7 Do’s and Don’ts for Successful Facebook Advertising This Valentine’s Day

Valentine’s Day is one of the biggest events in the commercial calendar. Last year’s Valentine’s Day sales totaled $18 billion dollars, and this year is expected to be similar. But what’s the best way to ensure you get your share of the pie? Well, the first step is to reach the largest possible audience, and advertising with Facebook is an easy way to that. Facebook sees over 1 billion unique users every day; that’s about 13% of the population of the planet. With that kind of potential reach, all that’s left for you to worry about, is how you’re going to craft an effective campaign to convert them. So without further ado, here are 7 Do’s and Don’ts to get your Valentine’s Day strategy started on the right foot.

Don’t Delay!

You don’t have to wait until the week before Valentine’s Day to begin your campaign. If you start early, you can beat the competition, and reach the customer before they buy from anyone else.

If you’re running your ads well in advance of the big day, you will want to encourage your customers to take action now by offering timed deals.  It doesn’t have to be much, just a little push to encourage them to act now instead of putting it off. You could offer a coupon, free shipping, or a bonus gift, just to make sure the expiration date of your special offer is crystal clear.

Target Your Ads

Facebook provides you with a multitude of ways to make sure your ads are seen by the right people. There are some essential ways you should be targeting your ads during the lead up to the big day.

The specifics will vary depending on your ad, but for this example, let’s say we’re talking about an ad about a special chocolate hamper aimed at the ‘lady in your life’. First, you want to target men who are currently in a relationship (information helpfully provided to Facebook by the user). Then, depending on your product, you might choose to narrow it further by going for a specific age group, interest area, or geographic location.

Try to build a picture of an ideal customer avatar, and build your ad audience around that.

Don’t Ignore Singles

While everyone else is spending their time going after people in relationships, it’s the perfect time for you to turn your attention to the singles. It can be hard to be single on Valentine’s day, so a campaign of self-love that celebrates unashamedly treating yourself, will win you conversions without the fierce competition that comes with marketing to couples.

Don’t Use a Cheesy Corporate Hashtag

Hashtags can be a great way to promote interaction, and drive social proof, but if you’re going to try a hashtag campaign on Valentine’s Day, you have to be careful. It’s a very personal day, and let’s face it, marketing hashtags aren’t romantic.

However, if you’re targeting singles using the “self-love” approach, then I would encourage you to use all the hashtags you want. Your goal is to create the feeling that it’s okay to treat yourself, and make it a fun event — a hashtag can help.

Don’t feel the need to reach for a cheesy cliche or hashtag if it doesn’t make sense for your brand. Here is how to improve your copy with compelling passion points instead.

Use a Variety of Ad Types

Facebook offers several different ad templates: they’re all designed to achieve different things, and appeal to different people.

If you’re running a large campaign it will be more effective to display your ad to the user in multiple formats, rather than the same one every time. Not all of Facebook’s ad types are appropriate to every campaign. For example, lead ads aren’t going to do much for your Valentine’s day sales. But with a little creative tweaking, you can incorporate videos, carousels, and other interesting visual formats into your strategy.

Appeal to Last-Minute Shoppers

Everyone forgets important dates sometimes — we live in a busy world, and it’s easy to forget to pick up a gift.

As the day gets closer, the customer is left with fewer and fewer options; so if you offer next day, or same day delivery, you could pick up some of the stragglers with your ads. You should also consider adding vouchers or digital products to the mix that people can immediately download, send on, and use. It’s the ideal gift format for the busy person who wants to give something meaningful.

Find a Niche For Your Niche!

Some things are easier to market on Valentine’s Day than others, but even if you’re not selling roses, that doesn’t mean you can’t appeal to the Valentine’s spirit to boost your sales.

For example — we love our pets, so Valentine’s day is a great time to sell dog treats too with some #doggylove spirit. This approach can be applied to all sorts of things —  just keep the tone lighthearted so people don’t think you’re crazy.

If you successfully target an untapped niche you get to reap all the benefits of selling to an audience that your competition might be overlooking. You’re not fighting to be heard, and your audience will appreciate a fresh take after being flooded with generic ads for weeks.

Image credit: Aganyga via Pixabay

Top photo credit: Libreshot

If you’re not really on board with this holiday, you could also find success by standing out from the crowd with some “counter-Valentine’s” marketing too. Whatever your approach is, you’re sure to fall in love with Facebook advertising this Valentine’s day!

entrepreneur hacks Victoria GreenAuthor: Victoria Greene: Brand Marketing Consultant & Freelance Writer.  On her blog, Victoria Ecommerce, she shares tips on building great websites (among other things). Big fan of email marketing and targeted social media.

How To Conquer Social Media Overwhelm

conquer social media overwhelmDo you ever feel overwhelmed, frustrated and downright stuck in your small business? You’re not alone. I hear people say stuff like this all the time especially when they want to conquer social media overwhelm.

Overwhelm occurs when you feel like you have so much to do and can’t possibly see how you can get it all done. On top of that, you believe that if it doesn’t all get done something terrible will happen.
Instead of rushing to get things done, it’s time to look overwhelm in the face and understand what’s really going on, make some conscious choices and get organized with some simple tools and dare I say it, some outside “help.”

The key to getting over your overwhelm involves 3 steps:

1. Evaluating and tending to your emotions
2. Making choices in alignment with your values
3. Getting organized (Make lists, and see what there really is to do, what can be delegated)

Discover how to put the 3 step process of curing your overwhelm into action below…

1. Evaluate and Tend To Your Emotions

When you’re in a state of overwhelm, one of the best things to do is stop for a moment and acknowledge what you are feeling. Do your best to use emotion words like sad, anxious, scared, angry, etc. To tend to these feelings, listen to and take note of the chatter you are saying to yourself. Is the self-talk helpful? Or are you saying things like “I don’t see how I can get this all done, I can’t possibly understand this, etc. If so, they make the issue worse. Then it’s time to evaluate, reframe and reword.  Start with asking yourself, “Is that really true?” “What will really happen if I don’t get all this done? Is that true?” Then you can start to tell yourself what you can get done and acknowledge the capabilities you do have.

Give yourself permission to step away briefly from the tasks to get a different perspective. Take a short walk, do some exercise, meditate, run a quick errand. This interrupts the pattern and allows for you to see the situation in a different light.

2. Clarify What’s Most Important To You, Your Goals and Values

Ask yourself, “What’s important?” Then ask “What’s important do first?   Additionally, ask yourself questions like, “What is not urgent?” These questions help clarify what is essential to handle.

Once you get the answers, start to practice making choices that are in alignment. For example, if you have to wash your car, help your kids do homework and prepare for work meetings. The car may not be as important as your kids and work. Can you give your kids a few moments before doing the work? Is there a quick way to prepare for the meetings or are you trying to be a perfectionist? If you’re a perfectionist, this may be the source of the pressure you feel. If you loosen the reigns of your perfectionism, you will have a lot more freedom. Consider this… “done is better than perfect.”

3. Get Organized

Getting organized will give you a sense of being in control. Sometimes that’s all you need to end the feelings of overwhelm. Create a written list of what you feel you need to get done. Just making the list can instantly ease the pressure. When you can see exactly what is on your plate, your brain can create a reality of getting it done. When you haven’t laid it all out visually, you can get consumed by a thought about it that is based in fear and not in reality.

Next, prioritize your list according to what is most important. Include the amount of time that you want to dedicate to that task. If that is not realistic, then you’ll need to make a choice about how important it is. Check the list and determine what you can delegate or get help with. Asking for help can feel like you have a weakness. However, consider this, asking for help is a bold move.  It means you’re serious about getting it done and creating a breakthrough in your success.

Conquer Social Media Overwhelm

When it comes to being able to conquer social media overwhelm this process is super helpful. Evaluate your emotions: Are you simply anxious about technology, afraid you won’t understand it, or simply feels like another thing on your list? Establish what is important about social media and put it in the right priority of your business. If your clients are stable and you have time to supplement your marketing, then you can move social media up the list. Make a list of all the steps you need to go through. Seek out and accept help or social media marketing consulting.

Think of social media as a part of your marketing. Check out the Savvy Social Media Blueprint we make available to help conquer your social media overwhelm and make it work for you.

Social Media Marketing Not A Fad According To Research

SocialMediaMarketingIndustryReportCoverEvery year since 2009, Michael Stelzner, founder of Social Media Examiner has conducted social media study with marketers to find out the impact of social media on their business growth.

As far as I can tell with all indicators, social media for business is on the rise. Since the first study 6 years ago, the numbers have had an upward trend. Here is a summary of the social media research findings as compared over the last 5 years.

The most significant finding revealed was that “92% of marketers said that social media was important to their businesses.” In 2009 was 88% of businesses surveyed were using social media to market their business.

The Age Old Question – How Do You Measure Social Media ROI

This year 37% of businesses surveyed reported they are able to measure their effectiveness on social media which is up from 26% in 2013. This still remains a big question, but even though marketers haven’t mastered measuring the return on investment, they cannot stay away. However, as you will see later, there are clear benefits that marketers are receiving including increasing their bottom line.

Is Facebook Marketing Working?

Marketers are still wondering about this. In fact, the survey indicated that 58% of marketers are uncertain or show that their Facebook Marketing efforts are NOT working.

Benefits of Social Media Marketing

Despite these two important questions of ROI and effectiveness of Facebook marketing, businesses are showing an increase in benefits over 2013 and in general a general increase over the last six years in the following areas.

92% say that social media is generating exposure for their business (up from 89% in 2013, 85% in 2012 and 2010, and 81% in 2009)

80% report that social media is increasing website traffic and subscribers (up from 75% in 2013, 69% in 2012, 72% in 2011, 63% in 2010, 61% 2009)

66% report that social media has generated leads (up from 61% in 2013, 58% in 2012, 51% in 2011, 52% in 2010  48% in 2009)

And the bottom line…

50% report that social media has improved sales (up from 43% in 2013, 40% in 2012, 43% in 2011, 48% in 2010, 35% in 2009)

SocialMediaImprovesSales     SocialMediaIncreasedLeads

What I love about this survey is that 53% of the 2,887 survey respondents work for small business or are self employed.

To get the detailed analysis with demographics of business types, the white paper is an excellent resource. Through May 30, 2014 you can download the report here.