Getting Started With Facebook
This is the second blog in our series about self-assessing the health of your jewelry store’s online presence. Today, I want to walk you through the portion of the audit that we conduct with jewelers before we ever enter into a partnership, that addresses Facebook.
To begin, our team does some homework and evaluates how the given jewelry store looks from the backend. This basically entails conducting an audit of the store’s online presence. In this blog post, I will walk you through some of the industry secrets and give you a behind-the-scenes view of what an audit may look like. In addition, I will leave you with steps you can take to do it for yourself.
Using Facebook to Engage with Customers
An important question that we must first consider is how are we going to evaluate a brand’s Facebook page to determine how “well” it is doing? First, when looking at the left side of a brand’s Facebook page, we can see the number of likes, page follows, and people checking in. Let’s narrow in on page likes.
What are page likes? These “likes” represent actual people, ideally people that are local to the individual business or brand. These people have engaged with the brand by devoting a “like” to the brand’s page. We can now retarget these people with ads to further increase engagement and build a relationship with potential customers.
When somebody likes a brand page, we are able to go into the custom audience section of the Business Manager of Facebook and construct a custom audience based on people who already like the given page. This allows us to increase the frequency at which a single person in the local community will see something from the brand.
A common statistic within sales is that a brand will have to interact with a person an average of seven times before the individual is willing to actually engage with the brand and make some sort of purchase decision. So, we need to increase the frequency at which a given person views the brand to at least seven or more. We can do this by generating page likes and retargeting those people repeatedly.
Next, we need to determine an ad targeting strategy. What ads is the brand currently running? Is there already an ad strategy in place? How well are those ads built? Facebook and Instagram are pay-to-play platforms these days, so it is extremely important to have a detailed ad strategy.
We can look through the brand page and view the number of engagements posts receive. How many people are engaging with a post? How many people are giving some sort of reaction?
We must go through and evaluate who is engaging with the brand. If we are only seeing five to ten people engaging with each post, we need to do something to create more engagement, as this is very low engagement.
So, as we start to generate more page likes and build an ad strategy, we are naturally going to see that post engagement goes up. In addition to increasing engagement, we need to gauge how well each of our posts is doing at telling a story to our customers.
Take this scenario, for example:
Suppose we post a picture of just a boring white photo and put all the money in the world behind it. The post will likely receive very little engagement because we are not telling a story to our customers. Now, if we post a custom ring and tell a story about the couple that had the ring designed after their grandma’s old ring, we are creating a story that is much more engaging.
Completed Audit
With all of those steps combined, we have now completed the Facebook portion of a general audit of our business. If you go to deepearthmkt.com/contact, you can actually request for us to run a complete audit for your business…for FREE! Just click “Get My Free Audit” and fill out the form. The audit will be more in-depth than what we covered here today. We look forward to hearing from you!
