Holiday marketing is always a question for entrepreneurs. How do you play in the sandbox with the big boys? Well, there are lots of ways to grow your business with holiday marketing, especially using Facebook marketing as the tool. Recently, I reached out and asked marketers and business owners for their best tips for using Facebook to market your business during the holidays. Here are some of the best responses:
1. Invest in Advertising
Invest financially in Facebook. A BDO study found that 99% of retailers indicated they would be focused on Facebook for their social marketing efforts – and that was last holiday season. 51% planned to spend on Twitter, while 20% planned to invest on Pinterest.” With other platforms, such as Vine, on the rise, it is crucial to follow in last season’s footsteps and invest in Facebook advertising but not neglect newer social media platforms. Human capital is extremely important, but putting dollars behind your team’s efforts can amplify your social content in a big way.
2. Hold a Contest
Run a holiday Facebook campaign featuring a contest with a giveaway. You can now post your contest directly on your Facebook page. Give it a holiday theme – ask all fans to post their best Christmas shopping tip or the most creative way to celebrate New Year’s Eve. Reward the three best commenters with a free product from your business or a gift card to Amazon.
3. Use Video
When it comes to sharing content on Facebook, videos outperform pictures which outperform links, and yet, what do most business owners share? You guessed it – links and pictures! If you want to engage your audience, invest in high-quality videos and then share them.
4. Do a Flash Sale
During the holiday season, shoppers are always scouting out great deals and love sharing them with friends and family. Engage your current fan base and tap into their own personal Facebook networks with a limited time flash sale just for Facebook fans.
Promote on your page that you will unlock a special flash sale once you hit a certain number of likes. A flash sale can be a coupon code, VIP pass, or even a big discount on your most popular product or service. Once the sale is unlocked, users will be notified on Facebook that they have the green light to shop!
5. Get Personal and Grateful
Holidays are about connecting with loved ones and reflecting on what’s important to you. During the holiday season, post pictures about the things you/your company is grateful for such as family members, customers, and events that happened in 2013. You can even do a collage-style post where each employee takes pics of what they are grateful for. You then ask your followers to list what they are grateful for. This is a great way to build goodwill with your followers while engaging them to share their experiences. Every post should have an image or video to enhance interaction.
Principal, Fairless Consulting
6. Sponsor Stories
I recommend using Facebook’s sponsored stories to reach you potential clients this holiday season. Ever since Facebook changed their EdgeRank to allow only about 10-15% of your page’s followers to see your posts, using sponsored stories has become more and more important. It enables you to show your post to a larger audience than you would if you did a regular post. We have seen huge spikes in engagement with our fans by using promoted posts. The best way to combat EdgeRank is to take it head on and get your followers into your store!
7. Get Seasonal
Be sure to post message content that directly connects to the holiday theme – according to Facebook these thematically related posts generate about 90% more engagement than all posts published on a given day.
8. Create Loyalty
For small businesses, there is a tremendous opportunity to showcase roots in the community – ultimately adding a sense of loyalty to a fanbase that puts a human element of the business in the spotlight. A well-thought out content strategy that is organized with an editorial calendar will help earn the interest of key audiences and motivate them to action – either by engaging with brands online or in person. At the end of the day, it’s about providing a reason for users to belong. If you can determine what that value driver is (loyalty, customer service, awareness, recruitment), you’ll be successful.