ecommerce, facebook advertising, facebook business page, social selling, social media, dynamic product ads, Facebook, retargeting
APRIL 25, 2016 KAYLA MARGINEAN 0 COMMENT
Although Facebook was created as a purely social tool for connecting with college classmates, the network is increasingly becoming one of the primary means of connecting individuals with brand content. Just this past fall, Facebook rolled out new ad formats for social commerce, designed for optimal personalization and conversion opportunities.
For companies who have already have a mobile responsive eCommerce store, these changes are truly great news, as more and more shoppers are turning to their mobile phones and tablets to make purchases. For businesses who have not yet created a mobile responsive eCommerce store, making the switch should be the priority before taking advantage of Facebook’s newest ad formats. After all, why spend the money getting the attention of prospective customers as they browse their social media profiles on mobile devices if your site is not formatted in a way that allows them to easily navigate to the products they want to buy and input payment information?
Strategy 1: Create a Facebook Business Page
For those businesses who are mobile responsive and ready to amp up their social commerce strategy, these three tips will help get you noticed.
The first strategy is to build a Facebook Business Page. Facebook has extensive instructions about how to set this up.
Facebook’s business pages are handy for a couple of reasons. The platform is a great way to share brand content, including blog posts, photos, videos and promotions in order to create a true brand community. Unlike blog formats, social media is a living and breathing network that is always “on" (and social commerce shoppers are always shopping!) It is a great opportunity to engage with your customers in order to learn more about them, what they like and don’t like, as well as to respond to their questions and even their complaints.
Crowdsourcing and customer co-creation strategies, which take customer input into consideration in the development or sourcing of new products, are quickly becoming more and more popular. And, brands who have a strong community of engaged, brand-loyal followers have the extra access and customer trust to communicate directly with them in order to obtain suggestions, ideas and feedback.
Strategy 2: Dynamic Product Advertisements
Dynamic product advertisements are a way for your business to put personalized content in front of customers based on their browsing behaviors. Rather than selecting a single product that you’d like to present to customers based on demographic information, you upload your product catalog to Facebook and allow Facebook to choose which products it thinks each customer or prospective customer might like best, based on their browsing histories.
Dynamic products ads are higher quality advertisements that are more likely to result in conversions, because customers are presented with products that they are more likely to be interested in. This makes each ad spend more effective with a higher return on the investment, because each customer is presented with the ad most likely to appeal to them, rather than the same ad that is presented to all customers and which may or may not hit the mark.
Strategy 3: Retargeting Advertisements
Many times, prospective customers might visit your online store, but leave without making a purchase. Retargeting is one way of re-engaging them with your products. Retargeting allows you to target both customers who have already visited your site and new prospective customers whose browsing behaviors match that of individuals who visit your site.
In order for retargeting to work, you must install a Facebook pixel on your website. This pixel will capture information about users who come to visit your site. These are the users who will then be targeting with specific advertisements once they log in to Facebook. Facebook includes a great deal of resources on their site, including a step-by-step guide, for how to set up pixels and build custom audiences. CoreCommerce customers can refer to this Knowledge Base article for information on how to integrate Facebook pixels on their sites.
Facebook is a great tool for ecommerce advertising - and incorporating the three strategies explained above is the best way to ensure you squeeze as much as you can out of every advertising dollar spent. Facebook business pages allow you to engage with your customers in a way that is much more genuine and intimate than email, and dynamic product ads and retargeting campaigns allow you to put products in front of your customers that they are more likely to buy. Grow your brand’s online presence and earn more revenue by engaging with customers where they are most likely to be online: social media.
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