Top Social Product Promotion Tips

We all know the importance of promoting our products. Traditionally, when we build our marketing strategy we have relied on television, radio, billboards, and print ads to bring in the brand awareness, the customers, and most of all the sales. Many retailers have turned the corner into the digital age and successfully promote their products online.  The next logical frontier is answering how to promote successfully in social networks?

The social way of marketing and selling products in vastly different from the traditional advertising methods and most digital options, however, there is one thing that remains the same. You need a plan. Social media should be a big part of your promotion plan. All research validates that people like what their friends like, want what their friends want, and therefore buy what their friends buy. The Internet has provided an interconnected world where friends from all over influence our purchasing decisions. Integrating social promotion appropriately can make a real difference in your long-term success.

So in order for our products to have influence in users daily purchasing decisions we must make sure to promote our products and make them easy for those users to find. A great way to socially promote products is to have a store that has your products on the social media supergiant, Facebook. Not only does Facebook allow users to share their purchases or to share items they are considering purchasing, but the business is able to promote your products on this platform easily with a Facebook store application. This is especially important when you are running a combined in-store and online promotion or when your gearing up for your holiday season products.

Let’s take a look at a specific feature that is available in our Facebook store app, ShopTab. This store app allows you to upload all of your products to a store within Facebook. Once you have added a product you will have access to a button that says “Promote,” this is outlined below in the example:

promote1

When you click that promote button a dialog box pops up that allows you to see the description of that posted item and it allows you to create a catchy message to encourage people to click on the link to your product. That pop up box appears below. Click for full information on a Facebook Promote feature.

promote2

Once you click “Send Promotion” the product link with the description and your newly created message will appear on the wall of your business Facebook page. This is the perfect way to highlight your product especially during the holiday season when you are in high competition with all the other sellers; this is also a great time to highlight those special holiday season products by creating daily promotions. Creating awareness and continual conversation about your products is extremely important to drive sales to your existing clients and their network of friends.

Keep in mind as you promote your products that fans and others more frequently share special offers, deals, and discounts that they found online. Knowing this will help to keep you ahead of your competitors and will enable you to get more reach from your social media platforms.

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How to Create a Product Promotion in Facebook

Limited Offer Stamp Shows Product PromotionFacebook is a perfect marketing platform for running a product promotion.  According to Social Media Examiner, “79% of Facebook fans are more likely to purchase from a brand they have liked, so pursuing more fans and deeper engagement with existing fans is a huge priority!”  Since your fans are likely to buy from your company, we want to help you to create a simple to execute social product promotion plan.

The key steps in social promotion planning are the creation of the offer, using all of your key social media options and consistent communication.  We’ve seen many clients who have made this a significant marketing component of their social activities in order to reinforce to their fans that they value them and their engagement.   So let’s get started.

I. Create the Promotion

There are a number of ways to create a valuable promotion. It is important to remember that social fans appreciate and share special offers, deals and discounts. Package something that you feel is compelling for your fans and something they are likely to share with friends.

  • Success Measures: Declare your success objectives for the promotion  – things like increased awareness, engagement and sales. Overall social engagement about your products will pay off long-term, even if the clients don’t buy immediately or during the promotion.
  • Structure: Consider special pricing, free shipping/expedited shipping, unique combination of products or even  an offer only available to your social fans – i.e. not on your website available for all users.
  • Scarcity: Make sure that you designate a restricted time frame or a limited volume of inventory available for this promotion. Since social buys are highly influence by impulse, you want to take advantage of creating scarcity to the offer.

II. Implement a Promotion System using your Social Options

You must create a process to make sure you get the word out concerning your promotion to your fans.  We suggest the following process.

  • LAUNCH
    • Deploy the offering in your Facebook Store or Social Deal App.
    • Use a Facebook Share (in ShopTab’s app use our special “Promote” button) to push the offer into your news feed.
    • Once posted, go to your news feed and “pin” it to the top of your Fan Page so everyone can see it for the duration of the promotion.
    • Now engage your other social channels – use the Tweet or Pin button in your product listings to create more awareness. Think about posting the product link in your blog or Tumblr account.
    • Consider the use of Facebook’s paid promotion option to reach targeted users outside of your fan base. While this will cost you money, the opportunity to target outside of your fan base can be compelling.
  • COMMUNICATE
    • Engage your entire list of social channels above repeatedly over the coming days/weeks of the promotion. Don’t overwhelm your fans but recognize that it takes multiple postings to gain a high awareness rate.
  • LAST CHANCE/LIMITED TIME
    • Don’t miss the opportunity to create urgency for the offer by using your last 24 to 48 hours to make them aware the offer is about to expire.

III. Review and Adjust

After the promotion has run its course review the impact against your success measurements. Learning what works best with your fans may take some time and you won’t learn if you don’t experiment. We hope this simple system will help you to implement a few promotions into your near-term marketing plans.  If you give it a try, let us know how it goes.

Additional Resources:
Social Deal Success with Giro Sports Design.
Use of a promote button to drive product awareness.

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Creating Deals in ShopTab’s Facebook Shop

In the last week or so we’ve had fantastic feedback from some of our new clients using our Facebook Shop. One retailer indicated he sold more with his Facebook store in two weeks than he had with his website in over six months. The other told us she sold-out her inventory within 48 hours on a product special.  And another said he sold over $100 in product in less than a week and only has 15 fans for his store!  We love to hear this kind of news and it prompted us to write this week to help some of our PayPal Checkout clients to creatively use their store to increase revenue by driving urgency, awareness and opportunities for their fans, friends and new prospects.

Most of our recent social research validates that clients like to learn about your company and its products AND that they view social channels as a great opportunity find deals, unique offerings and to share these with their friends.  Don’t let them down! We’ll outline three ideas that you can use to increase the engagement with you clients and help you to drive revenues.

Free Shipping

Who doesn’t like free shipping? In many cases this can save your client 5 to 10% on their purchase.  We suggest the following to make this work for your store:

– Turn off your shipping costs in ShopTab listings or PayPal (depending on where you have them set). Find video details on setting your shipping here.

– Put a banner on your store header highlighting your offer. Also, highlight the offer on your Facebook page.

– Use the “PROMOTE” button to highlight a product to your news feed and the free shipping period of time.

Promote New

 

 

 

 

 

 

 

– Let your fans know that this is only available through your Facebook Fan Shop.

Purchase Multiples

Again, shipping is a great incentive to help upsell a client.  We’ve seen great calls to action around buying more than one product to get free shipping.

– Update your shipping charges for “By Quantity” to reflect free shipping of 2 or more product purchases. Make this setting active.
Quantity

 

 

 

 

 

 

 

 

(PayPal Shipping Configuration above)

– Update your header/banner for the store highlighting the opportunity to for your clients and prospects to remind them on every page to buy more than one product.

Discount your Price

– While there isn’t a way for PayPal to discount the prices, you can set the price to your “sale” price inside of ShopTab’s admin.

– Create your messaging in the product title with a description – “Black Dress – 35% off until Thursday” and in the description field.

– Set your inventory levels correctly so you don’t oversell what you don’t have in stock.

product list 1  (update your listing)

product list 2  (set inventory levels  in the listing)

There are all kinds of ways to promote specific products or even all products in your store. We like these ideas but know that you probably have implemented even better ideas. Let us know what you have done to create opportunities with your clients. Good Selling!

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