Ah, Facebook. It’s long been the place you could go to connect with estranged high-school classmates, if you needed a cat video fix, or if you were just dying to find out that the Star Wars personality quiz Aunt Matilda just took says her closest match is Jabba the Hutt.
Of course, you already knew that.
But the one thing Facebook wasn’t was a place you go to buy or sell things. Sure, you might find a coupon code here or there for 15 percent off, or even a sponsored link, but a sales platform it was not.
“Was” being the key word.
Today, Facebook has significant potential as a place to sell your products, which is one of the reasons why we created Shoppost. We believe that the surefire way to turn people off from your products is to make the sales experience clumsy and unintuitive, so we focused on making Shoppost a seamless experience that fits right in with the existing Facebook news feed. The less disruption from the traditional Facebook experience for the customer, the better. And we believe that Shoppost can help you provide that experience to your customers.
What are some other ways your business can use Facebook to drive sales?
Actually Use Posts and Photos to Your Benefit
Sure, you have photos and posts. Chances are that you have a great designer who put together your awesome Facebook profile picture and cover photo. But are you really using your photos and posts to your full advantage? Cover photos can and should be changed regularly to promote particular products, with a direct link to the product page in the caption of the image – not to your general website, but to the product itself.
Jon Loomis has some suggestions on how to improve the reach of your posts, as well. He recommends creating your post as a link share while using an appropriately-sized image to display prominently in news feeds – thus getting the benefits of an image-focused post while still maintaining a link to your product. He also suggests limiting the text to 90 characters, so that your call to action shows up on mobile devices.
Fully Optimize Your Approach
We are in the age of big data, and if there’s one thing that Facebook generates, it is a mountain of data. In scouring over this information, we can glean some ideas on how to approach a Facebook strategy. For one, Adobe’s Social Intelligence Report recently found that engagement on video posts is up by 785 percent from last year. It used to be that video based posts didn’t see much traffic – that seems to be changing.
But when to post? Perhaps unsurprisingly, the best day of the week for Facebook engagement is Friday between 2 and 3 p.m., when a sizable segment of the workforce has begun to mentally check out for the weekend. Tuesday would appear to be the worst day to attempt to engage with your audience. But in order to get your product onto somebody’s newsfeed, you need to…
Utilize Paid Promotion
Like it or not, recent changes to Facebook’s newsfeed algorithm mean that brands basically have to utilize paid in order to reach customers. (You can count Eat24 as one of the “nots.”) But there are advantages to this. You can reach a more engaged audience by not only tailoring your content, but also defining the reach of the promoted post to an audience that you define. And after you’ve seen results, you can further optimize the paid reach through tweaking and testing, in order to get maximum value for your dollar.
Need more proof? Adobe found that the click-through rate on Facebook ads in the U.S. has increased by 160 percent over the past year alone, even as the costs per click have declined slightly. Those are two trend lines going in positive directions for your business’ bottom line.
Have any Facebook selling tips? Share them with us in the comments below!