I’m surprised this hasn’t been talked about more…
With the current Facebook and eCommerce craze, why haven’t more people tried to get eCommerce businesses as CLIENTS?
You know, talking to eCom businesses, explaining to them the power of Facebook ads, and then signing them up to a lucrative deal for you to manage their ads.
To me, this is a HUGE opportunity that is virtually untapped.
You may be in a “bubble” where you think everyone already knows how to use Facebook ads for eCommerce.
But believe it or not, most eCommerce businesses have NO CLUE what they’re doing.
And as you know, there’s no shortage of reasons to advertise through Facebook.
The predominant social media platform boasts well over a billion users at this point.
Not only that, the majority log in on a daily basis, according to Facebook’s internal data.
In addition, never forget that this is how Facebook makes money!
They WANT to leverage their user base for profit, by making it easy for businesses to reach target audiences (for a price, of course).
With Facebook ads, you know that you can target the right people, and you can also take advantage of a growing number of mobile shoppers.
This gives you the ability to deliver the full package for clients — with ads that include everything viewers need to find them, reach them, and make purchases.
So you want to know how to get eCommerce clients who will pay you big bucks to help them out?
Here are a few ways to do it with Facebook ads…
1. Target the Right Audience
Sounds simple, but you’d be surprised…
People mistakenly believe the hype that Facebook ads are only useful for B2C marketing, and this simply isn’t true.
You can bring in eCommerce clients with Facebook ads because Facebook users aren’t just people – they’re also professionals.
The trick is making sure that your ads are targeted to the right audience.
So for example…
You could target shopping carts eCommerce businesses might use — such as Shopify, Woocommerce, and more.
You could even combine this with flex targeting and target “small business owners” who meet this criteria.
Creating ads for business owners is completely different than creating ads for consumers.
Business owners with decision-making power have different problems than a consumer looking to buy a cool gadget online.
Make sure your message tells them “what’s in it for them.”
Or maybe give them a jaw dropping stat they can’t ignore.
If you still doubt that reaching professionals on Facebook is possible, just think about how much time you, your employees, your coworkers, your friends, or your family spend checking Facebook during work hours.
Yeah…that should end the debate.
2. Understand Work Targets
You probably didn’t expect to see this one…
Just like you can target consumers through the information they provide or that is tracked (age, gender, geographic location, purchase history, etc.), you also have options to target certain professional attributes.
The business demographics available include industry, office type, employer, and job title, allowing you to significantly narrow your target.
For example, you could target someone with a job title like “E-Business Manager” and combine that with well-known shopping carts, as described above.
Maybe a Case Study…
Maybe a “Cheat Sheet” or eBook.
A video, perhaps?
Bottom Line: Facebook gives you the ability to reach decision-makers that are involved in the exact industry you want to reach or that hold the exact job title you want to target.
Take advantage of it.
3. Go As Deep As Your Heart Desires
Even if you use the standard work targets to narrow your B2B audience, you might still cast a pretty wide net.
If you’re on a tight marketing budget, you can further refine your criteria by looking for certain life events, such as professionals that have started a new job or recently relocated just for example.
You can also focus on certain income brackets or even behavior patterns.
You’d have to test this of course, but by adding specific identifiers to your broader work categories you can personalize ads for specific clients.
Who knows…maybe you only want to reach eCommerce decision-makers with an income over $100k.
However you want to approach it, the choice is yours…
4. Remember: Facebook isn’t LinkedIn or Google
You may be familiar with reaching other professionals through Google ads or LinkedIn.
It’s important to understand how Facebook is different so that you can take full advantage of the opportunities unique to Facebook ads.
Always remember that Google is search based marketing, meaning people go online and actively search for something.
Facebook is “interruption” marketing, meaning people aren’t actively on Facebook searching for a product or service, but if you interrupt them with the right message/offer, you can catch their attention.
Where Facebook shines is that you can “interrupt” EXACTLY who you want.
Facebook ads have the potential to reach not only an enormous audience, but also segments of that audience that are specific to your needs.
You can target professionals by the businesses they work for or the titles they hold, meaning you have a better chance to catch the attention of the right people with less time, effort, and expense.
You’ll have to make ads that cater to Facebook users, though, by remembering they didn’t search for your product/service.
This is why having something valuable like a Case Study, video, Cheat Sheet or something else is a good first step and introduction.
5. Content Marketing
One of my favorites, as you probably know…
There are two sides to the B2B coin…
On the one hand, many clients are playing with company money, which reduces their personal stake in making purchasing decisions.
On the other hand, a misstep can lead to personal consequences such as write-up, demotion, firing, or perhaps more serious outcomes if they REALLY screw up.
Or for the business owner themselves, not having a business anymore…
You need to convince these clients that you are an expert and that you’re ready to provide the valuable products or services their company needs, and more importantly, that will make them look competent.
Proving your authority and building business relationships with the right kind of marketing can help you to reach your goals.
Again, this can be done with a Case Study, blog post, webinar, eBook, and more.
Use this type of content to bring potential clients into your “world,” and then further communicate with them via email to build the relationship.
Before you know it, they’ll be reaching out asking you to help them.
This is what we call INBOUND MARKETING.
6. Incentives for Lead Generation
If all else fails, bribe them!
eCommerce clients may have to defend their decisions, such as choosing to partner with your company.
Make it easy by offering them access to all the data they need to make informed decisions.
By offering access to “gated content” (case studies, webinars, and so on) as a means of lead generation you can build your contact list, gain the trust of clients, and ultimately make sales.
This sort of flows with content marketing above.
But you can take it a step further!
Waive a start-up fee, offer 14-days free, or do something really crazy to get their attention.
Just don’t put yourself in a bad situation.
Make sure the client understands WHY you’re giving them an incentive.
Ultimately, they need to understand that it’s to show goodwill before stepping into a more formal relationship.
In short, you want to build value and show your competency.
This makes the sale much easier…
What do you think?
Do you plan to go after more eCommerce clients and land some deals?
Let me know below!