If you offer social media services to clients, their satisfaction is largely determined by the results your work generates. Occasionally, clients are dead set on a particular design or promotion, but often as an agency you hold tremendous sway in your clients’ marketing efforts. Use this to your advantage and give clients what they want: social promotions that generate results including likes, email addresses and general awareness. If you are able to please your clients again and again, they will keep coming back to you.
Here are three principles that will help you be more effective as you suggest and create promotions for your clients.
(1) If your client’s Facebook following is still small (less than 1000 fans), recommend giveaways, not contests.
GroSocial has worked with thousands of clients, and even though contests may seem more novel and interesting than giveaways, until you have a large enough fan base to be successful, avoid photo and video contests.
(2) Keep the giveaway entry process simple.
Again, clients may think they are being creative, but making the entry process long or intricate always reduces a promotion’s reach, number of entrants and new likes. We once had a client who insisted that their promotion require giveaway entrants to purchase a CD, take a picture with them holding the CD and their receipt, and submit it. The results were abysmal.
Giveaways that ask entrants to like the client’s page and submit their email address, and encourage entrants to share the promotion with their friends, do much better than any complex, “creative” giveaways.
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(3) Use a Facebook tab.
While Facebook made a change to its promotion guidelines allowing Facebook pages to administer promotions through the News Feed, the advantages of using a Facebook tab are enormous.
You can require entrants to like the client’s Facebook page before entering. When someone likes a Facebook page, they are essentially subscribing to that page’s post, a future marketing opportunity for the page. If a giveaway is conducted through the News Feed, anyone can like the post and enter without becoming a fan of the page itself.
You are able to collect leads. If you administer a giveaway through posts, you can see who likes and shares it, but you do not have their contact information. When you administer a giveaway through a Facebook tab, the entry process is a form that can collect entrants’ email addresses, giving you a way to market to them in the future.
The promotion is housed in one location. When you use a Facebook tab, you are able to direct all posts and traffic from your website and other social networks to the tab’s URL.
You are able to be more expressive with design. News Feed promotions are difficult to get excited about because all potential entrants see is a photo and some text. Tab promotions are much more colorful, engaging and are more easily themed to match current holidays, events, etc.
You are able to track entrants and choose a winner more easily. Particularly if your client has a large fan base, going through thousands of likes and shares, when Facebook only shows you a handful at a time, is not very intuitive. When you run a promotion through Facebook tabs, you are able to export a list of entrants to Excel and randomly choose a winner. Plus you have the list for future use.
Facebook tabs do take some time to create manually, but tab creation tools like GroSocial make it possible to create custom promotions without the need for a programmer, so there’s no excuse for agencies to not provide tabs to their clients.
Creating simple, effective giveaways is a powerful way for agencies to help (and keep) their clients clients, so take these three tips to heart and start a track record of success in 2014.