Social e-commerce has gained recognition for its effectiveness on networks like Facebook and is becoming more prominent in the marketing industry. Innovative marketers are being attracted to this platform and are taking advantage of the new communication technologies this social media platform is offering.
It is important to create unique shopping and sharing experiences for fans to increase the possibility of viral experiences that Facebook itself experienced when it was first launched. Keeping connected and following certain practices are what will help your business grow. Here’s some tips:
1. Offer Something Unique
A common misconception is that your website store should be the exact same as your Facebook store, it shouldn’t. The key is to offer fans an engaging experience that is cohesive with their environment. Shoving a shopping cart at a potential customer on Facebook is not going to get you far. You need to provide reasons, relevant content, an experience, so that they will become fans and then use that reason to purchase. Consider offering exclusive items on your Facebook page to encourage users to become fans. Make them feel special.
2. Encourage Collaboration
If you aren’t creating a great environment with a compelling collaborative experience, you aren’t doing your job. People love to share on Facebook (That’s why it exists). Create interesting discussions and topics for users to get involved with each other and with your business.
Offering incentives, loyalty programs, checkin capabilities and other forms of getting users involved will spread the word about your business and give users a reason to purchase on your Facebook page.
3. Make a VIP Customer List
Facebook originally grew of its exclusivity. At first only students who went to Harvard could join. It made users feel special because they were being given an opportunity that others weren’t. Let Facebook fans be the first to access new merchandise releases and then open it up later to everyone. This helps to build buzz with that limited access. Also, consider making some products limited edition specials for Facebook fans only so that they feel privileged and it makes others who aren’t fans want to become one.
4. Ensure Privacy & Security
Facebook stores that ask to access personal data almost always act as a deterrent to consumers. Many are unsure about releasing their personal data online and that simple request can turn away a lot of potential buyers. Consider not requiring personal data or if you must, specify what information you will access and why to make the potential buy feel more at ease.
Also, people like familiarity. For example, use payment methods that are secure like Paypal or Amazon checkout. Make sure the customer will feel comfortable and safe buying from your FB store.
5. Navigation and Ease of Use
Make sure your Facebook store is simple and easy to navigate. Nothing can be more frustrating than an unformatted store that is difficult to find your way through. A customer shouldn’t have to do more than two or three clicks to find what they’re looking for. Try the customizable links off to the left that Facebook provides to create quick links to popular items. Lastly, have a search bar. Users love search bars and having a store without one can often cause potential customers to leave if they can’t find what they want.
