According to a recent Crowdtap survey, peer recommendations on social media are the leading driver of holiday purchases. In the same survey, Facebook was the leading social channel for influencing gift purchases. In fact, 39.3% of shoppers purchased a product shared by a peer on Facebook.
How can you take advantage of Facebook’s power to increase your holiday sales? Here are some tips:
1. Provide the type of content that peers want to share on Facebook. According to the survey, here are the types of content people are most likely to share during the holidays:
- Digital Coupon (67.2%)
- Link to a holiday contest, sweepstakes or giveaway (63.4%)
- Information about a big holiday sale (59.2%)
- Product review or recommendation (44.7%)
- Photo from successful shopping trip (41.6%)
- Personal holiday wish list (33.1%)
2. Use images as much as possible. A great way to increase engagement on Facebook is by including a photo within your posts. According to a HubSpot study, photos on Facebook generate 53% more likes than the average post, which will also make your post more likely to be shared. It’s also very important to include a link to your site on the photo. In looking at its own posting, Hubspot found that its photo posts received 84% more link clicks than its text and link posts. This shows that marketers who are using interesting images to their advantage can increase traffic to their websites, as long as they remember to include links!
3. Plan posts around key spending days. The top holiday spending days in the U.S. are:
- Black Friday (November 22nd)
- Cyber Monday (November 25th)
- Small Business Saturday (November 30th)
- Green Monday (December 9th)
- Free Shipping Day (December 18th)
4. Schedule Page posts for key dates and times. Determine the best times to schedule posts by using Page Insights to find out when your customers are online.
5. Use Facebook Ads. If there was ever a good time to try Facebook Ads, it’s during the holiday season. Decide on a budget, and create a few different ads and test the results. You can also couple tip #1 with this one by creating a Facebook Offer. These are specific coupons you can create for your store that are created on and shared through Facebook. It’s common to also promote these offers for wide disbursement.
6. Create a Holiday-themed Cover Photo. Since it’s the first thing visitors see when they get to your Facebook page, why not get them in the mood to buy right from the start? Your holiday cover photos should reflect your brand and the season. If you don’t want to mention a specific holiday, you can use a general holiday or seasonal message. In addition to the image, you can use your cover photo to direct fans to a page with special holiday deals, giveaways or contests.
Don’t wait to start using Facebook for your holiday sales. These tips can be implemented quickly and may make this your best sales season ever!