Identify the networks which your target audience is most likely to frequent.
Eg: If you are selling a product aimed at the teenagers as your buyers, FB or Twitter would be good options. If you are selling a lifestyle product most bought by high-end users, Polyvore or the Hunt could be recommended networks.
Choose the most common options like Facebook / Twitter / Instagram / Pinterest if your client base is already garnered and you have a lot of fan following established.
If on the beginner’s path, choose sites like Pinterest / Wanelo / Fancy / Shopcade / Keep / Polyvore — which work on the product discovery concept. Let your prospective clients come looking to your shop for your particular kind of products — that increases the chances of conversion to sales
Setting up the actual communication strategy
After this comes the most important aspect, that’s defining the actual communication strategy. How often to promote and when exactly?
Frequency of posting
The frequency of posting actually can range between one to ten times.It depends on the type of product.
Eg: If it’s a common use product, 1-3 times in a day is enough. If it’s a handmade niche market exclusive product, it would require comparatively more promotions like as much as 8-10 times in a day.
Timing is of utmost importance. So one needs to promote only when your target market is expected to be online.
Eg: If it’s a product aimed at females, afternoons or late evenings would be a good timing.
For working women, in particular, morning hours and evening hours is preferable — when they are commuting between their homes and office.
Although the trick is to strike the balance between “engagement” and “cluttering”, it’s very important to realise and respect that thin line. Nevertheless, network wise, recommended ideal communication strategy would be:
- Facebook — Anytime is a good time, can post as much as 3-5 times in a day. The posts stay longer, so the target audience would certainly see them
- Twitter — 8-10 times, spread across the workday. The tweets move very fast, so higher frequency of posts is required in order to ensure a well-coveredaudience base
- Instagram — 2-4 times, off work hours. This is because people tend to access instagram on the move, on their way to / from office, in the tube / cab / bus.
- Pinterest — 6-8 times, mostly after office relaxation hours, maybe slightly higher on weekends. People are using pinterest to like and “pin” their choices, which is mostly done away from work, with a free mind
- Wanelo — 2-4 times, after 8 P.M. works best till midnight as that’s when the users are freely exploring the internet for products they may like to own
- Fancy / Shopcade / Polyvore / Keep — Its mainly fashion products suited for women audience, so 2-3 times, evening hours is best. Buying fashion to refresh your tired soul, between 4-7 P.M.
Recommended ideal communication strategy
You don’t necessarily need to be glued to your laptops / ipads / mobiles all the time in order to post so many products at such varied time intervals. You can use the Outfy app to help execute the communication strategy you design.
It’s a tool developed to help you get the maximum footage for your social media campaigns, with the minimal time spent.
It can pick the products directly from your Ecwid store, and post them to your chosen social media, at your chosen time interval — all on a shoestring budget with a huge time saving!
If you don’t even want to invest the time to choose the products yourself, Outfy tool has a handy “Auto pilot” feature, that auto selects the products based on your criterion input, and posts them on your behalf to your social media accounts.
And the best part is, its for you to try for free till you are convinced about its advantage to your business. It comes with a unique pay-per-use concept, without any kind of a fixed monthly commitment.