You’ve just completed the set-up for your Facebook Shop and want to show some immediate impact for your efforts. Many clients reach out to us to ask what they should do to realize the value from the new commerce app on their Facebook fan page. While we encourage our clients to incorporate social selling activities into their overall marketing plan, we understand the desire for some quick tactics to see near-term success.
While each client and their products are unique, we have seen successful launches with thousands of retailers that have used the ShopTab store or our SharedDeal social deal app. We’ve outline our thoughts for how to integrated commerce posts into your Facebook fan page activities.
Some key concepts to understand before we start.
- You can’t just sell, sell, sell. Retailers in Facebook need to remember the 80/20 rule. You must be social, helpful and share information 80% of the time, while the selling/promotional content for your page should make-up only 20% of the time, as noted recently by Mike Gingrich on building a sales funnel in Facebook.
- Research shows your fans are spending their time in their news feed and on user profiles, and not as much time inside of fan pages. This is especially true for Facebook mobile app users. However, according to SociallyStacked, 33% of people have made purchases because of a product they have seen on a Facebook wall or news feed. To be successful, we need to engage where our fans are spending their time.
We’re going to assume that you are currently posting on your page once a day. The suggested tactics below should be woven into your planned social activities.
| Activity | Approach | Post Example | Actions | |
| Day 1 | Introductory offer | Provide a reduced price on a high volume product or a bundled price on two hot sellers. Provide a limited volume of units or period of time to purchase. | We’ve combined our two hottest sellers for $19.95 (save $10) for our Facebook fans only. We only have 15 of these in stock. Click here to see the offer in our new Facebook Store. |
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| Day 3 | Reminder of introductory offer | Remind your fans of the limited quantity and/or purchase period. | Our Facebook fans only offer of our two hot sellers for $19.95 ends tonight at 6pm ET or when we sell our last two in stock! |
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| Day 6 | Announce a new product | Add a product to your store. Ask your clients to provide some feedback on it or answer a question. | Just in to our store, would you like this dress in yellow or blue? |
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| Day 8 | Did you know? | Post an interesting fact about one of your products or services, | We caught George Clooney wearing this t-shirt last week. We have three left in our Facebook Store, who wants one? |
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| Day 11 | Client product testimonial | Post a recent comment made by a client about one of your products, Add your comment to it as well. | From Tim in Sacramento yesterday, “This costume was the hit of the party.” Wish we could have been there! |
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| Day 14 | Create a Facebook fans only offer for free shipping | Let your fans know you appreciate the opportunity to engage with them. Create a free shipping for FB fans only. | Only our FB fans can buy this necklace for $50.00 and free shipping until Saturday at midnight! |
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As you can see, the goal is to create engaging ways to talk about your products in a way that engages your fans to like, share and even buy. These six example posts will start to build awareness for your store and your product. While these types of activities will take some time, we have many clients that experience sales from their Facebook Shop within minutes of their first promotion. Let us know what you think of these ideas or ones that have worked for you.
