Try Facebook Marketing If You’re Dreaming of a Green Christmas
The Sprocket Report
Yes, it’s late, but you can still pull together a holiday marketing campaign for Facebook and Instagram. Read on (quickly!) for tips that you can implement right away.
Tip #1 is to start early, but since that’s impossible, let’s jump into what you can do right now.
Of course any business that sells a product should have a holiday marketing plan, but other organizations can benefit from seasonal marketing as well. For instance, Giving Tuesday was created specifically for not-for-profits. Gifts that offer an “experience” are all the rage these days which opens up certificate possibilities for service businesses. And New Year’s resolutions, both personal and professional, are great incentives for post-holiday sales.
Both Facebook and Instagram have in-app shopping solutions, but your current website may need only a little tweaking to provide sales or donation fulfillment. While you’re under the hood, bump up your SEO with seasonally-appropriate meta tags and search terms. Also, although we’re not going to name names, there are still a few folks out there whose websites are not as mobile-friendly as they should be by now.
Relentless advertising in your social media posts is a major turn-off. Instead, consider paying for a few ads. You can test the waters with a small budget. To make the most of your paid advertising, run tightly targeted ads to very specific audiences. Facebook has access to both on-platform and off-platform data that is analyzed to create a custom audience. You can also create a “lookalike” audience from your current customer base, even if your customer info is from offline interactions.
According to the experts, successful ads push “urgency” and offer “threshold” deals. “Urgency” includes limited-time or limited-inventory offers. “Threshold deals” offer bonuses or discounts for bigger purchases. We’ve all responded to these offers, so you know they work!
Remember that it may take many marketing “touches” before someone reaches that “buy” decision. To stay top-of-mind and be there when they finally make their move, post regularly – but not too much – on social media. Post fun, interactive and interesting tidbits to keep in touch. And be sure to respond promptly to any comments or questions. Messenger tools tend to get a workout during the season as folks shop around and compare.
Once the season ends, don’t end your social media marketing, too. When you keep up your online relationships, you’ll have that much stronger of a foundation for next season, the season that you’ll be planning for much earlier in the year than this one!
All kidding aside, it isn’t too late yet to do something. Facebook has a really comprehensive Holiday Marketing Guide that also includes marketing on Instagram which, of course, is owned by Facebook. We shared some of the highlights, but you will find even more there that will be helpful to your specific needs. If one of those needs is website tweaking or social media posting, give us a call. We’re happy to do what we can to help!