Facebook should be at the core of your multi-channel strategy
More time is spent on Facebook than anywhere else online, so it’s a great place from which to sell. Here is how to set up a Facebook page that will give your business a lift.
by Jason Hesse
Setting up your own business page on Facebook is easy and essential for ecommerce portals. F-commerce (Facebook commerce) is estimated to become a $30bn global market by 2015; but this isn’t about the hard sell – this is a social sell.
Provide a reason for users to visit your page
Engage Facebook users with creative, consistent and likeable wall posts. Most of the time, Facebook is the consumer’s leisure time, so you need to provide them with a strong reason to visit your page.
Give people a reason to buy via Facebook
Why should people buy from you? By setting up exclusive Facebook promotions (promo codes, exclusive discounts, free shipping, Facebook-only sales) for those Liking your page, you will be more likely to attract visitors.
Attract new fans and customers
As with other social media networks, Facebook is about finding new customers that will Like your page. You can achieve this through promotions (see above), as well as advertising within Facebook. This is done on a cost-per-click basis and allows you to target key demographics, so it can be a useful tool to attract new visitors.
Use Facebook as a PR tool
Tell people about what your ecommerce company is doing. Facebook is perfect for letting customers know about you. It helps to have some personality rather than be a bland corporate page, so be creative. What special things does your ecommerce site do? What news can you share with people?
Incorporate Facebook into your customer service
Just like on Twitter, you need to deal with customer service queries and complaints promptly and swiftly on Facebook. The last thing you want to do is put other customers off by not helping the users on your page. So if someone leaves a comment on your page, deal with it.
(And please: remember that it is bad practice to just delete a person’s post – this usually backfires!) Also be sure to encourage your users to share the great experiences they’ve had on your site.
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