Welcome to Day 18 of the 21 Days to a More Engaging Facebook Presence Series.
(Click here to watch in FullScreen HD)
The purpose of this series is to help you build a deeper relationships with your customers so you can develop content that people will love interacting with, and products they can not live without.
The focus is on using Facebook for business, not just, “Get more fans” because first, having a ton of fans that don’t give you a ton of feedback is pointless, and secondly, when your focus is truly on connecting and deepening your relationship with your readers, “more fans” is a natural by-product of that connection.
If you’ve been doing the stuff we’ve been talking about in the series so far, you should be seeing an increase in both your interaction, and your Fan Base.
If you’re a local business, you have the #1 advantage when it comes to connecting with your Fans.
Why? Because you can see them face to face.
So lets explore how you can use some of Facebook’s tools for local businesses to not only make compelling offers for your fans, but also to encourage some word of mouth referral.
To make sure you can fully capitalize on Facebook for local business…
We have to first ensure that your Page is categorized as a “place” page, so you can take advantage of people “checking in” to your business.
Once the page is categorized as a Place page in the administrative back end, click deals on the bottom left navigation.
From here you’ll see the 4 different types of deals.
But before we go into each type of deal, it’s important to know that each one of these deals shows up on the list of “places” through the Facebook app or through the mobile versions of the website.
Having a deal can help you to significantly stand out to the user is looking for something to do in a particular area.
For example, it is not uncommon for a group of people to check into their local bar while they’re out for a night of drinks and dancing. And when they look at the list of places to check into bar they’re at. They’ll see another bar nearby has a special. When they see this deal is a drink special, it’s very likely the group will be making an extra stop to take advantage of the discounted drinks.
And when their Facebook friends are notified of the deal in the News Feed… it’s very possible the bar with the deal is going to have a wild night.
Essentially, you’re just rewarding people for doing something they already do, so it’s not like you’re going to have to go far out of your way to make something like this happen.
So now that we have that out of the way.
Let’s talk about what every “check in deal” has in common. First You can put a limit on how many people can claim a deal, for example the “first 100 people to check in get a $25 gift card” or you can make it totally unlimited. Also
You can make it so the user can claim their deal once daily, or make it a one time only offer. That’s what every type of deal has in common, so lets let what makes them different
First we have Individual deals.
These are pretty straight forward.
Check into the business page, get a deal. This can be anything from 20% off an item to buy one get one free, to getting something totally free just for checking in. This is popular with resturants, retailers, and other “general” establishments.
Here’s the problem though, most places make their deal “safe” They offer a lame discount like 20% off. Problem is, this isn’t really a very appealing offer. If you want to really get juice out of the Individual Deal, make your offer something irresistable. Who knows, you might gain a loyal
Next we have the friend deal.
Which is similar to the individual deal, the only difference is that in order for you to redeem the deal, you must have another person (or group of people) with you and you must tag them all to get the offer.
This is a great if your establishment deals with groups regularly, in the bar example we used earlier, having a deal that says check in with 5 of your friends and get the first round on us is very encouraging to have multiple people come a long with you.
And if you’re more of the family breakfast type of establishment, saying “check in with 2 of your family members to get the special of the day at half price works just as well.
Then we have the loyality deal.
Which works like a virtual punch card.
You can require people to have to check in anywhere between 2 and 20 times to redeem a deal. A common use of this might be “check in 10 times and get a free coffee or a free meal or something like that”
But depending on your business, this could be used a few different ways. Let’s say for example you’re a furniture store, you could offer a “window shopper” discount which says people who check in 5 times will get 25% off one item for their final purchase.
Not only does a deal like this encourage someone to keep coming back, each “check in” also publishes to their friends News Feeds giving you free promotion (whether they buy from you or not)
The final deal is a charity deal.
Which basically works exactly like an individual deal, except it also says you’ll donate to a charity of choice when a person “checks in”. This sort of “cause based” promotion is certain to appeal to specific groups, and through a strategic partnership with that charity, there’s also a great chance they’ll help you promote the offer, if at the very least to get more of your money!
A couple of best practice tips to keep in mind when you’re using deals
Create your deal at least 48 hours in advance because all deals are subject to a review process. You should also let your deal run for a week at the very least to give people a chance to find your deal and visit your business.
Be sure to promote your deal. Just because people are already checking in to places, doesn’t mean you shouldn’t jump start the process by letting your exsiting fan base know about it. If you wanted to really get the word out, run a Facebook ad within 10 miles of your location to letting people know they can check in to get the offer.
Appealing deals bring in more customers and typically offer a 30% – 50% discount or a gift with purchase that is of equal or greater value than the purchase amount.
Simple copy is more engaging. Use short, simple language like Buy one Get one Free, 30% off any purchase over $10, or check in with 3 friends, get a round on us.
Make your claiming language easy to understand. Show your phone to the cashier, present claimed deal to waiter are good examples of this
Remember scarcity sells, Don’t run your deals for too long, or they’ll be viewed as readily available and take for granted.
Also, make sure you’ve covered all of the logistics for the deal, communicate with your staff what the deal is and how long it’s going to be running for.
Make sure you have enough supply to meet the demand.
Have a clear process for tracking your deal. Customers are going to claim the deal by showing you their phone screen. so make sure you’ve got some way to record how many screens you’ve seen vs how many deals you have out in the wild.
Know how you’re going to deal with hairy situations ahead of time. If someone comes in after your deal expires because their friend told them about it, do you still offer it, or do you turn them away?
And most importantly, put yourself in your customer’s shoes.
What is your experience like when you claim a deal? Make sure you know what your end to end experience is.
Because the easier you make it, and the more rewarding your deal is, the more likely they are to tell everyone they know.
And that’s it, that’s the end of Day 18 to 21 Days to a More Engaging Facebook Presence series.
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