Running an e-commerce operation in 2020 requires every bit as much skill and savvy as running a brick-and-mortar store, as entrepreneurs and small companies – not to mention consumers – continue to flock to online operations.
While it may seem that popular e-commerce platforms like Etsy, Amazon and eBay make it easy to achieve internet-based commercial success, a multifaceted Facebook marketing and commercial strategy – alongside a genuinely worthy product or service that customers want and need – may go a long way in achieving success for your e-commerce company.
Facebook's potential reach for e-commerce is staggering
While Facebook e-commerce marketing and advertising require a concrete strategy, it also presents a unique opportunity to expose your products to a larger target audience.
That is well worth the effort, as Facebook is the world's largest social network, with more than 2.45 billion users every month worldwide, accounting for 1.62 million users per day, according to third-quarter 2019 results released by Facebook.
To take a closer look at Facebook users, according to data from the Pew Research Center, it's estimated that 74% of U.S. adults check Facebook every day, with more than half of Americans logging in to the social network multiple times a day. Additionally, based on Pew Research Center surveys, 79% of Americans age 18 to 29 report using Facebook. Seniors, however, are Facebook's fastest-growing age group. According to Pew Research Center, Facebook use by older Americans has more than doubled since 2012: Among Americans age 65 and older, 46% use Facebook, and women outnumber men on the platform 75% to 63%.
The best part is that you don't need a huge marketing or advertising budget to play the Facebook game. Sharing valuable content that connects with your community, fans and potential customers wherever they are located on the planet will determine the ultimate success of your e-commerce business.
Here are 10 tips on how to create a successful Facebook marketing campaign.
1. Identify your target audience.
If you're intent on marketing your product or service, you need to know who needs or wants it. You want to determine their age, location, job and why your product or service is good for them.
Facebook's Audience Insights tool lets you delve deeply into your potential customers to find information on gender, education, relationship status, location, language, Facebook usage and even past purchases.
2. Create a Facebook business page.
Creating a Facebook business page is inexpensive and easy to accomplish. Sign up for a business page at Facebook.com/business, and choose from the available business types, including local business or place, brand or product, and cause or community. Fill in the details to give more information about your company. Then start adding images or your logo, a cover photo, and a profile picture – it's just like setting up your personal Facebook page.
That represents the skeleton of your page where you then add a short description of your business with information that will interest your potential customers. Next, create a username that allows customers to contact you via Facebook Messenger. You can then augment your description, give your location, and create your first post. Now you're in business – at least on Facebook.
3. Sell your product directly on Facebook.
You can augment your e-commerce store by selling your products directly on Facebook. Just add a shop to your Facebook page so customers can purchase your products directly. Just click the "Shop" tab on your Facebook Page to take you to the Commerce Manager's "Sell on Facebook" page, the tool that lets you link business accounts, set preferences for shipping and returns, and establish payouts. With that set up, you can use Commerce Manager across Facebook and Instagram and even Marketplace for some products.
You can also use third-party platforms like BigCommerce, ChannelAdvisor, CommerceHub, Quipt, ShipStation, Shopify or Zentail with your Facebook shop. If you already use a third-party platform, you can set up a shop on your Facebook Page automatically so that the products from your third-party platform appear in your Facebook shop.
4. Create visual posts.
Make sure your e-commerce design is professional and highly visual so that your products or services sell themselves. Use professional photography and videos in addition to articles and testimonials about your products.
Don't forget about Facebook Live posts, real-time video broadcasts that can instantly connect your company with your potential customers. Switch out your product images and videos regularly. Allow customers and observers to participate in creating and showcasing images and videos.