Facebook as an Ecommerce Traffic Channel

Facebook as an Ecommerce Traffic Channel

Facebook is a Channel That Can be Effective For Retailers

According to Shareaholic.com, Social media now drives 31.24% of overall traffic to sites. More surprisingly, Facebook alone made up nearly one-quarter of the total visits publishers received in December 2014.

Ready to increase your web traffic and attract new customers? Below are 12 effective strategies for marketing with your Facebook page:

  1. Create an Engaging Cover Photo – Your profile page’s first impression should be a lasting one. Since this page is public, the cover photo should show off your company’s personality with an eye-catching image that appeals to your customer. For your profile photo, it’s ideal to use your company’s logo or an icon that is easily identifiable while you are engaging with customers. The profile and cover photos should also complement and not compete with each other. Keep in mind that the cover image will look differently on mobile devices, so check to make sure that your image and vision are not compromised.
  2. Pay Attention to the About Section – Complete all of the fields in the “About” section including links to your website and operation hours. Keep the short description focused and try to include your website address. The long section can include customer testimonials, industry awards, best-selling products, milestones, company history, etc.
  3. Set up Tabs to Showcase Your Business – Use Facebook tabs to spotlight products, explain your brand, run a promotion or list upcoming events. Make sure that each tab links back to a landing page on your website with more information including contact and ordering information if applicable.
  4. Use the Call to Action Button – Facebook recently introduced a “Call to Action” feature that allows businesses to link to any destination, on or off Facebook, to help convert clicks to customers. Best of all, it’s free! The seven calls to action available are:
    1. Book Now
    2. Contact Us
    3. Use App
    4. Play Game
    5. Shop Now
    6. Sign Up
    7. Watch Video
  5. Understand How the News Feed Works – According to Facebook, the best way to have your posts show in News Feed for the people who like your Page is to post things your customers will like, comment on, or share with their friends. Facebook also considers updates with photos or videos more valuable than posts with plain text or links.
  6. Post Quality, Not Quantity – Establishing a content strategy is key for creating engaging Facebook posts. Ideally, there should be a fine balance among promotion, engagement and education. Do your customers comment on new product releases? Do they share special deals? Do they like informational articles? You can easily track what resonates with your customers using your Facebook Page Insights and adjust your content accordingly.
  7. Use Links within Your Facebook Posts and Photos  – Give your customers more reasons to click through to your website! When you add a link to your post, Facebook automatically creates an image and clickable area. You can also customize the headline and description to target your efforts. Links can be added to photo captions, too.
  8. Give Followers the Inside Scoop – Use your Facebook page to give your customers an advance notice on sales, discounts or new products. Coupons and exclusive online deals can also drive social traffic to your website.
  9. Increase Your Subscriber List – If your company is promoting a giveaway or sweepstakes, you can provide an option to complete an email contact form on your website. Another effective tool for growing your list is to create an email alert during a new product announcement or a limited-time release. Customers will have first dibs when the product hits the shelves.
  10. Add Facebook Hashtags – Facebook’s clickable hashtags can help new people discover your updates and ultimately drive more traffic to your website. A good rule of thumb is to use relevant keywords and not add more than two hashtags on any post. To see if a hashtag has any traction, type it in your Facebook search bar and all of the associated posts (that are visible to you) will be listed.
  11. Stay Engaged – Even when you are not posting, you can keep your page and news feed active by regularly commenting, asking and answering questions, liking other people’s updates and sharing other’s posts.
  12. Add Facebook Like Buttons to Your Website Content – With a single click, customers can share your products, blog post, customer testimonials and more from your website to Facebook. In return, this shared content can attract new visitors and Facebook fans. All you have to do is convert them into customers!

Although Facebook is largely a considered a paid channel today, you can acquire new customers with a solid strategy at a lower rate than Google Adwords in many cases.  In future posts we’ll talk about the usage of custom audiences.

For more information on social commerce, contact us today.