Marketing Tips for Small to Medium Sized Brands with Facebook Stores

Initial Fan Acquisition

Unless you have previously run marketing campaigns for your brand’s Facebook fan page or you have had a fan page for a while and have made an effort to engage and interact, the number of fans you begin with will be relatively low.

In order to acquire new fans and increase the growth of your Facebook fan page, it will be necessary to run paid advertising using Facebook ads.  Here are some key points to bear in mind when running the paid campaigns in Facebook.

  • Set a budget
  • Set a goal
  • Always check the cost per acquisition of a new fan (cost divided by number of new fans)
  • Make adjustments to targeting in order to lower the cost of acquisition
  • Target according to fans who will potentially become paying customers
  • Begin instantly communicating with new fans

It is important to realize, even at an early stage, that you cannot just grow your fan base and expect to make a sale.  Additionally, paid advertising can be run directly in Facebook.  Therefore there is no need to find a storefront provider based on their ability to run ads from their admin interface.  This is just an extra revenue stream for the provider and is of little benefit to your brand.

Engagement

From the moment your brand begins to acquire new fans it is imperative to interact with them.   Interaction and engagement between a brand and its fans involves building a relationship that involves getting to know a little about each other before any form of selling can take place.

Run contests, ask questions, show polls, give relevant and interesting information to the fans.  Find out a little about them and share ‘exclusive’ information with them about your brand and about you.  Don’t hide behind your brand.  Use a real name and a real identity and become the ambassador of your brand.

There are many free or low costing apps that can be used to interact and engage your fans.  Always have a plan of action for engagement.

Identify Your Key Fans

Knowing who amongst your fans are social influencers are key to the success of your Facebook store.  If your store front provider does not provide this key data, perhaps you are with the wrong social store provider.  There are 3rd party applications which, for a small monthly fee, can be integrated into your Facebook fan page and analyze who your brand influencers.  Extole provides a whole suite of social analytics built to identify your potential brand evangelists.

Make It Viral

So you’ve heard about how easy it is to market on Facebook but, unless you follow the above steps, you’ll find yourself stuck in a dead end and wondering where to go from there.  Making something viral doesn’t just happen on its own.

By this time, you have got to know your fans a little, seen who can potentially help spread the word about your brand and have started to build a fan base.  Understanding what goes viral and why is the key to watching something get spread by ‘word of mouth’.  From a great discount to a one day flash sale offering genuine bargains these are the type of online deals that go viral.  Give these deals a kick start by offering additional reductions to your identified brand evangelists to spread the word.  Don’t forget to keep measuring the success of your promotions.

Analyze and Optimize

Commerce on Facebook is still in its infancy.  The only proven data out there are case studies from large brands that have invested quantities of time and money to achieve results.  What is known at this stage is that flash sales and big discounts work well with social media.  Every time your brand makes a promotion or executes a plan, always have the right tools which enable you to analyze and thereby optimize for future promotions.

3rd Party Professional Services

For help planning and executing any of the above points there are a number of resourceful agencies eager and willing to help.  At Sociarati Media all new clients receive one FREE consultation.

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The 40 Most Shared Facebook Articles in 2011

Originally posted by Facebook on their ‘Facebook + Media‘ page, below are the 40 most shared articles on Facebook during 2011 to date.  Although this does not have any direct correlation to commerce, it is interesting to see the type of story that goes viral and the originating source of the article.

Considering that Yahoo! is not known as a predominant source of news, it is interesting that out of 40 articles, 12 have Yahoo! as the source of the article.  In short, people pay attention to tragedy, controversy (even more when it involves Facebook), parenting and just plain old wacky.

1. Satellite Photos of Japan, Before and After the Quake and Tsunami (New York Times)

2. What teachers really want to tell parents (CNN)

3. No, your zodiac sign hasn’t changed (CNN)

4. Parents, don’t dress your girls like tramps (CNN)

5. (video) – Father Daughter Dance Medley (Yahoo)

6. At funeral, dog mourns the death of Navy SEAL killed in Afghanistan (Yahoo)

7. You’ll freak when you see the new Facebook (CNN)

8. Dog in Japan stays by the side of ailing friend in the rubble (Yahoo)

9. Giant crocodile captured alive in Philippines (Yahoo)

10. New Zodiac Sign Dates: Ophiuchus The 13th Sign? (The Huffington Post)

11. Parents keep child’s gender under wraps (Yahoo)

12. How to Talk to Little Girls (The Huffington Post)

13. Stop Coddling the Super-Rich (New York Times)

14. Why Chinese Mothers Are Superior (Wall Street Journal)

15. (video) – Twin Baby Boys Have A Conversation! (Yahoo)

16. Man robs bank to get medical care in jail (Yahoo)

17. Why You’re Not Married (The Huffington Post)

18. A Sister’s Eulogy for Steve Jobs (New York Times)

19. Ryan Dunn Dead: ‘Jackass’ Star Dies In Car Crash (The Huffington Post)

20. Scientists warn California could be struck by winter ‘superstorm’ (Yahoo)

21. Notes From a Dragon Mom (New York Times)

22. A Message to Women From a Man: You Are Not “Crazy” (The Huffington Post)

23. Obama’s and Bush’s effects on the deficit in one graph (Washington Post)

24. Penn State, my final loss of faith (Washington Post)

25. Golden-Voiced Homeless Man Captivates Internet (Yahoo)

26. The most typical face on the planet (Yahoo)

27. Widespread destruction from Japan earthquake, tsunamis  (CNN)

28. Permissive parents: Curb your brats (CNN)

29. A father’s day wish: Dads, wake the hell up!(CNN)

30. (video) – Laughing Baby Loves Ripping Paper! (Yahoo)

31. Epic Cover Letter: How To Get Hired For Your Dream Job (PICTURE) (The Huffington Post)

32. New Zodiac sign dates: Don’t switch horoscopes yet (Washington Post)

33. Things Babies Born in 2011 Will Never Know (Yahoo)

34. The Psychology of Revenge: Why We Should Stop Celebrating Osama Bin Laden’s Death (The Huffington Post)

35. (photo gallery) – ‘Where Children Sleep’ (New York Times)

36. Quake moved Japan coast 8 feet, shifted Earth’s axis (CNN)

37. Steve Jobs, Apple founder, dies (CNN)

38. China’s latest craze: dyeing pets to look like other wild animals (CNN)

39. Grant Hill’s Response to Jalen Rose (New York Times)

40. Steve Jobs’s Patents (New York Times)

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