How E-Commerce Retailers Can Use Facebook Business Page to Their Advantage

​Facebook Business pages promote customer engagement, track demographics, and act as online window displays.
 
E-commerce retailers have countless ways of promoting themselves online. And leaning on social media should be a top priority in their content marketing strategy.    
 
Facebook, in particular, acts as an online business card and offers a Facebook Business page. Plus, it’s absolutely free to set up!
 
Of course, you can pay for added extras like ads. Even if your e-commerce retail business has just launched, at the very least, claim your name to a page. It’s an economical marketing strategy. 

The primary benefits of a Facebook Business pageAvailable are many benefits of owning a Facebook Business page, but here are the three basic ingredients. Retailers can:
 
Actively engage with customers. Communicate with your customer base and make long-term relationships. Build an interactive platform, and even use the integrate Facebook Messenger, to provide general information about your products, and address questions or suggestions. Even promote sales via pinned post or boosted post. 
 
Monitor analytics for demographics. Understand your customers’ demographics and turn it to your advantage with Page Insights. Knowing this can allow you to tweak each post’s tone and content to appeal to and target your ideal customer base. Facebook collects user data so why not use it?
 
Drive traffic to a site. Once you understand your target audience, you can funnel customers directly to your website in the “About” section or even set up a Shop and Catalog feature within the page.

How to make the most out of a Facebook Business pageLet’s dive deeper into each of the above ingredients and demonstrate specifics on how they apply to an e-commerce retailer.

Use Groups and Polls 

When engaging with your customers, groups and polls are both underrated tools on Facebook. But they can provide a lot of information on your customer base and how they view products.
 
With a Facebook Group, retailers can build a community around a relevant topic that your fan base is interested in discussing. For instance, if you sell rugs, create a group surrounding styles of rugs, best cleaning methods, and other home decor tips.
 
And inside your Facebook Group, you can occasionally create a poll. Doing so can offer tons of insight and value to your community. For instance, you could ask “What’s your favorite home decor style?” The answer not only tells your community what’s trending, but also give a hint on what rug styles will sell well this season. Win-win.    

Spy on your competitors for research 

This one ties into the analytics mentioned above. Not only can you monitor your customer base, but with the “pages to watch” report, you can also spy on your competitors.
 
You can track things like their total page likes, posts, and engagement (reactions, comments, and shares). You can even track competitors’ ads to see how they market themselves and how well each ad performs.

Funnel traffic to your e-commerce siteDriving traffic can also provide sales funnels for your e-commerce business. Inbound marketing is still an excellent strategy.
 
Check out our post on Facebook Ads to discover how to optimize and find your target audience.  

Parting words on Facebook Business pageIt seems like Facebook’s algorithm changes quite frequently. More recently, it has listened to its own consumer base and made a point to limit the number of ads that come across our feeds. 

As an e-commerce retailer, this may seem challenging. But there are better ways to engage with consumers than simply placing direct sales or promotional content under their nose.
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Instead, retailers should focus on entertaining and fun consumer experience using groups and polls along with their Facebook Business page.