How To Grow Your Ecommece Store Using Facebook Ads & Email

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Kayleigh Alexandra

Written by Kayleigh Alexandra.

This is a guest post written by Kayleigh Alexandra, a content writer for Micro Startups – a site dedicated to giving through growth hacking. Visit the blog for your latest dose of startup, entrepreneur, and charity insights from top experts around the globe. Follow us on Twitter @getmicrostarted.

1. Introduction

It’s no secret that Facebook ads and the humble email are great ways to increase traffic to your ecommerce store: they’re cheap, can reach a huge audience, and offer plenty of customizable features for maximum results. But are you getting the most out of your ads and emails? Here are some great ways that you can build your own online store with just a few simple tweaks.

2. Create a sense of urgency

Nothing compels people to make a purchase more than an expiration date. Offering great deals or reductions on your product, but only before a certain time, gives potential customers the push to take advantage of it before it expires. In a nutshell: use it or lose it.

Maybe you’re offering 50% off all purchases before midnight tonight, or two-for-one this Monday only — applying a deadline to your offer will appeal to your audience’s fear of missing out, their worry that they might have to pay more at a later date if they delay. It’s almost guaranteed to increase your traffic and increase immediate sales. To really make it more compelling, add a
countdown timer in your ad or email to show how long your customers have before they offer expires.

3. Don't be afraid to be enthusiastic

A key component of any marketing campaign is the words you use. 

Nobody wants to read dull, monotonous copy, so make sure you write with energy and enthusiasm. Ask questions, be colloquial, and let your passion for your product or service shine through — but be careful not to go over the top. 

Think of a good advert or excellent welcome email you’ve seen recently and consider the tone and language used — bring that to your copy and you’ll quickly see the results.

4. Collaborate with influencers

A great way to really engage new customers is to reference a recognized leader in the field related to the product you’re selling. 

If, for example, you’re selling handmade children’s clothes, you could include an image or a quote from a known parent blogger. This will really draw in customers from your target audience and create a positive association between them and your store.

Some tips on finding and engaging with industry experts can be found here.

5. Appeal to your customer

Another simple trick you can do is to have your ad appeal directly to your customer’s emotions: tailored to the fears and concerns that your typical customer might experience.

Maybe they’re tired of hard-to-use phone gadgets, or they think they spend too much money on their current haircare routine — address your customer’s concerns and build a store and an ad funnel that allays their fears and
makes their lives easier. Don’t just think about what you want to say about your product or service.

If you’re struggling for messaging ideas, search for some
niche-relevant businesses that are similar yours on the Exchange marketplace and consider how they address their customers and their concerns. Look at the main headings, product categorization, product recommendations, and blog posts to get a feel for how they are communicating with their niche audience. You can even spy on other brands’ Facebook ads to glean exact CTA and imagery ideas. And while you’re there, why not sign up for some competitor mailing lists…

6. Target your ads and emails with
custom audiences

There are two methods of honing in on custom audiences. The first is using Facebook’s targeting features that let you increase your ad’s success, including creating custom audience segments.

 

This feature allows you to target an audience based on your existing customer data, ensuring your key demographic see your ads, resulting in traffic to your site that’s more likely to convert. There are many filters you can apply to Facebook ad audiences, so it’s worth experimenting until you see the results you want.

 

The second way to implement a custom audience for you ads is by using an external customer segmentation tool to structure your customer data on your CRM or database. For ecommerce stores, this is typically your email list. While some tools can be complicated to use, apps like Customer Segment Builder make it simple to identify important customer segments for your business.

 

If you’ve never identified your customer segments, some of the most important ones to consider as an online retailer include:

Prospects

People that have signed up to your email list, but never purchased.

First-time customers

People who have made a one-time purchase. These customers are valuable as they are familiar with your brand. Consider why they haven’t purchased from you again.

VIP customers

You can determine who your VIP customers are through several criteria, including spend, orders, apps, and reward programmes.

Idle customers

Consider who the people are that have purchased from you more than once, but haven’t in the last few months. Industry standards consider an customer that has not made a purchase in the last three months an idle customer, but you can set your own benchmark based on your business model.

Churned customers

A churned customer is an idle customer that hasn’t made a purchase between three and six months ago. Like the classification of an idle customer, you can assign a figure to a churned customer that’s relevant to your ecommerce business.

Top cities

Also consider which cities you ship the most to. Having this information equips you in multiple ways, but in terms of ad targeting, you’ll know exactly which cities and top locations you should be focusing your ad budget on.

 

Once you’ve ironed out your customer segmentation with a tool like Customer Segment Builder, you can import the same data into Facebook and build ad campaigns around those groups.

 

You can also pull the segments into your email marketing tool, unify your campaign efforts, and send personalized offers, product upsells, and more. The more relevant and consistent your emails and ads are, the more you’ll see what every store owner wants to see — higher click-through-rates, more traffic, and a boost in sales!

7. Include customer testimonials

One simple but effective way to increase conversions on your ads and emails is to feature testimonials from your satisfied customers. 

These can be collected by requesting feedback after a purchase, and work by offering any prospective customers the opinion of an objective third party, promoting your store. Including real testimonials is a great way to engage new customers in a genuine and personal manner.

8. Include photos of real people and faces

During the store build phase, email campaigns and Facebook advertisements especially are going to be vital in drawing in your first customers, so don’t cheapen your brand with poor quality ads.

Consider the benefits of growing your online store using photos of real people, in particular featuring  their faces in your adverts. Humans are social animals and are naturally drawn to faces, especially a smiling, friendly one.

Use images of happy consumers or a close-up shot of a cheerful face to get customers on the hook (a great site for free-to-use images is
Pexels), then reel them in with a well-written ad. You can further improve on this on Facebook by using carousel ads, displaying multiple images in the same advert, or even video to combine smiling faces with good quality visuals of your product.

9. Try out different designs

The great thing about using social ads and email automation software is that you can see how well your ads are performing through stats and figures. Take advantage of this function by chopping and changing your ads and emails to test what features work best.

This can be as simple as altering your color scheme to dark blue to light blue, changing the image, or even by simply rewording the header. Facebook even has a split testing function, which allows you to upload two different ads and see how well each one performs.

10. Use social proof

The great thing about using social ads and email automation software is that you can see how well your ads are performing through stats and figures. Take advantage of this function by chopping and changing your ads and emails to test what features work best.

 

This can be as simple as altering your color scheme to dark blue to light blue, changing the image, or even by simply rewording the header. Facebook even has a split testing function, which allows you to upload two different ads and see how well each one performs.

11. Be clear and to the point

Consumers see through a lot of content in their news feeds and email inbox, so it’s important that you’re clear and precise about what it is you’re offering. It’s good practise to start your ad or email by getting straight to the point. Examples of this can include:

 

  • Want to lose weight fast? Try this 30-day exercise plan…
  • Download the only online business growth plan recommended by 80% of local businesses!
  • Save time and money with our fast delivery service…

12. Hone your calls to action

A call to action is a useful way to prompt potential customers to click through to your Shopify store from your social ad or email marketing. While you might be using these already in your campaigns, it might be worth considering honing them to ensure they really impact your target audience. For example:

 

  • Try now for free!
  • Download a copy today…
  • Sign up to our newsletter to win…

 

By explicitly letting the customer know what they need to do and what they can benefit from when they go through to your landing page, you can increase your overall conversion rate and grow your online store further.

 

Considered Facebook ads and a solid email campaign are a great way to grow your Shopify store, and with a little thought and planning, you can maximize the return on your investment and see your campaign conversion rates soar. Get testing today and see your business grow from strength to strength.

And if you’re one of the thousands of merchants who are already using Rare.io’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.

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