hi, the Facebook marketing goals shall always be devided into two types of goals ie. soft conversion (or primary goals) and hard conversions (or secondary or a sell).
people usually do mistake of focusing their entire marketing strategy toward secondary goals, while the truth is in E-commerce no one buys you on first touch. people need to get engage first, and then they will listrn aboutyou what others are saying, how you are positioning your own brand, and how you are valuing your products, price points etc. etc. then they will try your products and after successful experience they turn into your brand advocate.
it happens in every case, be it e-commerce website or your facebook based selling.
so we shall first design your brand story, something to connect better with our audience like #EatGreenLivrGreen or #GoingGreenIsLife and then will use this story to attract your customers.
we shall be using AB test experiments to test and find best target audience demographic and will optimize our ad copies for them.
I would advise we shall do both organic and paid ads to grow our reach. so we shall start with $500 bucks per month in Facebook ad spent, (beside my fee) and then based upon initial results we shall optimize our campaigns.
we can either use a facebook store plugin or sell directly via posts, it depends upon your choice.
and IMHO, we must use people talking as a crucial KPI or ROI indicator for first month atleast, since we need more eyeballs initially.
does it make sense? can we have a chat on this sometime today or tomorrow?
Best, Gaurav