Do you sell a product or service and would like to expand your reach or simplify your process by offering it online? Facebook’s new Shop feature may be a solution to consider.
In the past, if you’ve wanted to sell products online, you’ve needed to find a way to create a shopping cart and manage secure payment and fulfillment. The biggest benefit of having someone purchase directly on your site, is the fact that they are on a site they trust. For every click they make away from your site, the more likely you are to lose the sale. The same is true on Facebook.
For example, if you post a link on Facebook to a specific product but, to purchase it, the customer needs to exit Facebook and enter another site, about 50% of people will change their minds. Changing their minds means they can get distracted with other products, decide the new site isn’t safe, or just decide not to buy. Once on the new site, if they have to click an additional time, for example go to another page to choose the item again, an estimated 50% of those potential buyers will change their mind. This means 1-click buying is more important than ever.
Facebook Shop allows you to offer 1-click buying to your customers OR send customers to you ecommerce site.
How to Find and Set Up Facebook Shop
- On your Business Facebook Page, on the left hand navigation, locate “Shop”.
- Agree to the Merchant Terms and Conditions.
- Choose whether you want the purchaser to buy within FB or from another site.
- Set up your products, including uploading pictures, price and descriptions.
Some people may not feel secure purchasing within Facebook Shop yet, which is common on a new platform that is selling. If you are an early adopter who wants to sell products and use Facebook as your Merchant, use caution. One bit of advise is to set up a separate bank account for this kind of use – that way, if there is any breach or cyberthreat, only that account it affected and not all the owner’s operating accounts. It is recommended you take this step and err on the side of caution.
We will continue to see growth in this new area of Facebook as they gather data regarding how it is used. Facebook does want to continue to make money, and they don’t want to alienate their clients – those businesses who are paying for ads to promote themselves – so they have a line to walk in how they promote and monetize this area to best serve their paying clients and users.
Step cautiously into these new areas, including Facebook Shop, as they are being invented around us, and can go away as quickly as they appear.
Remember Your Strategy
Overall, social media is designed to create relationships of engagement. Your social strategy then should be relationship focused, not sales focused. Don’t expect that setting up a shop, online, offline, Facebook or otherwise means people will come in droves to buy. Sales is all about relationships. The GREAT thing about Facebook is that it is already building relationships, so the shop is a great leveraging tool to support your business revenue. If you play in this arena, it’s important to develop a good strategy for sending people to Facebook.
Remember to think outside the box when it comes to your Facebook marketing as well. Consider who serves the same population as you and work to build those relationships to get yourself in front of people who are interested in what you offer. Use Facebook for social COMMUNICATION, not simply ads. Build “know, like, and trust” and remember that social is only a fraction of your marketing plan- not all of it.
Looking to learn more ways to leverage Facebook Shop and other social media tools in your business? Contact Actuate Social today to learn how our clients are getting tons of engagement with our unique relationship building strategies.