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Without a Store So, you’ve decided to dive into the world of dropshipping. And being the savvy business owner you are, you’ve chosen to focus on selling through social. Which makes perfect sense. Social’s where all the attention is these days, and the more people you can get can your products in front of, the better. Plus, ads on social offer some of the best ROI’s available, making them particularly appealing to startups and small businesses like your own. There’s just one problem: you’ve never actually used Facebook as a way to sell products without a store. Whether you’re a seasoned dropshipping veteran or a complete novice, there’s no getting around the fact that selling on social can be a bit of a minefield. Before you get started, you’ll have some crucial questions to address before you can see any success. For starters: What should your ads focus on? What audiences will you market to specifically? What does proper optimization of a Facebook marketing strategy look like? In other words, you need to know how to use Facebook for Dropshipping properly. Not to worry, we’ve got you covered. Today, we’re going to take a look at what it takes to build a dropshipping business on Facebook, without a store. By the time we’re done here, you’ll be armed with all the tools and knowledge you need to build an engaging Facebook marketing campaign that can consistently drive traffic and conversions.
Sound good? Great, let’s get started. Setup Start with Goals Before you type out a single word of copy, you need to take the time to establish some meaningful goals. Now, you probably think you’ve heard all this before and you’re ready to skip this section. But make no mistake. When it comes to Facebook Ads, creating goals isn’t some formality — it’s a requirement.
Why? Because your ability to create the right kind of goals now will determine the potential growth of your dropshipping business down the line. You wouldn’t expect an archer to hit a target they can’t see, would you? So, that leaves us with just one question: what kind of goals should you be creating? Well, here’s the criteria we recommend: Tangible Realistic Measurable Right off the bat, your goal should be definitive. Resist the urge to say you want ‘more traffic’ or ‘a higher conversion rate’. Instead, aim to ‘increase traffic by 10%’ or ‘reduce your bounce rate by 15%’. Beyond that, your goal needs to be achievable within the scope of your business/industry. You shouldn’t aim for viral success if your niche ecosystem doesn’t support that. All of this is designed to help you clearly determine what success looks like. So many business owners end up stunting their own growth because their metrics are ‘good enough’. But your goal isn’t to just be ‘good enough’.
That’s why the more specific the goal, the better. If you manage to achieve your goal, you can celebrate, and figure out how to maximize those results, and can start thinking about your next goal. And if you aren’t able to meet those goals, you’ll have a better understanding of what went wrong and how you can adapt your strategy to improve your next campaign. Use Facebook Ads Manager Once you’ve taken the time to clearly establish what you’re looking to get out of your marketing strategy, you can finally jump into the world of Facebook Ads. Our first stop? The Facebook Ads Manager Tool. This is going to be your command center for the rest of your marketing campaign. In other words, the more familiar you become with this, the more likely your campaign is to succeed. If you’re confused about how to find the tool, you can find a direct link on ‘facebook.com/business’ by clicking on ‘Create an Ad’. Assuming you’re already signed into your Facebook profile, you can click the ‘manage ads’ tab in the Facebook drop-down menu. Once you’ve actually navigated your way to the Ads Manager, you’ll be able to navigate with the menu on the left-hand side of the page. Pick an Objective Let’s assume that you’ve already done all your homework on buyer personas and established a proper brand voice (both steps you should take during the ‘goals’ stage of planning). Now that you’re ready to create a Facebook Ad, you click on the button only to be asked what your marketing objective is. In any given campaign, there can be as many as 15 potential options available.
Fortunately, Facebook has managed to distill any of these campaigns into one of three possible overarching objectives: Awareness Consideration Conversion This is where your goals come in handy. To the untrained eye, it might be difficult to decide between ‘increasing your brand awareness’ and ‘increasing your reach’. But with a clear set of goals, you’ll end up making this process significantly easier on yourself. Clarifying your Audience/Establishing a Budget Here’s where things get a bit tricky. One of the most powerful features in the world of social media marketing is the targeted ad. Where most other kinds of ads tend to focus on volume, social makes targeting individual groups both easy and affordable, no matter what kind of budget you’re working with. Of course, having highly targeted ads means that understanding your audience is more important than ever before. And when it comes to Facebook, you’ve got plenty of options: Interests — the Pages someone likes, etc. Location — anything from a country to a zip code Behaviors — device usage, purchase behavior, etc. Languages Connections — decide on the degrees of separation and the scope of your campaign Gender Age As if that wasn’t enough, you’ll also need to setup a budget for your marketing campaign. Once you’re sure about your target audience, it’s time for you to make some decisions about how your marketing budget is going to be managed. Whenever you’re setting up a budget on Facebook, you need to understand that this amount is going to represent the maximum amount you’re willing to spend. Luckily, you can set both a lifetime and daily budget.
The daily budget determines the maximum you’re willing to spend every day, while the lifetime budget is about establishing what your overall marketing budget looks like. Creative Make a New Advert Let’s assume that you’re starting completely from scratch. Since this is your first advert, you’ll need to be sure to pick the right format for your ads. It’s worth pointing out that Facebook Adverts tend to look slightly different depending on what you’re going for. There are plenty of options to choose from, but here are the basics: Single video — Uses one video as the advertisement Canvas — Creates a more engaging story by building a multimedia experience Carousel — Build an advertisement with 2 or more scrollable images/videos Once you’ve picked out a format, you’ll need to add some content here. And considering you don’t have a store to handle the rest of your sales cycle, you’ll want to be sure the content here is particularly compelling. Determine Ad Placements There’s no denying that your content is important, but if you want to make the most of your Facebook campaign, you’ll need to be sure your ad placement is compatible with your campaign objectives. It may sound simple, but if you’re going to be dropshipping with FB ads, you need to consider the fact that they can appear on both the mobile News Feed and the desktop News Feed. If you’re not sure about what to do here, not to worry. Facebook actually has some recommended default placements depending on the objective you’ve chosen. Essentially, Facebook will automatically optimize your placement based on what they’ve found to be most effective. It may not be reinventing the wheel, but when you’re trying to start dropshipping with FB ads, they can be a great place to start collecting data. Analytics Frequency Setting your ads up properly is great, but getting your campaign off the ground is just the tip of the iceberg.
The real challenge comes from trying to analyze the success of your campaign and capitalizing on its potential for growth. With that in mind, let’s start by talking about one of the more important metrics you’ll want to keep track of: frequency. To put it simply, frequency is a measure of how many times your ad was shown to the same user. Why does that matter? Well, the higher the number, the more likely it is that your marketing efforts aren’t enough people. The rule of thumb here is that having a campaign with a frequency higher than 3 means you need to broaden your audience. Aside from the fact that you’re missing out on exposure, you also run the risk of badgering potential customers. No one likes to see the same ad over and over, no matter how good a product is. CPA Cost Per Action (CPA) is arguably one of the most important metrics you’ll be tracking. Word of advice: don’t worry if your CPA is running a bit high on your first day executing the campaign. Data becomes more accurate the longer your window of time is, so give it at least three to four days to recalibrate. Facebook usually needs some time to properly optimize your campaigns, so keep that in mind. This is another reason why clearly establishing a reasonable budget upfront is so crucial.
The last thing you want to do is burn through your budget before your campaign can pick up any steam. Use this metric to determine your ROI and figure out just how effective your FB ads marketing strategy really is. CTR Once you’ve been managing your campaign for a few weeks, you’ll want to start paying close attention to your Click Through Rate (CTR). Over time, it’s possible that your CTR will start to drop. There are plenty of reasons why this could be happening, but the most common is that your audience has started to skip your ad while scrolling. How can you fix this? Easy, just change the content in your ad. It’s really that simple. If your CTR drops below 1%, you’ll need to start paying close attention to it. If it’s not converting at all, shut it down. If it’s barely converting, change the content, and keep track of it for the next week. At the end of the day, your ability to monitor the results of your campaign and make changes accordingly can be the difference between having a dropshipping business that survives and having a business that thrives. Conclusion Listen, we get it.
Executing a marketing strategy from square one can be intimidating, especially when everything depends on how well you use those FB ads. But don’t let that discourage you — just follow the formula. Start with a strong understanding of what you’re looking to get out of Facebook marketing. Create realistic goals, become familiar with the Ads Manager, choose and objective and decide how you’ll be marketing to your audience. From there, start getting creative. Come up with advert ideas and figure out how to best distribute those FB ads. Track the frequency, CPA, and CTR of your campaign to get a better idea of what you can improve upon. FB ads and social media marketing are powerful tools to have in your arsenal. And with the right approach, there’s no reason your dropshipping business can’t experience massive success here. Did we miss anything? Which aspect of Facebook Marketing are you most confused about? Let us know in the comments.
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