How to Create a Social Campaigns Offer (When You Can’t Offer a Coupon)


Social media marketing promotions are easy for some types of businesses.

If you’re in retail or work in the food industry, you can run a Social Campaigns offer for a coupon or discount, grow your fan count, and get more business. No problem.

Then there are other industries that don’t use coupons. And what I hear from many of these small businesses and nonprofits when I present Constant Contact’s Social Campaigns webinars, it that they’re not sure what to offer.

If you’ve been trying to figure out what kind of promotion you can create to grow your fans on Facebook you may find the answers to these three questions asked during a recent Supercharging Your Facebook Marketing very helpful.

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1. We are an equine and small animal vet clinic. What kind of Social Campaigns promotion can we share on Facebook?

Answer: Share your expertise

If people are coming to you because you have a special skill set or knowledge base, that expertise is valuable to your customers. Share what you know, that they don’t.

That’s what Scribblers—an online calligraphy supply company—did when they offered a downloadable guide of calligraphy tips through Social Campaigns. They promoted it through Facebook posts, Facebook ads, and an email to their 4,000 contacts. It was clearly something their audience wanted—Scribblers gained 116 fans in the first 24 hours of the campaign.

The vet clinic—or any type of business that uses their knowledge as a commodity—can do the same thing. Think about the tips you offer on a regular basis. Create a top 10 list from that advice. Write a short ebook or guide to share.

2. I run social media marketing for an IT company, and I have a narrow audience. Do you have any tips for B2B pages?

Answer: Give them a sample

Facebook is a great place for B2Bs to show off their services, and you can use Social Campaigns to give people a sample of what you do. PropertyMinder, a real estate website design and marketing firm, ran four social campaigns that offered fans free webinars on topics like how to run and market a successful open house. The tips provided there are a free sample of what the firm can do for potential clients. When PropertyMinder promoted this campaign through Facebook, email, and a blog post, they gained 364 new fans. Anyone who watched the webinar—and found it was helpful—will be more likely to sign up for PropertyMinder’s services.

If you’re able to, share a sample of your product or service. If it’s software, provide a link to a free trial. Or give Facebook fans a chance to watch that product or service in action—show it off in a video demonstration or a customer testimonial.

3. We are a church—we do not offer coupons. So what type of Social Campaigns offer would we run?

Answer: Try a contest or sweepstakes

Here’s a promotion that any small business or nonprofit cant try: a contest or sweepstakes. Give something away that your audience wants and you can drive engagement on Facebook. It doesn’t have to be directly related to what you do—although that’s and added bonus.

Facebook does have guidelines on how to use your Facebook business page for contests. You need a third party app like Social Campaigns to run the contest. Money Saver Marketplace, an advertising and coupon publisher, ran 3 contests and gave away $100 in groceries, a summer grill package, and an Outback Steakhouse gift card. They promoted the contests through Facebook posts and email, and encouraged fans to share with their friends. The giveaways worked—Money Saver Marketplace earned almost 400 fans.

Get creative

As you can see, not everyone needs to share a coupon on Facebook. People “Like” Facebook Pages to get discounts, but they’re also looking for contests and exclusive content. If you get creative by promoting your knowledge, your services, or a giveaway, it can pay off in the end with new fans and new customers.

What types of Social Campaigns offers have you run on Facebook? Tell us in the comments below.

Interested in learning more about running Social Campaigns? Check out our guide, 12 Awesome Facebook Marketing Campaigns!

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