Facebook is a great marketing tool that offers unbelievable targeting capabilities for online marketers. You can tap into granular contextual targeting data and reach people who match your exact buyer persona.
You can reach consumers between specific age ranges, gender, hobbies, interests and are connected to certain pages, books, celebrities, TV shows and more. The amount of data you can find inside of Facebook offers many untapped opportunities to promote your e-commerce business on Shopify.
Here are the core steps on how to promote a Shopify e-store using Facebook.
Step 1: Create a Facebook Page
Got to Facebook.com/pages/create and you should have a Facebook fan page built within minutes. You can promote your products with posts and links to products, paid ads and stories about your business and your niche. The idea is to build a strong community around your brand and connect with your fans, which will pay huge dividends in the long run.
Step 2: Setup a Shopify Account
Next, go to Shopify.com and open an account (Shopify offers a 14-day free trial). After the trial period, prices start at just $9 / month. Given the impressive support from the Shopify team and their huge pool of resources, this is an absolute bargain for your business.
Step 3: Create A Facebook Shopify Store
The $9 plan lets you start selling online without an actual Shopify site, but with a Facebook integrated e-commerce store. This option lets you sell your products directly from your Facebook page (without building an actual ecommerce store on Shopify or a website on WordPress).
Here is an example of a Shopify store on Facebook:
Selling from inside your Facebook page is a very effective way to push traffic to your e-store, strengthen the connection with your audience and sell more products.
Here is why setting up a store inside your fan page is good for your business:
- Increase brand awareness with social proof (shares, likes and comments)
- Boost sales by placing your products where people spend most of their time
- Have your own e-store created in less than 10 minutes for just $9/month
- Integrate Shopify and Facebook Store using Zapier
Here is a 5-minute video that will teach you how to link your Shopify store to your Facebook page.
Once the store is set up, you can customize the layout and organize your products into collections (categories). You can create a collection that’s most suited for your Facebook audience or show all of your products. Once the store is live, people can see the tab on your Facebook page and start looking at the products.
When using the Facebook integrated store, your customers can buy safely from their smartphones using the responsive HTML5 page. All product descriptions will be displayed exactly as they appear on your main site (if you decide to build one) and purchases will be fully encrypted.
Click here if you want to build a Shopify store inside of Facebook. It’s $9 / month and you get 1GB free cloud storage, unlimited products to display and pay a small fee / transaction.
Step 4: Start Building Your Email List
Most e-commerce entrepreneurs want to get customers to their e-store and convert as quickly as possible. But instead of focusing on short-term gains (a few quick sales), you should invest most of your time and money into building an email list. This is the single most important way to convert visitors into repeat customers.
Once your store is live and your Facebook page is active, you should start building your email list. These are the guys who will be waiting to hear from you and will buy, because they already know you and trust your brand.
The question is, would you rather sell to the 1% of people who visit your store or would you rather collect the emails from 20% of those visitors?
It’s a fact that most people do not buy the first time they visit a website. But they will eventually convert if you put them on a list, build trust, and continue to market to them. You can also show them retargeting ads based on the pages they visited on your site. Those subscribers can turn into future sales and loyal advocates for your products.
So, you can both sell through Facebook and encourage your fans to join your mailing list and then be able to build and nurture a long-term relationship with them.
Here is how this cupcake company is collecting emails from their Facebook page:
Step 5: Hold Contests & Giveaways
There are people who “like” brands on Facebook hoping to receive coupons or fan-only deals. Who doesn’t love a good deal and feel acknowledged by their favorite brand? That’s right – everybody.
So make your fans feel special with discounted prices, free giveaways and contests at least once a month. This is a great way to interact with your fans and have them spread your message for free to their own timelines.
Here’s an example of how this company is calling their fans to join the contest, share their content and basically do free PR for their brand:
Step 6: Invest in Paid Advertising
Paid advertising is your strongest ally when it comes to driving traffic to your website and running targeted campaigns with real, measurable results. Ads can be a safer bet than free traffic methods because they’re measurable and scalable.
If you’re just getting started your budget may be limited and so you rely on free traffic. But if you’re serious about growing your business, then you will need to consider investing in advertising.
And Facebook ads have become extremely easy to use. The targeting capabilities are incredible and you can choose from different types of campaign and goals: Clicks to Website, Website Conversions, Lead Gen Ads and more. With Facebook Ads, you can target your audience to a super-granular level and get the most ROI for your money.
The easiest way to begin is to start promoting your products with an Image Post. You just post an image with your product and then run a PPE ad to increase its reach. A Page Post Engagement ads is a newsfeed ad that runs in people’s newsfeeds and look almost like a usual Facebook post.
First, go to Audience Insights to start refining your target audience. Select the location, age, sex and language of your audience. Then it’s time to narrow them down by “Interests”. You can find a lot about your audience just by experimenting with Audience Insights. You can find out what are their favorite TV shows, celebrities, magazines, associations, forums and more. This is priceless because it will tell you exactly what your audience likes on Facebook.
When you’ve gathered your data, go to the Ads Manager and click on the “Create Ad” green button on the upper right corner of the page. Then, select the “Boost your posts” option and pick the post you want to promote from your Facebook fan page. Click “Continue”. Next, select your targeting options (e.g. interests, budget, demographics, etc.) from your previous research inside Audience Insights and then place your order.
Once you’ve established a solid fan base, you can start rolling out other types of ads, such as Clicks to website to drive people back to your Shopify store.
Facebook is a great platform to grow your Shopify business because of the social discoverability driven by likes, shares and comments. With over one billion users, shopping on Facebook feels natural – it’s like being out shopping with your friends, except instead of sifting through products on a shelf, you browse items inside a digital catalogue.
P.S. For more in-depth training, check out this video from Shopify on how to promote your store on Facebook.