New Ways to Market Your Music Store on Facebook
At the 2015 NAMM Show, Cris Behrens of Summerhays Music unlocked the latest mysteries of the Facebook universe for music retailers. During his session, “The Hitchhiker’s Guide to the Facebook Galaxy,” he shared his tips, tricks and experience using Facebook as an effective marketing tool, starting the session with valuable advice: “A catchy title is what’s needed in all of your Facebook posts, videos and pictures. Always add text to your posts.”
Behrens emphasized the importance of getting your message out to all Facebook users, including people who contact your store asking for donations. Instead of giving them money, he suggested offering to add them to your store’s events board, post about them on Facebook and include them in your e-blasts. “Organizations, individuals and bands are now spreading the word about your store for you,” Behrens said.
He also advised retailers to develop relationships with local radio, TV and newspaper advertisers, even you aren’t spending money with these media outlets. This can open up cross-promotional opportunities. Behrens offered three examples of successful radio station cross-promotions using Facebook that cost nothing. In each case, the radio station contacted him.
1. Instrument giveaway autographed by a visiting artist. Summerhays Music gave a radio station a guitar, then asked that a second guitar be signed for a Facebook promotion. The station was happy to do it, and Summerhays Music got mentioned on air for two weeks. Behrens said that you can also trade or exchange instruments for tickets to a show or a meet-and-greet pass and reward your employees and music teachers. It’s an easy way to work with the radio stations, and everyone’s happy.
2. Help finding musical artists or groups. Behrens was asked to help find a high school choir to sing backup vocals. He turned it into a Facebook opinion poll, using the app and asking people to vote for the best high school choir in the state. Behrens noted that you can require people to be fans of your page before they’re allowed to vote. Summerhays Music ended up with 2,500 new fans during a two-week period—fans the store could market to for upcoming promotions.
3. Free concert tickets. Behrens got free tickets to a Christina Perri concert and created a Facebook promotion with a short video. He asked, “What instrument would you like to see in the hands of one of your friends?” Users were asked to comment and tag someone (e.g., “I want to see Sherry holding a guitar.”). Asking users to tag their friends can help increase traffic for a promotion.
Here are additional highlights from the video to guide you in your Facebook marketing this year:
Budget how much money you want to spend on Facebook. Budget on a monthly, quarterly and annual basis. Consider what percentage of your ad budget you want to dedicate to Facebook. Behrens shared that his company spends roughly 15 percent of its total annual budget on Facebook, but every business is different and should make its own decision.
Use the Facebook Insights page. It lets you review valuable data and tons of great information. Behrens goes through it every quarter to track demographics per promotion; peak times (which lets you make the most of your posts); organic reach; paid posts; how many people clicked on your post; and combined likes, shares and comments per post.
Know your demographics. What age groups do you want to reach? Sixty-three percent of total fans for Summerhays’ Facebook page are female, ages 18–24.
Use your cover photo to your advantage. Behrens recommended changing your cover photo once a month. Whenever you change the cover photo on your business page, the update will appear in your fans’ newsfeeds. It’s a way to get your message out without paying a lot of money. Behrens suggested changing your cover photo, then boosting your post two days later. This way, the photo shows up several times in newsfeeds during the promotion.
Pay attention to your reach. How many comments, likes and shares are you getting? You can see the peaks and valleys of what content works and doesn’t work.
Find out how many people liked your page. It’s valuable information you can use to see what you did to drive traffic to your Facebook page on a particular date. “You spend a lot of time, money and energy to get people to like your page, so you want to take advantage of it,” Behrens said.
Use the pin feature. Click on the orange button to pin your post to the top of your page, so it doesn’t get buried. Typically, posts show up in a newsfeed for 24 hours. Don’t let your post sit there for weeks.
Follow up with a call to action. Any time you have a big promotion on Facebook, in-store or via email, always follow up with a call to action. This is the time get people into your store and money in your register.
Leverage the power of the tag. “You don’t always have to pay to boost a post,” Behrens said. “Let it grow organically.” He posted a selfie with a local choir and tagged the choir teacher. It got 2,400 views.
Create Facebook events for the community. Take the time to ask customers and people in your community who are having events whether they want you to create a Facebook event for them. It can help build your store’s brand.