Promote Your Store With Facebook Marketing
Putting the power and flexibility of Facebook marketing to work for you is simpler than you might think. Even non-Facebook fans can find their way into your store through the power of social marketing.
Here are a few Facebook marketing tips that don’t require big budgets or rock-star endorsements.
1. Take advantage of apps.
There are more and more companies offering complete, cost-effective Facebook application solutions that take the mystery out of social marketing. Such companies as Shortstack, Woobox, Tabpress, Tabsite and many others offer app suites for your store’s Facebook page. These apps make it easy to have lots of great content on your Facebook page, such as email sign-up forms, testimonials, store highlights, videos and more.
These apps deliver two important functions. The first is mobile compatibility. According to Techcrunch, 78 percent of Facebook users log on with their mobile devices, so your Facebook page—and website—needs to be easily viewable from any mobile device. The second function is requiring a visitor to click the “Like” button to view or retrieve content. This is called a Fan Gate application. You’ve seen examples of this before. ("‘Like’ our page to be entered for a free prize.”)
With these services, you can drive people to your Facebook page, use a call to action to “Like” the page for a reward and serve up that reward.
2. Promote through community.
Why would you want to go through all this trouble when you can hand customers a coupon at your store?
Simple. Facebook marketing lets you grow your social community and easily message to them throughout the year. And if you ask for an email address, you can double the opportunities to market to these folks through your Facebook page and your e-blasts.
Don’t underestimate the viral nature of Facebook. If your posts receive a lot of attention, friends of your Facebook fans will see your posts, too. Many of those people are like-minded musicians who will be interested in what you offer.
You can also include a bar code image in your post that can be printed out or, even better, simply scanned at your register directly from the customer’s smartphone. Or, you can post a promo code that can be redeemed via your e-commerce system online.
3. Get ‘Likes” while customers are in your store.
Inevitably, some customers who haven’t seen your Facebook promotions will come to your store. Post signs throughout the showroom with a QR code that links to one of these custom Facebook apps. This makes it easy for the customers to become fans.
QR codes are easy to use. Just do an online search for "QR code service," and you’ll find numerous solutions. Some of the Facebook app services already provide QR codes. You can also create or buy great-looking QR codes in the shape of musical instruments.
What if someone doesn’t want to use a smartphone to redeem an in-store promotion? Provide an iPad (that’s locked down, of course), and use an app, such as iCapture, that has the ability to capture emails when you’re not online. You can later upload these emails to your list and send an auto response reminding people that they opted in to your e-blasts. This gives you the ability to encourage them to “Like” your Facebook page.
4. Use the Facebook Events app.
The Facebook Events App is a perfect place to promote your store events. A location map is provided when you create your event, and people can get directions right from your event page. Visitors can “Like” the page, share, comment or “Like” the event. And, of course, they can RSVP to it. Plus, when people engage with your event on Facebook, it’s seen by friends of fans in their newsfeeds.
5. Promote your posts.
You can get a Facebook post seen by more of your fans with a promoted post or an offer, both created from the post field. A promoted post is a paid post that will typically reach more fans than an “organic” post that you don’t promote.
You can take this a step further and create an offer via a promoted post. This is a really effective way to reach more of your fans. You can set quantity, a time period, terms and even provide a bar code.
6. Don’t dismiss Facebook advertising.
Facebook advertising has by far the most powerful targeting capabilities of any social media platform. You can reach people who currently aren’t fans. If you’re offering an acoustic guitar promotion, you can target people who are interested specifically in acoustic guitars. This will help drive them to your Facebook page, so you get a new “Like” and they get a coupon code.
For the best performance, use newsfeed ads for desktop and mobile. These ads show up in a person’s newsfeed. Here’s the best part: You can target specific musician interests in your own town. You can enter zip codes or cities and choose to show only your ad in those cities.
These are a few key ways to market on Facebook. So put your promotional hats on, and plan some great promotions that let you market to these folks year-round.
Michael Newman offers Internet and social media marketing advice and services through Michael Newman Consulting, based in San Diego. For more information, visit his website, michaelnewmanconsulting.com.