You can experiment with Facebook’s new features involving interactive messenger chatbots.
Capture Abandoned Carts
I mentioned this in passing above, but one of the most valuable audiences you can capture is the group of people who get far enough in your process to add items to a card, but don’t go on to finish their purchase. It’s important to contact them both so that you can remind them of their cart and get a purchase, and so you can ask them what stopped them from making a purchase the first time. You might discover issues with your purchase process that need fixing.
Offer Time Sensitive Value
When there’s a sense of time pressure, people will make decisions to act before they would otherwise be ready. Time-sensitive discounts are the most obvious way – it’s why Black Friday exists – but you can also use quantity-limited offers through Facebook itself.
Limit Customer Choice
Believe it or not, when the user only has to choose between two or three options, they’re more likely to make a purchase than if you give them ten different options where one is guaranteed to fit them. It’s called decision paralysis, and it plays a very real effect on modern marketing.
Make It As Easy As Possible to Purchase
Every possible roadblock between a user finding you and the user completing a purchase must be minimized. This means everything from offering customized versions of your item with different colors all the way up to accepting as many different payment options as possible. Well, almost as many. I’d still be skeptical of Bitcoin and the other digital currencies if I were you. You still have to cash them out yourself, and that can be distressingly difficult.
Facebook Marketing Technical Rules
Keep in mind that Facebook has their own rules, their own culture, and their own list of dos and don’ts. Make sure you know what you’re doing with regards to the rules, lest you meet inefficiency and higher costs head-on.
Maintain Messaging Congruity
A big part of the calculation that goes into your advertising reach and costs is how similar the messaging is between your ad and your landing page. If your ad offers a 10% discount, your landing page better offer than same discount. If you’re selling a stereo and your landing page is selling a full sized surround sound system, you might find your reach being curtailed.
Pay Attention to Text Limitations
The god-awful 20% text rule is a relic of history, but the amount of text you use in your ad images still has an effect.
Too Much Text in a Facebook Ad
It’s just a sliding scale now rather than outright rejection. Avoid using text in your ads, generally, and just use compelling pictures instead.
Pay Attention to Quality Score
The quality score for your Facebook ads considers a number of different factors and will affect your reach, your costs, and your ability to get future ads approved at all. Read this page in detail and make sure your ads are always on the good site, as much as possible. The occasional slip is fine, but don’t make a habit of it.
What are your protips for Facebook sales and marketing? I’m sure you have some I haven’t covered, so let me know in the comments.