We’ve talked about how to give your brand a holiday boost this season, but what about your social media? In 2014, 30% of respondents to a survey said that engagement with a company’s social media directly influenced them to make a purchase.
Engaging holiday content gets your customer excited about your business when they start to think about their holiday shopping. When you’re running your holiday social media campaigns though, there’s some mistakes you simply don’t want to make! Check out our list of campaign do’s and don’ts for some great tips:
Help Your Customer Choose a Gift
Don’t tell people how to gift: The worst thing you can do with your product is limiting its audience. Labeling something as “a great gift for girls!” for example, will turn off potential male customers and might rub people the wrong way.
Do offer helpful classifications: Creating lists of different types of people who might enjoy your product or service, and what they could use it for, is a helpful way for customers who are considering purchasing to decide who they might give your work to. Organizing lists of your products such as “presents for people who love movies” or “gifts for active people” helps buyers choose a present that is suitable for their loved ones without potentially alienating anyone. It’s also great content for publishing on Facebook or Twitter!
Get Your Customers Involved
Don’t give your customers free rein: A good social media campaign is a controlled social media campaign. You want to engage with your customers and your audience but you have to maintain control of the conversation by moderating comments and content.
Do offer structured opportunities for engagement: The best way to maintain control while still engaging your customers is to provide structure. Ask your customers to submit pictures of themselves with your product and highlight the “best” one each week. Or, run an instagram contest that utilizes a hashtag that you select. The important thing is to set some rules, and offering a great prize never hurts.
Be Exclusive
Don’t leave people in the cold: When we say be exclusive, we mean create a feeling of exclusivity among your customers, not that you should leave people out. You want people to be in the club, as much as you want them to want to be in the club.
Do make membership attractive: Fifty-nine percent of shoppers in a recent survey said that an exclusive discount for social media followers would convince them to make a purchase. Make the “exclusivity” accessible by offering a discount to people who like your Facebook page, or who give you their emails, but make it clear that only those people will enjoy the benefits.
Go Cross-Platform
Don’t treat them as if they are all the same: Pinterest, Instagram, and Facebook for example, all have very different sharing cultures and you’ll turn your customers off if you don’t post accordingly.
Do invest in doing each platform right: According to HubSpot, Pinterest-referred customers spent an average of $92.51 compared to Facebook’s $52.30 in 2014. However, with more than a billion users on Facebook, that doesn’t mean you should ignore it. Pinterest may garner more money per-purchase, but HubSpot also showed that 64% of shoppers bought something that they saw on Twitter and 67% of consumers would share a digital coupon on Facebook. A multi-pronged approach is your best bet.
Social media is one of the most powerful tools in a marketer’s arsenal, but it’s also one you have to use carefully. A social media “do” can get you great results, but committing a social media “don’t” can lead to major negative outcomes. With these tips though, you’re ready to wade into the world of holiday campaigns with confidence!
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