Do you know why ecommerce stores are generating more revenue than the brick and mortar business models? Because of the precise marketing strategies they have in place. Unlike brick and mortar stores, ecommerce stores employ paid marketing resources at their disposal. Because of these paid marketing strategies ecommerce store owners know what type of ad will work best for what type of audience.
One of the most common platforms for paid marketing is Facebook. It has literally helped ecommerce store owners make billions because of accurate and precise marketing. In fact, digital marketing experts say that Facebook for ecommerce is one of the best platforms for beginners.
- Organic Facebook Marketing
- Paid Marketing
- Which is Better for beginners: Facebook Organic Marketing vs Facebook Paid Marketing
- Facebook for Ecommerce – Strategies to Generate More Orders
- What’s Next?
Facebook Marketing Checklist
Everything You Need to Create & Initiate Facebook Campaigns
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Let’s say that a beginner ecommerce store owner wants to start marketing his business through Facebook, what strategies will he employ? What things will he focus on and how can he earn more profit from ads?
In this article, we will discuss all that. But first… let’s learn a little about how online stores market on Facebook.
Two Major Ways to Market on Facebook
The reason we all use Facebook instead of another social media platforms is that it has content. Lots, and lots of it. Of course, this is all user-generated, but that is the beauty of using this platform. We all can share anything and everything that we like. You must be wondering that while all this is great, where does the ‘marketing’ aspect comes in? And, how can you benefit from this? We have listed two ways to market on social media: Paid and Organic marketing.
1. Organic Facebook Marketing
If you have used Facebook apart from just visiting your own feed, you would know what I am talking about. Facebook is all about organic marketing. Whether it is a product you are selling, a job advertisement, or a missing kitten, you can post all these in groups dedicated to the topics.
Same goes for Facebook ecommerce marketing. Most ecommerce store owners start selling their products through numerous Facebook BUY & SELL groups. Thousands of these exist and are free to join. To start marketing your products, choose only those groups that are RELEVANT to you and within your LOCALITY.
But all this is in vain if you don’t have a Facebook page setup first.
Here are a few examples of how social media marketing works on Facebook. And, if you are not already doing it, here is how to do it.
1.1. Group post
This is a group post. People usually post ads of their products on social media. As you can see, someone is selling a BMW in this post.
1.2. Page Posts
Page posts are another form of organic advertising on Facebook. No one can post on your page except you. Most companies have page followers in millions. This means whatever they post gets seen by some of their followers.
Similarly, we have a video ad. Most companies use video ads for selling products because they get the most views.
1.3. Related Pages
Related pages are automatically marketed by Facebook to users who visit a particular page. Usually, Facebook page owners select the ‘related pages’ but if they are not available, Facebook will show its own list.
1.4. Suggested Groups
Next, we have ‘Suggested groups.’ Facebook shows suggested groups in your home feed, depending on your preferences.
These are some of the ways to market products organically on Facebook. And, those who are good at it, are earning thousands from their work.
1.5. Organic Marketing Requires Time
But before the excitement gets the best of you, understand that organic marketing on Facebook requires time and effort. Remember the saying: Rome wasn’t built in a day. The same thing applies here. You first need to create credible profiles and pages. Then you need to gather the audience and so on.
However, it is always better to use paid marketing strategies to get success early on.
2. Paid Marketing for Ecommerce
In-paid marketing campaigns is another relevant marketing option available on Facebook. These posts are boosted by Facebook when you pay money. It is similar to the Google Ads (formerly Adwords).
It wouldn’t be wrong to say that Facebook paid marketing is also the bread and butter of the platform.
A few examples of using Facebook paid marketing for business include:
2.1. Sponsored Post
Here is one example of how Audi is promoting its latest car.
2.2. Dynamic Product Ads
2.3. Video Facebook Ads for ecommerce
Facebook also allows video ads. These are perfect to get eyeballs and spread the message to more people. Video ads are charged per view.
3. Which is Better for beginners: Facebook Organic Marketing vs Facebook Paid Marketing
A short answer: Both.
In fact, beginners should first start with an organic profile. This means they need to create a page and post some great content in it. Once they have some decent posts, they should boost the best ones to get an audience. They can double-down on this audience with lookalike and custom audience features.
Types of Actions Possible with Facebook Ads
Here is a list of actions you can perform with Facebook Ads for ecommerce. Most successful marketers use a mix of these actions to bring more traffic to their website, and then turn them into recurring customers. We have mentioned some of these Facebook marketing strategies below.
- Traffic and Clicks
- App installs
- Event Attendance
- Video views
But first, a little about Ad creation…
Before we get down to the nitty-gritty, let’s learn a little about setting up a Facebook ad.
Creating Your First Facebook Ad
Creating an ad on Facebook is simple. First, open your ad account. You must have a verified account. This means add your credit card and Facebook will approve the account. Once the account is set up, you are ready to create ads, headove to CREATE CAMPAIGN button.
Here is the URL if you don’t know where to look for.
Name your campaign, and then create your ad set. You will have to select location and preferences of the audience.
Here is everything you need to know to create your first ad.
A few things to note:
- Don’t fill your Facebook page with promotional posts. Keep a balance of 80 percent informational content and 20 percent advertising content
- Don’t create ad campaigns about likes and engagement only when your focus is on conversion
- Make sure that you only target paying customers through Facebook audience insights. You can find them through Audience selection tool. Search for people who have bought something online recently.
- Always create a ceiling cap for your ads. If you leave the campaign uncapped, it will eat most of your money. It is always better to add both campaign level and ad level caps.
- Make sure you have a Swipe file of best ad copies and images with you whenever you promote ads on Facebook.
4. Facebook for Ecommerce – Strategies to Generate More Orders
Now that you are familiar with Facebook advertising platform, and know what mistakes to avoid, let’s learn about strategies that can bring more orders.
4.1. Creating an Audience for Brand
As an ecommerce store owner, your first and only motive is to bring in more orders. The more orders you bring, the more successful your online store will become. And, the best way to bring more orders to your store is through building it as a brand. I will give just one example here. Wish.com. Even Gary Vaynerchuk has said, “this store is going to take over Amazon pretty soon.” The reason? It is playing with the hearts of people.
The estore is from exGooglers. They knew that the best way to sell products online is by dropshipping. And they don’t dropship just any product. They dropship products that aren’t available in the country or the local area.
How are they doing it?
They are building themselves as a brand. They have tons of dropshipped products. Yes, some of the products have too much shipping cost. But they have established themselves over the years and people trust them.
In fact, now that so many dropshipping stores are in the market, the only reason they are in the business is they are doing something right.
So, as an ecommerce store owner what should you do to become like Wish?
Build an audience that matters. Let’s dissect a few posts by Wish.com.
Who wouldn’t like this post?
The beauty of using Facebook for ecommerce products is that it URGES YOU TO BUY! A phenomenon that we call ‘Impulse’ buying. If you have your credit cards fed in the system, you simply have to press BUY. This feature gives ecommerce store owners a lot of control over the emotions of their target users. They simply have to evoke the emotions and half of the work is done.
But before you can do that, make sure you understand various audience types.
4.2. Finding an Audience that Shops Online
The best way to find an audience that shops online is through the Audience insights tool in Facebook.
I personally prefer this tool because it shows the segmentation I can do with each audience type. Once I have an audience created for an ad set, I will save it and then use in my ad.
Importing new audience in the ad set is easy. Just create the ad set. When you get to the CREATE AUDIENCE option, click on OPEN and the audience will get imported to your ad. Now make changes to it or add additional preferences as per your liking.
Now, if you have to target only those who have purchased online, you will have to select purchase behaviour from user interests column.
Here is an example of how you can target only those who have shown impulse purchase behaviour on Facebook.
4.3. Searching Relevant Audience through Other Pages
Now, let’s drill even further by targeting only audience that is relevant to your niche.
Let’s say you want to target ‘Fishing enthusiasts.’ What type of audience interest will you select? We have a few options available including
- Pages relevant to fishing
- Magazines relevant to fishing
- Fishing stores
- Fishing Games
- Hunting and Fishing communities
We can target pages but everyone is also doing the same. Also, pages are free to use and your ads won’t directly target those who are actual online buyers. So, we won’t target it. Next, we have magazines available. These are subscription based magazines related to hunting and fishing. These people have actually paid $$$ for magazines. So, they are more inclined to buy your products. These are your actual target buyers.
We also have fishing stores available but we don’t exactly know if the people who like that page are actually its customers. But we can still take the chance with micro-segmented campaigns.
Next, we have hunting and fishing communities that include people who are actually adventurists. Hence, we will also count them in our list because most of them purchase hunting equipment for their expeditions on a regular basis.
To create your audience run a search for fishing magazines.
Now, search all these fishing magazines one by one on Facebook to make sure they have a page. Once you are done with that, look for these magazines in interest section of the Audience Insights.
Here is one example.
We have found one magazine. You can do the same with other fishing magazines as well. Make sure that you have a tangible audience size otherwise the cost of showing ads will be too high.
4.4. Facebook Retargeting Tips for Ecommerce Stores
Now that you know how to target relevant Facebook users to build an audience, you can retarget them later. Let’s discuss some best Facebook marketing strategies to retarget social media users.
Creating a Custom Audience
Let’s say you have a list of customer details. You want to target them through Facebook as well. How will you do that? Facebook allows users to easily create custom audience for the marketers. They can then retarget the customers who visited their stores. The retargeting campaigns can be created for:
- Lost customers
- Recurring customers
- New arrivals
- And many other trends
Creating custom audience will require trial and error. But once you understand the system, revenue is enormous.
Let’s learn how you can create custom audience for your store.
Creating a Lookalike Audience
Once you have the custom audience generated, you can create a lookalike audience of the same. Lookalike audience means, an audience that has exactly the same preferences. Let’s say you wanted to target people who were over the age of 40 and play golf. You targeted a few people and the ad was successful. Now, if you want to create a lookalike audience, it will consist of people who play golf and are above 40.
Note: These people are not those who have seen your ads.
I created a audience of mobile users who like a certain niche of smartphones. Now, I am looking for the same kind of audience in Canada.
I personally prefer targeting countries and provinces/state because this helps you drill down further while creating ads.
It is better to keep the audience size restricted to 1 million. Test with different ad sets and use one that works the best. Once you have data available, it is time for split testing.
This is where the actual game starts. You will be creating split testing ads to make sure that you don’t waste money on less performing ads.
Here is what you need to do.
- Create one adset for your audience and then test it. If it doesn’t work, create another audience and test with it.
- Use minimum budget for ad testing. Test the ad for 3-5 days before you call it quits
- If the ad works, create a lookalike audience and retest.
- Again use the same strategy for testing.
Hint: You can create copy of the same ad and change audience for faster testing.
4.5. Facebook Lead Generation Tips
Let’s take a look at some lead generation strategies for new ecommerce store owners. The best way to get started with lead generation on Facebook is with pixels. Facebook offers a small pixel that can track each action on the page. You have to install it on your website to get leads for your business.
The Power of the Pixel
Follow this guide to setup Facebook pixel on your page. First setup pixel from the Facebook advertising account. Here is the complete process of how to setup Facebook pixel in your website.
Right Ad for Right Intent
Now, only run ads that actually serve the purpose. Don’t simply set and forget. Monitor and optimize like we said above: micro segmentation.
This is one mistake that we made. The campaign went over the budget set for this adset. If we had not set a cap on top of it, it would have been devastating.
Don’t Forget Ad Funnels
Next, create funnels for your audience. Here are some scenarios that you should focus on.
- Customers leaving from the product page
- Customer leaving from the add-to-cart page
- Customer buying products
- Lost customers
Create different ad campaigns for each of them so that you can incur the most revenue.
Let’s say, for lost customers, you can announce a cashback or discount program. For happy customers, you can offer a referral program with discount. So on and so forth.
Trial and Error
As a beginner you will surely face many errors. That is totally fine. That’s how you will learn and grow. But know that money doesn’t grow on trees, so make sure that you always keep a cap on your campaigns. If you don’t keep a cap, Facebook will spend more than it should on unnecessary targeting.
Make Use of Facebook Default Forms
You may have a form available on your website, but it is always better to use the default Facebook features because they generate more leads. Most people don’t want to click an external link. So, if your purpose is to collect emails or any other detail of the person, do that with Facebook forms.
When you have the lead, you can nurture it using multiple marketing channels.
Just one word. GET STARTED.
You now know almost everything that an ecommerce paid marketer should know to start selling products online. Our purpose was to cover only the essentials because you can get other information about Facebook for ecommerce on the internet easily.
After reading this blog, there are still chances that many of you will have questions about the topic. Don’t worry, simply comment below and we will get back to you ASAP.
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