Are you taking full advantage of your ecommerce business’s Facebook page?
With over 2.4 billion active Facebook members, there is a massive opportunity to grow your customer base.
Of course, Facebook shouldn’t replace your ecommerce website, but it’s important to keep in mind that, just like your store’s site, your Facebook page can rank in Google’s search results.
Increase Your Facebook Presence with These Tips
Below we share some actionable ecommerce Facebook tips to increase exposure, which in turn will help garner more sales.
#1 – Use Facebook Best Practices
The posts on your Facebook page can sometimes be your shoppers’ first impression of your business. Make sure your posts attract and engage potential customers with the following best practices:
- Use the right name for your page. The first step to increasing your Facebook presence is to use the right name. The Facebook name is the actual title of your page. For the best results, combine your company name and an important keyword to get an optimized page name. Searchers can find you using your company name, as well as those who search using the keyword. For example, if your business is called Horton’s and you sell athletic shoes, don’t simply call your page Horton’s. This really only works for companies that have a strong brand identity like Nike. Instead, attach the keyword to it like Horton’s Athletic Shoes. Doing so will help your page show up in search results for people looking to buy athletic shoes that don’t know about your brand yet.
- Pin important posts. You can pin important announcements or news to the top of your page so that visitors see it right away. It’s an effective way to promote sales, encourage engagement, or simply inform customers of events and upcoming changes. Just be sure to keep track of your pinned post and remove it when appropriate. For example, if you pin a post about an upcoming event or sale, be sure that you remove it after the event or sale is over.
- Post when your audience is online. Posting content when you know your audience is online will increase customer engagement. Facebook has this type of data in the Page insights tab, and it allows you to examine the results against each of your campaigns. Once you understand more about when your target audience is most active on Facebook, you can create an optimized schedule for posting.
- Use hashtags. Piggyback on popular trends by using hashtags. This will help you get your business’s profile in front of a much larger audience. When you use popular hashtags in posts, anyone searching for that hashtag could see your post, even if they aren’t a follower of your profile.
If you run multichannel campaigns, on channels like Twitter, Instagram, or even email marketing, you can use the same hashtag to tie them all together. Here’s how: work hashtags into your Facebook content naturally, and then use those hashtags in posts on your other channels.
If you’re using a hashtag to brand your Facebook posts, then simply encourage your followers to use the hashtag too. Or, you can present a question that is relevant to your brand and ask for your followers to answer in posts that use the hashtag. That will help create a community of loyal customers who promote your brand for you. While you’re mastering these best practices, make sure you keep these ecommerce social media best practices in mind.
#2 – Promote Your Facebook Page and Brand
While you can optimize your Facebook name and the content, don’t think that’s enough. You must promote your social media pages. Making it easy for customers to follow or like your Facebook page will make them more willing to interact with it. Here are some ways to do that:
- Add a Facebook icon to your store site that visitors can simply click to access your Facebook page.
- Ask visitors to follow your Facebook page at the end of all your blog posts.
- Promote your Facebook page in your email marketing efforts.
Facebook provides very effective advertising that you can use to promote your brand. Advertising right on your Facebook page will help you reach people with valuable information about your business, brand, and products or services. Facebook allows you to promote an event, boost a post, get leads, and encourage people to shop on your website. There are different Facebook ad types available to choose from. The first task is choosing the ad that supports your campaign goal. Visit Facebook’s Ads Help Center to get started.
#3 – Use Facebook Tools
Facebook has some amazing tools built right into the platform. Here are a few that we think will improve your Facebook presence:
- Split Testing – Split testing, also called A/B testing, allows you to test different ads to determine which one works best for your target audience. This will help you plan for future campaigns.
- Facebook Pixel – The Facebook pixel tool gives you access to key analytics to measure the effectiveness of advertising campaigns. You can use the pixel to show ads to only a specific type of person. You can target users who’ve visited a specific page or taken a desired action on your website. It also allows you to set up automatic bidding, so your ads are visible to users who are more likely to take the actions you want them to, like buying a product.
- Page Insights – Page Insights are a powerful tool to help you learn more about your Facebook followers and which posts drive the most engagement. You can see insights like the age distribution and interests of your page’s viewers, as well as engagement metrics for the posts on your page.
An ecommerce’s social media presence is an essential part of a digital marketing strategy, and Facebook should be at the top of your list. Using the above strategies, you can ensure that your Facebook page is easy to find. From there, you should focus on promoting your page and increasing engagement. To get started on promoting, check out these do’s and don’ts of Facebook advertising.
Have you had any luck with your Facebook page? Let us know your tips and tricks in the comments below.
Editor’s Note: This blog post was originally published September 2014 and was updated in December 2019 to reflect more accurate and relevant information.