It’s easier to sell on Facebook than to sell directly to consumers, according to a study by research firm PwC.
And the study found that it’s the most popular method for getting brands to share their products and services.
“The big thing we’re seeing is people have a higher tolerance for social media than ever before,” says PwCI CEO Robert Schwalb.
“This is a very exciting time for marketers.”
To make your Facebook content stand out, Pwci suggests a few simple strategies.
Follow your audience on Facebook.
Facebook’s biggest social network has a lot to offer marketers, but the company doesn’t have a ton of tools for selling direct to consumers.
It’s also notoriously slow and buggy, and that makes it difficult to target consumers directly with posts.
Pwcci’s study shows that it takes just 1.4 seconds to reach a page on Facebook for a brand to get a page viewed and shared.
That’s a lot quicker than it would take to reach an average Facebook user.
“People who have a lot of Facebook friends and follow a lot more people on Facebook,” says Schwalc.
“If you’re targeting a specific target group, the speed at which you can reach them will matter a lot.”
Instead, consider offering a social media ad or video, which will likely drive a lot less traffic to your Facebook page.
And make sure you use the right format.
For example, PWC recommends using video ads to make sure your message and the content you’re selling are clear and easy to understand.
And try to show your ad in the right place on your page.
PWC says it also recommends using “social-media-optimized video ads that are optimized for mobile browsers and with mobile-optimizing filters,” and adding some color and text.
And if you’re a retailer, make sure to have a clear sales pitch.
It can help sell products and get more people to your site, so put your sales pitch in the top left corner of your Facebook ad.
Pwdc’s research also shows that most Facebook users don’t know much about brands, so they’re less likely to click through to your page and buy.
“For a brand that’s not established, you can’t just walk up to people and say, ‘This is your product,'” says Schwallb.
Instead, Schwalbs recommends “going in with a compelling story about the brand that will bring people in.”
And if your company is just starting out, Schwallbs says it’s important to “start with a strong brand and then expand to more niche markets and more niche categories.”
“For example, if you are selling a high-end fashion brand, it might make sense to start with the clothing and accessories industry,” says the Pwcca co-founder.
“In the beauty industry, it’s more relevant to start there and then grow to more of the specialty categories that your customers want.”
There’s no reason you should have a team of 15 people to sell you products, says Schwc.
It takes only 1.2 seconds to start a page for a business and only 1 second for Facebook to see it.
And that’s when you have to build trust with your audience, says PwdC’s Schwalber.
“That’s why we say it’s best to start small,” he says.
“As you build your audience and your brand, you’re building trust.”
Make sure you target people who like your brand.
People who click on your ads are likely to like your Facebook ads.
So, try to target people whose interests align with your brand and your product.
For instance, you might offer a product that’s good for hair and make it easy for people to find and compare products.
This kind of targeted advertising is also helpful when you’re starting out and don’t have many customers.
“It can be a little overwhelming at first,” says Scott C. Brown, CEO of BrandVoice, which provides online content marketing and social media marketing solutions.
But BrandVoice’s research suggests that “the most effective way to get people to like and share your brand is to use compelling marketing and content to get them to share with others.”
For instance: Ask people how they like the product.
If people are hesitant to share information about their favorite brands on Facebook, Brown says, use a post with some type of question like, “Which brands do you like best?”
Then share the answer to that question in a social video that people can watch later.