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The e-commerce market in Poland is developing extremely dynamically, especially in the post-pandemic period. Until recently, experts predicted that the annual growth of its value could be even up to 20% – today, these numbers are constantly growing. This is good news for shop owners in virtually every industry. Setting up an online shop involves a low entry threshold with huge advertising opportunities online – especially in Polish social media. How to do it successfully? Here are 9 practices of good social marketing for online shops in Poland!

Table of contents:

  1. Building relationships with Polish audiences
  2. Activity in hashtags
  3. Cooperation with influencers
  4. Using social media feedback
  5. Chatbots on Messenger
  6. Very narrow ad targeting
  7. Ads for dynamic product catalogues
  8. Remarketing for abandoned shopping carts
  9. Social media shop functionality

1. Building relationships with Polish audiences

Communication with Polish customers in social media is basically no different from communication with British, German or American customers. The only difference is that Poles are extremely sensitive to falsehoods and slip-ups. Make sure you have an efficient PR department, with which you can consult the creation of posts, as well as the brand’s reactions to any image mishaps. Poles very rarely forgive crises. Moreover, if possible, be careful with posts about sensitive topics. In Poland, these are mainly issues related to politics, religion and nutrition.  

2. Activity in hashtags

This practice is particularly important for activities on Instagram and YouTube (on Facebook, hashtags do not give posts any value or higher reach – you can safely leave them out). Properly selected hashtags allow you to increase the reach of a publication or video for free. However, it is important that the hashtags are in Polish. You can use applications such as TubeBuddy to help you find hashtags on YouTube. They can help you find the right hashtags for your video and for your channel.

3. Cooperation with influencers

Polish influencer marketing is growing in strength and is not going to give way to other types of online marketing. Today, companies in virtually every category work with influencers – from clothing and cosmetics to household appliances and technology. What are the most effective methods of acquiring new customers by working with Polish influencers?

  • Paid posts or Insta Stories,
  • Sponsored videos,
  • Creating a collaborative product,
  • Affiliate links, 
  • Use of influencer image in brand advertising campaign, 
  • Collaboration on a branded event.

It is advisable to think about such cooperation and adjust your budget to the size of the influencer. When it comes to reach, in Poland we can distinguish the following division:

  • nano-influencers (less than 1000 followers),
  • micro-influencers (1000 – 100,000),
  • macro-influencers (100,000 – 1 million),
  • mega-influencers (more than 1 million).
Using an influencer for an online shop campaign – Zalando and Polish influencer Julia Wieniawa

4. Use of social media feedback

How can you capitalise on the positive feedback that customers leave on social media? There are many ways. You can quote them in adverts or regular posts, for example on Facebook or Instagram. But if you want to maximise their potential, integrate your shop’s website with Facebook. Then all you have to do is post the positive reviews that shoppers give you on a regular basis.

5. Chatbots on Messenger

Staying with technical solutions, we cannot forget about chatbots. Chatbots allow you to automate many basic activities in online shops – for example, answering customers’ simple questions about products. What’s more, a bot can contribute to a direct increase in sales: based on the collected data on customer preferences, it is able to recommend products tailored to their tastes. In Poland, the popularity of chatbots is still growing – the vast majority of customers prefer to contact companies via social media rather than by phone. A well-configured bot communicating in Polish makes it easier for foreign companies to communicate with Polish customers. 

6. Very narrow ad targeting

Good product advertising should be targeted as narrowly as possible. Only then are we able to refer in the creation of an advertisement, to the characteristics of a clearly specified group of potential customers. It is worth constantly analysing published advertisements and using groups of non-standard recipients. In Poland, adverts targeting Lookalike Audience, i.e. people categorised by Facebook as similar to our current customers, work very well. 

7. Dynamic ads for product catalogues

If ads, which ones? We particularly recommend dynamic ads, i.e. ads automatically adjusted to the recipient. Let’s assume that a user has visited five product pages in your shop and then left the site. With the help of dynamic advertising, you can display these 5 products on his/her Facebook or Instagram feed. The Facebook ecosystem makes it very easy to create such ads. Products don’t have to be added to the ad manually – just import the entire product catalogue directly from your shop page. This is a huge time saver with maximum customisation to user preferences. 

Dynamic advertising from the Cider online shop product catalogue 

8. Remarketing for abandoned baskets

According to analyses, up to 85% of Polish customers do not buy products they have added to their virtual baskets (this trend is strongly visible on mobile devices). This is where remarketing in social media, especially on Facebook, comes to the rescue. Thanks to FB Ads, we can easily re-show recipients the contents of their abandoned baskets (by creating a group of custom recipients). When it comes to targeting, Facebook gives a wide range of possibilities: we can divide such a group into several smaller ones, depending on when customers abandoned their shopping carts or even what value the products they selected were. What should such advertising look like to encourage people to buy? It’s a good practice to give customers an extra incentive to continue shopping – for example in the form of a discount or free delivery option.  

9. Shop function in social media

A shop on Instagram or Facebook allows you to create a product catalogue – just like in a classic online shop (you just need to add a photo, the name of the product and its price). Unfortunately, in Poland the shop option is not as developed as, for example, in the United States, where the entire sales process takes place directly on the platform. In Poland, the user is directed to an external shop page. 

However, this does not mean that it is not worth using this feature. A shop on Facebook or Instagram significantly shortens the purchasing process. When publishing a regular post, you can add tags with the name and price of the items shown. After clicking on such a tag, the user is taken to your website where they can buy the product. This way, they don’t have to search your entire website for the item they found on your feed.

Use of Instagram Shop features by Polish online shop Minti Shop
Source: https://www.instagram.com/p/CViN8MLL_5B/

These were just a few of the most important rules of communication and advertising of online shops in Polish social media. If you want to maximise the potential of Instagram, Facebook or other social media platforms and adapt them to the specifics of your Polish customers, come to us. We are a Polish marketing agency that for years has specialised in helping clients from the UK and Germany (and beyond) effectively reach Polish customers. Are you interested? Get in touch with us!