eCommerce Guide to Facebook Marketing
Published: January 14, 2013
Author: Molly Shotwell
Today’s post is by Wishpond‘s Nick Steeves.
Facebook has the ability to drive traffic and deliver a stampede of new customers to your ecommerce store. In this easy guide we’ll show you how.
First, here’s what a well-run Facebook ecommerce campaign can do for you:
1. Boost engagement/traffic/likes to your Facebook Page and website
2. Reach new users, including friends of current fans, and users who are interested in your catalog of products, but may not know about it yet
3. Increase your email list
4. Generate new sales
5. Get a deeper understanding of your customers via data pulled from Facebook’s Open Graph
Now, we’ll show you 4 ways you can use Facebook to achieve the above:
1. Facebook Plugins for your website
3. Photo Contests
4. Facebook Storefront
1. Add Facebook Plugins to your website
Like Button (on home page)
The easiest way to generate new Likes for your Facebook Page (thereby opening up a new 24/7 marketing channel to each person who does) is to have a like button (with counter) on the top-right corner of your website.
This will generate the maximum amount of views and will allow users to Like your Page directly from your website, as opposed to having to click to go to your Facebook Page and then Like it, which most will not do.
Here is an example of promoting your Facebook Page in the wrong way (with an icon that links to your Facebook Page in the footer):
Click here to learn how to install the Facebook Like button on your Home Page.
Like Button (on product pages)
This is a very simple way to entice users to share your products on Facebook. On each specific product page, add the same Facebook Like button directly. When clicked, it will post a recommendation on Facebook by the shopper that he/she “Likes” the product.
Check out an example of the “Like” button on a product page below:
Click here to learn how to install the Facebook Like button on your Product Pages.
Facebook Comments (on product pages)
Facebook’s Comments Plugin is an easy way to get users to share their product reviews on Facebook. It’s a simple widget that shows comments just like on posts on Facebook. The added benefit is the “Post to Facebook” feature – which automatically posts each comment/review on your products to Facebook. This helps give your products an added share boost to entirely new audiences.
Click here to learn how to install the Facebook Comments Plugin on your Product Pages.
2. Run a sweepstakes to raise awareness about new products
As the use of online shopping has developed, so has the acceptance of online sweepstakes and giveaways. Sweepstakes became an especially popular form of Facebook marketing because of the low barrier to entry and the excitement and sharing that they create. Now consumers are even hungrier for great deals and giveaways, and sweepstakes are a great tool to satisfy them.
Running a sweepstakes on new or lesser-known products is a great way to introduce them to a wide audience. It’s a great way to generate buzz and get users sharing with their friends. The added benefit in doing a sweepstakes on a new product is that it will be easy for you to convert non-winning entrants into customers after building so much excitement.
Check out an example sweepstakes below, or click here to learn how to set up your own using Wishpond’s Sweepstakes App.
3. Launch a photo contest to create engagement with your brand
Photos on Facebook Generate 53% More Likes than the Average Post (source).
Photo Contests are an easy way to entice users to upload a photo and have the community vote on a favorite to win. With the popularity of camera phones these days, taking a photo is very easy for most users to do. To maximize entries, choose a photo theme that is easy for most users to get a photo of.
Since photos are eye-catching and easy to digest, this is the most recommended type of contest requiring user-generated content.
Check out the photo contest below: entrants must take photos that directly show the merchant’s products, making sure the brand will get a huge amount of exposure from their contest. Click here to learn how to run your own photo contest using Wishpond’s Photo Contest App.
4. Showcase your Products with a Facebook Storefront to Drive Sales
Showcasing your products directly on your Facebook Page is a great way to get your fans browsing and sharing within Facebook. You can easily do this using Wishpond’s Social Store app: It automatically imports products from your website and shows them in a tab on your Facebook Page. Each product is listed with a Buy Now button that, when clicked, directs shoppers to the product purchase page on your website.
Check out an example of a Social Store below, and click here to learn how to set up your own.
And that’s our eCommerce Facebook marketing primer! Any questions or comments?
– Nick Steeves is the Director of Marketing at Wishpond, an all-in-one marketing suite for retailers and brands. Follow him @wishpond.