Council Post: Three Facebook Ad Strategies For E-Commerce

Co-Founder and CEO of Elemerce, an e-commerce marketing agency.

Whether your Facebook account serves as your entire e-commerce storefront or you’re using it to augment and complement your e-commerce operations, several Facebook-specific ad strategies can drive better results for your brand.

Chatbots

Facebook reports that its Messenger app has 1.3 billion users, which means that Messenger chatbots can be a powerful tool in increasing e-commerce. The possibilities for Facebook ad CTAs are almost endless, and deciding on one depends on what the aims for your post are (brand awareness, reach, traffic, engagement, etc.). The Contact Us and Send Message options can direct customers into chatbot conversations with your brand to answer questions, make recommendations and more, driving up both leads and engagement.

When adding chatbot capabilities to your marketing strategy, look for solid chat software options that offer seamless integration into Facebook Messenger with no coding ability required, allowing you to get up and running and access all the benefits of a chatbot faster. They should offer the additional flexibility of automated chat for SMS for small businesses that want to scale their chatbot marketing efforts over time.

Why chatbots?

• They can be highly personalized to customer needs based on the prompts that a customer asks or answers throughout the interaction.

• They help businesses directly sell products, book appointments, nurture leads, capture contact info and build relationships. Businesses can start to create chat dialogues that answer common questions or solve simple problems and build in an option for customer interactions to be escalated to be handled by live customer service team members for an optimal customer experience.

• They offer customers a way to interact with brands that they prefer. According to a Facebook survey, more than 58% of people prefer to message a business than call. More than 58% of people prefer to message a business than fill out a website form, and more than 55% of people prefer to message a business than email.

• They can be used by businesses to retarget customers who’ve interacted with their ad or other campaign elements. A chatbot on Facebook messenger, for example, can be programmed to proactively reach out to customers with abandoned carts to encourage them to return to complete their purchase

Facebook Catalogs

Setting up Facebook catalogs is a simple way to create direct product listings for easy ordering by Facebook users. A catalog holds all the information about the items you want to advertise or sell across Facebook and Instagram. Many Facebook ad types — dynamic retargeting ads, collection ads and carousel ads — can all effectively point customers back directly to your Facebook product catalog, which can drive up conversions by keeping customers on the Facebook platform and avoiding a redirect or extra step before checkout. 

Why catalogs?

• You can list all items and easily update them with inventory changes.

• You can develop comprehensive product listings with information that customers most want to know, like product name, features, descriptions price, images and more.

• You can create permissions that allow for different team members to update the catalog as needed.

Landing Page Funnels

While websites and full e-commerce platform stores offer the most comprehensive look at a brand, landing pages are useful because they offer a concrete action for a customer to take that best meets their need based on what problem they’re trying to solve at the moment. Directing customers to one relevant, specific action or offer — from downloading an e-book, introducing a new product, offering access to a case study or sharing a how-to video — can be more effective at creating engagement and ultimately conversions.

My company has found Mojo to be a good option for creating e-commerce landing pages because of its ability to quickly and easily A/B test any element of a page, from the creative to the messaging and copy to a product price. This allows you to drive higher engagement and performance.

Why landing page funnel?

• Ad experiences and offers can be highly targeted to connect the right content with the right audience at the right time in the buying journey.

• It creates a consistent branding and customer experience by offering a consistent narrative throughout the touch points along the customer journey

• Landing pages can easily be tested, analyzed and optimized to hone in on what resonates most with audiences to further increase engagement and conversion

You can get the most out of your Facebook ad budget and drive your e-commerce efforts with the right strategies. Chatbots, product catalogs and landing pages all work to meet your potential customers at different stages in their buying journey. Each approach can create engaging, immersive experiences for your audience that provide them with a deeper understanding of your products and services and improve the customer experience, both of which are crucial to converting potential customers into loyal brand advocates.


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