Facebook is one of the best networks for generating more sales on your eCommerce store.
It accounts for 80.4% of traffic to eCommerce stores. This is around 8 times more than the traffic Instagram drives.
And 78% of people have discovered products to buy via Facebook.
So, to help you fortify your Facebook eCommerce marketing strategy, I have listed some top tips below. They include both organic and paid methods.
#1. Create a Facebook optimized eCommerce website
The first thing you will need to do is optimize your eCommerce store product pages to drive more Facebook shares and traffic. You can do this by:
Adding share buttons
When you share your own products to your Facebook page, you will drive some traffic and sales, but what will be even more beneficial is getting strangers who have no affiliation with your products to share your product pages. As people who are friends with these people will trust what they have to say about your products more so than what you have to say yourself.
So, before you begin driving any traffic from Facebook, you need to add some share buttons. This will get people who visit your product landing pages to share them with their followers. This can seriously boost your Facebook organic traffic.
And make sure you adjust the Facebook title, description and thumbnail images that get shared. The better they are written (and look), the more clicks and traffic you will get.
Add the page Like button
When people visit your site from Facebook, you know one thing for certain – they are logged into Facebook at that moment. Therefore, you should make use of the opportunity and get them to Like your Facebook page by adding a Facebook page Like button to your website.
Most of the traffic you receive will not convert to sales immediately. They might not be ready now, but they will be in the future. So, getting them to follow you on Facebook, will help you stay in touch. When they are ready to buy they will visit your website through your Facebook posts.
Some great places to add these buttons are the header and the footer.
Add the Facebook pixel
Another way to get people who don’t convert, to visit your eCommerce store is by adding the Facebook tracking pixel to your website. When you add this pixel Facebook will track Facebook users who visit your website. You can later use the data to serve retargeting ads to people who visited.
The best thing about this feature is that Facebook will know exactly which pages this person visited. Therefore, you can create ads that direct them to the same page they visited previously. The pixel will also track conversions. So if a page isn’t converting you can try promoting another page that will.
An example of a company with Facebook optimized eCommerce product pages is Amazon.
As you can see they have share buttons installed. These should help them drive more traffic to their eCommerce store from Facebook.
Executing all the Facebook optimization tasks might seem complicated, but they are pretty easy to do if your site is built with a quality eCommerce store builder.
#2. Create a store on your Facebook page
You can also add a storefront to your Facebook page and list products here. An example is this store from Todd Snyder. As you can see people can view the products and even see the prices.
When they click on a product they can find out more about it and even select the size (if relevant), but they need to visit the website in order to complete the purchase.
This is a great way to convert people who recently discovered your Facebook page into buyers.
But to get this right, you need to make sure your Facebook page looks credible. This means that it needs to have a good profile image, a cover image, a well written about section, positive reviews and various other details.
#3. Write better Facebook posts
Once you have a credible-looking page and a website that converts, you can begin sending traffic. The best way to get started with this is by using organic methods. Here’s how you can do this:
Create videos and images
Videos and images generate the most engagement on Facebook.
So, create more of them instead of plain link and text posts. Instead of just writing about a product and including a link, spend some time and take beautiful snaps and videos of your products and share them on Facebook.
You should also share a lot of content that isn’t focused on selling as this will help nurture your audience. People don’t like being sold to all the time.
Accompany your Facebook content with text
Accompany these videos and photos with well-written text. The text should clearly describe the product and include a call-to-action and link to the product.
An eCommerce store that understands the importance of using beautiful visuals and well-written descriptions is Cape Clasp. An example can be seen in the below post.
It’s a really nice photo with some smoothly flowing text. They also include some emojis as they can increase engagement. Many people shy away from using emojis, but they tend to drive more engagement on both Facebook and Instagram. So, make sure you add a few to every description you write. Make sure you keep them relevant to the image and text. To get a better understanding of how to use emojis properly, check out this emoji guide.
Use Facebook Live
Facebook’s algorithm gives preference to live videos and people themselves like attending live events. So, make sure you take part in 1 to 3 live videos a week. In the videos, you can either share helpful content or you can promote a product.
You can also team up with influencers and get them to do Facebook live videos where they promote your products to their followers. To get the best out of this you should send free samples of your product to the influencers so that they can demonstrate the product in the live video.
#4. Run Facebook ads
The above organic methods will help you drive some traffic and will help you assess how well your site is converting. If you observe a good conversion rate, you can start running ads to scale results. Start with retargeting ads at the beginning and only serve ads to people who previously visited your website or watched your videos (yes, Facebook lets you retarget video viewers).
And if these bring in good results, you can start targeting new people who have never visited your website. For best results, start with a small budget such as $5 or $10 a day and slowly tweak your ads and product pages to increase conversion rates. Once the data indicates that your ads are generating a positive ROI, scale up the budget further.
Wrapping up
I’ve offered four tips you should implement in your Facebook eCommerce marketing strategy. They will help you generate fans, build better relationships with them, drive traffic and even convert the traffic into sales.
Begin implementing today!
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