Don’t miss out on Q4 opportunities in 2016
Jingle Bells, Facebook sells — thanks to campaigns created by you. It may be the first week of fall, but it’s beginning to look a lot like Christmas for digital marketers. The holiday season is one of the biggest times of year for retailers, accounting for as much as 30 percent of annual sales, according to the National Retail Federation. Facebook and Instagram report increased usage starting in early October and lasting until New Year’s Eve, making this time period the prime time for Facebook marketing.
One in three people said they purchased an item from a local business based on an advertisement they saw on Facebook, with 47 percent of consumers starting holiday shopping by Halloween, according to a 2015 G/O Digital study.
Kill it for your company this Christmas with these on-point Facebook marketing tips.
Identify Key Audience Segments
Decide which audience segments you want to reach during the holidays and determine the best ways to target them. Use the audience insights tab in Facebook to learn more about your page and campaign audience. Find demographic, location and interest data on your best customers. Facebook also provides data on your audience’s purchase patterns, which you can use to personalize your online ad campaigns.
Optimize for Mobile
Optimizing your holiday campaigns for mobile should be your priority in 2016. This past holiday season in the US, the share of online purchases that were made on mobile and visible to Facebook increased 33% compared to the 2014 holiday season, according to research from Facebook IQ. Optimizing for mobile means creating engaging online ads and building landing pages that are responsive to screen size. Test ad creative and landing pages in the months leading up to the holidays to determine which creatives perform best on mobile devices.
When it comes to creative, Facebook recommends featuring your best-selling products to your audience segments in order to illustrate key selling points and build interest. Twitter says advertisers should create at least three to five ads for a/b testing before launching any online marketing campaign. Data shows that ad creatives start experiencing fatigue around 8-10 days after campaigns launch. This means that, to get ahead of ad fatigue, advertisers should swap out ad creative every week and a half or so in order to maintain optimal campaign performance.
Conduct A/B Tests for Social Ads
Track and measure ad performance by placing a Facebook pixel on your landing pages. Use Facebook reporting to determine which creatives are performing best and which are under performing based on conversion data. Generate a variety of ads that utilize the data you’ve gathered to avoid ad fatigue. Rotate ads evenly to create a fair and true comparison. According to Facebook best practices, visual formats that drawattention work best, such as video, carousel or canvas ads that create an immersive experience.
Facebook says that advertisers should create a sense of urgency in order to drive sales during the busy holiday season. To boost conversions, promote limited time offers, timely promotions, and free or discounted shipping deadlines. If planning to launch a Black Friday or Cyber Monday campaign, use your ad creative to establish a sense of urgency.
Meeting sales goals can be challenging on social media without strategic planning. Put our Facebook holiday marketing strategies in place, and Jingle Bell Rock this holiday marketing season.