Every day, millions of people around the world spend countless hours socializing with friends and connecting with their favorite brands on Facebook. With more than 1.28 billion monthly active users, it’s the world’s most vibrant and engaging social media website. As a result, it is equally attractive for entrepreneurs and brands around the world that are looking to find different ways of connecting with their target audiences. Similarly, “solopreneurs,” freelancers, and creative professionals have also found Facebook very effective in helping them expand their fan bases and sell more products.
But like any other platform, Facebook is only effective when used in the right way and with a clear strategy. You cannot expect to make thousands of dollars from it in product sales overnight. Instead, you need to invest time and energy to build an engaged community on your Facebook page. A great example of effective Facebook selling is Jessica Sepel, a successful health and wellness advisor who sells eBooks on her Facebook page. Similarly, Joe Johnston has earned great prominence and exposure through his Facebook page (he even worked with the Star Wars movies!).
So keeping these examples in mind, here are a few ways you can improve your chances of selling digital products through Facebook.
Share Short Passages Of Actionable Content
The importance of high-quality content is even more magnified on Facebook. But the content structure is different from blogs. Social media users in general, and Facebook users in particular, have short attention spans. They don’t have the patience to read detailed posts on your page.
So instead of sharing long passages, focus on creating short, to-the-point, and actionable content that is directly related to your product’s theme. Break down your content into bullet points. Represent your product benefits using different forms of content, like infographics, memes, banners, large images, etc. Add different emotions to your posts — humor, anger, aggression, sadness — to make your content more shareable. Instead of focusing directly on your product, create content around the problems that your product addresses.
The objective with all of these activities is to create a sense of anticipation among your fans about the quality of your product and its benefits. If you win the trust of your fan base and they start visiting your page for solutions to their problems, making sales will not be an issue.
Build Your Facebook Fan Base Through Advertising
Facebook advertising is one the most cost-effective and targeted ways of attracting relevant audiences to your page. In my experience, the CPA (cost per acquisition) of Facebook ads is much lower than those of Google AdWords and other pay-per-click networks. The audience targeting is very precise and, best of all, it takes much less time for campaign approval when compared with other networks.
If you’re serious about selling on Facebook, then you need to gain early momentum for your fan page by running ad campaigns. Initially, just focus on increasing the number of fans on your page and keep them engaged through your posts.
Without enough page likes, you’d be wasting valuable content and energy on a lifeless page.
Integrate A Facebook Store
If you’re selling through Facebook, then integrating a Facebook store with your fan page should be one the first things you do. The objective behind creating a Facebook fan page, attracting fans, and sharing great content is to acquire customers for your product. So you need to make your Facebook store prominent and let your fans know that your products are up for sale.
There are several great Facebook store applications, like Shopify and E-Junkie, but my personal preference over the past few months has been Selz. Integrating a Selz store with your Facebook page is quite simple and takes less than one minute to set up. Once integrated, you can use it to sell products; collect buyer payments with Visa, MasterCard, and PayPal; and build your email list by integrating auto-responder services like Mailchimp and AWeber — all of this directly from your Facebook page.
Most important, the buyer never leaves your Facebook page during the whole buying process. In my opinion it’s a powerful tool to have in your social media arsenal.
Make Your Products Easy To Share
Selling on Facebook would also require you to modify your product sales page/blog. It’s still surprising to see the number of sales pages and blogs that either do not have social media sharing buttons at all, or have them placed somewhere in a dark corner of the page.
To spread the word about your product, social media sharing widgets should be placed in prominent areas of your blog and sales pages. You can use social media sharing tools like AddThis and ShareThis to add social widgets.
Combine Manual Posting With Automation
There are certain times of the day that attract more views and post engagement on Facebook. Research indicates that user engagement rates are 18 percent higher on Thursdays and Fridays. Similarly, posts around 1 p.m. get the most shares and 3 p.m. the most likes.
To benefit from this knowledge, you need to combine your manual postings with careful automation. Work out the major time zones of your page fans and schedule automatic updates to reach all time zones in the most active hours. I personally recommend using Buffer for automatic scheduling.
Move Your Customer Service To Facebook
A great way to enhance the engagement levels on your Facebook page is to use it for customer issue resolution. By making your Facebook page the center of all your customer-care activities, you’ll attract much more traffic on your fan page and see an increase in post engagement levels. This increased engagement can result in higher product views and more sales.
Create Exclusive Offers And Contests
Make your Facebook fans feel special by creating exclusive offers for them. Encourage your website visitors to join you on Facebook in order to benefit from these offers. Similarly, you can run different contests and offer prizes exclusively on your Facebook page. All such activities result in higher engagement and attraction for your page that can directly impact your sales figures.
Facebook is a powerful platform for digital product selling. To benefit from it, you need to create a community of loyal and engaged fans around your page who trust you as an authority in your niche. Whatever problem your product resolves, the content of your page should focus on it. If you manage to build an engaged audience, selling your product will become much easier.
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