Using Category and Subcategories in your Facebook Shop

What’s the best way to help browsers and buyers to navigate inside of your Facebook Store? If you have significant number of products, we would suggest using ShopTab’s unique two-tier category approach coupled with our thumbnail view of all categories.  Making sure your shop has simple navigation is a key step to closing sales.

First, what is a two-tiered model? This means you can name a category such as “dog food” and then a subcategory to that category such as “small dogs.”  You may have an unlimited number of both categories and subcategories within your store.  Below shows how you one client designated categories in a product listing using two tiers.


This option provides to you a flexible navigation design to direct your buyers quickly to the products they are seeking.

Additionally, when you have numerous categories and subcategories, attention is needed to present navigation creatively within a desktop, tablet or mobile phone. To optimize this situation, we have a store layout called a Thumbnail template.  This highlights with an image each category and shows optional subcategories in the left rail listing.  An example of this options is noted below.



As your product catalog changes, the use of categories and subcategories changes dynamically within the store. As soon as you make edits to your store products with categories and subcategories those will appear immediately in your store.

QUICK TIP: With ShopTab you can make changes to the order of your categories easily within the administration interface. Just click on the “Product Order” and then choose the Category Order option.Category_Order

Product navigation isn’t a very exciting area to discuss but it proven to have a significant impact on buyer conversions to purchases.  Let us know if you have any questions.

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The Value in Managing Inventory within your Facebook Shop

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Creating Deals in ShopTab’s Facebook Shop

In the last week or so we’ve had fantastic feedback from some of our new clients using our Facebook Shop. One retailer indicated he sold more with his Facebook store in two weeks than he had with his website in over six months. The other told us she sold-out her inventory within 48 hours on a product special.  And another said he sold over $100 in product in less than a week and only has 15 fans for his store!  We love to hear this kind of news and it prompted us to write this week to help some of our PayPal Checkout clients to creatively use their store to increase revenue by driving urgency, awareness and opportunities for their fans, friends and new prospects.

Most of our recent social research validates that clients like to learn about your company and its products AND that they view social channels as a great opportunity find deals, unique offerings and to share these with their friends.  Don’t let them down! We’ll outline three ideas that you can use to increase the engagement with you clients and help you to drive revenues.

Free Shipping

Who doesn’t like free shipping? In many cases this can save your client 5 to 10% on their purchase.  We suggest the following to make this work for your store:

– Turn off your shipping costs in ShopTab listings or PayPal (depending on where you have them set). Find video details on setting your shipping here.

– Put a banner on your store header highlighting your offer. Also, highlight the offer on your Facebook page.

– Use the “PROMOTE” button to highlight a product to your news feed and the free shipping period of time.

Promote New








– Let your fans know that this is only available through your Facebook Fan Shop.

Purchase Multiples

Again, shipping is a great incentive to help upsell a client.  We’ve seen great calls to action around buying more than one product to get free shipping.

– Update your shipping charges for “By Quantity” to reflect free shipping of 2 or more product purchases. Make this setting active.









(PayPal Shipping Configuration above)

– Update your header/banner for the store highlighting the opportunity to for your clients and prospects to remind them on every page to buy more than one product.

Discount your Price

– While there isn’t a way for PayPal to discount the prices, you can set the price to your “sale” price inside of ShopTab’s admin.

– Create your messaging in the product title with a description – “Black Dress – 35% off until Thursday” and in the description field.

– Set your inventory levels correctly so you don’t oversell what you don’t have in stock.

product list 1  (update your listing)

product list 2  (set inventory levels  in the listing)

There are all kinds of ways to promote specific products or even all products in your store. We like these ideas but know that you probably have implemented even better ideas. Let us know what you have done to create opportunities with your clients. Good Selling!

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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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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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Affiliate Marketing Means Success with a Facebook Shop

As an affiliate marketer have you ever thought that you need to be utilizing social media channels but just don’t know how? Being an affiliate you know that your success depends on the size of the audience you can reach with the products or services you’re promoting. What better way to reach new customer then through the use of Facebook. Facebook’s audience is currently over one billion and growing. That means that there is a whole new world of new customers just waiting to “like,” “share,” and promote your products.

So how do you place your affiliate products in the Facebook platform? Simple, you implement a Facebook shop for your business/fan page.  Once you get that working, it is time to think about adding this option for your existing publishers/partners and recruiting others based upon their social audience.

Why a Facebook storefront with ShopTab?

What makes us different from other Facebook store application providers is our platform was built to direct traffic back to an existing eCommerce website. The same site you’ve optimized to drive successful conversions.  Through various client interviews and case studies, we have learned that our application not only can boost your traffic from your social sites, but it can also aid in Facebook page engagement.

Buy Now for ShopTab


Since we were built to redirect traffic during the purchase and checkout process that means our back end is built for hyperlinks for each product. For an affiliate marketer that means you can provide these hyperlinks with unique tracking code for each one of your products in your Facebook storefront and in your partner’s storefront. This should work within your current structure for how you sell and report to your network.

Hyperlink in ShopTab admin

We also have made it easy for you to upload a large quantity of items with a simple data feed. Typically it is .csv file but we can also accept .xml, and Google Product feed. This feed can be modified for all of your partners to reflect their individual tracking information.For more technical details on our data feed files you can read more in our support document.

How do I make my storefront successful?

A crucial element to the success for your affiliate marketing in Facebook or any location all comes down to your marketing plan. You have to have a plan in order to measure your success and determine your goals. If you need help getting your social marketing plan off the ground then look no further then our social commerce document. This provides the blueprint for social selling success.

Get started with your own Facebook store and demonstrate success to your network for how social selling can be an incremental driver for their success. Once you have your store in order, it will be time to engage your partners to educate them on the ease of setting up a store on their Facebook page and how they can create more selling opportunities selling your products and services.

If you think that ShopTab is the right fit for your affiliate marketing needs then give us a try, it’s a 7-day free trial. If you have more questions about how we can help you with your affiliate marketing contact us at We’d be happy to answer any of your questions.

Next week’s blog we will explore using your Facebook Store as a publisher for your affiliate marketing relationship.


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Photos Increase your Facebook Fan Page Engagement

“Photo’s on Facebook  generate 53% more likes than the average post,” according to HubSpot. That caught your attention didn’t it, it caught ours too. So before the holiday marketing season has come to an end we wanted to give you a few tips to utilize this huge social sharing opportunity for your products.

First off, start adding visual content to your Facebook page. Whether it’s with product images or just pictures of fun things that relate to your business.




This is a great way to get your audience engaged while keeping them entertained at the same time.

But the best part about photos is when you include links with your images you can drive traffic to your Facebook shop or existing website.  HubSpot reports that images with links saw 84% more link clicks then plain text with links.

Here’s a quick tutorial for posting images:

1) Pick the image you want to post and save it to your computer.

2) Go to your Facebook Business/Fan page and click on Photo/Video


Select Attach Photo/Video


Hit Post!


What the final product will look like.


Think of other ways to utilize images to drive your customers back to your social shop. For example, image sharing sites such as Pinterest and Instagram offer the same link driving opportunities. The key to having a Facebook store is the marketing done around the application. Don’t miss out on this proven link driving strategy in your marketing plans.

Do you have great examples of photos boosting your sales? If so please feel free to share!

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Get your Facebook Shop Cyber Monday Ready

Black Friday is the Holy Grail for brick and mortar stores. But what about online retailers, where’s all their glory and fame? Just two words, Cyber Monday! Since the creation of Cyber Monday, online retailers have been scrambling to optimize this crucial selling day for their website and other online marketing efforts. eMarketer is predicting that holiday sales this year will be up 16.8% from last year with a huge spike around Thanksgiving weekend. Make sure you take part in this lucrative selling opportunity by adding a Facebook store to your marketing mix.

Step 1

Pick your Products

Your Cyber Monday store is a chance to showcase your best selling products. Or you can choose to highlight your close out items. Be sure to pick the best items that reflect your brand and business to sell on Facebook for Cyber Monday, sometimes less is more in a Facebook store.

Step 2

Create a Store

If you don’t already have a Facebook shop and have been on the fence about opening one, the holiday season is the best time to start. People are ready to shop and they’re using social sharing sites to find the best gifts and deals.

If you already have a Facebook store application, do you have more than one business/fan page? If the answer is yes, then you need to clone your store to increase your exposure. You can place an exact replica of your existing Facebook store on up to 5 business/fan pages.

*Either way update your ShopTab icon on your Timeline page to draw customers attention to your store so they’ll want to click on the app.

Step 3

Post your Products in your Customer’s News Feed

You’ve got your products in the store and the store is up and running on your Facebook page. Now you need to let people know the amazing deals you are offering them in your social shop. How can you do this? Easy, post a product!

Step 4

Optimize your Marketing

Cyber Monday is such a huge selling day because it hits on two critical selling points. It’s time sensitive and offers the “biggest” discounts for the holiday selling season. For a successful selling day you need to optimize your store to convey the same feeling.

-        For existing eCommerce websites with ShopTab, change your store banner to have a discount code for your Facebook customers to use during checkout. Make sure you frequently post about the discounted products in your Facebook storefront.

-        For those using PayPal for payments you can still offer the same discounts, or you can even offer free shipping. Convey this message in your store banner and all social postings.

The key to these marketing tips is to make them well known (Shares, Tweets, Pins, E-Mails, and other marketing activities) and time sensitive. Make sure you let your customers know this offer won’t last.

Step 5


Using a newsletter to promote your products can be a great tool to use during the holiday season. According to eMarketer, “Email is the preferred vehicle for online consumers to receive holiday promotions.”

If you haven’t engaged in email marketing before there are plenty of free email platforms to use. We like Mailchimp for their reliability and ease of use. When composing your email content make sure you place hyperlinks for your Facebook shop throughout the letter with great calls to action.

Put these five steps into action and you’re bound to see success on Cyber Monday. Let us know if you have other ideas to drive your social selling efforts during this important selling season.

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Three Social Tips for your Holiday Promotion Strategy

According to eMarketer 39% of online shoppers said they would begin their online holiday shopping in November. No time like the present to start a promotion plan to support your social selling strategy. With Thanksgiving just weeks away, we’re all scrambling to put together the perfect holiday meal. More than likely you have those certain family members like good ‘ol Uncle Joe who won’t let you forget to make his giblet gravy. Uncle Joe does a great job at promoting his holiday meal staple, because you’ll never forget that when Uncle Joe is near so is the giblet gravy. Your holiday promotion plan needs to take a few tips from Uncle Joe so you can become a memorable part of your customer’s holiday shopping experience.

Post a Product

One of the first steps for promoting your holiday products is to post your product on your Facebook page! If you are using a Facebook store for this holiday season then this step couldn’t be easier. Our Share feature allows you to easily share your products on your Facebook timeline for your fan base to see.

Think about the products that are your best selling items before you begin to post away.

A second piece to posting your products is to consider using Facebook’s Promoted post feature. If you have ever thought about spending money on the Facebook platform now would be a good of time as any. The promoted posts functionality allows your posts to reach a larger, widespread audience by targeting both fans and non-fans.

Target your Audience

Once you’ve determined which products you want to focus on, think about the ideal audience for each item, and then target that audience with your posts. You can be as specific as targeting the age and location of your ideal customer. This is possible through Facebook’s Targeted post functionality. Keep in mind this feature is still not available to all Facebook users at this time.

Promote on all Social Channels

Lastly, make sure you promote across all social channels. This is a key element to your holiday selling success. eMarketer reports Facebook is first for referral traffic for clothing but Pinterest comes in second with 30% of shared referral traffic. If you have image driven product, it’s crucial that you take advantage of image sharing sites such as Pinterest and Instagram. We’ve made this simple for those using a Facebook shop with our social sharing features. You can Tweet and Pin your products straight from your store.

At the end of the day, don’t forget that you want to create a memorable experience for your customers, one that they’ll want to continue thinking about year around. Here are some additional tips from PRWeb on ways to stay top of mind during the holidays.  Don’t let your best fans lose sight of your brand this busy holiday season!

In case you missed our previous holiday posts you can view them below.

 Five Tips to Kick off your Holiday Social Selling Success

How to Sell on Facebook for the Holidays

Holiday Success with Social Commerce

Holiday Shopping tips for your Facebook Store

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Place Your Facebook Store on Multiple Facebook Pages

Ever wonder why there are multiple Starbucks locations within a block or two of each other? It is all about coverage – more locations mean more revenue and more opportunities to capture new customers.  A  Facebook Store is a great way to create awareness for your products. Wouldn’t five Facebook Stores be better! ShopTab allows you to add your store on up to five fan pages.

Why you should have more than one Facebook Shop?

-       By opening your shopping experience to multiple Facebook pages you are allowing more people to have social discussions (shares, likes, tweets, pins…) about your products. The more discussions people are having around products in your store means a likely increase in sells.

-       Do you have business relationships that have a Facebook Fan page that would love to help your business out? If the answer is yes, then you can put them to work! This option opens up a whole new audience to see your products.

  • Example: A non-profit organization is trying to raise money for their cause by selling t-shirts or even direct donations. Companies that support the non-profit can place a cloned store on their business page to allow their fan base to shop for a cause. Reach out and ask them if they would be willing to help.

-       When you look at large retailers or distributors, you may notice that products are in multiple locations such as websites and marketplaces (Amazon or Ebay). Think of it as an opportunity to put your products on various Facebook marketplaces.

-       Many retailers or organizations support multiple Facebook Fan pages. Use our multi-store feature to place your store on each of these pages to broaden your opportunity.

Set up is simple.  You are placing the same store that you created the first time on each page with a click of a button.  All you need is admin rights to the page to add the store to the page.  The number of fan pages you can support is determined by your account plan.

-The Standard Plan allows for only one store.

– The Expanded Plan allows up to three stores.

– The Ultimate Plan offers up to 5 cloned stores.

Need to support more than five pages, send us an email and we’ll provide a custom option for your application.

For a step by step guide to setting up your multiple stores be sure to read our support document “Multiple Facebook Stores Implementation.”

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