Kirsty Lawrence, founder of Mann Social, a social media marketing consultancy, explains how your business can use both organic and paid-for social media strategies to improve and grow its ecommerce capabilities.

1. USING SOCIAL
MEDIA TO
GROW YOUR
ECOMM
BUSINESS
@kirstymannsocial
Kirsty Lawrence

2. 2 factor authentication for your personal Facebook
profile
https://www.facebook.com/help/148233965247823
2 factor authentication for your linked business
Instagram account:
https://help.instagram.com/566810106808145
2 factor authentication in the Settings area of your
Facebook Business Manager if you have one:
https://business.facebook.com/settings
Business pages which are not secure leave the door open
for hackers.
Set up for success with:
Securing your accounts
2 factor authentication is vital

3. "...to give people the power to build
community and bring the world closer
together. People use Facebook to stay
connected with friends and family, to
discover what’s going on in the world,
and to share and express what matters
to them"
Facebook's Mission

4. Instagram Core Values
Community First Inspire Creativity Simplicity Matters

5. How consumers find new accounts to
like and follow
Via Sprout Social

6. Think Social!
Know Like Trust
Build a community that trusts you.
Serve that community consistently .

7. The power of social networking:
Be social - engage with organic influencers,
customers and brands with similar values
When posting organically, engage just
before you post
Share the love - build relationships with
companies who share similar values or who
sell complimentary products. Engage with
and share their content occasionally.

8. Simple organic social
media strategies:
Encourage user generated content - 'tag
to feature' - and share it on your channels
Share product reviews / testimonials as
posts
Think community first and provide value
regularly (in addition to your sales posts).
Share your values, your story
Use hashtags
Have excellent customer service processes

9. Nice examples:
https://www.facebook.com/AnthropologieEurope
https://www.instagram.com/wearthestars
https://www.facebook.com/LEGO

10. 91% of consumers say positive reviews make them more
likely to use a business
76% trust online reviews as much as recommendations from
family and friends
Request reviews regularly from customers - Facebook,
Google, Trust Pilot, Make it easy for them - give them the
link.
Respond to public reviews - say thanks.
View poor reviews as an opportunity, a gift

11. Paid social media
strategies:
Set up your pixel and standard events
Use different objectives to drive brand
awareness most suitably for your
business
Test conversion ads for low ticket
ecomm
Retarget people with dynamic
product ads
Retarget past purchasers - it's a
lucrative strategy!

12. CUSTOM - WARM COLD
o Your email list
o Your website visitors
o People who have engaged with
your Facebook or Instagram
channels
o People who have watched your
videos
o Simple demographics
o Interests and behaviours
LOOKALIKES
You can create a lookalikes
from any of your custom
audiences

13. The objective you choose tells
Facebook how to feed out your ads
WWW.MANNSOCIAL.COM

15. Get inspired with
Facebook's Success Stories:
https://www.facebook.com/business/success/su
cculents-box#
https://www.facebook.com/business/success/am
anda-sews

16. Add pixel to
your site
Create your
pixel
Associate pixel
with ad account
Check Std
Events set up
Create Facebook
catalogue & populate
using data feed from
website
Pair catalogue
with pixel
Check set up
Set up FB / IG
shop

17. Make it easy for people to buy from you.
Review your customer journey and
remove any snags
Have a good page load speed
Ensure your website is converting well
at each stage (69% of 'Add to Carts'
bounce without buying)
Know your numbers - lifetime value of
customer, average order value etc so
you understand ROAS and ROI
Have email marketing in place
Have a community manager in place
A few tips to get the most from your ads:
Before
investing
in ads

18. The public are turning increasingly to social
media to communicate with businesses and
local services.
One study shows that 4 out of 5 people use
social media to engage with brands.
Engagement is key to winning trust
Responding to comments in a friendly
and helpful manner demonstrates that you are
listening, and helps the customer feel 'heard'
(the social algorithms also love it - your posts
will receive more reach with more
engagement!)
Customer
Service

19. Set up automated replies in the
messenger settings
Be proactive - create stock responses
ready for comments coming in
Collate common responses and bank
them somewhere to copy and paste
Time
Saving

21. Thanks for
listening!
Page: @kirstymannsocial
Group: Leveraging Social Media for Business
Growth
Kirsty Lawrence
07624 203310
Kirsty@mannsocial.com
www.mannsocial.com