The future of eCommerce looks enticingly bright. Based on previous data, stats, and research reports, it is crystal clear that eCommerce and online shopping is becoming more popular. This explains why most brick-and-mortar stores are working against the clock to try and have an online presence. Nasdaq projects that by 2040, 95% of purchases will be made through eCommerce platforms.
To be successful, eCommerce stores ought to use every available tool. One of the critical players in the success of most eCommerce stores is the use of social media marketing campaigns. Social media platforms provide a unique avenue to reach out to potential clients and gain the credibility you need to take your eCommerce store to desired success heights.
Some of the popular social media platforms you can choose to work with are; Facebook, Twitter, Instagram, LinkedIn, and WhatsApp. Of all, Facebook should be given top priority. Facebook dominates all the social media platforms as far as sales are concerned. It accounts for 85% of all orders that accrue from social media platforms. This article pays attention to making Facebook work for your eCommerce store. It will explain how you can perfectly build an eCommerce funnel on Facebook to help turn your Facebook fans and friends into long-lasting customers.
1. Create Quality Content
An undeniably excellent way to build a superb eCommerce funnel on Facebook is by creating different forms of quality content. Quality content helps with eCommerce websites’ search optimization as well as increasing user engagement. You must invest in creating interactive content if you want to create an eCommerce funnel on Facebook effectively.
Creating quality content does not take much. It will be an easy task to do, especially when you have quality writers. The future of your eCommerce store lies in the quality of your content. This is why you should be largely willing to propel captivating social media content through different modes such as written copies, videos, webinars, images, and graphics.
It is important to note that, with content, there is no one size fits all approach. Your ad campaign should involve multiple content forms. This will help you reach out to different users at different points of the shopping process. To ensure that your content is as effective as possible, you should ensure that it speaks the language of your brand. Once your content succeeds in attracting people, then those people become part of your eCommerce funnel.
As already mentioned earlier, there is no one-size-fits-all content. Facebook is a platform that carries people with different characteristics and preferences. Some of your Facebook audiences are just cold people who have very little concern about purchasing your products and are simply after doing research. Others might be warm and seriously in need of your products. They are the ones who will most likely purchase your products right away.
Because you have different categories of the audience on Facebook, you must create a variety of content to fit the needs of different people. Just ensure that you have something for all your Facebook fans once they find content that benefits them; boom! They become part of your eCommerce funnel.
2. How to Promote Content to your Warm Audience
First things first. Your warm audience should be given priority in terms of content. Your warm audience refers to the group of people who have been exposed to your brand before. Your warm audience may also include those people who have expressed some level of interest in your brand. A great majority of your Facebook fans will fall under this category.
The best approach to dealing with your audience is first analyzing the content type that yields maximum engagements. After determining which content type yields maximum engagement, you will have to stick to that content to continue providing them with what excites them. If your warm audience responds positively to your content, then the odds stand in your favour in a sense that, soon, your cold audience will also follow suit.
3. Target your Cold Audience that Can Easily Be Warmed
There is a particular category of the audience that Facebook refers to as “lookalike audiences.” These are people whose behaviours, tastes, preferences, habits, and interests are similar to those of your warm audience. You can think of them as a cold audience that can quickly be warmed and converted to the warm audience category. Surely, this is a category you want to target and make them part of your eCommerce funnel.
Converting a lookalike audience into a warm audience will not take you much time. All you will need to do is go to the Audiences section of your Facebook Ads and click on “Create a Lookalike Audience.”
You will then be able to set up a lookalike audience. You will first have to select the source such as custom audience, fans on your page, data partner, mobile data app, or pixel data:
- You have to choose a source that benefits you.
- You will have to select a location.
- You should select an ideal audience size that will consist of 1% to 10% of the population in the select countries.
One thing you should keep in mind when selecting the audience size is that the smaller the audience size, the more accurate the results will be. You should then click on “Create Audience” to finish up the process. You can watch the attached video to learn more about how you can create a lookalike audience on Facebook.
4. Create Content That Resonates Well with All Funnel Stages
Remember the type of content that you created for your warm audience? You should create the same type of content for your cold audience. With creating an eCommerce funnel on Facebook, quality content is king. You must ensure that each content perfectly aligns with all stages of your eCommerce funnel. Quality content will help move both your warm audience and cold audience deeper into your funnel.
The most important thing to keep in mind is that every funnel stage requires a different content type. For instance, short product description videos and blog posts, and product reviews will be ideal for the top funnel stage. On the other hand, deep funnel stages will benefit from webinars, comprehensive content forms, and niche blogs. Content that resonates well with your cold audience will make them aware of your brand and help them develop interests that could potentially drive them to make a purchase.
5. Effective Facebook Remarketing
So, let me tell you one thing about Facebook advertising- you can not just wake up one fine morning and expect a massive migration of people from a cold audience to super-qualified leads. Things are not that simple. Usually, you will need to expose your cold audience to your brand, not just once but several times, before they can decide to make a purchase. The question is, how can you effectively prime your cold audience and sink them deep into the funnel? Facebook remarketing is the answer you are looking for.
Facebook remarketing works by staging a code on the page that your users visit. The code will trigger your ads to follow as users browse through Facebook. With Facebook remarketing, there are three different options that you can work with’ they are; customer list, website traffic, and app activity.
6. Pushing your Audience to Finally Convert
After remarketing your products for some time, it is now time to go ahead with the hard sell. Making the hard sell requires that you focus on those users who have had a taste of your free trial, downloaded your e-book copy, or signed up with your account but did not complete the checkout.
At this stage, you need to go personal. You should craft personal messages and emails explaining to them why they need to purchase the product. For instance, let’s say you run an eCommerce store that sells Wildcard SSL certificates. You can craft a personal message that looks like this:
“Thanks for trying out our free package. We have lots of cheap Wildcard SSL certificates that will be effective for your fashion website.” Such a message will most likely lead to a purchase from your audience because they already have a taste of your products and know a lot about your brand. All they need to make the purchase is a little push.
7. Be Cautious with ad Time Frames
Although being visible on Facebook will significantly benefit your eCommerce store, it is important not to bother or irritate your audience with several ads. Therefore, it is essential to set time frames for your ads and monitor their impact on your audience. Setting a frequency cap on Facebook will ensure that your audience is not exhausted or irritated by your ads.
Marketers should stretch their marketing campaigns to reach a greater audience. Today, most people use social media platforms. This is a golden opportunity for eCommerce customers to reach out to a greater audience and convert them into customers. Facebook is one of the largest social media platforms that present eCommerce marketers with a unique opportunity to reach potential clients. It all starts with creating a well-thought-out eCommerce funnel on Facebook. This article has explained the steps to creating an eCommerce sales funnel on Facebook.