These numbers, added to the number of monthly users connecting to the social network (1.79 million in 2016) have already led many companies to put their eye and efforts on Facebook.
The great novelty is that Facebook now offers you the possibility of closing sales without your users having to leave the network. Facebook has positioned itself as the first (and so far the only) social network that allows ecommerce functions.
This is an added value for companies that sell products, such as hotel establishments, and want to boost their direct sales. Also for those who cannot afford to have an online sales website.
What actions help to sell more on Facebook
We have talked before about Facebook’s algorithm and its changing trends. In this post you can get up to date on how Facebook works to decide which posts will have more relevance on your fans’ timeline and which ones will not.
That is why today we will focus on those actions that help you sell more on Facebook, but not because the social network decides so, but because these strategies help us to create a greater affinity between the brand and our followers:
1. Call-to-action buttons. If you want to sell from Facebook or simply add a value proposition to your company page on this social network (never on a personal profile), you can work with CTAs. It is an optional and multifaceted tool.
The calls to action of this social network can serve almost any purpose: invite the user to register on your website, lead the user to view your catalog or simply encourage the user to purchase (among many other options). It is a way to facilitate the user’s path, since the CTA button will be the first thing he will see when he enters your page.
For example, in this image we can see the success story of the hotel Thalasso Atlantico, who have included the ‘Book’ button on their Facebook page.
Facebook Ads. Facebook has become a true expert in personalized advertising. Its segmentation capacity is such that, with Facebook Ads, you will be able to reach a very specifictarget (the so-called custom audiences) while reaching thousands of users around the world. In this way, the margin of error of traditional advertising, which indiscriminately reaches all users without ensuring their interest in the product, is radically reduced.
Facebook’s advertising tool allows you to choose between several possibilities, depending on your objectives: Do you want to increase your conversions? Want to get more fans? Your choice.
Retargeting is one of the most remarkable options on Facebook. The social network will take into account those users who have started a booking process in your hotel but have not completed it. They will then show you advertisements or offers, as appropriate, to return to finalize your purchase.
Another point to highlight about Facebook Ads is its creation of Lookalike Audiences. What does this mean? Facebook reviews the characteristics of your fan list and looks for others who meet these requirements, understanding that they will also be part of your target. In this way, your Facebook ads reach an audience that does not know you yet, but that meets the requirements to be your potential customer.
3. Video without leaving Facebook. It is no news that Facebook allows video sharing on its platform. But, did you know that you can segment social network advertising according to who has viewed this or that video?
Regardless of whether you want to invest in Facebook Ads or not, including videos on your Facebook page will help you not only to rank better, but also to achieve a more feedback from users. According to data from Daniel Devai, Social Media & Digital Analytics at Epsilon, videos embedded on Facebook increase their reach by 233%.
4. It offers the maximum information. Your Facebook page should offer as much information as possible about your hotel. This includes web address, e-mail address and contact telephone number, among others. Think that social media profiles are usually the first results offered by Google when searching for a business.
Therefore, make sure you appear with updated data and a recognizable brand image. This action will not only help your SEO positioning, but will show you as a trustworthy and accessible company.
5. Interact with your fans. Facebook informs both your fans and other users of the network about your response time to their queries. This should not exceed 24 hours. This means that you must take special care of customer service. Social media users say that one of the reasons they follow a brand on their social profiles is to get a closer relationship. So, you must give it to them, it is what they expect from you.
6. Create your catalog on Facebook. Did you know that you can create a product catalog on Facebook? For each product you can include a brief description, an image and a ‘buy’ button.
Another possible application in this social network is to include a button to create discount coupons. In this way, you will reward your followers while encouraging others to become your fans and they will download your coupons to redeem them directly in your booking engine. The application of discount coupons is a way to reach those potential customers who intend to buy directly.
What sales options are available on Facebook
First of all, it is worth saying that, although you can sell the same products on Facebook as on your website, it is advisable to offer a differentiation, an advantage for the fans of your page. This will encourage other users to follow you. Who doesn’t want to get the best products at the best price?
Again, on the Facebook page of the Hotel Talaso Atlántico we can see a clear example of these alternative products. They have decided to offer gift vouchers, a different product than the one they sell on their website and designed especially for their fans.
When creating your Facebook store or catalog you have two options, link your hotel website (and your booking engine) to your Facebook page, or rely solely on the Facebook store for your direct sales. The latter is a good option for those who are just starting out.
If you have both a website for direct sales and a Facebook store, you can decide whether users will close the purchase on the Facebook page or whether they will be redirected to your website to complete the process. One way or another, it is important that you leverage your Facebook page to direct your followers to your website and the other way around. It’s a way to increase your traffic on both platforms and build affinity with your potential guests.
It is logical to think that depending on who your target is, it will be easier to get that sale from the social network. Younger profiles are more open to these new ways of buying. The option of directing your fans (or giving them the option) to complete the purchase on your website can help you to accustom a not-so-technological target to this new type of social store. However, it is up to you to create a loyal community willing to buy from you.
Another of Facebook’s advantages is that it has a good FAQs (frequently asked questions) page and various tutorials for programming different strategies within the network. In addition, Facebook is a very intuitive platform and companies usually have no problems when it comes to working professionally with this network.
At this article from Entrepreneur you can find four applications that will help you create your ecommerce within your Facebook page. Are you ready?