[Updated May 2023]

In 2023, the eCommerce industry has grown exponentially, reaching an estimated value of $6.3 trillion dollars. This massive financial potential has led eCommerce store owners to continuously seek innovative ways to enhance their sites and boost conversions through improved marketing strategies. However, certain pitfalls remain prevalent.

Missteps in Social Media Utilization

A major mistake that eCommerce stores continue to make in 2023 is the improper use of social media platforms to drive sales. As experienced in the past, platforms like Instagram, Facebook, and WhatsApp can experience outages, disrupting businesses that rely heavily on these platforms to connect with their followers.

To mitigate this, eCommerce store owners must establish communication channels with their followers outside of these platforms. One effective method is through email. Currently, it's possible to leverage Instagram and Facebook to request a user's email address and automatically add it to your CRM.

The Pitfall of Non-Targeted Followers

Another common mistake is the excessive focus on acquiring any type of followers. Many eCommerce stores using Instagram resort to contest giveaways to increase their follower count. However, this strategy often attracts followers who are only interested in the giveaway and have no genuine interest in purchasing the store's products.

For instance, consider the number of people and businesses you're following on Instagram. The chances of seeing every post from all the people you follow, especially businesses, are quite low. This is why it's crucial to focus on developing your email list, which remains the most cost-effective and efficient marketing strategy.

eCommerce store owners need to understand that social media platforms will never replace email as the primary communication channel with customers. The goal on social media should be to attract followers who are part of your target market. Imagine having over 100,000 followers, but none of them are interested in your products. It's much more beneficial to have a smaller, targeted follower base that is genuinely interested in your offerings.

This is why it's important to focus on developing your email list. Email is still the cheapest and most effective marketing strategy available. What eCommerce store owners need to realize is social media platforms will never replace email as the best way to communicate with their customers.

The focus on social media should be to gain followers that are your target market. Period! Imagine having over 100,000 followers, but none of them is your target market. It would be like having a store selling dog blankets and none of your followers are dog owners.

Now imagine having 100,000 followers that are dog owners and you sell dog blankets. This is what you want! Even better, imagine having an email list of all of your followers that you can contact no matter if a social media site goes down ever again.

Yes, social media is a channel where consumers go looking for products of interest, especially if it's something they are passionate about. If they find you and they really are interested in what you have to offer they will sign up for your email notifications.

Creating an effective social media strategy takes time, effort, and money. Before you invest time and money into social media, first ensure you are prepared to utilize social media to build your email subscribers. As more and more companies are using Instagram to grow their business, so will the competition.  The best social media strategy is one that includes both email and social media as part of an integrated digital marketing campaign.

If you would like to gain followers of people that are your target market and grow your email list at the same time, contact us today to receive our free report.