Facebook is no longer for cheap clicks
For any business, driving traffic usually means paid advertising, either through Google Adwords or Facebook Ads. The cost per click of Adwords is generally more expensive as a person's search term gives a stronger purchase signal than clicking on your ads by chance on their news feed.
This paradigm is changing after Facebook's announcement to deprioritize public content and focus on content that's liked by people in your network. As a business, big or small, this change means your team has to rethink how your business uses Facebook for marketing. This forces businesses to engage users with a content-first strategy. The more engaging and relevant the content of your post is, the more likely you will get likes and have a wider outreach.
Naturally this means there will be less impressions especially for small businesses with a smaller fan base. To maintain the top line, businesses must make sure that this traffic converts. We have rounded up some tips on how to do just that. Remember that growing an online business is always a juggling act of attracting traffic and converting them once they come to your site.
The more engaging and relevant the content of your post is, the more likely you will get likes and have a wider outreach.
Attract more traffic with your posts:
1. This is stating the obvious but the latest Facebook News Feed change means your team needs a more meaningful and engaging content. This is the time where quality trumps quantity. Reflect on your brand messages. Look at your previous posts and see what has worked well. What kind of content are your customers responsive to?
2. Encourage your fans to prioritize your posts on their news-feed. If your ad content is engaging, relevant and always refreshed with new product and promotions, your customers are more likely to like, share and click on your ad. This makes it more likely that your content will appear on their news feed when they come back to Facebook.
3. Produce more live-videos. Facebook values live video interactions more than regular posts.
Look at your previous posts and see what has worked well. What kind of content are your customers responsive to?
Convert better once they get to your website:
1. Get the basics right and by this, I mean the standard toolbox tips everyone tells you to get right. This includes high quality product and banner images, great product copy, on-site customer support and follow up on abandoned shopping carts. A good general list can be found here: https://conversionxl.com/blog/increasing-ecommerce-conversion-rates/
2. In the digital world filled with instant gratifications, nothing kills the desire to buy more than slow page speed. Do a speed audit of your site and make sure that your store is blazing fast.
3. Relevant and meaningful content also extends to your website. Personalization is the closest to making someone feel special when they visit your store. The misconception is it's impossible to personalize for first-time visitors. This is not true. You may not know if they like a black t-shirt or red jeans but they are not totally anonymous. You can create a personalized experience based on what information you have on first-time visitors such as location, season, time of day, day of week or device used. Dig deep into your data and understand what works well with first timers. For return visitors, their browsing history is your goldmine. What they have clicked on and bought tells a lot about their intent and preferences. Next time they come back, you have a golden opportunity to show that you understand them by offering relevant banners, products and promotions. This is a good introduction of web personalization and some ideas how to get started.
Personalization is the closest to making someone feel special when they visit your store.
At DataCue, we offer a simple yet powerful personalization tool for every type of visitor. We automatically work with information about a user, regardless of whether they have visited your site before, to recommend the products they are most likely to convert. Since our product is an API, the flexibility is yours to integrate our recommendations anywhere on the website. If this sounds interesting, drop us a message for a free diagnostic and demo. Or you can see a quick demo of our algorithm here.
