You’ve probably heard how important Facebook marketing is for your business near the holiday season, but do you know how it can specifically increase revenue and drive higher profits?
You don’t want to be that marketer who brags so incessantly that fans start taking different routes to avoid you. But you also don’t want to miss out an opportunity during the time when people are more than willing to shell out money to buy gifts and donate to charitable causes.
According to a research by CMO, Facebook is going to dominate social spending this holiday season, including a larger investment in campaign strategy and advertising for many brands. Another research says there’s going to be an estimated $650 billion holiday spending spree.
So, how do you strike the right balance and make the most out of your Facebook marketing campaign?
Adopt creative strategies and you can capture attention, entertain, and even trigger impulse buying. Implement the following 10 things to give your campaign the best coverage this holiday season, build up additional fan following and enjoy an uptick in incremental revenue:
1. Run a Facebook contest
While people spend more around the holidays, they will always look for opportunities to save some money. So it can be a good idea to run a Facebook holiday contest around this time. Facebook changed the rules of running a contest in the last few years; businesses can launch Facebook contests using a normal feed post.
Fans can enter the contest by:
2. Liking a post
3. Posting a photo
4. Sharing a post
5. Answering a question
There are several types of contests you can run, such as sweepstakes, storytelling contest, family photo contest, question & answer contest and voting contests.
PetSmart ran a ‘My Pet’s Wish List Sweepstakes’ last year via Facebook. Fans had to vote on their favorite holiday gifts for a chance to win a $300 gift card.
2. Offer coupons
Fans love getting discounts, especially during the holiday season. Coupons can drive Facebook users to your brand instead of a competitor’s and create customer loyalty. These doesn’t necessarily need to come as a discount, as you can also offer coupons for your highest margin items, and even a coupon code for free shipping.
You can leverage a coupon app like AgoraPluse that requires fans to enter their email address, as it will help you generate new leads as well. You can also use Facebook’s ‘ads create tool’ or custom tab to create an offer.
Fry’s Food Stores is a great example of using Facebook coupons during the holidays. The brand is offering its fans a chance to save and stock up for the season. Customers get $3 off when they spend $30 in a single transaction.
• Make the coupon Facebook exclusive
• Limit the offer by first come first serve basis
• Do not create offers for your premium services or best products
3. Create a sense of nostalgia
Tailor marketing efforts to fit the holiday season rather than just adopting a blanket marketing approach. Indeed, people are in the mood to spend, but there’s a lot of competition for eyeballs, so it requires more than just running promotions and contests to stand out in the crowded space.
This is a basic marketing idea, but the one you shouldn’t neglect. Many people like to discuss and share their holiday resolutions and happenings; be the first to cater their holiday spirit.
Here’s an example from The Home Depot; the brand shared a Christmas story with its fans to increase engagement:
• Include posts such as trivia questions, inspirational stories, clips from old holiday movies, and warm holiday messages
• Respond to comments to increase engagement
• Focus on being personal
4. Promote to multiple audiences
Last year, Offerpop analyzed more than 1,700 Facebook campaigns created during the holiday season, and discovered that running multiple campaigns increases engagement and fan participation, more for brands promoting specific gifts to segmented audiences.
Here’s one tip from Facebook about multiple adverts:
• Use tools like AdEspresso to create thousands of variants of your Facebook ads
• Test all versions of your creative across your target audiences
• Analyze metrics and take out underperforming ads
5. Insert CTA (Call-to-Action)
Facebook has introduced call-to-action buttons that can be placed in ads; these are useful for increasing clicks to your brand product pages and increasing conversions. Some call-to-action buttons include:
1. Shop Now
2. Sign Up
4. Learn More
5. Book Now
6. Watch More
The ‘Shop Now’ button is going to be the most appropriate during the holiday season. With these buttons, you don’t have to place the CTA in the thumbnail image, as was the case before.
Here’s an example from Rosetta Stone’s Facebook page:
• Include CTA buttons in ads and organic posts
• Choose a CTA according to the offer (Book Now for air tickets, Shop Now for retail products)
• Split test buttons to fine tune your marketing strategy
6. Use location awareness
Businesses can target audiences with the new local awareness feature, which allows you to gear ads towards people who are physically present near your business. This feature can also be used to give directions to people to your business location right on their mobile.
While using the feature, mention your store hours. This will enable your customers and prospects to visit your store before you close down for the holidays, and even result in extra sales if you’re doing extended hours.
Here’s what a local awareness advert looks like:
• Select a great photo
• Create an engaging message
• Mention special offers, upcoming sales, etc.
7. Spruce up your cover image
Customize your cover page to reflect the holiday season. It’s a quick way to warm your fans and add some personality to your brand. The cover photo can also be used to serve a reminder that it’s a norm to buy gifts during the holiday season.
When implementing a holiday themed cover photo, remember that the image should be stretched to fit across the top of your Facebook page. You can use tools like PicMonkey to create the perfect size (851 x 315 pixels).
Here’s what Target did with its cover photo recently:
• Highlight your brand’s holly jolly angle
• Make a collage showcasing products/employees/fans/combination of them
• Show what makes your brand unique
8. Donate to a charity
Make a monetary donation, run a campaign, ask fans to donate foods to charity, donate to a hospital…. Whatever the cause, make sure it’s something you and the fans can get excited about. Link the donation to your marketing campaign.
For example, you can donate $1 to a non-profit foundation for every referred status update or contest. You will gain more shares – as fans will want to contribute to charity while taking advantage of contests – and the charity you work with will get the donation it deserves.
Here’s an example:
• Ask your fans to get involved
• Make it clear where the money goes
• Be transparent in everything
9. Create a holiday greeting video
Here’s a great idea. Produce a video where your brand and its staff express a heartfelt sentiment about the holiday season. Make sure to mention what the holiday means for your company and give it a human touch.
Wishing your fans a happy holiday season and giving a reminder that you are grateful for their engagement and participation can go a long way.
Sweet Spud’s example of a holiday video greeting cited by Animoto shows how greetings can make the fan page more festive and spark engagement:
• Use holiday greeting apps
• Make the greeting personal and heartfelt
• Run a promotion for the greeting
10. Customize app thumbnails
Most brands neglect app thumbnails, which are located right below the cover photo at the top bottom right of a Facebook fan page. These should be highlighted with festive images and adjusted to your overall branding.
You can even make a connection between the cover photo, the profile photo and app thumbnails, while use the space of app thumbnails to integrate call-to-action for your holiday offers.
The red highlighted area in this example include app thumbnails.
• Gear the thumbnails towards holidays
• Use CTA to encourage fans to learn more about offers
• Make thumbnails consistent with your overall holiday branding efforts
Over to you
To make sure your marketing efforts are ready for the holiday season, prearrange your campaign budget and be creative with the above-mentioned ideas. Don’t include dates in your graphics so you can reuse some of your promotions next year and beyond. That’s it for now.
What are your thoughts? Do you have other tips for holiday readiness? How are you planning to use Facebook for your brand’s holiday marketing efforts? Feel free to leave comments.