If you want to engage with your customers, widen your reach, deepen your impressions, and convert content to sales, you need a Facebook strategy for your e-commerce business. In fact, 86.3% of marketers say that they use Facebook for marketing purposes.
Additionally, Facebook has expanded explicitly into the e-commerce space. You can create a Facebook business page and add your products to it—and Facebook doesn’t take a share. You can even create a completely separate Facebook e-commerce store.
Social media, in general, is an important marketing tactic for Amazon businesses, as we review at-length here. But one of the greatest challenges of social media marketing is choosing which platforms and types of content will most engage your e-commerce audience.
In this article, we’ll explore why Facebook should be a key part of your marketing strategy.
1. User Volume
Facebook is the largest and most active social network. As of 2020’s 2nd quarter, there are over 2.7 billion monthly users on Facebook. It has seen steady growth in the tens to even a hundred million new active monthly users every quarter from 2008 until now, with little change in the overall trend—proving that Facebook is not on a “decline” like a number of marketers incorrectly speculate.
Those are active users, too. Not someone with a profile they never use.
Moreover, nearly 1.79 billion of those users log on daily, spending anywhere from around 20 minutes to a few hours a day on the site. Again, Facebook doesn’t have a high number of inactive users; every day, the majority of Facebook users are logging on and interacting with their friends and brands they follow.
Your Facebook audience is large and continuously growing.
2. Demographic Range
Today, a number of marketers consider Facebook an “older” demographic platform. While this is true in part, Facebook is not limited to the 40+ crowd. In fact, the most common age demographic on Facebook is 25-34 year olds.
If you have a range of demographics in your customer profile or you aren’t sure where your demographic hangs out, Facebook is a catch-all for just about everyone.
Mobile usage is growing exponentially as apps become more accessible on phones and tablets. Facebook is one of the most mobile-friendly apps, especially with regards to the ease of in-app purchases. In fact, nearly 80% of Facebook users log on using only their mobile app—no computers or laptops.
Mobile is also increasingly important for marketers. Nearly 89% of Facebook marketing revenue comes from mobile ads. This high revenue number is fostering a push towards greater mobile advertising.
An active Facebook page can be a huge boost for your search engine optimization. Google’s algorithm highly rewards social platforms, especially Facebook.
The more you’re linking to your website or Amazon products, the more Google will “see” and index your links.
This doesn’t mean you should bombard your Facebook with links to boost your SEO. (Doing so could actually hurt you.) You want to balance being appealing to search engine bots as well as being appealing to your customers.
Provide quality content that relates to your brand and products; search engines and customers will reward you in response.
Facebook is one of the strongest avenues for building a brand voice. You can attach a name, face, and personality to your brand with ease. Facebook allows you to connect with your customers on a personal “friendship” basis.
Facebook also helps to build a community around your Facebook business page. You can post links from your own site as well as content from other related businesses or influencers. You can also ask fans to contribute with their own links, comments, feedback, and opinions. You can organize contests, promotions, and incentives for further engagement and activity on your page as well.
With a strong brand on Facebook, you can improve your visibility and impressions to a wide range of potential customers. You can get yourself on people’s newsfeeds daily, but it also makes it easy for potential customers to find you.
Overall, Facebook makes your brand more relatable, approachable, and distinctive.
Facebook creates personal interaction and engagement with your customers.
Organic reach on Facebook is actually low. It’s becoming increasingly more challenging to increase your impressions on Facebook naturally, especially since hashtags are not popular and Facebook does not have a strong discovery section. There is also a lot of competition to reach your customer in an impressionable but non-invasive way.
However, Facebook is still the number one social platform customers will search before making a purchase. In fact, over 50% of consumers discover new businesses on Facebook. If customers are looking at your brand or products online, they want to see that you have an active and engaging Facebook page.
Facebook is an opportunity to show off your brand voice and engage prospective customers who are searching for more info about your organization. It’s especially important to have a variety of interesting and engaging content, including product links, blog posts, videos, and polls.
Moreover, although organic reach is low, sponsored posts have a high return. Even one sponsored advertisement can attract a large number of relevant, targeted customers to your page.
7. Audience Research
You’re engaging one-on-one with your audience, which can provide you with direct feedback and information. Facebook lets you create a personal connection with each audience member, helping you gain feedback and information to hone your brand voice and product offerings.
Facebook insights is a strong analytics tool that helps you better understand those who interact with your page. Facebook’s analytical tools make it easy to understand and grow your viewership.
8. Word of Mouth
The average Facebook user has 130 friends. If one person “shares” one of your posts, you gain instant access to at least 100 possible customers.
Plus, this “share” is coming from one of their friends, so it’s a stronger recommendation. A study by Nielson found that customers trust recommendations from friends—even distant Facebook friends—more than traditional marketing.
Facebook promotes word of mouth marketing in a low-cost, high-return way.
Facebook’s not just great for getting your name out there. It’s also a strong converter, turning impressions into sales. According to Shopify, Facebook has the highest e-commerce conversion rates among all social media platforms. Nearly 85% of e-commerce orders that come from social media come specifically from Facebook. Moreover, Facebook drives nearly 25% of all referral traffic.
The average conversion rate is 1.85%. This means that about every 2 in 100 Facebook impressions will result in a sale or the next step in your sales funnel.
The reason for this increased conversion rate is twofold:
- Facebook makes it easy to purchase on the platform. Customers trust the Facebook name, so they feel secure entering their credit info or personal info to businesses through the Facebook platform.
- Consumers feel a greater social support on Facebook. 47% of Americans say Facebook is the biggest influencer of their purchasing decisions, because they can get opinions, feedback, and advice from friends right on the platform. Because of the high volume of Facebook users, there is also a high level of social support.
Facebook is also a great place to create partnerships with other e-commerce sellers, vendors, and sources. There are over 60 million active small business pages on Facebook. It has become one of the most popular ways to connect not only with customers but also with other businesses and sellers.
For example, you can connect with Seller’s Choice on Facebook here!
The Bottom Line
Social media helps build a community around your brand, building your brand as a thought leader in your industry. It widens reach, increases impressions, improves engagement, and enhances conversion. It also builds a long-term marketing strategy off of the Amazon platform, allowing you to build and own a non-Amazon customer list. Learn more about social media marketing for your e-commerce business here.
Facebook is one of the strongest ways to maximize on social media marketing. With an extensive volume of users in a range of demographics, you have access to a wide target of potential customers. It also helps improve your search engine optimization (SEO), conversion rates, customer engagement, market research, word-of-mouth marketing, conversions, and vendor partnerships.
Overall, Facebook is one of the most effective marketing channels for e-commerce businesses.