Brand awareness is more than just a buzzword — it's the foundation of your ecommerce business's success. And social media marketing is bar none one of the best ways to boost your eCom brand awareness.
But what exactly is brand awareness in ecommerce? Essentially, it's how well consumers know and understand your ecommerce brand: your name, values, style, culture, and of course what exactly it is you sell. And brand awareness is the first step in any good marketing funnel, since the more people know about you, the more likely they are to hit Buy Now.
In this blog post, we’ll show you why brand awareness in ecommerce is non-negotiable and the innovative ways you can use social media to not only reach your audience, but also make an impact with them. Whether you're just starting or looking to refine your strategy, these social media marketing strategies will help you stand out in the ever-competitive world of ecommerce.
At REM Web Solutions, we thrive on helping our customers grow their businesses in tangible and impactful ways. If you need support with your digital marketing efforts or website design and development, don’t hesitate to reach out. Our skilled team is always here to support you in navigating the digital landscape.
Why Brand Awareness is an Ecommerce Game Changer
Did you know that a staggering 62% of millennials — the single biggest generation in the world today — are more likely to buy from brands that engage with them on social media?
The power of social media is undeniable in building brand loyalty and recognition. And in the ecommerce sector, it’s what turns casual online window-shoppers into committed buyers.
1. Brand Awareness Amplifies Your Online Marketing
When people recognize your brand, they're more likely to click your links in search results, share your blog posts, and comment on your social media posts, because in a sea of information and unfamiliar brands, you’re a name they know and trust.
This kind of online engagement starts small, and it might not mean as much on its own. But every click, share, and comment goes toward helping to amplify and boost the return on investment of your other digital marketing efforts:
Clicks in the search results help boost your SEO.
Shares help get your blog posts noticed and read by new customers.
Social media comments help get your posts distributed to other people’s feeds (which tend to boost posts that get more engagement and bury those with none.)
The more brand awareness you have, the easier it is for your marketing efforts to gain traction and really pay off.
Apple is a great example of this — their brand awareness is so high that Apple’s marketing campaigns (especially new product launches) are newsworthy in and of themselves. Apple spends billions of dollars on marketing and advertising, but there’s no telling how much free advertising they get when the world’s biggest news outlets shine a spotlight on the latest Apple launch.
Any ecommerce brand can harness this same effect, albeit on a smaller scale, using social media marketing.
2. Brand Awareness Builds Trust and Fosters Loyalty
Brand awareness it's not all about attracting new customers — it also means valuing and keeping the customers you've already won.
Did you know that repeat customers are not just regular buyers, but big spenders, too? They tend to spend a whopping 67% more than new customers. That's the power of brand awareness, and why it’s a key driver of growth for your ecommerce business.
3. Brand Awareness Busts ecommerce Doubts
With the rise of cheap, dropshipped products flooding Amazon and social media sites, many customers have become more wary about online shopping as a whole. They're more selective, questioning the quality and authenticity of what they buy online.
A strong brand identity tells your customers that you're more than just another anonymous online store: you're a legitimate, trustworthy business that values quality and customer satisfaction.
5 Social Media Marketing Strategies to Increase ecommerce Brand Awareness
We’ve discussed how brand awareness boosts your ecommerce marketing ROI, loyalty, and trustworthiness. Now, let’s look at social media marketing strategies that are proven effective in building and harnessing brand awareness.
1. Target Market Segmentation
Imagine trying to hold conversations with five different people at once. Offline, it’s impossible. Online, it’s still pretty difficult if you want those conversations to be meaningful.
Marketing works the same way. Giant brands like Wal-Mart can run broad campaigns meant to appeal to everyone all at once because they can afford a huge platform — like having a podium in the analogy above. Most brands, especially small-to-midsize ecommerce brands, don’t have that buying power.
That's where target market segmentation comes in: breaking down your broad audience into manageable groups of consumers based on demographics (like age, gender, and location), psychographics (think interests, values, lifestyles), and behaviors (online activity, purchasing habits). This approach enables you to tailor your brand awareness campaigns to a specific group's preferences and needs, and have a bigger impact on a smaller budget.
Once you've identified your segments, it's time to apply what you’ve learned to your social media approach.
Different groups engage with social media in unique ways. For instance, Generation Z might be scrolling through TikTok, while Baby Boomers are more likely to be found on Facebook. These patterns matter, because with a limited budget, you can’t be everywhere all at once.
This focused approach allows you to allocate your resources more effectively, ensuring you're reaching the right people in the right places. You don’t need to be everywhere — you need to be where your key segments are most active. It’s about quality over quantity.
2. Unique Value Proposition for Social Media
There are literally millions of brands on social media, and chances are, at least some of them solve the same problems you do. Having a strong Unique Value Proposition (UVP) is key. But it’s not just about highlighting what makes you different — it’s presenting that difference in a way that actually matters to your audience.
Your UVP should solve a key dilemma: Why should customers pick you over competitors? It's more about offering unique benefits than just being different.
But what if you haven’t quite nailed down what makes you unique? That’s far from ideal, but if your UVP is still in the works, social media can be a good testing ground.
Social media offers a space to try out various messages and observe what resonates without necessarily paying per-click. You can track immediate reactions, collect feedback, and pinpoint what truly appeals to your audience. These insights can then be used to fine-tune your UVP to make sure it's effective.
3. User-Generated Content
User-generated content can be anything people post online about your brand without being paid: reviews, photos, videos, comments, stories, reels, social posts, and more. Used wisely, this is a treasure trove of free advertising and a powerful well to spread awareness of your ecommerce brand.
Why is user-generated content so effective? It's simple: authenticity.
When potential customers see real people, not polished actors, enjoying your products, it strikes a chord. This isn't staged advertising, and most people can tell the difference.
User-generated content also taps into that 'follow the herd' instinct — we all want what others have, especially if they're really happy with it. This social proof is a powerful nudge for potential customers, helping them go from just being interested in your products to eagerly wanting to buy.
But how do you make the most out of user-generated content? It's not just about finding it — it's about sharing it effectively and responsibly. Here are some tips:
Get Permission: Always ask for permission before sharing someone’s photos, videos, etc.
Vet the User: Before sharing, take a moment to review the content creator's profile. Ensure their values align with your brand's image. Like it or not, sharing their content can be perceived as an endorsement of them.
Leverage Social Listening Tools: Use social media listening tools to uncover untagged hidden gems of user-generated content.
Mind Copyright Laws: Be cautious with user-generated content that uses copyrighted music or video clips. What's fine for an individual to post on their profile might be problematic for you as a business.
4. Influencer Marketing
Let's talk about influencer marketing. Yes, we know, it’s a cliché in today's digital lexicon. But let's peel back the layers of this often misunderstood strategy and talk about its true potential for your ecommerce brand.
Gone are the days when influencer marketing was synonymous with celebrities flaunting luxury items. Now, an influencer can be anyone who has earned their audience's trust, big or small.
Think of the artist who uploads wood turning videos to Facebook, the pet-lover who posts Instagram reels about life with their Goldendoodle, or the comedian on TikTok who parodies office life. These might not be your typical influencers, but they can have a big impact on what their followers choose to buy.
Influencer marketing really works, and we've got the numbers to prove it. A survey by HubSpot shows that 18% of Gen X and 26% of Millennials have bought stuff because of online creators. For Gen Z, it's an impressive 33%. And these numbers are just the tip of the iceberg, because not everyone who’s been swayed by influencer marketing will recognize and admit it in a survey. It’s sneaky like that.
If finding the perfect influencer for your brand seems difficult, there are lots of tools and platforms out there to help you find influencers who match your brand and genuinely connect with your audience.
5. In-App Shopping Experiences
Picture this: A shopper is browsing Instagram, spots your item, and in just a few clicks, they buy it without leaving the app.
This is what in-app shopping is all about. It's a win-win: shoppers get the ease of use, and you see more sales.
The numbers are telling. Already, nearly half of Instagram users shop this way each week. And TikTok users spent an impressive $3.8 billion within the app in 2023, a 15% jump from the year before. Why not connect with this eager audience?
It might seem odd for us, as web designers, to push for in-app sales. But don't worry, we're not saying to ditch your website. Think of in-app shopping as an extra, easy choice for your customers. It just provides another shopping path for consumers (especially the younger crowd) who love their social media apps.
(And most in-app shopping platforms, including Facebook, Instagram, and TikTok, won’t let you set up shop unless you’ve got a website as well. It’s a prerequisite.)
Boost Your Ecommerce Brand Awareness with Social Media Marketing
Navigating the complexities of digital marketing can be challenging, but you're not alone. At REM Web Solutions, we're committed to guiding and supporting you every step of the way. Whether it's refining your social media strategy, enhancing your website design, or crafting a comprehensive digital marketing plan, our team of experts is here to help.
Ready to elevate your brand and connect with your audience like never before? Reach out to us. Let's create a digital presence that's not just seen, but remembered and cherished by your customers. Together, we can transform your brand into an unforgettable online experience.