How to use Facebook to maximise your sales

Step 1: Optimise your store for Facebook


1. Facilitate the engagement of your buyers.

  • Integrate your online store with Facebook
  • Take care of likes, comments and shares
  • Include social media buttons on your website.

2. Simplify the buying process

  • e.g. by directing to the check-out page or by creating a Facebook app accepting payments.
  • Offer sign up via Facebook.

3. Check out this guide on using Facebook to your eCommerce advantage.


As an eCommerce store, put a special focus on product images.

Step 2: Take care of your posts


1. Use images, emoticons, questions and quotes to increase engagement.
2 . Make your updates a combination of text only, text & image and image/video only updates.
3. To make your work more efficient, think of setting up automated posts, especially if you operate in different time zones.


Posts with less than 80 characters attract 23% more engagement.

Step 3: Advertise your offers effectively


1. Advertise discounts, deals and special offers.
2. Prequalify your leads and filter out less desirable visitors.

  • e.g. by listing a price that will discourage those unwilling to pay this amount.

3. Offer an incentive.

  • e.g. a limited time offer using phrases such as only, hurry, last chance, act now or prices going up.

4. Use images appropriately.

  • Put the focus on the product, not your logo. Avoid cluttered images.
  • Try to use images with people and present positive emotions to create a positive association with your product.
  • Use product close-ups and a far shot in a single image.
  • Ensure the viewer follows the line of sight: if there are humans in your ad, they should look towards the text in the ad. Your viewers will to be more likely to follow the text.


Don’t attract flocks of random shoppers and eliminate curiosity clicks. Hence, don’t create generic ads, but identify your buyer profile, their needs and problems and address them in the advertisement.

Step 4: Turn your contacts into customers


1. Shift your focus away from the immediate sale.

  • Take your time to get to know your potential buyers and find out what they need.

2. Nurture your contacts with the help of the data you have collected.

  • Divide them into groups, each with similar characteristics. Then create relevant content and customised emails for each group.

3. Create workflows that will send automatic, personalised emails.

  • Take into account the form your contacts have filled out or the type of information they have requested.

4. A/B test different options

  • Including images, headlines, action words, time of day and audiences.

5. Segment your workflows

  • Create various smart lists for people with different traits, interests and purchase histories.

6. Track the actions of your fans, clicks, conversion rates and lead sources.

  • Track lead activities and behaviour to know how they interact with your website and product. Use this data to establish trends and forecasts.


Instill trust and loyalty first. It’s highly likely that when your potential buyers finally do need your product, they will turn to you first.

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