If you’re putting a lot of time and energy (and money!) into uncharted territory, you need to do your research first. Whether you want a bigger slice of your current market, or you want to attract a fresh crowd to your store, your social commerce strategy will depend on those goals.
So match the needs of your target buyer persona to the products or services you offer. A buyer persona is a profile of your ideal customer, essentially summarizing their lifestyle, career, budget and demographic.
Only you know who’s already shopping in your retail store. It’s up to you to decide if you want to attract more of the same buyer or whether you’d prefer to set your sights on a completely new market. If it’s the latter, ask yourself:
Who is your ideal buyer? Age, gender, location. The basics.
What do they do? Their jobs or careers determine how much money they can spend.
How do they spend their time? Your target’s hobbies and interests influence what they spend money on.
Once you’ve answered these questions—and remember that you won’t know every single thing right away—you’ll have laid the social commerce groundwork for what’s to come.
Be where your target audience is, and solve the problems they have. If your brand sells winter jackets, you’ve probably got little reason to be selling to someone who lives in a tropical climate.
Remember the Snuggie—the infamous blanket with sleeves? Yeah, that’s still a thing. But what would their ideal buyer persona be? Age and location? Likely not so important. Career and budget? Also probably flexible. But the lifestyle factor is huge. This product is unlikely to appeal to an outdoorsy person who is always on the move. That person might think of the Snuggie as a novelty item that represents excessive comfortability.
And Snuggie knows this.
Instead, the company targets someone whose vision of downtime is marathoning Netflix with a loved one. Snuggie isn’t trying to appeal to someone outside of the product’s buyer persona. All of their marketing conjures images of being cozily wrapped up— with snacks—on a comfy sofa.
If you’re struggling to fill in the blanks, look to your current online activity for answers. If you have a social media presence, who’s already engaging you there? If you’ve dabbled in e-commerce, are your online buyers distinct from your in-store customers? What is the dominant demographic from each of those channels? What are the customers’ behaviors?
This information serves as a starting point for which social platforms and strategies you should focus on.