Facebook Ads Manager
The expansion of social networks since 2008
Social media has exploded over the last decade. From Facebook to Twitter everyone is turning to their favorite social platform to get everything from news to products and services. Social networks are the conduit that carries information from point A to point B. Even a great deal of our daily communications is now thru a digital service.
For entrepreneurs, this is a beautiful thing. In the past, the model has been traditional marketing channels like television, radio, and magazines. The methods used are very inefficient and extremely expensive to a business.
Social media to the rescue
Often you were blindly marketing to people based on numbers and ratings provided by the same companies selling the marketing services.
Social media, however, is intelligent marketing. Don’t believe me just consider how many times you have looked at an item, or even mentioned it to a friend and suddenly receive a coupon or discount offer to buy the item. This is called targeting and is a key element to an effective social media marketing campaign for your Shopify store.
So how can you leverage social media to make more sales and turn your customers into loyal brand ambassadors? We are going to cover that exact strategy in this article.
Set a marketing goal
Before we can go to deep into leveraging social media marketing in your Shopify store we need to define what that means. In other words, we need to set some kind of goal. Your goal might be to get more visitors to your Shopify store or generate more sales. Other goals might be to raise awareness of a brand, product, or service.
There are a lot of social platforms out there but the main platform everyone uses is Facebook and as a result, Facebook has the most marketing data and yields the best results. Instagram is a Facebook sibling so marketing on Instagram is done via Facebook. For the sake of this article, we will only cover Facebook Ads and how to effectively run them on your Shopify store.
Integrate Facebook with Shopify
Shopify allows you to sell on many channels Facebook included.
You can learn more about selling on Facebook with Shopify over at the Shopify Website.
Identify a target audience for your campaign
Now that you have set a clear goal you are ready to begin your social media marketing strategy implementation. But not so fast. Regardless of your goal, there is one constant in every social media marketing campaign and that is a “target audience”.
A target audience is a set of users (on social media networks like Facebook) who have a set of specific interests, buying history, behavior patterns, and much more. Facebook and Instagram allow you to build custom audiences and this is just another term for “targeted audiences”.
When you build a target audience you choose identifiers that match the users you have identified as potential customers for your product or service. For example, if you sell teapots you may want to target people who like tea sites and tea pages. You can add and group together selectors, for example, likes tea and has purchased online in the last 6 months.
The important thing to note when you are building these audiences is the number of people returned in the search known as “reach”. Facebook will allow you to see how large your potential audience could be.
Set a budget
You will also want to set a budget for your campaign. Facebook allows you to run ads based on the amount you want to spend. Say your budget is $5000.00. The target audience builder would list your add would run for 90 days. These numbers will adjust as you increase or decrease your budget/audience. Have a look at the article “Preparing to run ads” by Shopify.
Setting up your Shopify Facebook sales channel
In order to sell directly on Facebook (highly recommended), you will need to set up your Shopify store to support the Facebook channel. Now Shopify has already covered this in an excellent article on their site, so if you have not already done so I would encourage you to visit their site and give it a good read.
Take into consideration these tips when building custom audiences for your Facebook and Instagram ads.
- The time of day you run ads is important. Consider when users are online and run your ads accordingly.
- Use rich media and never text-only posts. Studies show engagement climbs fast when rich media, photos, and videos are used in conjunction with minimal text.
- Spread your campaign over multiple custom audiences to increase your chances of finding a good fit for your ads.
- Use a social media management tool like Hootsuite or Sprout Social to manage inbound comments and questions.
- Measure results and make adjustments as you learn what works and what doesn’t work.
- Ensure you link your Shopify products to your Instagram account so you can easily tag the products in posts.
- Make your ads point directly to the call to action page and not your homepage or somewhere else. It is important to keep customers in the funnel and make the funnel as momentary as possible.
- Pay close attention to the mobile vs. desktop demographic of your traffic during these campaigns to make educated site changes when needed.
Lastly, be sure to be patient. Many campaigns will fail and that is just part of the general learning curve of digital marketing. Once you find the right audience, it becomes fairly trivial to keep the momentum.