In the ecommerce industry, with so much ecommerce available online, the competition is intense. No wonder, recent statistics report that there are an estimated 12-24 million ecommerce sites across the entire globe.
So offering great products with superb features is not just enough for getting ahead in the competition when most of your competitors are doing the same! Hence, to stand out, you need to establish unique branding to win them over. Because in ecommerce, being social matters.
And one of the most popular marketing methods for ecommerce includes social media marketing. On top of that, with roughly 2.93 billion monthly active users, Facebook takes the high rank among other social media channels available as a potential goldmine to boost your online sales.
Now the next step is learning how to run Facebook campaigns to promote your new ecommerce website.
Why choose Facebook for ecommerce marketing?
The idea that every ecommerce business should have a Facebook presence is not something new. And it is not about the significant number of users that Facebook owns, it is the amount of attention Facebook gets. No doubt, Facebook will expose your ecommerce business to the broadest active audiences.
On top of that, Facebook comes with several ad formats, targeting options or measurement capabilities that you can use depending on your marketing goals- like driving visitors to your ecommerce website to purchase your products or running advertising to build your community. Even for ecommerce businesses, Facebook pay offers a seamless and speedy checkout process.
Hence, to get the most benefit from Facebook, you need the right targeting and planning to make your Facebook promotion pay off on a larger scale.
Apply the following promotional strategies to maximize the impact of your ecommerce brand
If you are planning to promote your new ecommerce website on Facebook and have no clue where to start, look at these mentioned strategies and get your promotional campaign off the ground. Because it always works best when you have a detailed Facebook strategy from the very beginning.
Pick the best ad type to convert your key brand messages
On Facebook, you will get a massive variety of advertising options like,
- Image ads
- Video ads
- Collection ads
- Slideshow ads
- Carousel ads
- Dynamic ads
- Instant experience ads
And many more. Eventually, it depends on your promotional objectives whether you got one single ad type or multiple types. For example, if you are promoting a product collection, you can go for a carousel ad and feature up to 10 images or videos, each linking to a corresponding product page. Alternatively, you can pick video ads to show motion graphics of your products.
Run personalized campaigns targeting your customers
Today, customers expect businesses to understand their needs and send them personalized ads or recommendations. As personalization makes any customer feel special, run personalized Facebook campaigns to reach the right people with the right content at the right time. First figure out how much personalization you need to create an ecommerce website and analyze your customer data.
Facebook offers customer-centric targeting tools such as ‘Audience Selection Tools’ which you can use to reach your potential customers. Also, install tools like Meta Pixel, SDK or Conversions API, which can help to get your Facebook ads in front of the most relevant audiences.
Add eye-catching images to boost your click-through rate
Even after running a well-targeted Facebook ad, you might face difficulties to maximize your click-through rate. Remember, your visitors are going to scroll through your Facebook content or ad very fast. You definitely need something that stands out among other content, and nothing works better than high-quality images. For example, you can start improving your Facebook ad success by focusing on some basic strategies:
- The color has to be bright and eye catchy enough to capture the viewer’s attention.
- Pick pictures as promotional material that is relevant to your contents.
- Show people using your product instead of simply displaying it.
- Do not let texts overlay the images or it can confuse the views.
- Create various Facebook ad images for different personas.
Use powerful CTA (call to action) to trigger actions
Savvy marketers use FOMO (fear of missing out) as a promotional technique to tap into the anxiety of prospective customers. Because people tend to hate missing out. And the CTA (call to action) button on your business page is what works great to evoke the emotion of your potential customers and direct them to shop.
So, optimize your Facebook CTAs while promoting your new ecommerce website on Facebook. Be straightforward and on point and use action words like ‘buy now!’, ‘shop today and save 15%’, ‘book’, ‘order now’, ‘limited supply’ or ‘only one-day left’, depending on the intent of the ad.
Provide social proof for your targeted customers
Incorporate positive social proof in your Facebook marketing strategies. User-generated content (UGC) is one of the powerful tools that provide social proof for your target customers. Such as to show that you have great customer testimonials, you can show product reviews to your first-time visitors as intriguing text which will beckon customers to click.
You can place the reviews anywhere; it can be in the headline, ad text or in the ad itself. Also, you can showcase reviews from celebrities or credible experts who endorse and purchase your products. But always add credible content from real people because your customer’s voice is one of your most powerful marketing tools.
Do some audience research
Perform some audience research to know your audience like never before, so that you can create content on Facebook that easily finds more customers for your ecommerce business. Use tools like the Facebook Audience Insight tool that let you build your target audience demographic, where you can figure out the interests, age, gender, location, education, and job titles of your targeted audiences. And once you figure out the behavioral, demographic and interest data on the users, depending on your products or services, you can use these filters to optimize your promotional campaigns.
Adopt mobile-first Facebook ads
The mobile-first ads strategy works best to achieve your campaign goals as people tend to remember content and watch content for longer times on mobile. To build an ecommerce website for your business, you can develop your mobile-first Facebook strategy in several ways. Suppose to optimize your video content for mobile first, you can include tactics like keeping it short, designing it to have the sound off, including the closed caption, and putting your most important content with your business logo first. Also, for image ads, make sure to use high-resolution images with square graphics to capture attention immediately.
So, briefly, these are some of the many ways you can promote your ecommerce website on Facebook. Even statistics report that Facebook is one of the most used networks among marketers (93%). So, given the competition, why would you not consider Facebook for ecommerce advertising, right?