Advertising on social networks is a key aspect to increase the sales of your online store. It is one of the main sources of traffic and its possibilities are unlimited if you work under a comprehensive strategy.
It is not an easy task, of course, but you can carry it out with your team or by resorting to that specialize in .
If you haven’t advertised online yet but want to start doing it, we invite you to read and our.
If you are already advertising on these platforms but you still cannot increase your sales, We share 10 tips to take your social media advertising to the next level. Look!
1) Install the Facebook Pixel in your store
One of the fundamental tools when advertising on social networks aimed at increasing your sales is the . This is a code that is installed in the online store and that sends information to Facebook about what users do while visiting the site. Interesting, right?
Events such as visits, page views, form completions, and products added to cart, among others, can be tracked. This information will allow you to optimize your ads since, for example, you will be able to segment them more efficiently and analyze their performance with accurate data.
If you have a Tiendanube, we share a tutorial on It is also worth clarifying that the most effective way to create your campaigns on social networks is by using the
That’s because by using Ads Manager, you’ll be able to put together a solid strategy made up of campaigns, ad sets, and ads.
With the “Promote” button, on the other hand, each ad is individual and is designed to generate likes, not sales. In addition, from the Ads Manager, you will be able to carry out a more precise segmentation, test the ads, compare them with each other and choose the locations where you want them to be shown. As we will explain later.
2) Think about your strategy in relation to the sales funnel
So that what you do on social networks helps you achieve your sales goals, It is essential that you think about it under a strategy related to the . That is to say, that the efforts are directed to the 3 stages of the purchase process,
- Recognition: These are ads aimed at attracting potential customers, audiences that don’t know you yet.
- Consideration: these are ads aimed at customers who already know you or had some contact with the brand, but have not yet decided to make the purchase.
- convertedn: These are ads aimed at customers who already know you, have visited your store one or more times, but have not made up their minds to purchase.
Bearing this in mind, We advise you to allocate a percentage of your advertising investment to each of these stages when creating your campaigns. The amount of money you are going to allocate to each will depend on the objectives that you have set for yourself, according to your and the stage you are going through.
For example, if you recently launched your online store, surely the largest portion of the advertising budget is going to be allocated to campaigns that aim at recognition and you will allocate a smaller percentage to the consideration and sale stage.
3) Target your ads efficiently
Segmenting correctly is key to optimizing your investment, otherwise you will waste your money since the ads are going to be seen by people to whom your brand is not relevant and, therefore, you will not be able to attract them or make sales.
If your customers are in the recognition phase, then it will be convenient for you segment by interests and demographics. That is, behaviors or activities that they like to do, age, gender and place of residence. To do this, you must have previously analyzed who your and having defined in which area you are going to send your products, since it makes no sense to attract people from places where you do not make shipments.
For example, if your online store is for women’s sportswear based in Rosario but you ship to the entire country, you could target women from 20 to 45 years old, from all over the country, with interests such as “sport”, “gym”, ” yoga”, “healthy life”, “fitness”, among others.
Instead, if your clients already have you in considerationthat is to say that they know you, then the key is going to be segment by,
- Custom Audiences: They are those people who have already had some contact with your brand in an online channel, that iswho interacted on Instagram, Facebook, visited your website and/or are (if you send newsletters), among other options. Why target advertising to those who already know you and interact with your brand? Because the content you share on your social networks is not seen by all your followers. It determines who sees the organic content and this is usually less than 10% of your followers (it varies depending on how many show similar interests or have had interaction with each content, but the reach is generally very low). For this reason, it is important that you accompany your advertising pattern since in this way you will achieve greater reach.
- Look a Like (similar audiences): Once your custom audiences are created, you can create other audiences similar to them. This will help you attract new customers. This will be possible if you have the Facebook Pixel installed in your store, as we told you before.
Facebook will identify common traits of the people that make up your personalized audience and from there it will create new audiences to whom it will show your ads.
Finally, If your customers are in the sales phase, your campaigns will need to target the conversion goal. To do this, you can do , namely, Show targeted ads to people who have already had a purchase intent.
You can build dynamic ads based on the products or categories they visited, or even the products they added to the cart but didn’t purchase. Facebook allows you to configure this type of ads based on user behavior if you previously installed the Pixel in your store. 😉
Now that you know Facebook audiences let’s see, then. a practical example of possible distribution of your budget in ads:
We share 3 examples of successful Instagram campaigns that put this into practice:
Article
4) I conveyed a clear message
When putting together your advertising campaigns on social networks, it is very important that the message of the ad is clear and aligned with your objectives.
Every second counts to capture the user’s attention. Therefore, it is necessary to segment your campaigns according to the stage in which each client is in the sales funnel, as we mentioned above.
It will not be the same message to achieve as it is to convert the sale, but it should always be a relevant and attractive message.
To achieve this, I always included some call to action, that is, a call to action. For example: “I discovered all the products in our online store”, “Buy now and receive it tomorrow at your home”, “Look at all the dresses of the new season!”etc.
In short, what you are looking for is to bring traffic to your online store since, the more visits you receive, the more chances you have of making a sale. But it is not just a question of visitors arriving, but these visits need to be of quality.
What does this mean? That the people who arrive at your store stay on the site, browse the categories, see the products, visit the pages and, of course, make the purchase.
That’s why, the message of your ad has to be aligned with what the person will find in the store, and here the links are especially important. Continuing with the previous example, if the message is “Look at all the dresses of the new season!”, the ad must link to that category exclusively. If you instead redirect to the home page (home), it is possible that the user quickly leaves the site since he will not immediately see the dresses that interested him.
5) Use advertising to reach customers at the right times
In general, online shopping takes time for the buyer to mature, it is not immediate. Consumers are becoming more educated. This means that they look for options in different stores, compare and analyze the offers taking into account different factors such as price, availability, delivery time, payment methods, etc. After all this, they make the decision to buy.
This behavior is one of the data that the who made the ,
Therefore, it is important that you are present throughout this process and take advantage of the customer’s purchase impulses. This is where social media advertising can help you achieve your goals.
Know these behaviors from the statistics provided by Instagram and/or or checking at what times you usually receive more inquiries, you will be able to set up ad campaigns that are shown only at certain times.
Of course, it is not the only thing you can do, but it is about combining the advertising pattern with other organic actions from social networks to get the customer to make their purchase at the moments that impulse arises.
In addition to advertising on Instagram, we recommend using a tool that allows you tag products in your posts and stories and, in this way, include links so that your follower can go directly to your store and buy! You can use this functionality if you previously
6) Keep your campaigns up to date with what happens in your ecommerce
The operation of an ecommerce is dynamic. That’s why, It is important that the efforts you make from social media marketing are aligned to what happens in your store.
We know that the It is a variable that changes frequently, for this reason it is important that the guideline is kept up to date.
Continuing with the example of dresses, if the link in the ad redirects to the category “Dresses” but they are all out of stock, it will be counterproductive for it to remain active. Then, it will be convenient for you to pause that ad until you have stock againor put together a different campaign.
Maintaining fluid communication with the person responsible for creating social media campaigns for your store is key, otherwise you could be wasting your budget.
7) Align your customer service strategy with your advertising guidelines
Advertising on social networks, as we have already said, can have different objectives. It is essential that your customer service and sales team are aligned with these objectives, so that advertising efforts are not in vain.
Many times the potential client, before making the purchase decision, wants to consult or clear doubts through channels such as , direct messages on social networks or mail. So, it is necessary for your entire team to work with the common goal of closing the sale, whatever the contact channel.
Said in other…
Facebook Comments
Disqus