Adding a Facebook promotion to your new store’s strategy can help extend the reach of your message and enhance your other digital marketing efforts.
When you are developing a marketing plan for your grand opening don’t forget to leverage your social networks. Especially if you are advertising your big event on traditional channels. You should consider using this message to increase your number of fans as well as increase the excitement and engagement of your existing fans.
Your Facebook fans are 39% more likely to purchase your product/service and 36% more likely to recommend you to a friend. Use this to your advantage.
Consider the following three tips before running your next Facebook promotion:
1. Understand the Rules
Before you start offering gift cards and giveaways as a part of your status updates, remember you have to use an app to run your promotion … this is the number one rule on Facebook’s Page Guidelines.
You can promote the contest on your wall, but you cannot collect any data or entries through your page. You can either create your own app or use a third-party service. Just make sure you include all of the necessary legal copy and contest rules.
2. Types of Promotions
The types of promotions available are endless with a variety of engagement levels. First, you need to establish your primary objective. Do you want to increase your number of fans or increase the engagement with your existing fan base? Any promotion you run may do both, but choose your promotion based on your primary goal.
For example, you can run a coupon offer available to those that “like” your page, which is known as “fan-gating.” This is one of the fastest ways to increase your Facebook likes.
If you are running a giveaway, consider “fan-gating” to increase your fan base and include a referral element where your fan will receive additional entries if they refer a certain number of friends to sign up. This can be a valuable tool and organically extend the reach of your message.
And, if you want to increase the engagement with your existing fans consider a promotion like a photo or video contest or a quiz. The idea here is quality over quantity.
3. Overall Strategy
Before you dive in and set up your Facebook promotion, take a step back and think about how this tactic will enhance your other local media efforts and how you can use the information collected to improve your future digital marketing efforts.
Make sure the promotional offer fits your message. For example, if you are promoting a two-week sales event, customize your promotion to give away a related item. Most people like an opportunity to win an iPad, but does that offer have anything to do with your company or your sales message? Maybe not. If your giveaway is relevant, your customers will remember your sales message as well as your promotional offer.
Also think through what data you need and how you it will be useful. If you would like to build your email database, considering adding an email address and zip code as a part of your entry form.
There are many ways to incorporate Facebook promotions in your grand opening campaign. Before you dive right in, just make sure you think through the entire strategy.