For an online shop, social media is a window, not a till. The decision to buy may be made in the feed, but the money changes hands somewhere else. Everything you post should be judged by whether it helps someone get from the window to the shop.
What the posts have to do
- Show the product in use, so the buyer can picture it in their own life.
- Answer the question before it is asked: size, materials, how long delivery takes, how to look after it.
- Show the people and the process, so that the shop feels like somebody’s work and not a catalogue.
Make the last step short
- 1Put one link in your profile that leads to the shop, and check that it opens quickly on a phone.
- 2Where a post is about one product, give the address of that product’s page, not just the shop’s front door.
- 3State the price, or say where to find it, so nobody has to ask.
- 4Say plainly how delivery and returns work. Doubt about those loses more sales than the price does.
Measure what pays
Likes do not tell you whether a post sold anything. Add a tracking tag to the links you post, so that your shop’s analytics can show which post sent the visitor. Postgust can add those tags to the links in a post. After a month you will know which kinds of post bring buyers, and which only bring applause.
Shipping and returns are content too
A short post that shows an order being packed, or explains the returns policy in plain words, answers the hesitation that stops people buying. It will also save you answering the same question in the comments many times.
Once a month, buy something from your own shop as a stranger would, starting from your profile. Wherever you got stuck, a customer did too.