Selling with Facebook is possible, but it is not so simple and immediate.
Often you don't get the results you hoped for, for this reason we thought we'd give you 5 practical tips on how to sell with Facebook.
1. Build a funnel
Let's start from the basics: what is a funnel? The exact translation of funnel is "funnel" and, even if it seems strange, it is one of the theories behind marketing to convert a contact into a customer.
In short, the funnel is a funnel-shaped path made up of various steps taken by users who do not yet know a brand/product/service until they become leads and purchase, unlike the strategies in vogue in the past of "shooting" in the crowd.
2. Sell on Facebook with sponsorship campaigns
How does Facebook intervene in this strategy? How to sell on Facebook?
To sell on Facebook you need to set up advertising campaigns as the organic reach of your posts reaches a maximum of 10% of your fans.
As you may have already noticed, campaign objectives are divided into three columns:
Notoriety
Consideration
Conversion
Each category looks at a specific phase of the funnel.
In the first phase, it is necessary to make your brand gain notoriety , that is, to show your ads to the highest number of people who could remember them. In this first step, the aim is to broaden the perception of the brand.
The second step, that of consideration , moves towards an explicit response from the target, in which a real interaction is requested, with, for example, traffic to the website or viewing a video.
In the third step the customer's need has become explicit and so we move on to the actual conversion .
Retargeting as a strategic solution
It is therefore advisable to also activate retargeting campaigns, i.e. dynamic ads that remind people of the products they have seen, but have not purchased, on your website or in an app. Thanks to the pixel installed on your site, it is possible to track products from the catalog that are viewed, added to the cart and purchased and then propose them again to those who have shown interest but have not converted.
3. Who should you contact to sell with Facebook?
As you may have understood with the use of the funnel, an important strategic part is given by the choice of the target.
In the first phase it is advisable to define your audience, your buyer personas through interests.
It is necessary to define your ideal customer, based on existing customers and competitors' customers.
When creating a buyer persona, you need to consider your customer demographics, behavior patterns, motivations, and business goals. The more detailed this description is, the better. Buyer personas are a great help in understanding your company. The buyer persona will help you focus so you don’t waste time with offers and content that aren’t interesting to them” (HubSpot)
In steps 2 and 3, however, the protagonists are the custom audiences : that is, those who have already visited your website, have already interacted with your Facebook page, and are subscribed to your newsletter.
These are people who are more likely to trust and buy than those who have never seen, heard or known your brand,
4. Facebook Showcases: What They Are and How They Work
Facebook business pages have the option to include a shop window. Shop windows are especially recommended for those who deal with retail sales and those who have an e-commerce site , such as those who operate in the clothing, accessories, furniture and various types of objects sectors.
The windows, also called shops, therefore represent an additional tool to increase the possibility of selling with Facebook, especially for the possibility of tagging the products in the window directly in the posts and therefore increasing their visibility.
What are the features of Facebook showcases?
The functions of Facebook showcases are many:
allow the insertion of products from your business and your e-commerce
have the ability to manage their own inventory
allow customers to communicate directly with the seller, via the message function from the individual product
show statistical data, such as data on clicks, views and purchases of each product.
So why insert a showcase on your page? The showcase is an excellent source of visibility for your products, inserted in detailed sheets with a direct link for purchase.
This feature is also available on the Instagram platform, under the name Instagram Shopping: directly from a post, you can, with a double tap, see the inserted product, and by clicking it, open a real shopping experience. This procedure greatly reduces the amount of clicks and time for users to purchase and solves the problem of this platform of not being able to insert working links in posts.
5. Offer assistance and provide value
As already mentioned, the Facebook page should not be thought of only commercially. One of the main mistakes made on Facebook is to use the page as a simple "sales channel", and not as a tool to provide customer service and give value to your brand.
People don't buy the first thing that comes to hand and Facebook is not the main channel for information on purchases ( click here to learn more about conscious and latent demand ). It is therefore essential to entertain through storytelling in a stimulating way, for example by telling the qualities of your products, by exciting and entertaining, by educating people by telling the values of your brand.
To achieve the goal of selling with Facebook, a very attentive and active customer service is also necessary.
Facebook Messenger is the evolution of customer service : fast, interactive and puts the company and the customer in direct contact. In the sales phase this is certainly an added value, as it allows users to perceive the brand as reliable and followed during the purchasing process.
Do you have any other questions or concerns? We recommend that you follow the our free video course on Facebook Marketing!
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