For those of you who want Facebook integrated with your Magento websites, there are several things to consider first. Improper usage is a common problem we see with many sites, and it can cause long term problems for your business. If utilized correctly, leveraging the power of Facebook can bring traffic to the website and increase sales. But, succeeding at this requires the right strategies, metrics, and persistence. To help you with your Facebook woes, we have compiled a set of seven non-nonsense Facebook strategies for Magento websites.
There are 1.35 billion people on Facebook. That is an extraordinary consumer base that your company can pull from. But keep in mind, certain companies have an advantage when it comes to tapping into that potential market. Business-to-consumer (B2C) eCommerce sites are more likely to find their audience on Facebook. While any person can be a customer, the mindset of most Facebook participants is not geared strictly for shopping. To put it simply: Facebook fans just wanna have fun. They want excitement, novelty, poignancy, and cats.
Purveyors of plumbing parts, industrial fasteners, and gravel may have a tougher time succeeding on this social media platform, solely because their consumers aren’t thinking about their next maintenance decision; they’re thinking about their hobbies and interests instead. Magento websites that feature consumer products; like toys, jewelry, and humorous t-shirts, have an edge on Facebook. It’s important to truly analyze your target audience, and if your product(s) would relate to this inherently social media platform. It’s entirely possible that your business doesn’t need a Facebook integration. At the same time, your product may be able to find a perfect home on Facebook. Take the time to consider it carefully, though, because once put into motion, it can be hard to undo.
So, are your buyers on Facebook? If so, your next step is how can you bring out the fun side of your merchandise.
What to do on your Magento website:
Our first three strategies are basic Facebook elements you can build into your website. These tools can built into or added onto your template. They can also be simple-to-install extensions that can be put into place after your website is complete. By utilizing these strategies, your site will feel more in touch with its consumer base, and offers a level of comfort to those who have interact with their vendors via Facebook before. The first two strategies, in particular, apply even if your company is not maintaining an active Facebook page. Both give your site a modern feel that customers appreciate and enjoy.
Strategy #1: Make Products and Pages Easy to Share on Facebook
Certain CMS pages, and every product page or blog post, should have an obvious way of sharing the page on Facebook and other social media sites. Some Magento themes already have this built in and just need “social sharing” configured properly to function. If your theme doesn’t have this pre-created, select an extension to add onto your site. We recommend the “Add This” extension, which provides access to a dizzying selection of 350 possible social media services, including Facebook.
Strategy #2: Checkout with a Facebook Account
Requiring shoppers to create an account can kill the sale. However, most people never sign out of their Facebook account. Offer them the chance to checkout using their Facebook account. This is a convenient way to finish up the purchase. The general search term for this type of extension is “social login,” and there are many options available on the Magento Connect website.
Strategy #3: Put Facebook Content On Your Website
If your company’s Facebook page is maintained regularly, strongly consider recycling that content on your company’s website. By installing a Facebook Activity Feed box, your company’s most recent posts will become visible on your site. This box is usually placed on a website’s sidebar, so when a customer is scrolling through your site they can keep up to date with your comings and goings. These boxes also provide a button to “like” the page you’re on, which generates traffic and attention from prospective customers. This tool can be found in Facebook’s “developer’s” forum. There are also several extensions on Magento Connect that you can choose from.
What to do on your Facebook page:
If you’re determined to have a social media site of any kind, you need to come to terms with the commitment that that site requires. A Facebook page that is dead in the water will do nothing for your company. Post regularly to your site, and frequently polish your company’s Facebook profile with the most up to date information. Don’t forget to change out old, or out of use, contact information, and always be on the look out for new bits of information to share with your customers.
Listed below are several proven, common-sense, strategies for any eCommerce company’s Facebook page. Keep them in mind as you work on your site.
Strategy #4: Balance Self-Promotion with Other Content
If most of your posts are self-serving, your audience will tune out. Strike a balance between a self-promoting post and other content. Post your store’s current sales, new items, and special offers. But for every self-serving post, make 3 or 4 posts that encourage engagement; ask questions, post contests (within Facebook’s guidelines), offer inspiration, and provide tips. Include lots of great images and links to related (but not competing) material. “Share” posts that are relevant to your market. This demonstrates that you are connected to your audience’s interests, and not just pushing them to buy.
Strategy #5: Use Visuals
Straight text posts rarely get much attention on Facebook. The best posts include an image. Do you have photos of a customer using your products? Can you put inspirational or humorous quotes on top of photos related to your industry? Did you see a great infographic you could post or share? Be sure to acknowledge the source when appropriate. When you share popular Facebook content, your post can get extra attention simply because of all the attention it is already getting.
Strategy #6: Run Special Offers
Facebook is an ideal place to give things away. Instead of obsessing over getting fans to make a purchase, run sweepstakes and giveaways. Provide exclusive rewards or bonuses when they make a purchase. This can translate into stronger customer loyalty. Show them that you care with special offers. Many Magento extensions are available for setting up offers of all types.
Strategy #7: Measure Results
Find out what works. Google Analytics and your sales reports should tell you which sales came directly from Facebook. If not, create coupon codes exclusive to Facebook with a strict expiration date. Lots of page “likes” are great, but Facebook “Insights” tells you how each post is working. Give various techniques time to work, and find the best approaches for your business.
Important Tip: Facebook ads are generally necessary to get any real traction on Facebook. If you get results with organic posts, great, but you could do much better by creating, and paying for, strategic Facebook ads and post boosts.
Here at Shero, we have created many Magento websites that promote Facebook activity. Many Magento stores can benefit from leveraging Facebook. Pick and choose the strategies that are right for you, measure your results, and persist with what works.