Driving Facebook engagement could be the key to sales
How can ecommerce sites engage Facebook users? What are the systems that top brands use to make sure they get seen in people’s newsfeeds? Here are ten tips to help you use Facebook to drive engagement.
1. Ask questions
One of the easiest ways of engaging people on Facebook is to ask questions. People love to talk about themselves and answer questions – research shows that keywords such as “where”, “when” and “should” see the highest engagement on Facebook. Users often use “Like” to vote positively on a question.
2. Post games and trivia
Because users like to show off their knowledge, trivia is a fantastic way to encourage engagement with your ecommerce page. If you start posting trivia or games on a recurring schedule, your fans will know when to check their news feeds or your wall for the content they want to see.
3. Interact and engage
When people post a comment on your ecommerce page’s wall, answer it – contribute to the discussion. As well as engaging users, it has another benefit: the longer a thread it, the higher it will rank in your fans’ Facebook news feeds.
4. Incorporate “sapplets”
A sapplet is an interactive component that brands can use to engage users. This includes polls or special Facebook discount codes, which will prompt your fans to engage directly with your status updates, beyond the standard “Likes” and comments.
5. Publish photos
Instead of telling users about the products you sell, show them the products using photos. Relevant photos will attract people to your page, so show off your product lines, your employees and how things work once an order is made.
6. Relate to current events
Posting questions or stating your stance on current event issues is another way of engaging your users. You have to be a little careful not to upset anyone, but getting a discussion going is good for your brand. An easy way to do this is to talk about holidays, such as Valentine’s Day, Christmas and Easter.
7. Post videos
Video is good at attracting attention on Facebook, and because users can play a video straight in their news feed, it doesn’t annoy them. But be sure to keep your videos short and relevant – show them how your ecommerce site works behind the scenes, for example?
8. Use time-sensitive campaigns
“Don’t miss out!”, “Sale is now on!”, “Deal ends today!” – these are all ways to create urgency around Facebook posts and drive traffic to your page.
9. Include links within posts
Facebook is an obvious place for you to post links, whether they be to interesting content or back to your ecommerce site. Find ways to encourage people to share the links with their friends, spreading both your brand and driving engagement.
10. Be explicit in your posts
Not explicit as in swearing or publishing XXX content, but be explicit in telling your users what you want them to do. What action do you want them to take? “Like this post to enter a competition” or “Click here and use our special tool to post to your wall” – users need to know what you want them to do.
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