What is the key to social commerce success is a question that keeps many a business manager awake at night. Why is it that some brands are so successful with their facebook storefronts and others are disappointed, and close down? The first and most crucial thing that business and social media managers need to understand, is that social commerce sites such as facebook are unique and quite unlike their business website.
Interaction, interaction, interaction
Why has facebook become a crucial factor that helps a customer decide to choose a brand or not? Social media offers customers a freedom and power that conventional marketing does not. Customers have an opinion and they wish to be heard. From time immemorial people have discussed products and services and have offered their opinions on why a certain brand or business is better than another. With social media they can do it in real time. This is also the reason why people take the time to write and read product reviews.
Your fan page is a great place to engage your target audience. You need to create a space that is interesting enough for them to click the ‘like’ button and is liable to have them returning to it, time and again. Your fan page should be dynamic and attractive. The design should make it easily recognizable. And to this end, you can use the business logo and colors. Brick and mortar stores may like their facebook storefront to look similar to their shop. This often makes customers feel comfortable and at home when visiting the store.
The Livescribe store and fan page is well designed and attractive. It communicates the uniqueness of the product range and its versatile use in the modern workplace and home. The fan page features the facebook store, support, pencasts and videos that customers would find interesting.
Depending on the kind of business focus a company has, social media managers can offer content that is likely to interest and excite target audiences. For instance, a facebook store that sells groceries could offer meal solutions, like those offered on the WalMart fan page. The page also offers an appealing design that connects well with the customers.
If a shop sells clothes and accessories then the fan page should offer relevant tips and insight on trends. The fan page can be linked to blogs, and the notes section can be used to offer fans a better understanding of the brand and its commitment towards its customers.
The fan page is a great place to put information related to discounts and promotional offers, and is likely to direct traffic to the facebook shop. Testimonials and reviews by customers should be an integral part of this page. They not only provide insight into the products offered by the business but may also motivate customers to consider buying products that may not have been on their shopping list.
Apps like Storefront Social can help businesses create a facebook store that offers a global appeal. Businesses can offer content in many languages and accept transactions with multiple currencies.