Why Sellers Should be on Facebook Now!
eCommerce is quickly moving from a transactional model to a relational one. People want to buy from certain sellers not only because they’re convenient and have good prices, but because they’ve provided an intrinsic value that helps and engages the customer. Buyers want easy access to brands and rely on what others are saying to help them make purchase decisions.
Social media is a huge catalyst in driving this shift in behavior. So why, then, do online sellers so often shy away from social media? The #1 reason for their hesitancy is that they don’t know which channel(s) to use or how much time to devote to it.
So where do you start? Facebook, Instagram and Pinterest are, by far, the most important social media networks for US sellers as they have the highest number of users, engagement and search placement. Although sellers should eventually be on all three, we recommend focusing initial efforts on Facebook. Why? 1 in 5 page views on the internet is on Facebook and they report having 65 billion monthly users with over 1 billion logging in daily. That means 20% of the world is on Facebook.
Convinced? Good. Here’s how to get started.
Create a Business Page
Use clear branding in your profile thumbnail. Be sure your banner image is eye-catching and is relevant to what your brand represents. Please, please, please, use quality photos. And by all means, do NOT use Facebook to make a hard sell. Instead, focus on providing valuable, useful information that will keep your followers engaged. Lastly, pay attention to who your customers are and use that insight in your Facebook advertising plan.
HOT TIP: Spend about ½ of your social media time on Facebook efforts. Post 1-2 times per day.
Since 2014, Facebook page owners have seen a decline in organic traffic due to a surge in available content and Facebook’s effort to show users the most relevant content (although many suspect Facebook is just looking for advertising dollars). The reality is that only 16% of your content will be seen organically by your fans. If sellers want to get noticed, the best option is to advertise.
Facebook offers a number of options depending on your goal. Sellers can focus on awareness with post boosts, page promotion, brand awareness or local advertising. Or they can focus on consideration by sending people to a website, promoting app installs, video views, lead collection or event attendance. For online sellers, Jordana Reim, eBay OPEN 2016 presenter, recommended focusing on boosting posts, sending people to a website and collecting leads.
Now you need to get to the right people. Create custom audiences based on the previous purchase behavior of existing customers. Create look-alike audiences by uploading customer emails to identify similar users. Implement hyper targeting by crossing interests, locations, etc.
HOT TIP: See how other Facebook advertisers are targeting you. Click on “Why am I Seeing This” via the ad’s arrow dropdown in the upper-right corner.
Stay Mobile Focused
Research shows that people interact with their mobile phone 76 times per day, about 2.5 hours each day. Those same people spend 85% of the time on mobile using Facebook, Snapchat, email, a text utility or a news browser. 581 million of Facebook users are mobile only. Mobile is obviously key to your social media strategy. Be sure that your content, landing pages and shopping experiences are mobile-friendly.
HOT TIP: Use video as often as you can. Facebook has seen an explosion in mobile video consumption and they predict that 75% of the traffic on Facebook will be mobile video by 2020.
- Why Don’t My Facebook Fans See My Posts? The Decline of Organic Facebook Reach
- eBay OPEN 2016, Social Media Workshop with Jordana Reim
- eBay OPEN 2016, General Session, Key Insights from Facebook – Simon Whitcomb , Global Marketing Solutions Facebook
- E-Commerce Moves from Transactions to Relationships