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.

Best Times To Post on Social Media Infographics

Best Times to post on social mediaOne of the biggest questions I get when implementing a social marketing strategy is, what are the best times to post on social media. The answer is it depends on the network and on your audience. Oh and by the way, this can change from season to season and research resource to resource. In a recent article by Beth Katner’s organization Darian suggests posting to Facebook, Twitter, etc. during your followers’ down time. Below are two great infographics that compile information from a variety of research that seems to support this common sense idea of posting during times when people are most likely using the networks. Link to this page to reference the infographic to help remind you when the best times for you post to your social networks is.

Best Times to Post On Social Networks 2012

You can see that some of the numbers have changed slightly since these numbers below possibly due mobile users accessing social media from their smartphones.

Courtesy of: Social Caffeine

What times get the most engagement on social media for you?

Please share you comments with everyone.

Common Facebook Privacy Misconception About Who Sees What on YOUR Facebook

Facebook privacySome Facebook users still seem to get confused as to who sees what on their Facebook account. Let’s set the record straight today: Your Facebook friends will NOT see your nieces, nephews, other friends, and children’s embarrassing posts that they post to their timelines. You see their updates on your News Feed because you are “friends” with them. This means, you do not have to adjust Facebook privacy settings to make sure no one sees what your family members post. What appears on your news feed is not what appears on others’ Facebook accounts.

The only caveat is if YOU “Like,” or comment on their posts. Then your friends can see your activity in the ticker (streaming list that shows up on the right hand side of your Facebook) and most recent activity on your timeline Activity section. Usually this is very fleeting and only minimally seen. If you’ve actively shared someone else’s update/post to your timeline, then of course it is visible to your friends in their News Feed. Also, if one of your “friends” goes directly to your timeline and “writes something” there then it is shared publicly to other visitors to your timeline and on the poster’s activity feed as well. Additionally, if you have been tagged in a photo or update that will be publicly seen. So you may want to ask your friends/family not to post embarrassing photos of you.  The only other exception to people who will see what your family members (or other friends) post are those people who are also friends with your nieces, nephews, children, grand kids, friends, etc.

In other words, every Facebook user’s Facebook home page is a unique listing (news feed) derived from that user’s friends ONLY. For example if we are friends, I will only see your posts, not your Facebook friends posts.

Want to know WHY your “friends” will not see what your family members are posting? Since your Facebook friends are not Facebook friends with your family, their news feed is only populated by the people they are friends with and the fan pages that they have liked.

What is the Facebook News Feed?

The Facebook news feed is the first page you get to when logging into your Facebook account. By default, it is a listing of the most popular recent posts that your Facebook friends and business pages (you’ve liked) have submitted to their Facebook accounts. Only people who are friends with or have liked that page will see those posts. Facebook further screens the news feed by defaulting to showing the most popular of the posts (they call these posts “Top Stories”). You may manually change the default view to “Most Recent.”

Facebook News Feed Home page options

Your news feed listing is Unique to your account. And as previously mentioned, your “friends” news feeds are unique to them.

 

Friends Unchecking “Comments & Like” or “Photos” Does NOT Keep Your Information Private

Many people have posted this comment on their personal timelines without knowing that this DOES NOT accomplish the task of keeping things private

“Hello, my FB friends: I want to stay PRIVATELY connected with you. I post shots of my family that I don’t want strangers to have access to!!! However, with the recent changes in FB, the “public” can now see activities in ANY wall. This happens when our friend hits “like” or “comment” ~ automatically, their friends would see our posts too. Unfortunately, we cannot change this setting by ourselves because Facebook has configured it this way. PLEASE place your mouse over my name above (DO NOT CLICK), a window will appear, now move the mouse on “FRIENDS” (also without clicking), then down to “Settings”, click here and a list will appear. REMOVE the CHECK on “COMMENTS & LIKE” and also “PHOTOS”. By doing this, my activity among my friends and family will no longer become public. Now, copy and paste this on your wall. Once I see this posted on your page I will do the same. It literally takes 2 seconds. Thank you.”

The above paragraph is not accurate… If you post that message and people follow those instructions, your photos will NEVER ever appear in their news feed and they will never see when you comment or like anyone else’s posts/photos. So they will have to remember to visit your timeline directly if they want to see your photos and updates. As mentioned previously, should they comment or like your photos, it WILL go into the ticker and appear to their friends (or whatever their privacy settings are).

What you want to do is two fold:

  1. change the settings of your updates to Friends Only if you want only your friends to see them.
  2. Go into your privacy settings (Who can see my stuff? > Limit Past Posts) .

If you want to encourage your friends to do anything… it would be to change their privacy settings to Friends Only or not to comment or like your posts (which prevents anything from going out into the ticker about your posts from them). More details: http://www.snopes.com/computer/facebook/timeline.asp

Even if you do ALL of the Above… it still does NOT keep your stuff fully private.

Bottom Line: Laura’s SOCIAL MEDIA RULE OF THUMB:

Don’t post anything on social media that you wouldn’t be ok with the whole world seeing. Social Media implies… PUBLIC Publishing Platform. If you accept that fact, you’ll enjoy social media and get benefits from it. All that to say… In order to keep your private information private, simply keep it OFF social media. Facebook privacy settings are not fool proof and if you’re on social media for business, you’ll be posting public information anyway.

For more social media business building tips, sign up for this free video series below where you will discover the 5 reasons you’re avoiding social media and how to get over it.

Discover How to Get Over social media resistance & Create Radical Visibility and Revenues

I love offering great resources. You can receive my Free 5 part video series and periodic social media tips just for saying yes:

Name
Email

Here’s to your social media success!