Best Practices To Facebook Marketing Strategy For E-Commerce
Facebook has implemented a suite of features for small to medium businesses to build their online presence. The commitment here is that online business owners have to capture the prospective customers by developing a better sense of best practices and metrics applicable to Facebook E-Commerce. However, the major challenge to overcome is never to let the critical customer acquisition opportunities slip by.
Now we know Facebook is a dynamic and evolving platform, hence much more appealing. So, gone are the days of “Set-it-and-forget-it-approach” when the concern is all about Facebook Marketing!
Before discussing the specific Facebook marketing tactics, a starter checklist is more meritorious as a Facebook Marketing Strategy:
Get Started by Creating A Facebook Business Page
Consider it as the business equivalent of a personal Facebook profile. Enter your brand name, and upload respective photos for your profile and cover. Before propagating to the audience, optimize your bio.
Set Up A Facebook Shop
To sell products online, sync all inventory from the E-Commerce website with the Facebook Shop. It is helpful for future followers to purchase without having to leave the app.
Create the Meta Ads Manager Account
Advertisements can be done in future, but Ads Manager Account is a bonus feature to use to market your business, that includes the ability to boost the well-performing posts.
Meta Pixel Installation
The Meta Pixel is used for measuring, optimizing and increasing audiences successfully for ad campaigns.
The Two Main Categories For Facebook Marketing
Organic and Paid Mediums for E-Commerce Marketing on Facebook are open for online retailers. Prerequisites for different marketing mediums are different, so marketing is somewhat different from each category.
Organic Facebook Marketing
Organic marketing opportunities for E-Commerce store owners are varied. But the groups relevant to the business and within the locality are the smart choices while the Facebook BUY & SELL groups are your choice. The first attempt is setting up a Facebook page.
The examples we shall now talk of will explain how Facebook marketing should be leveraged for –
i. Group Post
Facebook has already introduced Shops in Groups, where customers are granted the freedom to purchase products from their desired companies. This brilliant opportunity for the E-Commerce store owners is related to up-scaling their organic Facebook marketing efforts.
Product Recommendations in Groups have made shopping easier from shops on Facebook. Facebook shows products members recommend when anyone asks for guidance in a group. Here is a new marketing opportunity on Facebook for aspiring E-Commerce store owners.
Another feature is Top Product Mentions in the news feed for product discoverability. The products that peers from the groups recommend are shown to everyone. Framing a strategy for increasing engagement with the product name will get your product trending.
ii. Page Posts
Page posts are an organic form of advertising on Facebook that allows only the Page owners to post on the page. Once the posts are done, the followers see them.
Similarly, there is a video ad that the online store owners can use for selling products since they receive maximum views.
iii. Related Pages
Facebook automatically markets the Related Pages to users visiting a particular page. Generally, the Facebook Page owners select the "related pages". In case, they are not available, then Facebook generates its list.
iv. Suggested Groups
Suggested Groups appear in the home feed, based on preferences.
These are a few ways to market products organically on Facebook. It is on the part of online retailers to utilize the strategies and start growth implementations.
Organic Marketing is Time-Oriented
The result of organic marketing on Facebook is the interplay of time and effort. Creating credible profiles and pages is the first–hand adventure to complete, the next is gathering audiences, and so on and so forth.
On the other hand, if early success is a “target pressure”, then Paid Marketing is what you have to select.
Paid Marketing On Facebook for E-Commerce
Paid Marketing campaign posts receive a boost from Facebook when payment is done, which is similar to Google Ads. There are numerous standard formats of Facebook Ads for E-Commerce to be used for product promotions.
These few ways explain how Facebook should be used for Paid Marketing Campaigns.
Sponsored Posts
Payment should be made for promoting sponsored posts to boost visibility to ensure the followers and new people are seeing your content. Similar to other posts, these appear in the timeline.
Dynamic Product Ads
Dynamic Product Ads for Facebook allow online retailers to promote the most relevant products. Leveraging this technique enables showing the right products to users interested in the same products.
Video Facebook Ads For E-Commerce
Video ads for Facebook are perfect to attract a lot of eyeballs and spread the message to a wider audience base. Video ads are chargeable per view.
Influencer Marketing For E-Commerce
Live Shopping for Creators is an interesting feature for creators and influencers to easily highlight their favourite products to followers. This is a good opportunity to subtly market products to followers.
The Ideal Practices to Create a Facebook Marketing Strategy
Facebook is adored for being a lucrative sales channel. Investing a few hours of hard work into Facebook Marketing Management is sure to bring about dividends in the near future. So, let us look into the ways of running Facebook Marketing campaigns with a minimum budget.
1. Form A Clear Understanding of Your Target Audience
Social media followers are seeing your content in their news feeds, so building an audience is essential to engage the group with more content. As an online retailer, you have to attract only those audiences who are genuinely interested in your products. Count this metric as the doze-to-inject for a better Facebook Marketing conversion rate.
So, solidly understanding the target market is the very first requirement before running a new Facebook Marketing Strategy. The common traits they share serve as the ideal foundation for content to share through the platform, which are:
2. Diversifying Content Formats
On an estimate, 1500 Facebook posts are eligible to come up in a user’s feed daily. Diversified content strategy is the only striking element to stand out from the crowd. Mixing and matching these formats the test of talent you have to pass:
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Videos:
Posting high-quality videos directly to the feed, as a Facebook Story or through a live stream is a favourite Facebook Algorithm since it increases the time people are spending using the app.
Images:
Photos are awesome in a text-heavy news feed. Sharing behind-the-scenes photos, product photography or how customers use the same products fulfils customers' curiosity.
Text-Only Posts:
Only audiences can determine a brand’s success through text-only tests. The long-form content format is perfect to choose for story-telling.
Audiences visit Facebook for amusement, so increasing interaction on posts is the ball game to master! Graphic content along with texts is the wholesome solution – so as a marketer, come up with Infographics, memes, short videos and similar visual aids to peak target audiences' interests.
The core is to develop a genuine connection with Facebook users through these content formats.
3. Strike On The Time When Audiences Are Active To Post Your Marketing Valuables
When the target audiences are online, it is the right time for marketing business on Facebook. Fresh content in the users’ feed is a priority to the Facebook Algorithm. When the contents get buried when the users log in, the strategy proves fatal.
Posting on Thursday through Sunday, choosing the 9.00 AM timeslot is the best time for posting on Facebook. However, optimal times for your own E-Commerce business for posting on Facebook differ according to:
Where Your Followers Are Living:
Your business and your customers could share different time zones. So, post when the time for your audiences is 9.00 AM.
Whether Your Customers Are B2B or B2C:
A correlation exists between people's daily routines and the time they spend on Facebook. People will use Facebook when their minds are off their engaged work.
Scheduling content at different times throughout the week and monitoring Facebook Insights is the way to find the optimal posting times.
4. Sharing User-Generated Contents To Gain A Grip Over Audience
Influence is the beginning of having a grip over customers. Your motive could be to increase the follower count, promote your newly launched or best-selling product or declare discount offers for some selective products. Facebook influences millennials and Gen Z, especially by sharing user-generated contents that establish social proof and boost sales.
Showcase your brand by sharing the same photos, reviews and videos your customers have praised and are talking about. Capitalize this trend. Highlight your happy customers on your Facebook Stories.
5. Encourage Customers to Voice Their Experiences
Before purchasing online 93% of customers need confirmation from their fellow people who have already had their experience. Testimonials shared by happy customers turn into a powerful revenue generator for your E-Commerce business. In fact, testimonials even drive repeat customers and well as referral customers. Hence, inviting the customers to leave their remarks on your Facebook page is a good decision.
6. Choose To Be Involved With Facebook Groups
Facebook Groups make an online community where the customers exist. Surveying the existing customers reveals the data. Furthermore, doing a Facebook search for industry and filtering by group can bring out information about the Facebook Groups where your customers have joined. Once the customers are noticed, then build awareness by engaging them with your content in the groups. Nevertheless, make sure to follow the rules for the community set by Facebook group admins. Double-check to ensure you have permission to share promotional content to prevent getting banned. Anyhow, set up your own Facebook Group with the name of your E-Commerce store, send invites through email and keep on promoting your products.
7. Start Tracking Facebook Insights
Experimentation, or let's better call it A/B Testing is the secret to Facebook's marketing success. Monitor Facebook Audience Insights to understand how effective your strategy is. Be attentive to these metrics:
Follow Demographics:
Compare the Facebook followers against your target market to assess whether they are capable of converting into long-term potential customers. Check the top countries, gender splits, and age ranges belonging to your Facebook audiences.
How Many Followers Have Unfollowed:
Earning followers does not end your job! You need to assess how strong are you at follower retention. To know it, monitor your unfollow rate.
Where The Follows Are Taking Place:
Discover where the audiences are following your page either by searching or they are following the page itself. Prioritize appear on their news feed more often. Time for Facebook Marketing is limited, so never think about leaving this aside.
Actions Taken On Page:
How many customers are clicking the CTA visible in your Facebook bio? Check how motivating your organic content is to drive customers to your website, get the directions they need and ring up at your store.
Post Types Speaking of Success
Indeed, the varied content strategy and split tests are perfect for marketing your E-Commerce business on Facebook. Just determine the formats audiences find more engaging and useful.
8. Think How To Retarget Website Visitors
Say, you have begun advertising on Facebook with $5 as the starting budget. But Facebook's reach has pivoted from organic to paid media, therefore to reach the full potential on Facebook, fire up the Ads Manager. So, retarget the audiences who have already engaged with your brand. For them, you will have to create advertisements to let them know their needed products are already in stock or the price has gone down for the same products.
So, build Facebook Custom Audiences for customers who have:
To collect information about your audiences engaged with your E-Commerce business or app - set up Meta Pixel across Facebook. It makes it easier to match the data with the Facebook user profiles. Appearing in their Facebook News Feed is like a reminder to purchase the products they are interested in.
9. Conducting A/B Tests
Maybe the first Facebook ad campaign created might necessarily not be the winner. Similar to organic posting, the advert with the highest ROI requires little experimentation to determine the right one. That is why, start using Facebook’s built-in A/B testing tool for experimenting with the correct Ad format, the right placement of the Ad, stating the Ad campaign objective and a proper CTA!
10. Convert Facebook Audiences To Email Subscribers
The sole reason for building a pool of audiences for your Facebook page is to promote your products to them. However, to keep your advertising strategy safe and continuing, convert the same audiences to email subscribers. Direct your target audiences to a lead magnet by running advertising campaigns, as:
This is how you can get a direct communication line with the target audience – easier to contact them!
Say, it is your first time on Facebook marketing as an E-Commerce store owner; then running Facebook Ads will be time-consuming. But with the help of professional digital marketers, opening a Facebook Ad Account and defining an E-Commerce strategy becomes easier. However, with Facebook Ad Campaigns, targeting is a lot quicker and smoother. In fact, targeting makes digital marketing more effective. Through Facebook campaigns, you can easily access specific individual groups lined within your customer base. Next, start advertising the best products meeting their requirements.
Marketing Systems Architect | I Build Predictable Revenue Engines for Scale-Ready Brands | No ROI = No Invoice
1 年Master the art of Facebook marketing! Crafting a strategic playbook for your e-commerce business is the secret sauce. Set your goals, run those campaigns, and watch your revenue soar!