Facebook Commerce: How You Can Get Started
By Jerry Loh
The e-commerce playing field of today is increasingly slanted towards the use of social media to acquire new customers and increase sales. Savvy web shoppers can have all the information they'd like on a product or service with the click of a button. Increasingly, they rely on the social intelligence gathered from friends and acquaintances to tip the scales on any buying decision. As such, Facebook commerce should be a priority for every business with a web presence. Using Facebook to boost sales isn't rocket science and any motivated company can quickly get started with just a few basic tactics.
Obviously, Facebook isn't the best place to publish unique content at the moment. Rather, it's a great way to push traffic towards other web properties that host top-notch content such as blogs, websites and landing pages. In order to pull this off, it's vital that any company or entrepreneur make their Facebook Page a destination. A good deal of that will come down to social networking within Facebook itself and outside its "Walled Garden" of users. Sparking conversation is without a doubt the best way to build a community that's active and will pull in even more visitors.
Speaking of conversation and interaction, Facebook is very effective when it comes to creating a buzz that can positively impact a business online. After all, motion creates emotion. Nothing generates interest like a deal or a discount, which is why Facebook Offers are so popular. Yet another popular tactic is using Facebook Contests to give away a fetching prize. Above all else, using Facebook to garner feedback from one's user base is absolutely critical. Whatever the tack taken, it's vital that any company or brand responds to followers personally to convey an interest in the concerns of customers.
Finally, no Facebook Commerce game plan would be complete without a little sponsored promotion. Anyone that's been through the ringer that is Google's AdWords PPC program understands how fraught with peril this arena can be. The trick with Facebook Ads is to go after taste-makers that can influence others. While the whole point of targeted ads is to catch consumers right when they're about to make a decision, it's smarter to pursue those with a lot of clout in their niche demographics. Though ads are never free, they're well worth it with a little market research and planning.
Tying It All Together
Nowadays, everybody and their uncle has a Facebook Page. Simply establishing a presence on the web's premier social networking site isn't enough. To make Facebook really productive for e-commerce purposes, one must stand apart from the crowd. A comprehensive strategy including all three of the elements detailed above is essential. More importantly, the manner in which those elements are combined must be as unique as possible. While any business can pull this off, it requires outside-the-box thinking. Facebook marketing can be very profitable if the complexities of the medium are understood at the outset.