Last updated 2/28/17
What’s the one sales channel that will bring 60% of new revenues in the next 5 years? Ecommerce! A new report from Forrester, titled “U.S. Cross-Channel Retail Forecast, 2015 To 2020,” predicts online sales will grow by an average annual rate of 9.32% over the next five years. But, ecommerce is more than offering a few discounts online.
Today, we’re going to help you optimize another important piece of the commerce puzzle – your Facebook page or Facebook Business page. This post will teach you some of the most effective ways to build hype for your best events and classes on Facebook. By the time we’re done, you’ll not only have a highly-optimized page, but also your Calendar live on Facebook that’s ready to rake in additional sales.
Let’s start with the basics.
Occasion's Facebook integration makes it easy to add the Calendar to your Facebook page.
Having your Calendar connected to your Page is especially useful because it keeps your Fans from having to leave Facebook, or even your Page, to book a class. When you make things easy for your Fans and followers, they're more likely to take action. And since they don't have to leave Facebook, this makes your page more interactive and more sticky with very little additional effort.
Here’s what Party With Paint owner had to say about theirs:
“I am truly in love with my Occasion software! I’ve only used Occasion for 19 days and I’ve already taken in about $2,500.00 in sales! I am definitely no computer guru, but I’ve EASILY been able to use Occasion to post tons of events to my website and Facebook page. Simply awesome!” — Carole Cobbold, Owner, Party With Paint
Image via Party with Paint
If you haven't connected, now's the time (don't worry - it only takes a minute). Our guide to Adding Calendar to Facebook makes it easy.
A study conducted by EyeTrackShop found that on average, participants noticed the cover photo in under 1 second. Since, Facebook made cover photos the first element on a page, visitors spent more time looking at Facebook cover photos than wall posts on ads. If you want Facebook users to know about your big event, customizing your cover photo is the place to start.
Let’s go over what a Facebook cover photo should include:
Image via Pickled Palette
First, you’ll notice that the phrase “Movie Night” is impossible to miss. The creator has also included a few key items of the event; the activities (pizza, painting, movie), price, and when this will take place. When combined, all of these details create a cover image that’s attractive, informative, and attention-grabbing.
If you need a less technical solution to make your cover photo, visit Canva.com.
Step 3: Set up your page's Call to Action button
Facebook has a feature called, “Call to Action button”. This button is a direct call to action for business owners to add to their pages. The call to action shows up on any device – whether it is desktop, laptop, tablets or phones, allowing you to sell anywhere, everywhere. You should connect this button to a page on your website where the customer can quickly learn and book your services.
Image via Pickled Palette.
- Visit your Facebook page
- Under the cover image region, click on the "+Add a Button"
- Choose the call to action from the default "Contact Us" to (we recommend) "Book Now", or "Sign Up Now
- In the "website" section, add the URL to your calendar page on your website
- Click the "create" button on the bottom-right corner
The link you include can either be to your store’s homepage or a direct link to your calendar. While Facebook provides its own stats for page owners, you (for advanced users only) can also add a UTM code to your call-to-action button to better track its performance in Google Analytics.
Posting on your Facebook page is perhaps the quickest way to present an offer or event to your community. Didn’t think it could be any easier? Prepare to be spoiled.
Facebook allows you to pin a post. By pinning a post, you’ll ensure it stays at the top of your time line even after you make additional posts. You can access the “Pin to Top” button by clicking the drop down menu arrow on any post, as seen below:
Image via Occasion
To get the most out of your pinned post, pin an image that features the same key points as your new Facebook cover image. A Hubspot study found that Facebook status updates containing images saw 104% more comments, 54% more likes, and 84% more click-throughs than those that didn’t.
After creating your listing, and posting it to Facebook; you can choose to promote this post. To help brands better connect to the right audience and set a budget that works with your wallet, Facebook introduced the “Boost Post” that appears on profile sidebars. Here’s what it might look like on your page:
According to Facebook, you can boost most posts you create on your Page, including status updates, photos, videos and offers. Posts you boost will appear higher in News Feed to help more people see them. Create your own budget and keep in mind that boosted posts must follow Facebook’s Advertising Policies.
Easier than it sounded, right? If you followed the steps outlined above, your business is now armed with killer Facebook pages that’s heavily optimized to help you increase sales.