Over the last decade, social media advertising has come a long way. It has spawned an industry in itself with new platforms and strategies coming up every day.

From the smallest of vendors to the largest retail giants in the world; everybody advertises on social media. If you are an e-commerce brand, then it becomes imperative that you forge a comprehensive and smart social media strategy. The basic purpose is to bring more footfall to the website, and what better people to advertise to; than those who are already glued to the screens.

Getting Traffic is just the first step. The visitors must be converted into prospective customers. And, the prospective customers must become repeat customers. And, that is where strategy comes into play.

Why Facebook?

Simply put it is still the biggest and the most influential social media platform. While brands and advertisers have used other sites quite effectively to market their goods, the 1.9 billion daily active users of Facebook make it the most essential tool in your marketing plan. Not to forget that it is also cheap with a great ROI and conversion rate.

1.9 bn people is a big pool to choose from. Your ads could be just barking up the wrong tree and your website will suffer for it. The idea is to shorten the pool, to reach the people who will be interested in your website or products. You need a great Facebook advertising strategy. Here is how to do it: –

Videos

Videos on FB get the best conversion and ROI than any other content. The reason is quite simple- Facebook’s algorithm prioritizes video posts over general posts. Also, most consumers prefer visual media over any other. A well-made video makes your brand look more prestigious and charismatic and the communication stays with the audience.

Use a carousel post with videos and Facebook makes sure you get better engagement.

Dynamic Ads

Use dynamic product ads to promote more than one product at the same time in a carousel format. The more choice the audience has, the more likely they are to gravitate to your website. Dynamic Ads are easy to run. Facebook Business Manager does most of the job for you.

One can also use Facebook Pixel to modify the content according to your customer’s behavior if you are not getting the desired results with your Dynamic Ads.

Retargeting Campaigns

Retargeting is done to chase those customers who are interested in your products but don’t purchase anything. Maybe they just go to your website to explore, maybe the deals you offered were not exciting enough for them. But the fact is that they are interested. And, they must be targeted to keep them interested until they finally convert.

Most online shoppers abandon their carts during their first visit. This makes retargeting essential.

Conversion Tracking Pixel& Conversion API

These native tools from Facebook let you track the effectiveness of your ad campaigns and the returns on them. You can track not just customer behavior and conversion data but FB can also use this data to optimize your campaigns and build a custom audience for your brand.

The custom audience helps you to build more ad campaigns that you can use to target a lookalike audience. Lookalike audiences are one of the highest performing customers groups as they use Facebook’s algorithm to target people with similar characteristics to your custom audience.

Although Conversion Tracking and Conversion API can be used in lieu of each other, they can also be integrated for better effectiveness.

Target Custom and Lookalike audience

These audiences are most likely to engage with your brand and make the actual purchases. They must be targeted specifically. Design your content and advertising strategy around their behavior and preferences. Target them with promos, offers, and rewards and it will help you build a permanent and loyal customer base.

Once you have a loyal existing customer base you can use your e-commerce marketing strategy to keep retargeting them and upselling to them. Most E-commerce business comes from a dedicated audience. You can use tools such as referral programs to utilize your army of repeat customers better.

Facebook’s business and advertising strategy is a beast that keeps evolving every day as new permutations and combinations keep coming up. Your e-commerce marketing strategy must be flexible and adaptable to take the best advantage of that. And, remember that content is the king. No strategy can work unless your communication itself is clean, direct, and engaging.

All in all, FB remains and will remain the best weapon in your e-commerce advertising arsenal and it all depends on how effectively it is used.

Design Pundit is a leading social media agency in Gurgaon with more than 11 years of experience in content creation and designing strategies to make them effectively reach the TGs. We help build charismatic and inspiring brands with our ever-evolving content marketing strategies and innovations. We can also help you build the perfect Facebook Ad strategy to fuel the growth of your e-commerce business.