Facebook is one of the crucial marketing platform for e-commerce businesses. It not only impacts in direct sells but also plays a vital role for creating a sustainable brand. Hence doing the right thing at right time is very important.
I have listed down these best practices for e-commerce businesses for Facebook marketing.
3. geekysocial.com /geekysmm
Topics to be discussed
1
• Facebook
Algorithm:
Which
posts
come
to
our
newsfeed
and
why?
2
• Secrets
of
Organic
Reach:
How
to
increase
organic
reach
3
• Designing
A
Successful
Campaign:
The
complete
funnel-‐
ObjecIve
to
measurement
4
• Designing
Cool
Contents:
Design
&
copy-‐
AIDA
Approach
5
• Paid
Campaign
Tidbits:
Audience
Insights,
Look
A
Like
Campaign,
Custom
Audience,
A/B
TesIng,
Ads/Business
Manager
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Facebook
Ranking Factors
ü More engagements (likes, comments & shares) increase OR.
ü Posts leading to discussion among users to users and users to admin receive higher OR.
ü Posts with higher amount of clicks get more OR.
ü Posts on trending topic get more OR.
ü Higher engagement rate in recent times receives more OR.
ü Deceiving posts receive decreased organic reach: Reference
ü Tagging other pages increase organic reach
ü Original and authentic contents receive higher OR.
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Content Ratio
Remember the 70/20/10 Facebook Content Posting Rule
Adding Value and Building Brand : 70%
Sharing Others Posts and Ideas : 20%
Promoting Yourself or Your Business : 10%
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CAMPAIGN
AUDIENCE
DEMOGRAPHY
• What they look like?
GEOGRAPHY
• Where are they
located?
BEHAVIOR
• What do they do in
digital spaces that
are related in my
business/ to identify
them?
INTERESTS
• What are they
interested in? What
should attract them?
What will make them
pause, think and take
an action?
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CAMPAIGN
FUNNEL
OBJECTIVE
• Increase
Brand
Awareness
• Increase
Website
Clicks
ACTIVITY
• Ensure
Imely
&
effecIve
presence
to
the
TG
• Run
a
content
markeIng
campaign/
award
program
KPI
• Reach/
Impression
• Number
of
website
clicks
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Clean & Bright Design with Less Texts
A
good
quality
image
increases
clicks
up
to
3
Imes.
① Use
a
clear
image
with
only
few
elements
②
Show
usage:
Exhibit
the
product
in
the
form
of
real
life
usage
③
Communicate
price
range
in
the
image:
this
will
reduce
the
clicks
from
unaffordable
curiosity
④
Higher
the
texts
in
the
image,
lesser
the
reach,
higher
the
costs.
Test
the
image
texts
before
you
post:
hgps://www.facebook.com/ads/tools/text_overlay
DESIGN
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Use AIDA model to Write Caption in Your Post
① AgenIon.
Write
a
headline
that
grabs
your
audience’s
agenIon.
② Interest.
Describe
the
benefit
of
the
product
③ Desire.
Provide
a
reason
to
click.
④ AcIon.
Close
the
ad
with
a
call
to
acIon.
According
to
Adroll,
the
best
performing
CTAs
include
“Learn
More”
and
“Shop
Now”.
CAPTION
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Examples (Perfect Caption)
AgenIon:
Did
you
know
Facebook
AnalyIcs
for
Apps
has
a
help
center?
Interest
&
Desire:
With
over
100
FAQs
and
videos,
you
can
learn
how
to
get
the
most
out
of
your
analyIcs.
AcIon.
Click
hgps://www.facebook.com/facebookanalyIcs/posts/551128711715422
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USE
TIME
SENSITIVE
REWARD
CONVERSION
Offer
an
IncenIve
to
Click
on
Your
Ad
①
MenIon
Available
Stocks
②
MenIon
the
Deadline
③
Announce
a
certain
%
discount
on
every
campaign
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CONVERSION
Use
Urgency
Evoking
Phrases/Trigger
Words
① limited
Ime,
② only,
③ hurry,
④ act
now,
⑤ last
chance,
⑥ today
only,
⑦ free,
⑧ don’t
miss
out,
⑨ offer
expires,
⑩ New
collecIon
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Finding The Right Audiences
ü Who are the users of your products? Age/Sex/Location?
ü Who buys your products? Age/Sex/Location?
ü What is the alternative source?
ü Why would they buy from you? Price/Convenience/Quality?
ü What’s their socio economic class? Income/Lifestyle?
ü What do they do in Facebook? How to Identify them through Facebook?
ü Which pages are your customers following?
ü Which groups are they in?
Try:
Facebook
Audience
Insight!
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Targeting The Right Audiences
Facebook
Ad
Manager
ü Identify some proxy behavior/interests of your potential customers
ü Narrow down your potential Target Group (TG) [Not applicable for mass
products]
ü The bigger the TG, the more waste of money [* Be careful of wrong TG]
ü Don’t use too many interests
ü Be careful of under 20s
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Re-targeting through Pixel
Use
Re-‐targeIng
to
increase
your
sells
①
72%
Bounce
without
compleIng
the
transacIon
②
Only
8%
come
back
to
purchase
without
retargeIng
③
We
can
gain
26%
of
the
leavers
to
come
back
with
retargeIng
Source:
AdEspresso
Learn
more!
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Look A Like
Use
LOOK
A
LIKE
Audience
to
increase
ROI
①
Look
A
Like
Your
Page
Fans
②
Look
A
Like
Your
Past
Customers
③
Look
A
Like
Your
Website
Visitors
Learn
more!