Opening your own ecommerce store is a bit of a gamble and takes a whole lot of planning. You can never be sure whether it will take off or not.
Let me be blunt about this: opening a snazzy and chic ecommerce website isn’t nearly enough.
In the end, it all breaks down to promotion and marketing. And what better way to promote your business than Facebook that now has over 2 billion monthly active users?
Facebook sometimes get a bad reputation for being too spammy or inundated with trolls. But it all depends on how you use it and what tricks you have up your sleeves to promote your ecommerce store on Facebook.
Don’t fret if you are new to this whole promotion thing. In this post, we will help you in launching a social media campaign to market your coffee shop on Facebook.
1. Post engaging images consistently
Content is the king, especially if it is visual content.
In fact, when people hear information or read textual content, chances are that they will remember only 10 percent of that information three days later. However, if they view something, which is illustrated using visual content such as an image or an infographic, people are likely to retain up to 65 percent of the information even three days later (Source).
That’s some hefty statistic!
But posting images isn’t enough. Make sure that you post engaging content that is not only relevant to your audience but also piques their interest and attracts them towards your products.
Here’s a perfect example:
Nothing will attract your audience more than sharp, good-quality attractive image. Moreover, make sure that your posts are not too cluttered and are easily readable.
2. Encourage your customers to give you reviews on Facebook
People get more receptive of your brand when they see good reviews on your Facebook page.
Testimonials and reviews can work wonders for the promotion of your ecommerce store. They are called social proof for a reason!
Therefore, encourage customers to check out your Facebook page and drop a positive review. Just be sure that you don’t pester your customers, otherwise, you might end up losing your existing customer as well.
A great way to encourage people to come to your Facebook and give positive reviews and feedbacks is by using word-of-mouth techniques. You can also launch a contest and reward your customers in exchange for a testimonial, social shares, and so forth.
3. Target your prospects with Facebook Ads
Traditionally, people used to distribute their business cards to get the word around about their business. Then there are hoardings, posters, placards and more.
But what are the chances that your message is reaching the right audience?
Can’t be sure, right?
This is where Facebook ads come in.
Now you can get your message through very easily and with little cost. Promoted Facebook ads look like any other regular post but are specially targeted to reach your maximum target audience.
Have a look at these tips to make sure that your Facebook ads give you the appropriate ROI:
- Attract customers using eye-catching discount offers. When your customers see free discount offers, they won’t be able to skim past the ad without giving it a serious glance.
- Give your target audience a better view of your best products using Facebook’s multi-product ads.
Have a look at this great example:
You can even tailor your Facebook Ads as per the demographics of your target audience including their location, age, etc.
Don’t forget to use Facebook’s analytics tool that will help you access the outcome of your ad campaign.
4. Run Your Own Facebook Group
You would be supposed to see how effective Facebook Groups can be for your ecommerce business. They help you meet your prospective audience under a single roof. You are basically giving people with somewhat same goals and problems a platform to come together and share all their goals and issues.
For instance, if your ecommerce store is based on affordable and comfy clothing, you can create a group for college going students who would be interested in your products.
The key is to find your target audience and encourage them to join your group so that they can connect with each other. As your Facebook group continues to grow, you will be able to generate more leads and eventually paying customers.
However, make sure that you remain consistent with your posts. Publish advisories, articles, and infographics related to your industry, but make sure that whatever you post is useful to your audience. Do not use your group to promote your product directly — no one comes on social media channels to get bombarded by promotional posts, so keep promotional posts away from your group.
Remember one thing: you are making a Facebook group for your ecommerce store to engage your audience not to sell your product. Selling will eventually come, but you would have to build a loyal community before that.
5. Leverage Facebook Stories
Before you turn up your nose at the prospect of using Facebook stories to promote your products, let me share one important statistic with you.
Only after 14 months of silence since launching, Facebook Stories have a massive outreach, of 150 million daily active user count to be exact.
And you don’t have to specifically share your product-specific news, your stories can pertain to anything from great articles related to your brand or engaging questions. The basic idea is to keep your audience engaged and pique their interest so that they will be quick to check out your ecommerce store.
You shouldn’t shy away from showing your brand’s culture either. Shoot behind-the-scenes videos and put them up as your Facebook Stories. Users especially like to see such stories that give an on-the-go feel.
6. Choose Your CTA Button Carefully
If you are looking to promote your ecommerce store on Facebook, then I am sure you have already made an official business page.
You might have to also notice a CTA button on the business page. Now the good news is that it is totally up to you what you want to use as your CTA button text.
For instance, have a look at this “Sign Up” CTA button:
If you are looking to build your email list, then using this CTA is probably the right option for you.
You have another bunch of CTA text options, such as:
- Contact Us
- Shop Now
- Book Now
- Play Game
- Watch Video
You can use them according to your industry and the purpose you want to fill. Link them to any webpage you want, keeping in mind the action you want your audience to take.
All in all, it all depends on your conversion goals.
If you want them to buy something right away or redirect to your product page, then you can use the “Shop Now” button. If you want them to subscribe to your newsletter, then as I already mentioned, “Sign Up” would be the correct option.
If you don’t add a CTA button, then you are likely to find it harder to get your prospects and leads to take the action you wish them to take. As a result, your conversion rate will pretty much be abysmal. So, don’t forget to add a CTA button when promoting your ecommerce store on Facebook, it only takes some quick steps to do so.
7. Follow The 70:20:10 Rule While Promoting Your Product
So, you have been doing pretty much everything on your end to create engagement and promote your product.
You are posting engaging stuff,
Added an effective CTA.
You have even made a Facebook group of your own.
I’d say you are on the right track.
But are you promoting your content properly? Are you overdoing it? Or maybe you need to promote it a bit more?
I know it can be a bit confusing and tough to find a balance between your posts. You find it hard to identify whether your strategy is too promotional or not.
In this case, it is always a great idea to follow the 70-20-10 rule. Here’s what you need to do:
- 70 percent of your content should be original.
- 20 percent of your content should align with your target audience and cater directly to your audiences’ interest.
- Only 10 percent of the content should be self-promotional.
All in all, your Facebook promotional strategy should be a perfect mix of everything. It should have the right mix of questions that you may want to ask your audience, tidbits about your industry, your product posts, interesting articles, and so forth.
Here is a great example:
As you can observe, in this post, Target is not shying away from directly promoting their products. They are literally asking for people to check out their sale. That said, as you can see, they have combined it with an interactive question, and that’s what makes all the difference.
So, make sure that no matter what your promotional strategy is, user interaction is the key to get more engagement and traction.
Think what you may, but Facebook is still pretty much an emperor of social media platforms. Your audience is already using Facebook, now it’s up to you how you bring them to your business page and engage them to eventually make them buy from your e-commerce store.
The key to success using Facebook promotional strategy is by striking the right balance between paid advertisement campaigns and organic outreach.
And your organic outreach depends a lot on your engagement strategy. So make sure that you compel your users to interact with you. Ask them questions, engage them, ask what preferences they have, run contests, and so forth.
Make sure that your audience feels like you care about them and their choice.