The Secret Sauce to a Successful Facebook Promotion
There’s no denying that Facebook promotions can play a huge role in a successful social media marketing strategy if they are executed properly. But are you getting the most out of your promotions? The good news is with these clear-cut steps, you’ll be on your way to launching a successful Facebook promotion in no time.
1. Develop a strategy for your Facebook promotion.
Before you can launch any promotion, you need to decide what you’re looking to accomplish. This may sound simple, but identifying a clear goal will help you determine success. Do you want to increase fans? Do you want to collect email addresses that you can use to market to your consumers? Are you looking for high levels of engagement and conversation with your brand? All of these are great goals that can easily be obtained with the launch of a successful Facebook promotion. You just need to decide your priority.
It’s important that the type of promotion you want to launch aligns with your overall objective. For example, if you’re looking for high levels of engagement, consider asking fans to submit photos or recipes, answer questions or vote in a poll. If an increase in fans or email addresses is important to you, keep it simple. A simple promotion that prompts fans to like your page and register to win with an email address will yield the best results.
2. Decide what you’re going to give away.
Obviously, Facebook promotions can be very successful because of the incentive they offer your fans. So it’s important what you give away is something your target audience would want. It’s always best, if possible, to give away something that’s relatable to your business. For example, as a Social Media Manager for CheapCaribbean.com, we often give away free trips to the Caribbean or Mexico or beach bags, fully loaded with a kindle, sunglasses, iPod, etc. A great best practice is to try giving away something that will bring your fans back to you at the end of it all.
3. Develop the details.
First things first when it comes down to actually launching your promotion; make sure your promotion adheres to all of Facebook’s promotion guidelines.
Launching through a trusted third-party application is one of the best ways to ensure your Facebook promotion falls within all of the guidelines and runs as efficiently as possible. There are plenty of great sites to use for this. Wildfire, Woobox, or Shortstack are just a few.
Most have a free version and a paid version that unlocks more options. Facebook recently updated their promotion guidelines so it is no longer mandatory to launch a promo through a third-party app. This means you’re free to use your own page posts, as well. Just don’t forget to develop and include a link to a set of official rules for the promotion no matter how you execute your promotion.
4. Test & launch your promotion.
Congrats! You’re almost ready to go live. Depending on which method you chose to launch the campaign, you’ll need to test that your application works and is easy to use. You’ll want to troubleshoot the application before going live so that fans don’t encounter any issues that will keep them from participating. Most applications will allow you to test all of this before publishing.
Once you’ve tried it a few times in multiple browsers, you’re all set and ready to launch.
5. Promote, promote, promote.
Now…on to the fun part. Let your fans know what’s going on. Make a Facebook post outlining how to enter and continue pushing the promo throughout the life of the campaign. To maximize the reach of your fan base, ask your fans to share this promotion with their friends.
You can also allow extra entries for participants who share your promotion with their friends. If you are using a third-party application, be sure to utilize the sharing functionality that’s built into the tool. Often times, you can customize a message that will prompt users after hitting the “submit” button to share on their own Facebook pages. This is another great way to expand your reach and encourage more entries.
6. Pick your winner and analyze your promotion.
The final piece of the puzzle is determining a winner and awarding your prize. Once you have your winner, be sure to let your fans know who that is. Your Facebook fans tend to be fairly loyal to your brand and by letting them know who the winner is, they’re able to congratulate and celebrate the promotion.
Finally, evaluating how the promotion went is a great technique for determining how you can improve the next one. Always be sure to gather your metrics and decide what a few key learnings are. By making a note of what worked and what didn’t, you’ll be all set for even better promotions in the future.
Want to see more examples of great Facebook promotions and other successful social media campaigns? Be sure to register for the SMC Dallas Social Media Showcase, held on Thursday, Sept. 19, 2013 from 6 p.m. to 9 p.m. at Angelika Movie Theatre at Mockingbird Station. Early registration is $35. After September 18, late registration is $45. Register now to attend the event.
Brittany Innes is Manager of Social Media at CheapCaribbean.com. We are grateful that she was willing to share what they have learned about social media campaigns with the Social Media Club of Dallas. Contact Brittany at www.linkedin.com/in/brittanylinnes
The post The Secret Sauce to a Successful Facebook Promotion appeared first on .