is the third most-visited website on the Internet, with 2.27 billion users worldwide. It’s the perfect platform for targeted ads that aim at audiences under 25, or between 25 and 34. You can also take advantage of the Facebook Shop feature to list your product offers directly. eCommerce businesses in industries like apparel and beauty, especially, can also use Facebook as a place to run engaging campaigns via Live and Stories. Facebook Messenger is also a great tool for sellers to provide instant customer support.
  • Instagram. Instagram is a powerful social media channel when it comes to visual content. It’s also an ideal platform for building your brand awareness, since 2 out of 10 hashtags are branded. You should also know that there are more female users than male users on Instagram, so if you’re running a Shopify business that sells things like home decor, fashion, or crafts, Instagram is a good choice.  
  • Pinterest. Pinterest is another visual-first platform for social media marketing, but it’s used very differently than Instagram. 90% of users browse Pinterest to discover new products, which means your audience on this platform is typically ready to make a purchase. It’s also interesting to note that 97% of searches there are unbranded, which gives independent businesses room to find success with a strategic marketing plan. Industries that tend to benefit the most from Pinterest marketing include retail, arts and crafts, food and drink, music, and self-improvement.
  • Twitter. This platform focuses on short messages with limited word counts. It’s the ideal channel to showcase your brand’s personality. You can position yourself there as a thought leader in the industry, use it to provide quick updates on your business, or start conversations with your audience. There are many examples of popular brands in food and beverage, apparel, and electronics that you can look to for how to execute a successful Twitter marketing strategy.
  • YouTube. YouTube receives the second-largest search traffic volume globally, making it perfect for SEO. Fashion businesses, for example, can post videos there of people wearing their products in both informative and entertaining ways. To drive traffic to your eCommerce site from your YouTube videos, make sure to always include target keywords in the titles, thumbnails, descriptions, and tags.

If you decide to regularly post content to multiple channels, remember to always tailor your copy, images, and videos for each one. The type of content, style, and format varies between social media networks, so it’s important to match your posts to the platform.

#5. Create a process to execute your marketing plan

Once you’ve laid the groundwork with the first four tips, it’s time to put your plans into motion. eCommerce businesses can use content-planning tools like Trello, Monday, or CoSchedule to prepare diverse templates to simplify the daily posting process. Store owners can also choose from several social media tools to manage and schedule their social media posts to save time.

Apart from content planning, Shopify store owners also need to pay attention to posting times and frequencies. Make use of Facebook Insights and Instagram Analytics to identify the best time to post for your particular audience. You’ll need to experiment with different posting times to find the best fit. Once you know the best day and hour to post, you can use scheduling software to automatically upload your content at those times.

During the execution phase of your marketing plan, it’s also important to embrace social listening: the process of monitoring your audience's social media conversations to discover new business opportunities or areas for improvement. You can track brand-related keywords or phrases to see what people are saying about your business. Use the information you discover to get ahead of customer complaints and get clues as to what people want to see from your brand in terms of content and even products.

Finding social media marketing success as a Shopify store owner

Every eCommerce business uses social media marketing a bit differently. If you’re just starting out, analyze your products, target demographic, and market size before you start, so you can align your strategy with your business objectives. Then, take a look at these additional digital marketing tips to help you grow your Shopify store in other ways. As you continue on your eCommerce marketing journey, keep experimenting with different strategies, adjust your goals as needed, and persevere until you find success!


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