Social media is a natural starting point if you want to reach buyers beyond eBay in the places where they already spend their time. By showing up consistently, you can build both a loyal following and your brand, drive more traffic to your listings and create connections that keep customers coming back to ultimately increase sales.
Here are the four key takeaways from an exclusive session with Small Business Britain session, led by Oh So Social founder Katherine George, with expert advice on how to use social media to grow your shop with confidence.
Know your customer
Take time to understand who your audience (both prospective and existing buyers) really is. Some factors to consider include:
- Age
- Interests
- Lifestyle
- Shopping habits
- What problem your products solve for them
Each of these categories can reveal valuable insights into what motivates your buyers and how best to reach them. When you understand your audience, your posts become more targeted, meaningful, and more likely to cut through.
Be selective about platforms
Knowing your audience will also help you decide which social platforms to focus on. You want to reach your buyers where they already are, rather than trying to be active everywhere. Different platforms naturally attract different audiences, so it’s about finding the right fit for your business.
For example, Facebook Groups can be a great place to build community and connect with buyers who share specific interests. Different groups cater to different niches and categories, making it easier to reach the people most likely to engage with what you’re selling.
It can also be worth creating your own community group to bring buyers together and build lasting relationships that can naturally lead to more sales.
Group your content
A clear plan keeps your social presence consistent and makes posting consistently less daunting. Katherine recommends using ‘content pillars’, which are themes that organise what you post. These might include:
- Your unique selling point, what makes your shop different and your brand story
- Regular updates about any new listings you have
- Customer reviews or feedback.
Aim for an equal mix of promotional, brand-building and engaging content to keep your content output balanced. That could mean alternating between promoting new listings, behind-the-scenes exclusives and your products out in the world.
Patience pays off, make it a habit
If posting organically, turn content creation into a habit and know that you’re unlikely to see instantaneous results through organic social media. Create or make use of templates to simplify the process of posting consistently.
eBay’s Social Sharing tool, which is free for all sellers and built into Seller Hub, makes it easy to create stylistically consistent posts for social. You can also schedule posts in advance to reach your audience when they’re most active. If you’re following a content pillars strategy, the Social Sharing tool can streamline your process for sharing new posts consistently.
Watch the full replay of the webinar
You’ll find additional social media marketing tips, including an intro to paid ads and how to use a content calendar.
No matter what you’re selling, understanding your buyers is key to growing your business. eBay is here to support you in connecting with your customers and grow your reach and revenue with confidence.
