What Are Common Issues with Social Media Marketing Plans? The Best Social Media Marketing Tips, Tricks, and Techniques to Build an Ecommerce Brand

social media marketing strategies for e-commerce

Social media is one of the essential promotional tools for ecommerce brands. It gives a chance for ecommerce businesses to share their story, reach new customers, and hopefully guide potential customers down their ecommerce marketing funnel

Social media platforms are constantly evolving. Some of the most popular platforms are virtually non-existent today (think, MySpace), while others seem to emerge out of nowhere and become the next big thing (think, TikTok). 

Leveraging social media paid and organic channels is imperative for ecom businesses to build an audience and increase ecommerce revenue. Fortunately, Jess McPhail, Nogin’s top Social Media Manager, dives into how ecommerce brands can use social media to grow their business and create positive customer experiences. Check out the full, Nogin Chats episode below:

Top 5 Social Media Marketing Strategies for Ecommerce

Whether you are a luxury ecommerce brand or starting a dropshipping brand from scratch, make sure to save Jess’ top 5 social media strategies to grow your ecom brand. 

1. Understand the Goals of the Social Media Platform You’re On

Every social media platform is different, but most algorithms reward content that keeps visitors ON the platform. For ecommerce businesses, this can be tricky because most of the time, we want to take them off the platform and get them shopping on the brand’s website. 

It’s also more challenging for brands to get data on their customers after the iOS update. If you want to run paid ads on social media platforms, understand that your reach will be lower, and the customer acquisition cost may be higher when you direct customers outside the social media platform. 

To reach customers and get the most ROAS on their paid efforts (if you aren’t familiar with that lingo, check out our top ecommerce KPIs guide), make sure to incorporate tantalizing offers to make it worth your viewers’ while to check out your store. Leverage scarcity and urgency to drive them to take action. 

Offer discount offers, use gated content to capture their contact info and continue communication through email, or use captivating product photography or leverage celebrity collaborations to make an impression. Experiment with old-school advertising strategies and product listing strategies to hook customers and get them to convert. 

At the same time, don’t saturate your social media presence with pure sales content. Incorporate compelling brand stories, testimonials, or fun posts for your audience to enjoy. Remember, people scrolling on social media want to be entertained, not sold. 

“The biggest challenge is understanding the goals of the social media platforms and seeing where they conflict with what we’re trying to do and then finding creative workarounds. The goal of any social platform is going to be to keep them on the platform. Our goal is to get them off the platform.” – Jess McPhail. 

2. Focus On Messaging and Connect With Your Customer

Social media allows brands to communicate with their customers directly. Having dedicated team members active across social media platforms to chat with customers, respond to comments, and interact with them can increase brand presence and equity. 

For instance, MESOA offers premium skin care products to men. They utilize TikTok, Facebook, Twitter, and Instagram to educate men on their products. For many cosmetics ecommerce brands, simply telling them some of the ingredients in their products and conveying the market superiority and differentiation is sometimes enough to make a sale. 

“I think the most important thing that most people don’t think of when they think of social media is messaging related, so getting into DMs, getting into comments, that is where you make real connections with your customers. The reason that brands struggle with it is because it’s hard to do it on a mass scale in a genuine way.” – Jess McPhail. 

3. Stay Active on the Top Three

Social media platforms all reward consistency. Brands will receive higher reach as they post regularly on social media platforms. Stay on top of your social media channels and subscribe to a social media management tool like Sendible to schedule and send posts to all your channels from one location. Also, make sure to respond to comments and interact with your audience. 

“The three top ones right now are Facebook, Instagram, and TikTok. You’re going to get the most discovery on TikTok, and ad spend is probably a little bit better there right now too. Facebook ads used to be the gold standard, but now with the iOS updates, it’s really hard to target customers, so you’re seeing your return on investment that return is going down and investment going up.” – Jess McPhail. 

4. Follow the Kids

You can always count on the kids to know the next big thing. Younger generations will gravitate towards new, cool social media platforms months before older generations even know they exist. 

Actively research the latest ecommerce trends, and social media platforms teens and young adults are on. Although they may not have enough money to shop, it will indicate the next big platforms for advertisers to reach customers. Best of all, the newer the social media platform, the easier it is for brands to have higher reach, engagement, and affordable ad costs. 

“You have to follow the kids. It’s not just because the younger generations are spending that money, but it’s because if they’re going there, that will be the next thing, and then the older generations follow, the people with pocketbooks. In addition to that, it’s a more relevant space. It’s good to see what is relevant to the next generation because that’s your future customer; even if they’re not your customer right now, that’s your future customer. So knowing what is important to them, knowing what kind of content they like to consume is key to any brand that wants to survive.” -Jess McPhail.

5. Follow Your Competition

When it comes to business, it’s always important to monitor what the competitors in your space are doing. Whether it’s their marketing strategies or the keywords used for their product pages, brands can take the best approaches and incorporate them into their social media efforts. 

Follow your competitors on social media and monitor what posts receive the most shares, likes, and engagement. See what your competitors are doing and take the winning strategies and incorporate them into your social media strategy. 

“Research what other people in your space are doing. Follow your competition and see what’s hitting for them.” -Jess McPhail.

You Need Help Socializing?

Plug into our intelligent ecommerce platform to gain the tech and expertise you’ll need to reach your customers on social media. We have the tools and people to provide outstanding social media marketing to deliver a superior brand experience across the platforms that resonate with your target customers. 

If you are unfamiliar with Commerce as a Service (CaaS), learn why it’s the best option for mid-size ecommerce retailers to scale their business. Find out how you can compete with Amazon, what marketing automation is all about, and download part two of the Coresight Research report for free about the evolving state of ecommerce. 

If you want to check out more excellent ecommerce expert content, click on a link below to become an ecommerce master:

Ecommerce Fulfillment Solutions to Help Brands Increase Profitability

ecommerce fulfillment services

Fulfillment is one of the biggest challenges for ecommerce brands trying to scale their business. It’s almost impossible to compete with Amazon and their network of fulfillment centers that offer Prime members free, two-day shipping. Brands leveraging warehousing and fulfillment services struggle to maintain profitability due to storage, packaging, and fulfillment costs. They cannot offer free, two-day shipping to customers that don’t wholly eat into their profit margins. 

Nogin offers a better approach to fulfillment using a Commerce as a Service (CaaS) business model. Our omnichannel infrastructure and headless commerce platform allow our clients to connect all their efforts from one succinct dashboard intelligently. They gain the transparency and flexibility to view the entire scope of their operations. Machine learning and AI allow our clients to lower their marketing, operation, and fulfillment costs constantly. 


Our EDI software integration and 3PL ecommerce fulfillment solutions are the best scalable option to allow independent brands to stay in control of their business while gaining the tech, support, and infrastructure to grow their business. Hear from Henry Henderson, the Director at one of our Fulfillment Centers, on how Nogin solves common ecommerce fulfillment challenges and how our order fulfillment software works. 

Dropshipping and Fulfillment FAQs

Before we dive in, let us answer some of the most common questions concerning ecommerce fulfillment: 

What is a Fulfillment Center?

A fulfillment center is where companies send their inventory to a third-party logistics provider to handle the storage, packing, and fulfillment of orders placed for their ecommerce business. It is often larger than typical warehouses that an individual company would rent. 

What is Fulfillment in Ecommerce?

Fulfillment in ecommerce encompasses the entire process behind getting an order to a customer once it is placed online, including storing inventory, processing orders, picking and packing them, and shipping them to the customer’s address. 

How Do Fulfillment Centers Work?

Fulfillment centers handle every aspect of inventory management and allow brands to scale their business as they grow. Brands connect their ecommerce business platform with their fulfillment provider to coordinate efficient and seamless fulfillment. Fulfillment centers help reduce shipping costs and handle every aspect of inventory management, including picking, packing, and shipping.

Top Ecommerce Fulfillment Challenges and How to Conquer Them

Hear from Henry on how to solve common fulfillment challenges: 


Brands must deliver consistent shipping and fulfillment to satisfy customers to provide positive customer experiences. It is one thing to bring customers down your ecommerce conversion funnel. Still, once they make a purchase, you must provide superior shipping solutions to avoid negative reviews. Your 3PL must also handle return solutions and transparent tracking of orders. 

“One of the biggest challenges is providing that consistency from a standpoint of predictability and service. As we work through that, that’s what we do, and that’s what we’re good at. That’s part of the thing we’re challenged with every day to be able to provide that predictability and consistency and providing service to the customer when they place the order.” -Henry Henderson.

Connecting Your Channels

Out of all the latest ecommerce trends, one of the most prevalent changes in the integration of omnichannel shopping. Brands must connect all their shopping channels, and leverage intelligent ecommerce software that maximizes customer data to deliver superior messaging that resonates with customers at every stage of the shopping experience.

“There’s ecommerce where the order is placed by the customer online, and then there’s the aspect of B2B like Macy’s and Nordstroms of the world, and then there’s another channel out there in the boutique fashion like a small mom and pop store that is taking a larger quantity than an ecom order or a little less than a big major retailer. Our ability to be able to service really all those channels is what differentiates us from a Nogin standpoint. We’re able to hook into those channels technology wise to be able to take the orders in all aspects and be able to provide the right information as it pertains to the shipping side of it because B2B is slightly different than the ecom world… Having that ability to provide that service to a brand is significant because there’s not a lot of technology out there that can do it… Nogin gives us a suite of being able to move product in different ways to drive revenue.” -Henry Henderson.

Focus on Customer Experience

Whether you are using traditional marketing strategies or experimenting with new customer retention strategies, brands must deliver a superior customer experience once someone makes a purchase. Amazon has set the standard, and shoppers expect fast shipping times, easy tracking, and responsive customer support if needed. Check out some of our go-to guides to help elevate your customer shopping experience below: 

“Amazon has set a standard across the board from the standpoint of ecommerce and fulfillment, and that is providing the best customer experience. My biggest piece of advice is to find a business partner that can help provide the best customer experience… From the time they place an order online to the time that they get it, it really has to be fast and efficient and cost effective, and I think that’s the biggest challenge.” -Henry Henderson.

Some Fun Before You Leave: Check Out Our Fulfillment Center Robots!

Now that you are a certified ecommerce fulfillment expert, thanks to Henry’s advice, check out another huge innovation in dropshipping and ecommerce fulfillment: robots! Learn how Nogin lowers shipping costs and improves fulfillment times thanks to our fulfillment center robots. 

Ready to Ship Smart?

If you need comprehensive ecommerce fulfillment along with the tech and ecommerce support to scale your business profitably, you need Nogin. Plug into our intelligent ecommerce platform to gain the tech and expertise you’ll need to deliver an omnichannel shopping experience that lowers fulfillment costs and customer acquisition. 

We also offer an enterprise-class fulfillment service for SMBs that deal primarily in the DTC world. SmartShip is an end-to-end fulfillment service That gives businesses the visibility to see the entire scope of their shipping operations from one intelligent dashboard. (Learn more about SmartShip.)

Shipping is one of the biggest profit killers for ecom brands. Learn how a Commerce as a Service (CaaS) business model solves profitability issues from the brand new Coresight Research report.