The majority of eCommerce brands still rely on Facebook as the number one social media site for driving traffic and building up a fan base – but how do they also increase sales using Facebook?
Lifestyle brands which are adept at creating shareable and compelling content are particularly good at building great audiences, and the chances are your business is following suit, with a Facebook page established with a good number of ‘likes’.
You’re no doubt regularly sharing content to increase awareness of your product or services, but how do you turn this awareness into actual physical sales?
Here are a few ways to do exactly that:
1 Use Images
To generate traffic to your site and ultimately sales from Facebook, you will need engagements from your followers, rather than simply collecting likes.
One good way to do this is to use images, as it’s a well-known fact by now that posts with images vastly outperform those without in terms of engagement. To encourage people to click through to your website you need something which will draw their attention, and a picture is more likely to do that than a block of text.
Not all images are equal though, as images which speak for themselves perform better than those which require a copy to go with them and provide context. So if you’re posting an image, consider overlaying it with a graphic which explicitly states what the image is portraying, e.g. “Winter Sale 2015”.
2 Sell A Lifestyle Around Your Product
A strong strategy for selling through Facebook is to sell not just a product, but an accompanying lifestyle.
In simple terms, this means marketing your product as something which will help your target market or demographic fit in to their chosen lifestyle. One way to do this is to share images of your product being used in an environment which fits with this demographic, or surrounded by products which are non-competitive but on-message.
For example, a clothing retailer targeting young professionals in urban environments may show a model wearing their products, but in a fashionable downtown coffee house with a folk-rock band playing in it.
3 Create Themed Product Collages
Simply reposting product images on a blank background, or even on a model, can be dull.
To make your product appear more interesting present it in a more stimulating way by placing similar items together. These can be accompanied by quick and simple guides which suggest other products which will go well with the one which is the main focus of the image, meaning you may sell more than one product as a result of the image.
4 Run Giveaways And Competitions
Let’s face it, everyone loves a freebie and that’s probably why research has revealed how an average 42 percent of likes on any given brand page is the result of people entering a competition or attempting to collect a coupon for a discount.
So to grow your Facebook page by more than a third, run some giveaways or competitions.
These present a great way to engage potential customers as brands can stipulate what they must do to enter. Hosting the question in a competition on your site means anyone who enters will click through to your site.
Even if the potential customer bounces their web browser will remember they have visited your site before, and this may mean you rank higher when the potential customer later googles for a product which you sell.
5 Offer time sensitive discounts
Offering a time based discount to customers can be an extremely effective way of driving sales as people feel they must take action in order not to miss out, even if they previously didn’t think they needed the item they are worried they’ll miss out on.
This is because placing an expiration on your discount creates scarcity which is a powerful psychological sales trigger.
When it comes to selling on Facebook, it’s important to strike a balance between creating engaging content which builds your audience while also guiding people towards your products.
Creating special offers will help bridge this gap by allowing you to show off your products while offering interesting content to your followers.