The success of a digital promotion depends on two variables, the value of your offer, and how your offer or coupon is marketed.
A successful promotion on Facebook relies on traffic, exposure, and a solid conversion rate. The more traffic and eyeballs that you generate, the higher amount of claims you receive. If the offer provides value, and your customers consider it a “good deal,” claims and redemptions increase dramatically to the upside.
We have five key elements – or, best practices – to effectively promote a coupon campaign on Facebook. They are:
- Pre-posting to your Page (building up the campaign)
- Use images and video
- Boost page posts
- Incorporate Facebook Display Ads
- Use an experienced third party vendor
Pre-posting to your Page
Pre-posting alerts consumers, your fan base, and customers that a great offer is coming soon. Short, teaser posts are particularly effective 1-2 days before a campaign starts. Even respected digital marketers, such as Jeff Walker, recommend executing pre-campaigns that promote the upcoming campaign – to build excitement and anticipation.
Consider Images and (video)
A creative video is workable in the pre-campaign phase. While a well-designed coupon/offer (which acts as the image) appears enticing to your Facebook audience, because social photos generate more engagement on Facebook.
Boost page posts
Facebook’s rules have changed, and as result, marketing strategies and patterns have adapted accordingly. Facebook limits the reach of organic posts from Companies’ Fan Pages, thereby making it necessary to ‘boost’ a post to achieve large scale quickly.
Incorporate Facebook Display Ads
Facebook display ads help draw more traffic to a coupon post, grabbing new customers (and market-share) by introducing them to your Facebook coupon.
Consider a third party vendor
A third party vendor knows the ropes, and reduces your learning curve by implementing their hard-won knowledge. Additionally, third party technology can add front-end or back-end value in terms of capabilities or business value-adds. For instance, in the case of CoupSmart, its Facebook technology captures consumer data, including email addresses and likes, among over a dozen other data points, when brands’ fans are claiming an offer.
Other best practices:
- Talk about it on other platforms
Cross-channel promotion adds leverage to existing efforts. Promoting a Facebook campaign with a tweet, and an email communication to an existing marketing list, only serves to give the Facebook campaign more exposure.
- Send email redemption reminders
When using technology from an experienced partner, additional capabilities are available. For example, when a consumer gives permission to email them; emails based on campaign-activity, and other information, such as demographic and psychographic information based on Facebook profiles can be sent to encourage more redemptions or to achieve other marketing goals.
CoupSmart is a great partner for brands and retailers looking for more advantages in the print-at-home or social marketing channels. Send us a message to learn more.