You may have heard of Zappos, a web site known primarily for selling shoes. They recently revealed some of their online marketing strategy, including some successes and failures, that could be helpful to many businesses, both big and small, as Laura Stampler reports for Business Insider.

For instance, Zappos’ Digital Marketing Director calls sponsored posts on Facebook “a necessary evil” and “the difference between 1000 likes versus 10.”

He also discusses a shift in their message on Facebook. Rather than talking about what was happening locally around and in their home offices, they emphasize their products and have seen an increased response. This particularly seems like a simple and obvious change, but one that might be helpful to apply to your own Facebook page.

One other important message from Zappos was the far reaching effect of the right wording. Posting an identical message, but with slightly improved wording can be the difference between seeing 10 people share your story and 100. Zappos saw a 7-percent increase in users who created a story on social media about their purchases after such a slight change in verbiage. That adds up to a much larger audience over time.