When you think of Facebook, most people think about profiles and likes, adding pictures to albums and, if you’ve been around awhile, the infamous “poking” that plagued the platform’s past. But, if you’re a business, there’s so much more to Facebook than being social online.
When it comes to your marketing dollars, few places can compete with Facebook in terms of getting you a great ROI. While there are more and more digital platforms begging for you to come and spend your business dollars, Facebook still reigns as one of the most effective and easiest to leverage.
Over the past several years, Facebook has become incredibly strategic with how it operates, creating features that are attractive to businesses and advertisers wanting to dial in their target audience. Regardless of the type of business or industry, you’re in, you’ll find your people on Facebook. (Recent numbers say that there are more than 1.7 billion active users on Facebook each and every month.)
In fact, it’s this type of massive exposure that makes Facebook so appealing; because you can get in front of the small segment of people you actually want to advertise to, you can actually lower your marketing costs while simultaneously maximizing the money you make. Facebook gives you the exposure your business needs to succeed, allowing you to compete with the big players in a way that would have been impossible just a decade ago.
And while Google might seem like another smart place to put your marketing dollars, you’ll quickly find that Facebook is much less expensive – and much more friendly if you are planning on using videos as part of your marketing campaign (and that’s even compared with YouTube).
Facebook allows you to zero in on your audience in a way that no other platform can, giving you the capabilities you need to segment your potential customers based on demographics and interests. By strategically defining your audience, you can make your marketing much more effective, cutting you a slice of that proverbial pie every business wants a piece of.
And then there’s live video…
By tapping into the live video feature on Facebook, you can create marketing content that doesn’t feel “markety”. This type of one-on-one, interactive marketing gives your audience the foundation they need to develop a relationship with you and your business – the kind that promises to pay off greatly in terms of loyalty and purchases.
And it doesn’t end with live videos.
Facebook, despite recent news, continues to grow and, as it does, it’s adding more and more features to attract businesses, including a whole host of “professional services” that only add to digital marketers’ tool belts.
Ready to get in on the action?
Even though Facebook gives you all the tools you need to effectively market your ecommerce website and brand, it’s still important that you do it right. For many businesses eager to jump in, Facebook quickly becomes a huge drain to marketing budgets. To avoid unnecessary spending, here are the Facebook marketing tips for e-commerce you need to get ahead (and spend money the right way) on the popular social media platform.
Simple Facebook Tips for E-commerce You Can Implement Now
Now that you know what Facebook can do for you and how you can use it, let’s get into some simple marketing tips you can implement now. Here are a few tips to selling on Facebook.
1. Download Your Pixels
Before you do any type of advertising on Facebook, you need to make sure you have added a Facebook pixel to your website. This pixel allows you to start collecting the information you need to track your website traffic and, then, build an audience on target on Facebook. Make sure you do this legally by checking all of the current rules in your country and niche, notifying your visitors that you are collecting their information as necessary. Once you begin to gather information from your website’s visitors, you not only have the means to create highly targeted ads on Facebook, but you learn what your visitors have in common so that you can find new customers online, too.
In addition to the Facebook pixel, make sure you also install a conversion pixel so that you can accurately track your campaigns. This will allow you to see the conversion rate of all of your campaigns and determine if you’re getting the necessary return on your ads and which ads are providing the most of that return. If you don’t have conversion tracking set up it will be tough to optimize and improve your campaign. The goal of any paid advertising campaign, Facebook included, is to consistently reduce your Cost per Acquisition.
2. Create Dynamic, Multi-Product Ads
When developing ads for Facebook, it’s important to make sure they don’t get lost in the scroll. Multi-product ads give you the benefit of featuring multiple images of your products, increasing engagement with your ads. This increase in engagement makes this type of ads much more effective, with some marketers citing that they’re driving the same traffic at less than half the cost of a normal ad. And that was just when ads were multi-product. Dynamic ads offer even more bang for their buck because “advertisers will be able to promote any item from a product catalog dynamically, targeting the right product to the right person”. No more guessing.
3. Designing Your Ad
Even smart multi-product and dynamic ads can fail if they aren’t designed properly. In order to be effective, you need your ad to POP online. Attracting attention isn’t always easy on Facebook, especially when your audience doesn’t know exactly what they are looking for. That’s why the most effective ads include clever calls-to-action and high-quality photography.
You want to focus on your product with e-commerce ads. If running dynamic ads, you will want to take care of these issues on your website. The product photography should be of high quality as this is the main visual that customers can judge the product on. If it is something that is important to be recognized by size, make sure it has an example of the scale of it within the product photo. As an example, if you’re selling giant Jenga, it is important that it’s next to something that can demonstrate its size rather than be mistaken for a regular sized Jenga set.
4. Target Intelligently
Even though it can be tempting to target anyone and everyone who might be interested in your business and its products, you need to make sure that you are staying true to your company and its culture. By zeroing in on who your ideal customer is, you can better design ad sets that are specific to who they are and what they are needing. Yes, this planning and brainstorming will take some time, but it’s what will help make sure that the money you spend on Facebook comes back to you.
It’s best to map out who your customers are and what their situation is. Do they like certain movies or sports? Are they parents, married, or single people? Are they travelers or working professionals? Iron out a couple of audience targets and then use Facebook suggestions to see if there are opportunities you missed.
One thing you want to do is make sure that you create different ad sets for different audiences. This will allow you to test which audience converts the best. If you run all of them at the same time you will run into an issue where you’re not sure which of the target audience is a waste of your budget. You can be getting much better cost per acquisition over time if you zero in on the audience that is most responsive to your product.
5. Retarget Campaigns
People need to see your business and its products several times before they decide to take action. If you’re not retargeting your campaigns, then you’re missing out on customers and sales. Retargeting recaptures their attention, giving them another opportunity to understand what you’re offering – and why it’s a good idea to say yes.
This is especially true with a Facebook campaign as Facebook ads lack intent. Whereas in Google, customers are actively searching for your product, in Facebook you are simply invading their timeline with the hopes that they are in the market for your offer. Not only may not be ready at that moment, but it can be something as simple as them being at work and not being able to take the action on the spot. Retargeting campaigns create more opportunities to entice an interested audience to take action.
Taking your ad budget to Facebook can be one of the best marketing moves you make for your business, so long as you approach it mindfully. While it’s tempting to jump in quickly “just to see what happens”, slowing down and really thinking about how you want your business to be perceived by your audience can help you create a lasting impression – and a sustainable business.
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