Facebook is a great way to stay in touch with your friends. But if you are a small business owner, you are most likely in a love-hate relationship with the platform—algorithm changes, much? The truth is, you can love it or hate it, but you cannot ignore Facebook. There have been multiple algorithm changes over the years. It’s all been designed to make businesses spend more on paid ads. However, Facebook still remains one of the most widely used platforms by small businesses; because it works!
Facebook’s latest algorithm change has left most businesses wondering if it’s even worth having a presence on the platform. The short answer is, yes! But before getting into the weeds of Facebook marketing, let’s address the elephant in the room.
Is Facebook Business Page Really Dead?
In its most recent update, Facebook’s statement says, “Pages making posts that people generally don’t react to or comment on could see the biggest decreases in distribution.”
We know that organic reach of the business page has decreased over the last 12 months. It’s normal to have only 1% of your followers even see your post. So what Facebook’s recent update really does is force us as business owners to think of creative ways to engage with our audiences. Ultimately, it comes down to conversations and engagement. Facebook is telling us that if want to improve the organic reach of our posts, we have to create engaging content. We need to stop “selling” and have real conversations with our followers.
So let’s look at some of the ways you can use Facebook to sell your Etsy products.
Be creative with your posts. Simply promoting your listings to drive people to your Etsy store just won’t cut it. Instead, create interesting content that will spark conversations.
- Talk about the inspiration behind your idea, the story behind your collection, the lessons learned on your entrepreneurial journey.
- When in doubt, follow the rule of thirds. A third of your content can be used to promote your products, a third should be related to your specific niche, and a third can be on related topics that your audience might find interesting.
- Consistency is key when it comes to branding and messaging. Rather than posting infrequently every few days, it’s better to choose a schedule that you are comfortable with and then sticking to it.
- Get your customers to give you reviews and testimonials on your page. This goes a long way in building trust and credibility.
- Facebook’s business page gives you access to its insights and analytics tool. Look at a combination of metrics, including comments, shares and views to get a good sense of what tactics are working best with your audience.
Facebook Post by Paper + Spark
Sharing your post
Many Etsy sellers in our community are reluctant to share business posts on their personal Facebook page. They want to keep the two separate. But on Facebook, it all comes down to the engagement your post receives. By increasing the engagement, you are increasing its organic reach. So don’t hesitate to share!
There is no denying the power of video. There are many free and paid tools available to help you create engaging, share-worthy videos. If you are not sure where to start, then check this great post on how to make short videos like a pro.
Did you know Facebook Live videos are watched 3x more than pre-recorded videos? Facebook’s algorithm loves live videos and is designed to push them on newsfeeds. It has a far bigger reach than a standalone photo.
- Show your audience what you are working on. If you a jewelry designer, show your audience how you source your precious jewels. What you think is unimportant might be fascinating to your ideal customer!
- Be clear with your messaging. If you are at a local craft fair, then focus on pieces you are showcasing in the fair. Tell people where you are, the hours you will be there, and invite them to come say “hello” if they are nearby.
- Use Facebook Live to tease the release of a new product. Show your designs, the raw materials, maybe even parts of the unfinished product. This is a great way to build anticipation for a new product launch.
- Limit your Facebook Live sessions to no more than 5 minutes to keep your audience engaged and wanting more.
- Be consistent & stay patient. Like any other marketing tactic, it takes time to see results of your work. Don’t quit after just a few sessions. If your live session did not generate a lot of engagement, don’t be disappointed. Experiment with the content and time of the day when you go live. Once you’ve done it a few time, you’ll get a hang of what works best with your audience.
Learn more about how to sell using Facebook Live.
Facebook Live by Flourish & Thrive Academy
This could be the answer to all your Facebook woes. Some people are even calling facebook groups the ultimate facebook page replacement. The great thing about groups is that you don’t need to worry about your content not making it into the newsfeed. Unlike pages, Facebook sends a notification to group members when you post something new. If the user is an active member of the group, your content will most likely show up in their newsfeed.
- Keep in mind that Facebook groups are about community and not meant for constant promotion. You want to create a group that people want to ‘hang out’ in. For example, if you sell handmade baby blankets in your Etsy shop, you can create a Facebook group to “learn how to make baby blankets”. You could share tips and tutorials, answer any questions and every once in a while feature items from your shop.
- Use the group to collect email addresses in exchange for a free download.
- Create themed days to get people to engage in group activities; ex: Motivation Mondays, Tip Tuesdays, Throwback Thursdays.
- If you’re thinking of creating a group, consider making it “closed.” This means that you personally get to decide, who joins and who doesn’t. This helps keep the quality of your group in check and keeps the spammers away.
- Be very clear about the group rules. Be kind and welcoming to each new member, but make sure they are fully aware of the rules that members should follow (types of post, that sort of thing).
If you have an ad budget for your business, it might be worth considering Facebook ads. Whether you are trying to test a new product or running a promotion on an existing line, Facebook’s highly sophisticated ad platform does a great job of putting your product in front of your target audience. But here’s what you should keep in mind:
- If all you are doing is boosting posts to advertise on Facebook, then you are not fully utilizing the capabilities that the Facebook ads platform has to offer. Use the Ads Manager if you really want to have full control over of your ads’ targeting and delivery.
- Spending money to increase the number of followers on your Facebook page will not necessarily convert to sales. It’s good to see a lot of people follow your page and engage with your content, but that doesn’t mean they are your ideal customers. So be wise about how you spend your advertising dollars.
- You need to set up a Facebook Tracking Pixel to be able to use all of Facebook’s ad features. Unfortunately, Etsy doesn’t support Facebook’s tracking pixel. That means Etsy sellers need to use creative workarounds to make the most of Facebook’s ad platform. One of the ways to do that is by creating a landing page on another system such as WordPress, Leadpages or ClickFunnels. The goal of your landing page is to capture your reader’s email address, so you can continue to market to them. You can then add the Facebook pixel to this page so Facebook can track which of your visitor are interested in your products and target your ads to more people like them. Click here to learn more about running Facebook ads for your Etsy shop.
As you can see from the list above, the essence of promoting your business on Facebook is the same. If you’ve already been using these tactics, keep at it! If not, start testing out what marketing on Facebook can do for your Etsy shop. What matters—now more than ever—is creating authentic content. Authenticity drives engagement. When you drive more engagement, Facebook will become your new best friend!