You have probably already heard about the changes underway at Facebook, notably which kinds of content will now be prioritized in the News Feed.
Following these changes, here are 10 tactics for aligning your Facebook presence with your brand’s eCommerce objectives (such as increased conversion rates and online sales).
1. Go LIVE with your Facebook videos
Live streaming videos generate 6x more interactions compared to regular videos. But avoid doing LIVE videos just for the sake of it. Think about the added value that the LIVE video can bring to your audience and plan accordingly.
If you are looking for visibility, for example, you can create episodes that encourage your audience to come back for the next installation.
As a reminder: subtitles are important for accessibility and also because sound is often turned off while users scroll through their Facebook feeds.
2. Create a Facebook Group for your brand
Following the implementation of Facebook’s new algorithm, it looks like Facebook Pages will have a reduced audience reach. Facebook Groups can help recuperate that loss while communicating with more targeted audiences.
Obviously, this approach won’t work for all types of companies but it is a viable option for brands that are looking to develop more regular engagement with their audience. For example, a bike retailer can create a group for cyclists to plan group outings.
3. Forget the clickbait
“Click ‘like’ if you love the color green!!” This kind of content will be categorically ignored with the new Facebook algorithm. Don’t fall into the trap of generating “empty” content that asks users to participate without providing them with any added value.
4. Kindly ask your audience to change their settings
Your page administrators can encourage your fans to prioritize your page by choosing the “See First in News Feed” option. Check out what Souris Mini did in the screenshot below.
5. Strike a balance between content and promotions throughout the year
In this way, you won’t wear out your audience with constant promotional material. This requires foresight and planning.
6. Use Messenger
This ultra-personalized channel can be really useful to your consumers as it gives them a quick and easy way to access your brand. Some big brands are using Messenger as an interesting alternative to call centers. Over time, this tool might even become a new sales channel. With personnel or with a chatbot, Messenger allows you to engage in personalized, one-on-one communications with your audience.
7. On Facebook, there are other options besides the News Feed for getting visibility
Whether it be the right hand column for ads, paid publications, user-generated content or Instagram (owned by Facebook), a multifaceted strategy will increase your level of visibility.
8. Make sure that your web and mobile experiences are top-notch
If you are investing in the creation of content on social media platforms but the user experience on your website is lacking, you are essentially building a deadend. Keep in mind that:
- Your site’s loading speed influences the number of pages viewed and therefore the conversion rate.
- A fast and efficient search function with filters and quality images should be the norm.
- Users will abandon their carts if it takes too many clicks to finalize a purchase.
The quality of your site’s mobile presence is equally important, as 93% of Facebook users will peruse the social media platform from their mobile devices this year.
If your Facebook audience is clicking on the link given in a post, that’s a good sign that the content you have created is pertinent. Even better is when they navigate past the given landing page. Track this movement to evaluate which kinds of content speak to your audience.
9. Keep in mind that the main purpose of your Facebook presence should be to respond to your brand’s objectives (notably conversions and online sales).
Even though a lot of “likes” or “shares” can feel gratifying, if the content is not fulfilling the brand’s objectives, you aren’t getting what you need out of your content and social media strategies.
Conducting an eBusiness Plan can give you the opportunity to think through these objectives at a high level and adapt your eMarketing strategy accordingly.
10. Diversify your marketing efforts to be present at each step of the customer’s journey
With the reality of omnichannel, it is critical to provide the right message to the right person at the right time. With emails, other social media platforms, paid influencers and Adwords you can ensure that your communications with consumers are consistent and relevant.
Facebook remains a reliable source for communicating with your consumers. But in the same way that your eCommerce site needs to provide value and convenience to buyers, so too should your Facebook presence.
Written with contributions from Corine Deshaies, Eddy Bastide and Veronica Lopez Paragas from Absolunet’s eMarketing Team and Simon de Montigny, eCommerce Product Owner at Absolunet.