Facebook Store Leverages the Facebook Tracking Pixel

Facebook Tracking Pixel

Spending money on Facebook ads? If so, tracking your success is extremely important. The opportunity to know exactly how those ads perform in terms of tracking what the user does is critical to validate your marketing activities.  Facebook’s new pixel code outlined by SmallBizTrends indicates how this can have great impact for even the smallest sellers.  We’re excited to make this simple with your Facebook Store.

When you create your ad in Facebook you want to know if they went to the page or product you are promoting. The pixel allows you to know exactly this information and review all the statistics inside of your ad manager.  Create your code in your Facebook Ad Manager. Here’s another link with lots of FAQ’s about using the pixel tracker.

Once you have the pixel code, either copy it or send it to your email. Grab that code and place it inside of ShopTab’s admin in these two simple steps – Settings/Facebook Tracking Pixel and then paste the code. This pixel will be placed on EVERY ShopTab Facebook Shop page.

Pixel_Creation_#4

 

Complete set-up and support details for ShopTab’s Facebook Pixel Tracking can be found on this link.

Let us know if you have any questions.

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Top Social Product Promotion Tips

We all know the importance of promoting our products. Traditionally, when we build our marketing strategy we have relied on television, radio, billboards, and print ads to bring in the brand awareness, the customers, and most of all the sales. Many retailers have turned the corner into the digital age and successfully promote their products online.  The next logical frontier is answering how to promote successfully in social networks?

The social way of marketing and selling products in vastly different from the traditional advertising methods and most digital options, however, there is one thing that remains the same. You need a plan. Social media should be a big part of your promotion plan. All research validates that people like what their friends like, want what their friends want, and therefore buy what their friends buy. The Internet has provided an interconnected world where friends from all over influence our purchasing decisions. Integrating social promotion appropriately can make a real difference in your long-term success.

So in order for our products to have influence in users daily purchasing decisions we must make sure to promote our products and make them easy for those users to find. A great way to socially promote products is to have a store that has your products on the social media supergiant, Facebook. Not only does Facebook allow users to share their purchases or to share items they are considering purchasing, but the business is able to promote your products on this platform easily with a Facebook store application. This is especially important when you are running a combined in-store and online promotion or when your gearing up for your holiday season products.

Let’s take a look at a specific feature that is available in our Facebook store app, ShopTab. This store app allows you to upload all of your products to a store within Facebook. Once you have added a product you will have access to a button that says “Promote,” this is outlined below in the example:

promote1

When you click that promote button a dialog box pops up that allows you to see the description of that posted item and it allows you to create a catchy message to encourage people to click on the link to your product. That pop up box appears below. Click for full information on a Facebook Promote feature.

promote2

Once you click “Send Promotion” the product link with the description and your newly created message will appear on the wall of your business Facebook page. This is the perfect way to highlight your product especially during the holiday season when you are in high competition with all the other sellers; this is also a great time to highlight those special holiday season products by creating daily promotions. Creating awareness and continual conversation about your products is extremely important to drive sales to your existing clients and their network of friends.

Keep in mind as you promote your products that fans and others more frequently share special offers, deals, and discounts that they found online. Knowing this will help to keep you ahead of your competitors and will enable you to get more reach from your social media platforms.

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The Truth about Selling in Facebook

Let’s talk the cold hard truth about selling in Facebook.  When you combined the research data regarding Facebook user behavior with ShopTab’s experience with close to 20,000 Facebook Store owners, it yields the fact that the highest impact social product marketing happens in your fan’s News Feed, not in the application tab on the Fan Page. While a Facebook Store application is a great destination for a user, the catalyst for your future buyers will be the message and conversation that appears in their news feed. This reality creates compelling clarity for you to design a successful social marketing plan that can be measured in sales and brand impact.

We’ve been educating our ShopTab resellers, clients and prospects for over two years that putting a shop on your fan page alone won’t drive measurable revenues – sounds crazy for a Facebook Shop app company, huh?  This “build it and they will come” attitude doesn’t work well for bricks and mortar retail stores, e-commerce websites or a Facebook Shop.   According to social media expert Mari Smith, “90% of the people who click your Facebook fan page don’t come back to your Facebook page. “ The main reason for this is that users live in their news feed AND brands aren’t creating reasons for the client to come back to the fan page.  This isn’t an issue for your ShopTab Facebook Store or any other special app on your fan page; it is an overall issue for your brand!

Promotional Share with Engagement

Additionally, recent Facebook use data indicates that most users are checking their account daily.  This highly engaged user base is interested in checking the latest news about their friends and fan sites, many multiple times a day.  As marketers, we need lose our fixation with the app tab or design of the fan page, whether on your desktop or via the mobile app.  All good marketers know that you go to where your clients and buyers are spending their time.  That’s our challenge to solve today – how do we become expert at this critical skill?

Now that we know the facts, what can you do immediately to take advantage of this premium marketing opportunity?  Let’s go tactical to validate if this focus can work. First, don’t forget that what we do in Facebook needs to be “social” – an extension of our brand in a conversation, not a sales pitch. Here are some of our favorite ideas:

  • Start a conversation about one of your products
    • “Do you like this product better in red, blue or a color we don’t have today?”
  • Announce a product on Facebook
    • “We’re offering our fans first shot at our new helmet. It won’t be on our website for two weeks! Check it out first.”
  • Highlight a recent reference or testimonial
    • “Sam recently told us our thermal shirt saved him on his hike. What do you think of this killer shirt?”
  • Drive users to share
    • “The first 20 likes on our new cocktail dress will get a special email with a 10% discount promotion coupon.”
  • Package uniquely for your FB fans
    • “Buy in Facebook our new shampoo and we’ll include the conditioner at no charge!”

Promote Picture

                                      (use our “Promote” feature from ShopTab’s admin panel to push your product to the news feed)

A click on any of these links will land your fans and their friends on your store pages and products that are optimized for sales conversions.

What’s the magic? We believe it is that you are creating contextual conversation, interesting dialog or unique discounts or packaging about your products or brand that you fans care about. They “liked” you in the first place so they want to hear from you. It is important to note, these concepts been working for our best social marketers for years.

We think our app is really cool but it is especially awesome when in the hands of knowledgeable and creative marketers. Tell us what you think.

*Guest post by Kevin Gralen, President, ShopTab

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ShopTab Powers their Facebook Shop with PayPal Partnership

PayPal Partner

ShopTab recently formalized a partnership with PayPal to bring the power of their payments platform to their clients with their new PayPal Facebook Shop. With the goal of providing a comprehensive commerce solution for Facebook store retailers throughout the world, the PayPal Payments platform using the PayPal Express Checkout application program interface (API) was a logical choice given their broad international coverage and support of PayPal and credit card payments in over 190 countries.

This partnership will provide unique opportunities for feature enhancements for clients that want a dedicated store within their Facebook page.  Highlights of the recently announced PayPal Facebook Store feature set highlights a functional cart, inventory tracking, product variation support, shipping options, tax support and a simplified set-up process.  Additionally, this option provides support for 24 currencies and application localization options in over 70 countries.

PayPal Cart

New retailers can start selling inside of Facebook within minutes.  Specific PayPal language support has been deployed for English, Spanish, Portuguese, German, French, Dutch, Italian, Polish, Turkish, Thai, Russian and Chinese along with full application translation options.  ShopTab provides both video and FAQ implementation support for these new features.

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Social Traffic Drives Revenues

Revenue Per TransactionLet’s talk about your social media strategy for just a little bit! At ShopTab, we are firm believers that social media is not only an extension of your marketing plan, but an essential element to drive quality traffic that can produce revenue. By placing yourself and your business on social outlets you are opening yourself up to a new audience that you may not reach via paid online and offline marketing options. Most importantly, this audience is opting into hearing from you and your company.

Social media provides you an opportunity that paid search, e-mail and other online methods are lacking, the opportunity to get to know your customer base. When you focus on the correct outlets for your brand you are building a community that ultimately could translate into revenue. Whether you have an existing website, or you’re trying to get your business up and running through social outlets alone, engaging in social is a MUST.

Daytona International Speedway saw early on that they needed to be where their fans where, and that happened to be on social platforms. They engaged in a social media strategy that focused on fan engagement and rewards. Using a Facebook store application also played into their marketing plans as well, allowing their fans access to their products and tickets while giving them the ability to share their passion about their purchases with their friends.

The emerging concept of social commerce is turning into a more acceptable outlet for shopping since people are using their friends and family to aid them in making shopping decisions. So why not allow them to have conversations around your products or services? Or even better, start the discussion about how a product is used or ask for options they would like to see.  That’s what social does for you. It places your brand at top of mind for existing and potential new customers. According to Internet Retailer’s research, they have discovered that “the value of each social traffic transaction is higher than that of e-mail and search traffic.” This validates that these conversations can turn into quality revenue opportunities.

Now we aren’t saying to abandon other aspects of marketing such as paid search, e-mail, etc…  We are encouraging you to make social media a part of your marketing plan. An easy extension to add on to your social media plan is opening a Facebook shop, allowing you to easily share your products and services. This type of application creates an opportunity for your conversation starter.  As in all things with your business, you will need to create a strategy for your social media plan and periodically measure your progress; this is the only way to determine if you are benefiting from the effort you are putting in.

Ultimately it is up to you to decide what is best for your business, but don’t miss out on this fantastic engagement opportunity to create a deeper relationship with your client base that can result in steady revenue streams.

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Capture Mobile Sales this Valentine’s Day in your Facebook Shop

Last month we released a new capability we are proud to announce that is perfect for your Valentine’s Day marketing efforts – mobile sales pages in Facebook!  We heard your concerns on the lack of Facebook’s smart phone support for third-party apps, especially for your Facebook storefront.  We’ve answered your concerns with our first phase of mobile store support via optimized mobile product sales pages. With this capability your Facebook fans and customers can now make a purchase via their mobile device!

The essential element to optimize your fan page storefront in your fan’s mobile app is by sharing your products in your Facebook Timeline. These posts show up directly in your fan’s news feed. Research shows that the news feed is the dominant way that your fans interact with your brand. These links create a direct connection to optimized mobile webpage that will help you to sell your product.

To amp up for Valentine’s Day immediately start sharing your products on your Timeline. It is just as easy as 1,2,3.

1)   Select which products or services you want to share on your Facebook Timeline. Since Valentine’s Day is next week we suggest picking items that relate to the holiday or are ideal products for this romantic holiday.

Get Advice From FriendsShare Text

2)   Once you’ve determined which items are best you will want to visit your Facebook shop. Click on the “Get Advice from Friends” button for the product you want to share. This is ShopTab’s version of a Facebook “Share.”

Share on Fan Page

3)   Click on the “Get Advice from Friends” button to activate the share screen. This is where you can post any text you would like your customers to see. For example, “Valentine’s Day is right around the corner be Cupid and get this sweetheart of a deal today!” Then hit post and you have now successfully posted your item to your Facebook timeline.

ShopTab Mobile

With over 1 billion Facebook users and half of all Facebook logins via mobile devices, it is time to get your mobile game plan together. Also, this is just our first phase of enhancing our mobile support for your store. Click here for more information on ShopTab’s mobile direction.

 

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Giro Creates Social Exclusivity and Activation with ShopTab

With the recent emergence of the social consumer, expectations for engagement around products and services across social media have increased. Research shows that active social users are looking for brands that connect with them emotionally. Turning this emotional connection into a buying experience is a very unique challenge for most retailers.  Moontoast’s co-founder Marcus Whitney, puts it best when he describes it as “social activation,” a process that engages the consumer on social networks through the entire purchase process.

The two psychology principles of exclusivity and scarcity are important elements to leverage when connecting social fans with your brand.  It’s one thing to talk about “social activation” but when our clients embrace the tenants of social activation to a level that demonstrate best practice examples for all social marketers it is really exciting! Recently, Giro, an Easton-Bell Sports brand, worked with ShopTab to create an application to support their dedicated social marketing program that highlights the impact of this approach.

Giro's Fan Page

We were fortunate enough to speak with Stacey Peterson, Digital Commerce and Content Manager, at Easton-Bell Sports, about their strategy for developing this marketing program, application, and their overall experience with their fans.

Giro's Deal Store

What are your goals for social media as it relates to your overall marketing?

Through social media we can connect, engage and interact with our consumers in a real-time manner as well as involve our fans.

Recently you worked with ShopTab to create a custom application, what were you trying to accomplish with this app?

We chose ShopTab because we were looking to integrate a storefront on Facebook to link up with PayPal, which would allow us to extend our First Friday 50 marketing promotion to our fans. We came to ShopTab with an idea on how we wanted to tell the story of our limited edition products and they were extremely helpful in creating a great user experience.

The First Friday 50 program provides Giro fans a chance to buy limited-edition products directly from Giro. The items will be available on the First Friday of each month, with 50 pieces of each exclusive design available through the Giro Sport Design’s fanpage on Facebook with a first-come, first-served basis. By connecting with PayPal for payments, we were able to open the store up to our International fans.

This fan-based deal store was launched in early January, how did it go?  Did it meet your expectations?

Yes, ShopTab was extremely helpful in accommodating our needs, our desire to allow our fans to share socially. We were also able to gain likes, and emails address to best reach out to our newly added fans from the appeal of being able to purchase something truly unique.  Even more interesting, we sold out of our first 50 pieces in 26 hours, which was a fantastic outcome.

Did you learn anything that surprised you with the launch?

The biggest addition to our original requirements was the integration of PayPal and inventory management. Since this program centers on the fact that there are only 50 pieces, over selling our inventory was not an option.

What did you find worked best for the promotion of the fan-based deal store?

What worked best was promoting the program through social and email channels and by properly telling the story of the exclusivity of the program and products.

Do you have any other comments about working with ShopTab to deliver this application?

ShopTab has been incredibly accommodating in helping create a custom storefront that would meet our requirement and objectives.

 

For more information behind the release of the Giro First Friday 50, you can read more information through their press release.

A few days ago we talked about creating a daily deal store with ShopTab’s Facebook store application. What if I told you that you would be able to work with some of the new features that were created from our work with the team at Easton-Bell Sports?  Soon you will be able to do just that! We’re working to turn a number of these features (inventory control, countdown clock, multiple images, unique single product page and others) into a product option called SharedDealTM that can be activated within ShopTab’s Ultimate Plan. Look for a future blog post on how you can take advantage of this opportunity.

SharedDeal

 

 

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Four Quick Tips to Clean up Your Facebook Fan page

Optimize your Facebook Fan Page

Making sure your Facebook business/fan page is optimized for your brand and to represent your products and services, if you have a Facebook Store, is always essential throughout the year. With the start of a new year comes a chance to develop a fresh start for your social engagement strategies.

Below are our top four ideas for a fresh Facebook page.

1)   One of the most important elements to your Facebook business/fan page and Facebook store is branding with your images. The prime real estate on the Facebook page is the cover photo, the profile image, the Facebook app tabs, and your Facebook Shop banner image.

-       The key take away for this part of your fan page is to make sure you have imagery that reflects your brand to the best of its ability

-       Put the images in the right size for each image with this quick guide from Jon Loomer.

2)   There is a little section below your profile image that is labeled the “about” section. Sometimes this space is abandoned and over looked by many Facebook users. Not anymore, the about section is now going to play a more important part in your Facebook marketing then ever before. With the announcement of a new and improved Facebook search being released, the “about” section will aid in your “searchability” for fans and customers alike.

-       To optimize your about section to perform at peak performance be sure to read the following blog by State of Search.

-       For more information on Facebook’s new search release and what it means for your marketing Jon Loomer sums it up best.

3)   Now that you have the upfront branding on your Facebook page taken care of don’t forget to carry it throughout your timeline layout. We’re talking about the information that you post and share to your fans.

-       Add milestones to your timeline! Let your fans know when your business started and any major events that have occurred. People engage with imagery so be sure to find great images to match with your milestones.

-       Post your products. This is a VERY important part of your social marketing.

-       Create a social commerce engagement plan for the content that will go into your timeline daily.

4)   Remember to bring the New Year cleaning to your Facebook Shop as well.

-       Update your store banner with new imagery for the New Year. Also make sure you have it sized for max optimization and clarity. We recommend 810 X 110 for the best look.

-       If our default tab icon doesn’t fit your branding, change it! You can place your own tab icon on your timeline. You can change the name of the tab too.

-       Lastly, go through your products. Maybe re-think the amount of products you have on that page, or update your categories to bring new products to the front of the store.

Now that we’ve given you our take on cleaning house for your best Facebook store, move on to developing the depth of your online conversations and don’t forget to sprinkle in discussion and promotion about your products!

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Six Tactics Guaranteed to Grow the Fans for your Facebook Store

Got ya! You saw six tactics and “BAM” you were sold. Don’t worry we will give you the six tactics, but we think most people quickly jump to tactics to fix things, instead of creating a strategy to drive their activities. We believe you should consider building an overall social strategy so that these tactics will have more value to your business.

In the first post in this series on Social Commerce Strategy, you set your strategy and determined your objectives. In the second post we figured out a number of ways to grow your audience but now you need to know how to keep them interested and active. We’ve seen many marketers rush the first two steps by moving to step three too quickly.  This can just be a waste of time if the planning hasn’t been given its due.  Putting the cart before the horse doesn’t work for the cart or for social marketing!

Here are six tactics as promised! To see more than these six tactics visit our social commerce strategy white paper “Return on Facebook” for over 20 stellar tactics for your Facebook shop as well as links to other websites for more tactics.

          Ask follower to post on your wall/home page and provide a free sample of a product for the most creative post.

          You don’t have to put all of your products into your Facebook shop. If you have a fully functioning website then use this as an opportunity to promote “on sale” items only available to fans by creating a special category for your store or even have it as the only category.

          If you have a Pinterest account, encourage your fans to post images onto your shared board.

          Create a “Featured” page that only has unique products or price specials available to your fans.

          Create packaged offerings (put two products together at a discounted price) that only are available to your fans.

          Introduce products on Facebook first, offer a special deal for these early users. Create urgency by defining a short time period for the offer.

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Below are the first two articles in this series:

Building your Social Strategy
Building your Social Audience

What are some tactics you’ve used to promote fan engagement on your Facebook page?

Image source: http://tabernaclefortoday.wordpress.com/2012/03/16/the-cart-before-the-horse/

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