Effective Facebook Marketing Strategies for Ecommerce Stores · 2017-10-09 · will offset the cost of your investments. Be sure to measure you ROI consistently, determining which

Facebook Marketing Strategies For

Ecommerce Stores

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INTRODUCTION

In today’s highly digital world, entrepreneurs are shying away from

traditional brick and mortar stores and flocking toward the web.

Considering there are an estimated 205 million online shoppers

each day, dipping into online business seems like a solid plan. But

with ample customers comes ample competition.

So how do you best draw attention to your own e-commerce store?

Advertising—more specifically, Facebook advertising—is one of the

best ways to reach new leads. With over 1.4 billion users each

month, Facebook is essentially the world’s largest shopping mall. In

the material below, we’ll go over a few of the best methods for

developing a solid Facebook marketing strategy for e-commerce so

you can start increasing your ROI today.

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1. Custom and Lookalike Audiences

Facebook allows you to create a custom audience by uploading the

emails addresses of your existing customers. The social media site

will then use that list to find users who used the same address to

create their Facebook account. This way, you can target your ads to

retarget people who are already interested in purchasing your

products or services. You can also tweak your custom audience

using several helpful advertising filters such as age, interests,

income, and more. This helps you to advertise only to those who are

most likely to convert, which assists in reducing wasted ad spend.

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Facebook has another tool that can provide even better results:

Lookalike Audiences. Lookalike Audiences is a tool that uses the

custom lists discussed above to find other users who have similar

profile data to your existing customers. Mostly, it matches interests

and demographics. This highly effective and low-risk strategy

shrinks your audience to include only those who are most likely to

purchase your product. You can use this method both to increase

your leads and grow the number of likes on your Facebook page.

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2. Dynamic Product Ads

One of the most useful

elements of a good

Facebook marketing

strategy for e-commerce is

Dynamic Product Ads

(DPA). Have you ever

visited a website, browsed

a few products, only to

have them follow you

around in advertisements

all over the web? This is

known as retargeting, and Facebook’s DPA is one of the best tools

for it.

With DPA, you’ll be able to reach old prospects and take a second

stab at converting them to customers. Facebook’s DPAs display a

carousel of product images, reminding your prospects of the items

they abandoned in their online shopping cart. Ideally, this will

motivate prospects to click on your ad and complete their

purchase.

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3. Measure and Spend Wisely

A good Facebook marketing

strategy for e-commerce relies

heavily on a decent budget.

So, to get the best results from

your Facebook advertising

efforts, you’re going to have to

spend a bit of cash. That said,

you’ll need to measure your

product categories to

determine where your money

is best spent. For example, you

don’t want to pour all your

funds into selling your least

popular and least expensive

product.

Focus on pushing the products or services that will best captivate

your target audience while also inspiring significant purchases that

will offset the cost of your investments. Be sure to measure you ROI

consistently, determining which ads are making you money and

which ads are wasting your money. Adjust your audience, target

spending, and featured products accordingly.

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Use UberSuggest to get information from Google

Suggest.

Video ads are one of the most popular and powerful formats for

Facebook advertising. At Facebook’s last F8 Conference in April, it

was revealed that video ads not only have a 25 percent lower Cost

Per Action (CPA) than link and carousel ads, but they also have a

175 percent return on ad spend. By implementing video ads into

your Facebook marketing strategy for e-commerce, you may be

able to improve your ROI drastically. Bear in mind, you’ll need to

make sure the content of your video is both captivating and

relevant to your audience.

4. Boost Conversion with Video Ads

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Use UberSuggest to get information from Google

Suggest.

As you might’ve guessed from the amount of people with their

phones fused to their palms, mobile marketing has become

imperative to the success of e-commerce.

In the past, desktop was the way to go—in fact, in 2014, desktop

CPM for North American e-commerce was over twice as high than

mobile CPM. But Q4 of 2015 told a much different story: Mobile e-

commerce CTRs were over 200 percent higher than desktop.

Moreover, 60 percent of Facebook e-commerce ad spending was

mobile in Q1 2016. That’s 15 percent higher than it was in Q4 2015.

5. Focus on Mobile

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Use UberSuggest to get information from Google

Suggest.

When it comes to Facebook advertising, you can’t just post

something lickety-split and hope for gold. The best performing ads

are creative and tailored to a specific audience. People scroll

through their newsfeeds an estimated 14 times per day. In the

smorgasbord of content that they come across, you need to make

sure yours stands out. Keep copy concise and captivating; use

compelling images and video. Every ad you release should be done

so with your target audience in mind:

• Will they find this interesting?

• Is this something they’d stop to watch?

• How can I better adjust this to fit their interests?

• When crafting your Facebook advertisements, these are all

important questions you should be asking yourself.

Additionally, you’ll need to make sure that your objective is clear.

People shouldn’t be interested in your advertisement only to scroll

right past it because they’re confused about what action to take.

Your offer should be represented clearly and ensure that people see

how engaging with your ad will be beneficial to them.

6. Keep it Quality and Captivating

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Use UberSuggest to get information from Google

Suggest.

One of the best but most neglected features of Facebook

advertising is that it puts you in direct communication with your

prospective customers. You have the opportunity to hear their

feedback firsthand, and customize and remodel your content

accordingly. Interacting with customers who engage with your

Facebook ads is a great way to make them feel involved with and

valued by your brand, which in turn makes them more likely to

purchase your product or service.

7. Communicate with the Customer

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Use UberSuggest to get information from Google

Suggest.

While competition amongst advertisers on Facebook is high,

implementation and proper use of the social media site’s

advertising tools will help you stand out in the crowd. By tweaking

your target audience, creating compelling content, and regularly

measuring your results, you’ll be able to increase your prospects

and convert more leads.

With so many companies and users flocking to the site every day,

it’s imperative that you jump in the Facebook game.

The Bottom Line

Facebook advertising isn’t just

important, it’s necessary.

To develop an effective Facebook marketing strategy for

e-commerce, you’ll need to focus on producing properly-

optimized, quality content. After a bit of trial, error, and

measurement, you’ll be able to pinpoint the best ways to

implement the above methods into your Facebook

marketing strategy for e-commerce.

CONCLUSIONCONCLUSION