In my opinion, in designing a banner image or video on your Facebook profile needs to summarize the brand and lifestyle that is engaging and aesthetically pleasing. The use of a color palette, simple yet meaningful text and context, and simple design rules such as using shadow and lighting in the correct way carry a lot of weight when looking at an image. Also, using a simple comparison image that shows how your brand is better than another is a great way to offer a call to action to purchase your products or visit your website. Creating a short 10 second video is also a great option to increase engagement and show more content in a meaningful way; this can be shared via Twitter, Facebook or YouTube.
For my business, I would definitely use the Form/Get More Leads advertisement to try to gather meaningful information from my customers that I can utilize in marketing, such as emails or zip code to see where most of my customers reside. I would also use the "Promote your shop button" for a special sale or event that I would have, in order to try to get as many conversions on to my website to buy my products, such as a Spring Sale for hikers and backpackers! Lastly, I would try to boost my Instagram and Facebook posts which eye-catching imagery to see how that would translate into engagement.
In my recent experience working for a small e-commerce company, boosting or marketing too much will turn away customers and it can lower your profits sometimes if you try to introduce a sale that people want to use on a previous purchase so you have to be careful. I think doing more seasonal promotions and constant new customer intro discounts is a great way to get people interested but not annoyed. For my business, I would probably try to focus on the holiday season, the launch of Spring and Earth Day, popular hikes in Autumn and maybe some products that would be useful or popular during summer vacations and camping.
-DavidT
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