Top Social Media Marketing Strategies to Promote an eCommerce Brand – Rohan Chaubey
Rohan Chaubey Explains: Top Social Media Marketing Strategies to Promote an eCommerce Brand
Rohan is a crowd puller; known for LinkedIn virality and Twitter + Instagram domination. His latest LinkedIn update received 330,000+ views and 1000+ comments; his tweets receive 100,000+ impressions within 24 hours.
He has served 1700+ influencers and brands including RedBull, Gianluca Vacchi, Brian D Evans from Influencive and celebrity clients.
In 2017, Kalyan Jewellers merged with Candere.com, partnering to make it their online platform.
The growth of Candere by Kalyan Jewellers on social media channels in the last quarter of 2017 was exponential.
Candere by Kalyan Jewellers became India’s most trusted + followed ecommerce jewellery brand on Twitter and had higher engagement rate on other channels, compared to any other competing brands in India.
All of this growth on social media required a growth team that was led by India’s most followed Growth Hacker (According to Twitter’s partner product Audiense.com), Rohan Chaubey.
Rohan Chaubey is among the Top 25 most followed bloggers in India according to Audiense.com.
He recently beta launched his first SaaS product that helps you become popular and powerful on social media: socialmediavilla.com
Rohan is being featured as “Most Viewed Writer” on Quora in “Growth Hacking” category. That explains why companies want to partner with Rohan for their marketing success.
We sat down with Rohan Chaubey to get a low-down on how social media can be the greatest tool for the success of an e-commerce brand.
Introduction about Rohan Chaubey
Nishant Maliakel Oommen:- How do you see yourself: a blogger, developer or growth hacker?
Rohan Chaubey:- I see myself as a Growth Hacker – I have built SaaS products, marketed small, mid-size and large businesses, manufactured virality for my influencer and celebrity clients, got media attention to the brands I work with.
I can wear many hats – blogger, developer, copywriter, marketer, publicist, data analyst, etc. I have seen that there are very few growth marketers having marketing + coding skills. Growth marketers don’t need to be coders, but the combination of marketing + coding is a rare, high-demand and a powerful skill.
Nishant Maliakel Oommen:-What inspired you to traverse into this field? How did you make this a career choice?
Rohan Chaubey:- I grew up on the internet. I won an online simulation of Big Brother when I was 16. It was a community of more than 100K users. On that online platform, there was an option to blog. That’s where I started blogging and later started my own blog on Blogger.com.
I learned how social media works, how the algorithms favor certain updates. It is not always about creating quality content. Distribution of content plays an important role. I ran experiments to manufacture virality for my clients.
Due to the ever-growing demands for our services, I recently established a company in June and formed a team of growth marketers who work with me.
How to Promote an eCommerce Store
Nishant Mailakel Oommen:- What is your advice on setting up a digital identity for an offline store?
Rohan Chaubey:- Internet is the future.
Brands adopting omni-channel marketing are clearly dominating their market. A brand might want to be present everywhere – offline store, website, mobile app and social media.
Also, it is important to unify offline and online stores. Combine online and offline marketing.
Even if you don’t sell online, using geolocation targeting on social media, you can send offers to potential customers online which they can redeem when they visit your store offline.
Nishant Maliakel Oommen:- To promote an eCommerce store what strategies do you recommend?
Rohan Chaubey:- E-commerce stores can leverage social media to attract a tsunami of sales. We are living in a world where one viral picture or video can make a brand huge overnight.
Example, Kylie Jenner is a business mogul. The kind of explosive success she has attracted due to her Instagram is phenomenal! She leveraged Instagram to reach where she is now!
- Transform customers into superfans: Increase your sales and revenue by encouraging your customers to invite their friends to purchase from your store and get rewarded.
- Reviews and brand sentiments: Pay attention to the reviews and brand sentiments. When a new buyer visits the e-commerce store or your social media profiles, reviews and customer engagement does make a huge difference on their further engagement.
- Influencer Marketing: Partner with influencers that can help you reach your target audience.
- WhatsApp and Facebook Messenger marketing: Chatbots can help boost sales.
- Be omnipresent: Have an active presence on all social media channels and grow the accounts by engaging with the potential customers. Use paid and organic means to capture the audience.
- Retarget: Come up with creative retargeting strategies to get potential customer’s attention.
Nishant Maliakel Oommen:- How blogs play an important role in driving relevant traffic to an e-commerce website?
Rohan Chaubey:- E-commerce websites must have an active blog and a blogging strategy in place.
Since the e-commerce stores can be serving a specific niche, there is always a possibility of producing “best-in-niche” content if your niche is not over-saturated.
Use your blog to provide value to the visitors. You do not need to include a lot of products within the blog posts.
Example, this blog post from Candere by Kalyan Jewellers, got close to 10,000 views in a few months because it was helpful and subtly mentions their products. They also have social share buttons on their blog posts which increases social proof and boosts distribution.
Educate your audience about your products and how to they can use your products to upgrade their lives.
Re-purpose the blog content into various formats such as videos, infographics or audio.
Nishant Maliakel Oommen:- How effective is social media marketing? What are the top mistakes businesses make when putting together a SMM strategy?
Rohan Chaubey:- Companies need to understand that the objective of social media marketing goes beyond sales. Their focus should be to improve the overall customer experience through social media.
Best practices for e-commerce social media marketing:
- Offer customer support on social media
- Run innovative campaigns and contests
- Grow your followers
- Work on improving the engagement rate
- Invest in ORM (Online Reputation Management)
- Publish share-worthy content
- Prioritize video content
The biggest mistake I have seen some brands making on social media is – they are not social and avoid engaging with their audience.
The purpose of social media is to not just broadcast a message and log out.
Posting content is the first step; having a conversation, and earning the trust of your followers is what brings sales.
Nishant Maliakel Oommen:- When deciding to start an eCommerce store what parameters should an entrepreneur look for?
- Experiment with various niches and then double down on what’s working.
- Let your sales data decide for you which niche to zoom in.
Nishant Maliakel Oommen:- What are the top websites and successful personalities you follow on a regular basis?
Rohan Chaubey:- I take inspiration from members in my community – “Invincible Winners”. It’s a group of high achievers, my consulting clients and students.
We do a lot of testing and experimenting together. It’s a great learning experience for everyone involved.
Nishant Maliakel Oommen:- What advice do you have for a newbie entrepreneur?
Rohan Chaubey:- Find someone better than you to teach you, equal to you to challenge you, and not as good as you so that you can learn from teaching.