How to Get More Traffic to Your eCommerce Site with Facebook

Gayane Tamrazyan
How to get more traffic from Facebook

2.8 billion people around the world use Facebook to browse news, communicate, entertain, or shop online. It has become a must-have tick on a business plan for an eCommerce site owner to run a business page. You should not underestimate the importance of this platform to promote your online presence. Here, we will tell you how to attract Facebook visitors to your website.

How to launch your Facebook for Business

First of all you will need to create a personal account that will be then linked to your business page. To do this, you should register your email, specify your name and birthdate. That’s all, with this data your personal account creation is complete. Only after that, you will be able to build a business page for your company. It is strongly advised not to delegate this task to another person in your organization to avoid problems with access rights when somebody quits it. If you want an employee to do some job on your behalf on Facebook, it is better to transfer rights instead of entrusting completing your Facebook account to a coworker.

In case you don’t have a personal account, after you registered an email, go to the upper right corner and tap the ‘plus’ icon to select “Page”.

As a personal account is in place, create your Business page following these steps:

  1. Go to Facebook -> Pages -> Create.
  2. Specify all the required Page Information.
  3. Tap “Create Page” and proceed as required by the on-screen instructions.
  4. Congrats, now you’ve got a Business page!

Just to remind: anyone in your organization can create a Business page! But, we recommend online brand owners to do this on their behalf and then grant the rights. If it is impossible, entrust this job only to official reps who will create a Page for your brand. Ensure you know the credentials and can easily restore access in case of any rotation.

How to use Facebook algorithm in your favor

To succeed with Facebook in 2021, you will need to be careful with the content you publish your News Feed. According to Facebook rules, it should be both meaningful, respectful and relevant. You need to match your values with the interests of your targeted audience. At this, respect the Facebook efforts that are against spamming content, and cleans its feeds to improve News Feed content for relevance. The platform has a special algorithm to keep the content meaningful for users. It ranks the posts depending on its likelihood of positive reaction. So, you need to be aware about how it works to rank higher.

How Facebook algorithm works

The News Feed algo depends on these essential factors:

  • Inventory or a sum of all the available posts from friends and other publishers to be shown to a user.
  • Signals or data relating to a particular post. It can be the time a post was published, users who liked it and how many times, all shares, and comments, together with the content type. Using these insights, Facebook can understand how the content is relevant the user interests.
  • Predictions or the likelihood of a user to be interested in a post depending on his preferences.
  • Relevancy Score or a special rating number based on the likelihood of the user’s positive reaction to a post.

These are some factors the Facebook algorithm includes while estimating the Relevancy Score. They consider a likelihood to:

  • click;
  • spend time over particular post;
  • like, comment, and share;
  • be informative for users;
  • be a clickbait;
  • link to a low-quality web page.

How you can reach more with Facebook Organic Reach

Over the last three years, the Facebook News Feed algorithm has been updated many times to improve content for brands and users.

In January 2018, Facebook claimed that its News Feed would “prioritize posts that spark conversations and meaningful interactions between people.” This significant change meant that Facebook commits itself to care about personal interactions between users. The update mainly draw attention to the following: 

  • Posts from friends and family;
  • Posts that “inspire back-and-forth discussion in the comments”. 

From a private Facebook webinar, it was revealed that the News Feed prioritization would be formed based on:

  • How often a post link is shared via Messenger;
  • Reaction a status update got (likes, shares, comments and replies);
  • How meaningful was the interaction.
Meaningful interaction according to Facebook
Meaningful interaction according to Facebook (a slide taken from Private Webinar)

One more update took place in November 2018 when Facebook applied AI capabilities to ban violating content and decrease sensational, misleading, or controversial content.

The latest update was announced in October 2019. The platform changed the way it measured organic Page impressions. Previously, the reach depended on the frequency that a post appears in the News Feed. This update imposed counting reach once a post enters a user’s screen.

What type content to publish to rank higher on Facebook

The Facebook News Feed algo prioritizes the family and friend content over the branded one. At this, if your company publishes a meaningful post, the likelihood to appear more often in the users’ feeds increases. As we mentioned above, your branded content should be shared in Messenger, liked, commented, or replied. But what kind of content should be to get these results? Let’s first determine what it should not be.

Facebook penalized content

  • Engagement bait. “Like if you agree”, “Tag your friend to get the prize”, “Share this with…”, “Comment + if you want to see more similar posts” are outlawed.
  • Clickbait headlines that encourage misleading, sensational, or spammy content. You may have seen such posts as “Guess what this guy did to his dog?”
  • Links to low-quality web pages that contain too much content, or such a content is rather deceptive, or disrespectful. Pop-up ads or interstitial ads are considered as disruptive for the user experience as well.

Facebook ranked content

  • Emotion triggering (fear, happiness, sadness, etc.);
  • Instructive or useful (value-provider);
  • Entertaining (video is now considered as the most triggering content with live video 6 times more engaging than the regular ones).
Goimagine's (our client) live video on Facebook
Goimagine’s (our client) live video on Facebook

How to get the most out of your Facebook branded content

  1. Create quality content, don’t focus on quantity.
  2. Humanize your brand, share values with your followers, be emotional. To do this, you need to know your audience.
  3. Create short videos with Facebook Live.
  4. Post photos of customers in your brand cloth or trying your company product. After, they will give their permission on posting, the more likely they share how they were “featured” by a brand, and bring additional traffic to your site.
  5. Publish content related to a popular hashtag. You can use Hashtagify or make a study to reveal what is trending in your business area. Try to match your content with it.
  6. Remind followers to update their feed settings to see more posts from you. They will need to head to your page, click “Following”, and select “See First”.
  7. Encourage followers to open the Pages Feed on the left sidebar of their News Feed and choose to see content from pages like yours.
  8. Encourage user generated content asking your followers to post a review of your products or share photos to help others to discover their opportunities with your brand.

Before you begin

  • Tidy up your Facebook page to reflect your interest in your professional life.
  • Identify a referrer (one or more) who will recommend you on a popular subject.
  • Formulate and write down keywords for your search queries to find similar groups and study what your audience needs. Start your search from broader queries to narrower ones.
  • Send a recommendation of your profile to potential customers, attach links to reviews about your activities, give specific advice to a potential client depending on his request.
  • Respond quickly to queries and comments on your page building strong relationships with followers.
  • Build a community around your brand. Start with your vendors. Ask them on a Facebook group to share their ideas and issues in order to improve the customer experience. Take an example of the Goimagine marketplace with their Maker Talk Facebook private group. Two heads are better than one!
A banner place on that announce the private group for vendors on Facebook
A banner placed on that introduces a private group for vendors on Facebook
Goimagine Official Makers Group
Goimagine Official Makers Group

Now, when you know how to engage your audience, link it with your platform. And if you have ideas of how to better present your page to potential customers, we’ll be happy to apply our 15-year customization experience to make your CS-Cart/Multi-Vendor platform perform more effectively.

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