Best practices of Facebook Marketing for e-commerce businesses by Mahadi Hasan Sagor

Facebook Marketing for E-commerce
Best Practices

geekysocial.com /geekysmm
Presenters
Mahadi Hasan Sagor
MD, GEEKY Social Ltd.
BBA(Finance, DU), MBA(BUP)

Topics to be discussed
1

• Facebook
Algorithm:
Which
posts
come
to
our
newsfeed
and
why?

2

• Secrets
of
Organic
Reach:
How
to
increase
organic
reach

3

• Designing
A
Successful
Campaign:
The
complete
funnel-‐
ObjecIve
to
measurement

4

• Designing
Cool
Contents:
Design
&
copy-‐
AIDA
Approach

5

• Paid
Campaign
Tidbits:
Audience
Insights,
Look
A
Like
Campaign,
Custom
Audience,
A/B
TesIng,

Ads/Business
Manager

Facebook
Algorithm

The Secrets of Organic Reach (OR):
Facebook Ranking Factors

Facebook
Ranking Factors
ü  More engagements (likes, comments & shares) increase OR.
ü  Posts leading to discussion among users to users and users to admin receive higher OR.
ü  Posts with higher amount of clicks get more OR.
ü  Posts on trending topic get more OR.
ü  Higher engagement rate in recent times receives more OR.
ü  Deceiving posts receive decreased organic reach: Reference
ü  Tagging other pages increase organic reach
ü  Original and authentic contents receive higher OR.

The Secrets of Organic Reach:
Power of Good Contents

Evergreen
Content
u Infotainment

u Do
you
Know?

u Industry
Facts
&
StaIsIcs

u How
to
Guide?
(Relevant
with

products)

u FAQ
(Frequently
Asked
QuesIon)

u Humorous
Post

u EmoIonal
Post

u NaIonal
Issues

Evergreen
Content Ideas
Awareness Creating Post
Emotional Post

Engaging
Contents
u Quiz/Contest

u Puzzle

u Ask
for
Opinion

u Cricket

u Trendy
Topics

Engaging
Contents Ideas

Social
Contents

Content Ratio
Remember the 70/20/10 Facebook Content Posting Rule
Adding Value and Building Brand : 70%
Sharing Others Posts and Ideas : 20%
Promoting Yourself or Your Business : 10%

CAMPAIGN
CHECKLIST
CAMPAIGN
OBJECTIVE
•  Why should I
communicate?
CAMPAIGN
OUTCOME
•  What I’m aiming
to achieve?
TARGET
GROUP
•  To whom I am
communicating?

CAMPAIGN
OBJECTIVE
BUSINESS
OBJECTIVE
•  What’s the ultimate
business goal?
COMMUNCIATION
OBJECTIVE
•  What I need to
communicate to
achieve my business
goal?
CAMPAIGN
OBJECTIVE
•  How my
communications
should pass on to
achieve the ultimate
business goal?

CAMPAIGN
OUTCOME
KPI
•  What are the Key
Performance
Indicators?
BENCHMARK
•  What/How my
competitors are
doing?
ROI
•  What is my
business
generating our of
every $1 spent?

CAMPAIGN
AUDIENCE
DEMOGRAPHY
•  What they look like?
GEOGRAPHY
•  Where are they
located?
BEHAVIOR
•  What do they do in
digital spaces that
are related in my
business/ to identify
them?
INTERESTS
•  What are they
interested in? What
should attract them?
What will make them
pause, think and take
an action?

CAMPAIGN
FUNNEL
OBJECTIVE

• Increase
Brand

Awareness

• Increase
Website

Clicks

ACTIVITY

• Ensure
Imely
&

eﬀecIve
presence
to

the
TG

• Run
a
content

markeIng
campaign/
award
program

KPI

• Reach/
Impression

• Number
of
website

clicks

Designing Cool Contents

Clean & Bright Design with Less Texts
A
good
quality
image
increases
clicks
up
to
3
Imes.

①  Use
a
clear
image
with
only
few
elements

② 
Show
usage:
Exhibit
the
product
in
the
form
of
real
life
usage

③ 
Communicate
price
range
in
the
image:
this
will
reduce
the
clicks
from
unaﬀordable
curiosity

④ 
Higher
the
texts
in
the
image,
lesser
the
reach,
higher
the
costs.

Test
the
image
texts
before
you
post:
hgps://www.facebook.com/ads/tools/text_overlay

DESIGN

Examples (Plain Design)

Examples (Usage)

Use AIDA model to Write Caption in Your Post
① AgenIon.
Write
a
headline
that
grabs
your
audience’s
agenIon.

② Interest.
Describe
the
beneﬁt
of
the
product

③ Desire.
Provide
a
reason
to
click.

④ AcIon.
Close
the
ad
with
a
call
to
acIon.

According
to
Adroll,
the
best
performing
CTAs
include
“Learn
More”
and
“Shop
Now”.

CAPTION

Examples (Perfect Caption)
AgenIon:
Did
you
know
Facebook
AnalyIcs
for

Apps
has
a
help
center?

Interest
&
Desire:
With
over
100
FAQs
and
videos,

you
can
learn
how
to
get
the
most
out
of
your

analyIcs.

AcIon.
Click

hgps://www.facebook.com/facebookanalyIcs/posts/551128711715422

Examples (Perfect Caption)

USE
TIME
SENSITIVE
REWARD

CONVERSION
Oﬀer
an
IncenIve
to
Click
on
Your
Ad

① 
MenIon
Available
Stocks

② 
MenIon
the
Deadline

③ 
Announce
a
certain
%
discount
on
every
campaign

CONVERSION
Use
Urgency
Evoking
Phrases/Trigger
Words

① limited
Ime,

② only,

③ hurry,

④ act
now,

⑤ last
chance,

⑥ today
only,

⑦ free,

⑧ don’t
miss
out,

⑨ oﬀer
expires,

⑩ New
collecIon

Paid Campaigns

Finding The Right Audiences
ü Who are the users of your products? Age/Sex/Location?
ü Who buys your products? Age/Sex/Location?
ü What is the alternative source?
ü Why would they buy from you? Price/Convenience/Quality?
ü What’s their socio economic class? Income/Lifestyle?
ü What do they do in Facebook? How to Identify them through Facebook?
ü Which pages are your customers following?
ü Which groups are they in?
Try:
Facebook
Audience
Insight!

Targeting The Right Audiences
Facebook
Ad
Manager

ü Identify some proxy behavior/interests of your potential customers
ü Narrow down your potential Target Group (TG) [Not applicable for mass
products]
ü The bigger the TG, the more waste of money [* Be careful of wrong TG]
ü Don’t use too many interests
ü Be careful of under 20s

Re-targeting through Pixel
Use
Re-‐targeIng
to
increase
your
sells

① 
72%
Bounce
without
compleIng
the
transacIon

② 
Only
8%
come
back
to
purchase
without
retargeIng

③ 
We
can
gain
26%
of
the
leavers
to
come
back
with
retargeIng

Source:
AdEspresso

Learn
more!

Custom Audience
Learn
more!

Look A Like
Use
LOOK
A
LIKE
Audience
to
increase
ROI

① 
Look
A
Like
Your
Page
Fans

② 
Look
A
Like
Your
Past
Customers

③ 
Look
A
Like
Your
Website
Visitors

Learn
more!

What (How) to Measure?
ü Likes
ü Engagements
ü Comments
ü Inboxes
ü Orders
Learn
more!

Query Management
ü Be Super Responsive
ü Answer to Every Comments
ü Be Careful Selecting Language
ü Attach A Personal Tone
ü Don’t Overpromise

www.facebook.com/business/resources
Learn more by visiting
www.facebook.com/business

Learn more by visiting
www.facebook.com/blueprint

Thanks for your patience

GET
IN TOUCH
+8801912337754
Sagor@geekysocial.com

Best practices of Facebook Marketing for e-commerce businesses by Mahadi Hasan Sagor

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Best practices of Facebook Marketing for e-commerce businesses by Mahadi Hasan Sagor

Similaire à Best practices of Facebook Marketing for e-commerce businesses by Mahadi Hasan Sagor (20)

Dernier

Dernier (20)

Best practices of Facebook Marketing for e-commerce businesses by Mahadi Hasan Sagor