Join Brad Batesole for an in-depth discussion in this video Using Facebook offers, part of Marketing Tips Weekly.
- Hi and welcome to another episode of Weekly Marketing Tips. I'm Brad Batesole and this week I'd like to talk about using Facebook Offers. Now, before we get started, I'd like to thank Lynda.com member Bob S. for sending in the suggestion for this topic. If you're new to this series, you can always send in your questions to me via firstname.lastname@example.org, and I might just get to it in a future episode. Okay, so Facebook Offers. A Facebook Offer is a type of post that can be redeemed by a Facebook user.
They're a great way to increase sales and generate awareness for your brand. Facebook makes it easy to track these offers as well, so you'll get access to metrics that give you a clear understanding of the impact of your campaign. So let me show you an example of an offer here on Facebook. I've gone ahead and pulled this up on my screen, and it's an offer I created a little earlier for a brand called H+ Sport. Typically, this would show up on your timeline or on the page of the brand, but I've isolated it here just so we can look at all of the elements. At the top of the screen you'll see that every offer is associated with a page, so it'll have your page logo along with your name and the opportunity for the user to Like the page, if they haven't already.
Below that we have the description about the offer, an image, and then the actual headline of the offer. In this case 25% Off Multivitamins. If the offer has an expiration date, it'll show up below, and then it'll also show how many people have claimed this offer. If you'd like to redeem the offer, you'll choose the Get Offer button in the bottom right-hand corner, and that'll bring up a dialogue with the offer details, and it'll also send you an email. So I'll tab over to my email and show you what the user will get. Okay, so this is the email that Facebook sent me.
And you can see it's just the offer in a little bit different format. I have the opportunity to use the offer online with this coupon code, and I can also use the offer in the store by printing this out and showing the email when I go in. There's a summary of the offer again and the option to Like it or Share it. You'll also see the pertinent details here at the bottom, the expiration date, the location of the store, and the privacy information about this offer. What's great is that offers can be redeemed both in your physical store, online, or both. So if you have a physical location, a Facebook Offer can be a great way to bridge the gap between an online and an offline campaign.
And be sure you set up a method for tracking in-store redemptions. You'll want to compare how many people redeem your offer versus how many people actually used it. And this will be helpful as you determine if the campaign was a success. Let's get started on setting up an offer. And first thing I should point out is that you can only create an offer if your page has at least 50 likes. If you're not at 50 likes yet, keep on plugging away at generating those new fans. So first things first, let's visit our Facebook page that we're an admin of and the one that we'll be using to create the offer for.
I've gone ahead and visited the H+ Sport page, which I've already created. At the top of the page's timeline where you enter your status updates, you'll see the option for an Offer and Event. And if you select that option, you'll have three drop-down menus, Offer, Event, and Milestone. We're going to select the Offer option. The new modal window will appear that I'm going to call the offer wizard. It's as easy as filling out all the information on this page and then choosing Create Offer in the bottom right-hand corner.
But let's walk through each element together. First, you'll wanna pick a title, and you're limited to 25 characters, so keep it short and to the point. A good example might be 25% of your next purchase or buy one, get one free. I'll do 25% Off All Multivitamins. No there's going to be opportunity to add contextual information, both in the description and with your image to help solidify exactly what the offer's about. Next, use the Description section to add in the relevant details.
You might describe your product, your brand, or add a sentence to entice the user to take advantage of your deal. Think of your description as an actual advertisement. What would you say in one or two sentences to convince me I should take you up on this opportunity? So I'll enter in the description and next we'll need to choose an image. I've already gone ahead and uploaded the image of the multivitamins, but Facebook will show you images that you've previously uploaded to your Facebook page or you can choose to upload an image using the option here on the far left.
Next, you'll need to set your expiration date. You can also put a limit on the amount of claims, so you can choose No Limit, meaning it can be claimed an unlimited amount of times, or you can set a limit, say 100, 1,000, 5,000, whatever it is you choose. If you'd like, you can choose the More Options drop-down and this'll let you choose a start date. You can also enter in the URL. So if this offer is available to be redeemed online, you'll need to put the URL in here. And this way when someone selects to get the offer, it will take them to the actual page where they can purchase it.
And finally, you can add any terms and conditions, such as this is only available one time or one purchase per order, et cetera, et cetera. When you're ready, you'll choose Create Offer and that'll be it. Your offer will be created. Now, every business is different, so you'll want to experiment with offers to determine what your customers respond to best. I'm going to leave you with three tips for your first campaign. First, make the discount something substantial. If you're offering a discount, show that it's worth at least 20% off.
Explore your motivation for creating the offer as well. If you have a high returning customer rate, then you might be willing to forgo profit or even take a loss on your offer. Second, use a really engaging image. If you have photos of people interacting with your product or your business, that'll be far more interesting than a shot of your logo or the product on its own. Now, in the example we used I only had a photo of the product itself, and that's fine if it's all you have, but consider taking a nice photo that complements your offer.
Third, this isn't Groupon, so a flash sale will likely leave you disappointed. Set a reasonable expiration date. Give people at least three to four days to claim your offer so that they have time to share it with their friends. Keep in mind you can't edit an offer after you've created it, so consider the headline, image, and details of your offer carefully. If you do want to stop your offer, you can simply hover over it in your page's timeline and select Stop Offer. People will still be able to see your stopped offer when they visit your page, but they won't be able to claim it.
Thanks for checking in this week. As always, I'd love to hear from you. So if you have a question you'd like to see answered, send it to me via email@example.com, and you might just see it in a future episode.
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