As the holiday season ramps up, it's more important for e-commerce stores to make an even greater effort to market their products to their customers to increase the number of e-commerce payments made. One of the many ways they can do this is through social media. Hopefully, e-commerce stores already have a presence on social media. Pinterest, Facebook and Twitter are all great platforms, but other sites and apps like LinkedIn, Tumblr or Snapchat can also factor into your social media strategy. Here are a few ways to utilize social media to your advantage:

Almost all social media sites have a greater focus on paid advertising. This is a good thing for e-commerce stores because social media advertising is easily trackable and highly targeted. This can lead to successful advertising campaigns. You can segment your audience via each social media platform and you can even divide up people within each platform to further segment your audience and focus your advertising efforts, according to Ecommerce Platforms.

While posting written content and pictures is smart, an even more effective strategy is to develop and share video advertisements for your social media followers. Because social media paid advertising is typically less expensive when compared to other forms of advertising, your social media ads can produce better return on investment.

Customer engagement
While social media advertising is great, you should also focus your efforts on engagements with customers and fans of your brand. By connecting and engaging with your customers, you're showing them they are truly valued. The more you interact with people interested in your brand on social media, the higher the chance of those individuals selecting a product and making an e-commerce payment with your online store.

According to Product Cart, Pinterest is a great tool for customer engagement. The more activity and effort you put into connecting and following new people and pinning and repining content, the more people will see your products. This can be a successful way to reach a large group of people, but it does take time. The more time and energy you spend building your e-commerce store's Pinterest profile, the higher the chance some social media users will come to your site and make a purchase.

Customer service
Similar to customer engagement is customer service. Individuals who've made a purchase with your Internet store are likely to talk about their experience on social media. Monitoring these posts can be a good way to ensure customers stay happy. If you notice a customer posted about a poor experience, such as a mix-up or mistake with the payment gateway or an issue with sizing or shipping, consider offering them a coupon or special offer as retribution for their unfortunate encounter. This will help alleviate any animosity the customer may hold towards your business and can, over time, turn them into advocates for your brand. Those customers may then go on and discuss their high opinion of your brand's customer service to their friends, thus driving more consumers to your store.

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