Your store is thrivingFacebookYou may also have an Instagram(r), or Facebook page. You upload pictures of your products, you share news and events from your store, and you like and share the posts of your shopper. What’s the next step to increase […]
Your store is thrivingFacebookYou may also have an Instagram(r), or Facebook page. You upload pictures of your products, you share news and events from your store, and you like and share the posts of your shopper. What’s the next step to increase your store’s visibility and boost your shopper interaction with your brick-and-mortar store? Facebook’s Ads manager may be the answer.
SEO experts MOZ.com found that the average time consumers spend on a brand’s website is 3 minutes 49 seconds. These same consumers spend 50 minutes per day on social media. You want your customers to spend time with you as a busy retailer. It may be time for you to create a Facebook Ads account.
Log in to your Facebook account and search for Ads Manager. If not, you can simply go to www.facebook.com/business. After you log in, Facebook will create an account and provide you with the ability to create ad campaigns. You will be asked to define your business objective. Choose from Awareness (Brand awareness, Reach), Consideration, Traffic, Engagement, Apps and Videos, or Conversion (Conversions and Product catalog sales, Store visits). Facebook will help you to identify and follow each of the objectives.
If your goal is to expand your store’s email promotion list, for example, you’d want to choose the LEAD GENERATION goal from the objective ‘Consideration’. Your ad campaign will be successful when Facebook serves your ad and someone gives you their email address so you can add them to your sales or promotion email lists.
After you have established your objective, Facebook will ask for some basic information about you and your business. Next, you will be asked to define your audience by creating a custom audience. This custom audience can be created by uploading an existing customer email file. It can also be used to create a list that visits your website, list those who use your app (if you have one), or a list that has engaged with your posts on Facebook. These options are worth investigating. Each may produce different campaign results. If you’re just starting out, you can choose one and see how it goes. After a few weeks, you can set up another campaign with a different custom audience. These custom audience lists can be saved by Facebook so that you can use them in future campaigns.
Facebook has a solution for those who aren’t confident about setting up a custom audience. You can choose your audience based upon their location (near your store), gender, age and language. You can also choose to add an interest based on your demographic information, such as education, life events, politics, or shopping and fashion. Your ideal shopper will be defined by the choices you make. Are they a 15- to 25-year-old woman who enjoys Fashion? Or are they parents between 30 and 45 years old who own a home? These are the audience definitions that you can select for your store.
After you have defined your audience, you can choose to have Facebook automatically serve your ads. This is a good option, but it is not recommended for new users. You also have the option of choosing when and where you want your ads to appear online. Your budget can be set as low as $5 per day. You can choose to set a daily, lifetime or annual budget for your campaign. You can also specify a start date and an end date. Facebook offers a number of helpful FAQs and Help screens to assist you in figuring out your budget.
The final step is the actual creation of the ad. These can be easily done with the help Ads Manager. A single image and text, a video clip or a carousel that shows multiple images or videos within the same ad can all be chosen. You also have the option to choose a slideshow, custom canvas ad or a collection ad which showcases multiple products. You may choose to use a single or multiple images for your primary purpose of building your email list.
Your focus will be on lead generation. Facebook’s Ads Manager is mobile-friendly. Anyone who clicks on or taps on an ad from your site will be asked for their email. You’ve just captured a new subscriber to an email list with just a few keystrokes. Facebook makes it easy to synch CRM accounts with email services like Constant Contact (r) and Mailchimp (r). Your automated welcome message can be sent to anyone who gives you their email address. It may include a coupon code or discount code that they can use right away, either in-store or online.
It may take just over an hour to set up your first Ads Manager account on Facebook. Also, you will want to look through the reporting options in order to keep track of how your campaigns perform once they have been live. Online ads can reach thousands of people, with Facebook having millions of users. However, the law of online return is different than in other media. According to Google’s Display Benchmarks tool, online ads have a response rate of just 0.6%. Ad-blocking software is increasingly popular among consumers, which will change the landscape of online advertising. However, the more you know your audience, your ads will resonate better with them and your promotions will be more successful. Good luck!
Peak Traffic: Perfecting the Customer Journey
Online retailers that are successful look after customers on a regular basis. It can be so easy to plan ahead and be prepared for optimizing the shopper’s experience. While most companies can gather data about their customers fairly well, data often fails to convey the emotions and frustrations of their customers during their shopping experience.
To understand the customer experience on a popular day of online sales, it is a good idea to start by walking in their shoes. There are some basic expectations that must be met during busy campaign days. These expectations do not have to be related to your product. Even with high-speed technology, things can go wrong. However, you can take steps to avoid these problems. Communication and prevention are key.
Moving beyond the hype: Build trust , create engagement and maintain interest
It is crucial for competitive retailers to offer customers an engaging experience across multiple devices during high-traffic sales events throughout the year. Many online retailers use virtual waiting rooms to manage overflow web traffic during high-traffic events. Customers can wait for their turn among other customers in this waiting room before making their purchase. These events create excitement that leads to interest and engagement, which eventually develops into trust. Retailers can ease the process by giving as much information as possible to customers, including how long they will have to wait and what products are still in stock.
Online retailers must also offer social integration systems to enable customers to interact with your brand while they wait. Social proof adds legitimacy and excitement to an interaction. This strategy helps retailers build trust by engaging and maintaining customer interest through the entire journey.
Although the goal of email and sales campaigns is to achieve sales goals, it’s important to prioritize the customer journey in order for customers to return. While the sales performance of each campaign is important, executing a smooth customer journey will help build trust and carry sales throughout the year.
Destination can be just as important as the journey
The customer’s final decision to purchase online is crucial. It is an indicator of her willingness to return to your website. Imagine the following scenario: A customer visits an online store, spends half an hour looking around the site, and then the website crashes at checkout due to an outdated payment gateway.
Even if the customer does end up buying their item, they may think twice about returning to this online shop, especially if there are better checkout experiences at other online retailers.
To avoid poor checkout experiences, leading retailers employ a range of technologies. Virtual waiting rooms and other technologies help customers stay informed and ensure that their shopping experience is pleasant.
It is worth your time to understand the customer journey and map customer interactions during online purchases. This will allow you to identify areas where you can improve and provide a positive customer experience. It will be a great way to increase customer loyalty and help you avoid site crashes during peak sales days.
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