How to: Sell without Selling on Facebook
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Facebook is much more than just a way of promoting your business and gaining a following, it’s a way of promoting sales and gaining customers. When you think of Facebook advertisements or company posts that are trying to sell a product or service, you might think of it saying something like, “Buy your own today!” or “Click here to purchase!” There are so many other ways to promote the purchase of your product or service other than just asking the customer to buy the product. Here are five aspects that are essential to include in Facebook posts that encourage people to purchase your product or service without having to say, “BUY THIS!”
1. Post a high quality video or picture of the product/service
If you’ve read our recent blog on “How to Increase your Newsfeed Visibility on Facebook,” you already know that posts with visuals, such as images or videos, receive the most engagement from Facebook users. Visuals direct viewers attention to the product and get them interested and engaged in the post immediately with minimal effort. It is important to make sure the visuals are bright and high quality to make the product or service look as aesthetically appealing as possible. The photo or video in the post is what is going to encourage the viewer to look further or read the post if there is word content, and therefore find out more information about the product. This post shows some high quality, creative images of the products they are selling, getting potential customers to stop scrolling when they see an image they like.
2. Include major benefits of the product/service
This can be either in the photo/video, or in words of your post. Informing viewers of the major benefits of your product or service will allow them to evaluate if the product is something they need or desire. This will determine whether or not they will keep engaging with your Facebook post, and potentially look into purchasing the product. Giving the benefits of the product without making a “buy this!” statement will portray a high quality image for your product and company because it shows you are confident in your product selling itself. This post shows a video of the product being installed easily by a child, and shows the benefits of using the product. This encourages viewers to look further into purchasing the product and clicking on the link if they are interested in the benefits of the product.
3. When price is attractive, voice the price of the product
When price is attractive to your target market, voicing the price of the product in the Facebook post will direct the viewer’s attention towards their purchase decision. Price is directly related to purchase, however it is much more indirect than bluntly telling the viewer to purchase the product. Try to avoid “Only $10.00!” statements which make your product appear cheap rather than price effective. Simply giving the price of the product or service will be enough for the customer to determine whether the price is affordable for them or not. This post states the price of the products rather bluntly, seeing as the products are priced rather low. This interests their target market and directs their attention to price and therefore purchase of the product.
4. Engage the viewer when possible
Engaging the viewer in your Facebook post is all about encouraging them to click on, like, share, or view your post entirely. This can include engaging them by: making them click on the video to actually see it full screen/hear the sound, clicking a button in your post to read more, clicking to access your company website, or simply sharing/liking your post. Most people share or like Facebook posts when the post is not entirely to do with a product or company, but rather a topic of interest to them. For example if you own a bakery and you sell donuts, creating a post on weird flavored donuts you are testing, or just a video on making the donuts will attract the attention of every viewer who likes donuts. This post shows a related image to attract attention, and then simply the name of the blog post title. This encourages customers to not only view the post, but click on the post to read the blog, therefore encouraging engagement with the post.
5. Show enthusiasm about the product
Showing enthusiasm about your product or service will make the viewer enthusiastic about engaging with your Facebook post. The energy of your post is what is going to make Facebook users stop scrolling and actually look at your post. Enthusiasm can be shown through the brightness and color in your pictures/video, or even the font and color of the text in your post. This is what is going to make viewers want to keep clicking through your post and look further into your product. This post shows a video of various pasta dishes (product), but also shows enthusiasm in the title of the post by using all capital letters, exclamation points, and emojis.
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