This holiday season eMarketer is predicting that online holiday sales will account for a quarter of all eCommerce retail sales. We believe that a critical element to your strategy is to include a Facebook store in your plans. Not only can it boost your online sales, but connect you to your consumers in a unique and engaging way, especially when they are in the shopping mode. Get your game plan ready now so you can have your best social selling season!
Having a system for your entry into Facebook selling is important. We’re going to go through the 3 D’s of a Facebook shop, declaring, designing and deploying. Each phase is centered on the best way to optimize your social engagement to increase your holiday sales.
Declaring: This is your planning phase. You want to outline your holiday marketing initiatives so everyone is on the same page. Decide which social channels you want to utilize and most of all decide what activities will most benefit your Facebook shop. Selling on Facebook requires focused attention when it comes to posting, it’s the only way your fans will know you have a store. Here’s a quick tip for your social postings.
TIP: This holiday season instead of focusing on “selling” think about the season and what it truly means to people. Many people during the holidays respond to altruistic efforts, it puts them in the festive spirit and it helps with your brand building. So think of ways to give back this season, sponsor a certain cause and let your fans know a certain percentage of sales or specific packages goes to the cause, if they buy from your store. Allow them to donate to a particular organization or cause, buy one item and we’ll give the same item to that organization. Tom’s is a great example of a company that benefits from altruistic branding and buyer conversion.
Designing: Once you’ve put together your holiday strategy, you need to design your Facebook store. Evoking a festive mood engages your fans on a psychological level. They begin to relax and their mood lightens, if done correctly they’re taken back to memories of past holidays. Now that they are in a mental place where they’re more open to shop, they’re ready to begin their holiday shopping spree. Think of ways to change your branding to focus more on the holidays, use the all of the discretionary space that social networks give you.
– Facebook: Change your Timeline cover image. Not only will it give you a great visual but it’s added in your photo album for users to comment on and “like.” Don’t forget to change out your store icon, store banner, and update the color options to reflect the season.
– Twitter: They recently decided to give their users more graphics options as well. Their background is more user-friendly. You also have the option to add a banner to the top of your Twitter page.
– Pinterest: Use this pinboard to its full advantage. Create a new board just for the holidays. Place your items that you’re selling during this season on the board. Also offer holiday suggestions through imagery and pictures of your customers with your products.
– Google+: Update your Google+ banner to incorporate a more festive feeling.
Deploy: Everything is in place, ready to go and you’re ready to launch. Just a few things to check on before deployment.
– If you are going to align yourself with a cause or non-profit organization this holiday, make sure the details are in place such as timing, and internal approvals.
– If you’re going to use a sweepstakes or contest to boost Facebook sells, check all rules and regulations and set a time frame for your contest. Be clear on the rules and timing to your fans.
– You may want to use Facebook’s targeted and promoted posts to increase fan engagement. Make sure you have a budget put in place before launch. Think of the content types that will give you the best return for your efforts.
– Most importantly have fun and remember all the things you loved about the holidays. More than likely what your audience feels the same about the holidays so be social and relate to them.
Remember, the race for 25% of all online sales start this month. Don’t miss out!