If you only associate marketing on Facebook with posting ads, you’re plainly wrong.
Facebook Ads are certainly very effective tools for attracting traffic to your e-commerce.
But that’s just one of the many possibilities this site offers you in terms of increasing visitors (and, in turn, sales) in your e-commerce.
Pay close attention because today’s article is going to cover how to get more Facebook followers that can one day turn into clients (and help your e-commerce be more profitable).
Here we go!
👉 Why you should design a Facebook-specific marketing strategy
When companies started using Facebook, their posts were mainly focused on getting in touch with fans and advertising new products and services.
Nowadays, customers are not only consumers but they’ve also become prosumers:
Prosumers are consumers that generate and share comments on social media, blogs, and forums.
A prosumer’s opinion can influence a customer’s decision to make a purchase in any e-commerce (the most influential of whom become influencers).
So, in the present context of an interaction between companies and “prosumers”, Facebook is a marketing tool that proves essential in order to:
- Capture potential clients by offering them experiences and not only products.
- Generate traffic by directing users to your website via high-quality content.
- Foster client loyalty by getting users to become regular clients through actions you carry out on the Internet (contests, useful content, sense of belonging, etc.).
But you must be fully aware of what you’re trying to achieve with Facebook, just as with any other marketing strategy.
Our recommendation is for you to set SMART objectives that are:
- Time Bound
For example: “Gain 1,000 followers on my page within 3 months.”
That’s a specific and measurable objective with a set timeframe. Whether it’s realistic and achievable depends on your initial number of followers and the resources available to get 1,000 more.
Marketing on Facebook helps you lead fans to your online store and turn them into prospective customers.
And, as you know, more customers means more sales. ;)
👉 What your marketing strategy for Facebook should include
I bet you already have your own Facebook page, but we’ll start by laying out the basic aspects of creating a Fan Page and focus on posts later on.
✅ 1. Create a business page, not a personal profile
The simplest explanation of the difference is that personal profiles have friends while business pages have fans.
Don’t waste your time creating a personal profile because:
- It is explicitly forbidden by Facebook rules (your profile might get deleted if it’s detected).
- A personal profile lacks all the analytics of a business page.
Besides, using a personal profile instead of a business page gives a very unprofessional impression (plus, you won’t be able to follow the next steps in this post). ;)
✅ 2. Customize your Fan Page as much as possible
First, you have to personalize is the URL.
When you create a page, Facebook assigns it a random name that likely won’t mean anything to your fans since they will see nothing but numbers. Click on this link to change the name of your page.
Then, fill in the whole form. Under “Page Info”, you can add your contact details and even the history of your business.
It’s like the “About” section of your website, so don’t leave anything blank. The more information your customers have, the more likely they are to trust you and end up buying.
Once your text is ready, it’s time to carefully choose some photos. On social media, images are the first elements that catch a user’s attention, so you should be thoughtful about the ones you choose, especially when it comes to your:
- Profile photo: The perfect size is 180 x 180 pixels.
- Cover photo: It should be 851 x 315 pixels (though it could also be a video).
If your Fan Page has already been created and customized correctly, then it’s time to think about the content you’re going to post.
✅ 3. Get to know your buyer persona
If the buyer persona for your e-commerce has been clearly defined, so has your Facebook fans’ profile. However, you can add more information in your page’s Business Manager.
In the Business Manager menu, choose “Audience Insights” > “Everyone on Facebook” .
Here you can see information about:
- Marital status
- And more
Don’t freak out when you find out everything Facebook “knows” about its users!
By knowing your fans’ profiles, you’ll be able to adjust your posts so as to offer them more valuable content as well as get a wider reach and drive more interactions.
✅ 4. Look into what the competition is doing
Analyzing what your competitors are doing on Facebook can be quite inspiring.
Just remember that we’re talking about inspiration here, not blatantly copying! ;)
You should start by searching for the pages of those companies that have the highest levels of engagement and see what kinds of posts are working best for them.
Don’t know who your strongest competitors are?
Use Likealyzer to spot the most popular pages in your sector. Then, add them to your Facebook dashboard, click “Insights” > “Overview”, then scroll down to “Pages to Watch” > “Add Pages”.
This way you’ll be able to compare your posts and your page’s performance with your competitors without leaving your own page.
✅ 5. Use your page as another customer service channel
Besides an email address, a contact number, and a form, clients demand to be assisted through more dynamic channels that allow them to interact directly with the company.
That’s why Facebook has become one of the most accessible channels to improve any e-commerce’s customer service.
Creating a good client response system through Facebook has many advantages:
- It’s a fast and effective channel through which your customers’ queries or issues can be addressed.
- It lets you customize your attention because you have access to the information shared by the customers in their profile (for example, their name) along with everything from your Insights.
- Social proof – Interacting with your customers allows you to get reviews you can use as social proof for your business.
- It helps you improve your image and your brand’s reputation by giving your clients a good impression of your business and fostering client loyalty.
But it also has some drawbacks:
- Being alert and answering promptly is essential.
- You must be ready to deal with complaints from unsatisfied customers.
- It’s a time-consuming task since Facebook is open 24/7/365.
If you don’t have time to dedicate to it, it’s best to hire a professional since leaving unanswered queries is the quickest way to lose a customer’s trust.
Here’s an idea: Activate a chatbot on your Fan Page’s Messenger so your clients are always assisted even if you’re not in front of the screen.
✅ 6. Design a post calendar to generate engagement
Marketing guru Neil Patel recommends a strategy for Facebook based on “the three Es” to get your followers hyped up about your next posts.
Let’s take a look at each of them:
➡️ A. Excite
The first sentence of each post is crucial to generate excitement (and interaction).
Choose a clear and relevant header that focuses on your audience to immediately catch their attention.
Tenderness is a widely embraced emotion on Facebook, check out how supermarket chain Target exploits it in this example:
➡️ B. Entertain
Don’t forget that Facebook is a social networking site and not a business network.
Your followers want to have fun, so funny or entertaining content always stands a better chance of being shared.
This works particularly well for audiovisual content, as they know quite well at Red Bull.
➡️ C. Educate
Entertaining is nice, but it’s not enough.
People may stop following you if you’re just entertaining them since they could find a more entertaining page. That’s why you must also solve your clients’ problems as well as satisfy their needs in addition to entertaining them.
For example, the Fan Page for Michaels Stores, one of the most popular arts & crafts shops in New York, is constantly publishing videos of crafts you can do with their products.
➡️ D. Extra: More ideas of content you can post
Here are some additional ideas about the content you can post on Facebook:
- Contests (here’s a post explaining everything there is to know about creating contests on Facebook).
- Special offers for your fans
- Live video streaming
- Articles from your blog
If you design a post calendar, it’ll be easier for you to keep some regularity on your wall (check out this post of ours about how to create an editorial calendar for your blog – you’ll find it useful).
✅ 7. Advertise your e-commerce on Facebook
It was the first thing you thought of when we started talking about marketing on Facebook, and we’ve left it for (almost) last. ;)
And that’s not because it’s the least important – on the contrary:
It’s highly advisable to advertise yourself on Facebook since it’s a really powerful promotion and traffic-generating tool.
That’s especially true because of all the segmentation and remarketing options it offers. In this article, we explain in detail how to create successful campaigns with Facebook Ads. And in this one, we talk about how to do remarketing in general.
However, before you start promoting yourself, make sure you’ve properly created your page bearing in mind everything we’ve gone over in this post.
👉 Do you post wildly or do you follow a marketing strategy on Facebook?
Today we’ve shared several key aspects to help you capture followers on this social networking site so that they end up converting into customers for your online store.
If you set a good Facebook strategy, remember that you have 2.2 billion potential clients at your shop’s door.