Last year, social media was a snooze fest during the shopping season: The ever-popular Twitter contributed to zero percent to Black Friday shopping, IBM found. All social channels contributed to 0.34 percent of Black Friday shopping. This year, change your game to attract shoppers early with social media.
During the Thanksgiving weekend, shoppers are on Facebook posting holiday well-wishes and connecting with friends and family. This is prime customers engagement time. Try the following social strategies to promote awareness of your upcoming deals:
- Advertise — Purchase a Facebook ad to target your demographic this holiday season.
- Change your picture — Change your Facebook picture and your banner image to market your holiday deals. This way, any content you post to inform and engage customers also doubles as a Black Friday advertisement.
- Deals Central — Use your Facebook page (and your webpage) to advertise and link to all of your holiday promotions in a Deals Central way. This way, customers can see all of your specials without going out of their way.
- Give exclusive deals — Many brands offer exclusive deals to fans who connect with them online. Offer a special Facebook deal to incentivize customers who check in on Facebook Places or @ mention you in a status
Pinterests visual pinboard layout makes it an ideal tool to promote your merchandise all holiday season. Start early and post up through the Thanksgiving weekend with these tips:
- Curate boards for different collections, demographics and more — Pinterest lets you create unlimited boards. A department store might use Pinterest to showcase mens, womens, home, jewelry, shoes and outerwear, for example. Or collections can be broken down by theme, trend or price point.
- Promote your Black Friday Deals — This year Macys premiered its Black Friday deals on Pinterest, perhaps kicking off a trend. The earlier and more often you promote your special offers, the broader awareness spreads.
Companies have long been using Instagram for secret discounts. This year, up your Black Friday game by getting on Instagram to personalize your brand, advertise deals and garner customer loyalty. Try:
- Personalizing your brand by posting images of customers, staff and inspiration. Starbucks does this well.
- Hosting a photo contest that comes with a prize
- Showing your holiday prep to get shoppers excited for your new merch
- Using image coupons to reward customers who @you or #you on Black Friday
You might not wish to invest much time in Twitter after 2012s Black Friday flop, but its still worth using as a secondary channel. Use tweets to promote your other deals, driving followers to your Facebook, Instagram and Pinterest collections. These networks make it easy to publish their content to Twitter each time you post, automating the hard work for you and maximizing your impact. Additionally, automated social media tools like Hootsuite allow you to push content across channels including Facebook, Twitter, Google:+, Foursquare and LinkedIn. Use the App Directory to add on Tumblr, Flickr, SocialFlow, Constant Contact and more. This makes it easy to hit multiple media channels with themed content and to schedule a weeks worth of content in a single half-hour.