Successful social media marketing: how to drive customers to your online store

The biggest challenge in online store marketing is standing out in a crowded market and reaching potential customers. Evert Saarnak, founder of the Hinga Vabalt online store, and Maria Häling, Product Manager at Montonio, share practical advice for achieving success in social media marketing for your online store.

For new entrepreneurs, staying visible and consistent is key. Social media provides powerful tools to help you achieve this, but success requires a well-planned strategy and a willingness to experiment. Every entrepreneur faces the question of how to drive customers to their online store and turn visits into sales.

1. Test organic content before investing in paid ads

Start with organic content before committing to paid advertising. Organic content is a cost-effective way to reach your audience and learn which messages and formats work best. It also gives you valuable insight into how your audience reacts to your product or service.

If your product is new to the market, focus on raising awareness first. Educate your audience about the problem your product solves and how it can be used. Once you’ve confirmed that your organic content resonates with your audience, you can amplify your results with paid social media ads to drive additional sales.

Organic and paid content often target different audiences. Organic content builds brand awareness, loyalty, and trust. For example, if a potential customer visits your online store but is unfamiliar with your brand, they might check your social media channels to confirm that your business is active and trustworthy.

2. Define clear goals

Before launching a campaign, define its purpose. Are you looking to increase sales, grow your follower base, or boost visibility? With a clear goal in mind, you can direct your efforts effectively and evaluate your success against measurable criteria. Without defined goals, it will be difficult to determine whether your campaign achieved its intended results.

3. Understand your target audience

Knowing your audience is the foundation of every marketing campaign. Tailor your messages and value propositions to match their expectations. Remember, the decision-makers aren’t always the product’s end users. For instance, men’s cologne is often purchased as a gift by women, so your marketing messages should also appeal to gift buyers.

Think carefully about who buys your products, what matters to them, and how to craft messages that resonate.

4. Use platforms strategically

Each social media platform has its strengths and nuances. For example, LinkedIn is geared toward professionals and business clients, making it ideal for a formal tone. Conversely, platforms like TikTok and Instagram thrive on creative, entertaining content.

If you have limited resources, start by focusing on one platform, such as TikTok or Instagram, and create tailored content. Later, you can adapt that material for other platforms to expand your reach.

Modern social media tools offer detailed insights into your audience, including demographics like age, gender, and location. Use this data to decide whether content that performs well on one platform will resonate on another.

5. Create content that engages and inspires action

You only have a few seconds to grab someone’s attention on social media. For videos, the first five seconds are critical in determining whether the viewer will stay engaged or move on.

To spark interest, highlight a problem early and present a solution quickly. Follow this with a strong and clear call-to-action (CTA). Effective CTAs include phrases like “Shop Now,” “Explore Our Collection,” or “Claim Your Discount.” Ensure that your links direct users straight to the relevant product or campaign page to make the purchasing journey seamless.

Humor can be a powerful tool, but it needs to be used carefully. If a message doesn’t resonate, don’t give up—keep experimenting. With organic content, there’s minimal financial risk, and every attempt provides valuable lessons.

6. Don’t overlook images

While video content has started to dominate social media, there is still an important place for photos. Static images can stand out as they are less common, drawing attention through contrast.

Like videos, images must capture attention within the first few seconds. Whether you’re using a video or an image, ensure that your content is visually appealing and engaging right from the start.

7. Be original and set trends

Trends can help you reach a broader audience, but they need to align with your brand’s values and voice. Following trends without adapting them to your unique identity can dilute your message.

Instead, find a balance between leveraging trends and creating original content. Experiment to discover what resonates most with your audience. When you find something that works, build on it instead of starting from scratch every time.

Keep an eye on competitors and other creators. They can provide inspiration for small details or techniques you can incorporate into your strategy. However, avoid outright copying—maintain your competitive edge by being the one others want to emulate.

If your online store is ready for the next growth step or if you’re in the idea phase and want to get started, we encourage you to come to Coop Pank for a consultation . We’ll listen to your plans and help bring them to life!

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