Introduction
Social media platforms provide extra opportunities for you to reach new and returning shoppers. As with owned channels, you’ll maximize success when you create content that is targeted and personalized.
In the examples below, you’ll learn how to:
- Promote relevant, 5-star reviews on social.
- Target potential customers on Facebook.
- Re-engage past shoppers with Google Ads.
In the following examples, see how SWAK Cosmetics uses social media to grow their brand, reaching new audiences and reminding past shoppers to return and shop again.
Note: The first example below sheds light on free social media strategies, while the 2nd and 3rd examples refer to paid advertising channels (Facebook and Google Ads). If you do not invest in paid ads, review the Organic Social: Build community example below and then proceed to the next lesson.
Organic social:Build community
Use insights gained from reviews to bolster your overall organic social media strategy, highlighting trending deals on your store alongside glowing reviews from real shoppers.
Below are a few ways that SWAK Cosmetics uses reviews responses on social media:
- Share testimonials:
Create eye-catching social posts using 5-star review quotes from your website that detail the value of your brand. If SWAK runs a sale on skincare items, they may highlight a carousel of top reviews that shed light on how high quality their collection is. - Highlight customer stories:
You can also post testimonials on social media “stories”. Better yet, encourage reviewers to take to social media after leaving a review: they could share an image or video to their own personal story, or post directly using a unique hashtag. When they share, tag your brand, and use your hashtag, you can reshare on your own page, as shown in the example to the left. - Share in blogs, vlogs, community forums, etc.:
If you have a brand blog, Youtube vlog, community forum, or other creative stream of content, share top reviews here as well. For instance, SWAK may feature a review of their quick dry nail polish in a blog post about the latest trends in nail art. They may even merge this strategy with email, sending this blog post to their newsletter list on national nail polish day to boost sales.
Acquire new customers
When you integrate Klaviyo with Facebook Advertising, you can show relevant Facebook, Instagram, or Messenger ads to key Klaviyo segments, including those that you built based on answers to custom questions. By becoming more targeted, you’re more likely to boost return on ad spend (ROAS) and drive revenue for your brand.
Pre-requisites: You must have an active Facebook Advertising account and integrate Klaviyo and Facebook.
SWAK offers 2 top-selling lip kits: one includes vibrant, colorful shades, and the other warm tones for a more natural look. Next month, they’ll launch a “perfect palette” makeup quiz to pair prospects with makeup made just for them.
SWAK wastes no time in implementing a robust Facebook Ad strategy to acquire new customers. Here’s how:
- Determine a target audience:
SWAK creates a segment of those who: purchased pastel lip kits, left a 4-star review or better, and specified that they’re interested in new makeup launches. These folks are likely interested in an offer like this. - Build a lookalike audience in Facebook:
They sync this segment to Facebook via their integration in Klaviyo. They can then use this group to build a similar, Facebook lookalike audience (i.e., a group that closely resembles these shoppers). That way, they can reach new shoppers on Facebook who are not already on their marketing list, opening up a new source of customer acquisition. - Gain new leads with targeted ads:
SWAK sets a Facebook lead ad live, shown on the left, to target this audience of customers who closely resemble those who have shopped a similar product in the past. Soon, they watch sales soar!
Re-engage past shoppers
Similar to the above, Klaviyo also integrates with Google Ads, so you can target users across the Google ecosystem: via Google search, in maps, on individual webpages, across YouTube, and more.
Pre-requisites: You must have an active Google Ads account and integrate your Google Ads account with Klaviyo.
SWAK recently integrated Google Ads and Klaviyo ahead of Black Friday Cyber Monday. They follow the process below to target past shoppers with relevant content across the web.
- Identify their target audience:
SWAK has created a variety of segments based on answers to review questions. One segment they specifically want to target during the holiday season is their segment of gift-givers (i.e., those who left a positive review and who indicated that this was a gift rather than for themselves). - Sync this audience to Google:
They sync their gift-givers segment to Google to create a Google audience that they can target. That way, they can control exactly who will see this content and only target them during this busy gift shopping season. - Target them on the site most relevant to them:
SWAK sets up a Google Search ad, as shown here, so that if one of these gift givers searches common search keywords, say “makeup gifts”, their targeted ad appears for them to return and shop again. They are reminded of how smooth the shopping experience was for them last year, and return to buy another gift from SWAK now!