4 businesses that use Facebook to drive sales provide their top tips

BorrowMyDoggy

An online community connecting dog owners to local dog lovers who can look after their pets while they’re away. Launched in July 2012, Facebook provided 40 per cent of new customer generation and the site has 120,000 likes. Co-founder Rikke Rosenlund gave me her top tips.

Post a balance of content to reach different goals

Entertaining content, like cute or funny posts, receives tail-waggingly high engagement through Likes, shares and comments resulting in greater awareness. Educating content, such as testimonials, how-to’s and expert advice results in higher click through rates and sign ups.

Use call-to-action buttons

Facebook allows you to include call-to-action buttons on conversion ads, ie. Learn More, Download App, Sign Up and Shop Now, which clearly nudges your target audience to take an action.

Facebook Lookalikes is a useful tool

Use Facebook Lookalikes audience to reach people who share similarities with your existing members. Use website Facebook Exchange to connect with people who recently had a sniff around your website.

Merci Maman

Merci Maman makes unique jewellery, including necklaces, bracelets, cufflinks and key rings, which are hand engraved. It achieved 20x ROI through Facebook and has over 28,000 likes. Clémence Jamet, its marketing and business development manager, provided her thoughts on growing an audience through the social media platform.

It’s important to experiment to get the content right

We started the Facebook account in 2010. At the beginning we didn’t know what the impact would be. We use it in a different way now and it took us a long time to get the right tools. You need to experiment to find out what works.

Seasonal promotions work well

Christmas is on a Wednesday this year. We can push sales through last minute Christmas gifts. They worked the best last year and we can deliver a personalised gift within in three days of ordering right up to Christmas.

Try to reduce your cost per click

The ads can be quite expensive. I joined a Facebook programme for the ads and it was really good, they provided advice and went through the data with me. The pay for clicks got lower and lower and we reduced it from 25p to 10p per click.

Target your adverts

I use interests to do this. I know my audience is women aged 25 to 50, but interests can provide more detail. I use competitors, high street brands that match our offering, if they like friendship bracelets or men’s jewellery. I find it very effective.

Facebook’s Lookalike Audience takes the emails addresses from your database and puts them in Facebook. For examples, if you have 20,000 customers listed, Facebook might be able to match 17,000 to Facebook accounts. It can then clone this audience based on their personal information. On paper it looks like it works, but in reality we found using interests works a lot better.

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