Chat Into The Black: 4 Social Marketing Rules To Dominate Black FridayNovember 25, 2014
Take a deep breath. Black Friday madness is officially here.
With over 140 Million holiday shoppers expected to take part this year (including 8 out of 10 millennials!), brands and retailers are scrambling to get their social media messages and sales heard above competitors.
But marketing effectively this week to your social media consumer-base is easier than you think. Just follow these four simple rules for transforming quality social marketing into brand loyalty and real-time engagement:
Rule #1: Don’t Shoot Your Eye Out
Let’s just call it what it is: the shotgun approach sucks. Blanketing all social media channels with the same, uninspired brand message is about as effective as throwing a paint bomb on a wall and hoping the living room looks nice.
Moral of the story: Listen to what your audiences want, and respond to those buyer needs with appropriate messaging for each channel you use. Don’t know what your audiences are saying? Social media listening tools are out there to give you the best insight.
Rule #2: Get Engaged.
Nope, not to tell Grandma during turkey dinner that she can finally back off (though that would be equally delicious). When it comes to social media marketing, we as brands and retailers need to focus our efforts on connecting with the right people at the right locations and times for optimal sales results.
Moral of the story: Take some time to find your social media influencers; i.e. the customers that have the power of persuasion over large social communities. Akin to your brand ‘angels’, when you spend more time fostering GREAT relationships with these people, you can expand your marketing reach a lot farther and create holiday messaging that really resonates.
Rule #3: Don’t Forget Your Hometown.
Sure, social media is great because you can share advertise to all corners of the world. But since every brand and (especially) retailer has a home-base, you have a commonality with a huge population of people that can be used to create much more impactful messaging within a local community.
Moral of the story: Think regionally to optimize messaging and sales interest, with less time and marketing cost. Using hot-new technology like Geotargeting or by simply breaking down your audience by area, you can pinpoint audience needs more specifically, AND develop stronger messaging for people (not users!) that have home-grown connections. Bonus value: for retailers, there’s no better way to inspire more foot-traffic!
Rule #4: Integrate Social Into Your Brand Experience
Come Black Friday, shopping in-store is going to make us all want to pull our hair out (yet we’ll still be there, duh). But between Black Friday and even Cyber Monday, we as brands should vow to see, showcase, and inspire our shoppers to make their experience as stress-free as possible. By integrating your social stories into your brand landscape (in-store and from your website) you form a community from your brand environment, turning a ‘shopping trip’ into an experience to remember (and return to).
Moral of the story: there’s a lot of ways to integrate fans’ social media content for a more modern, fun, and customer-focused experience. But one tried and true option rests in social media displays that advertise your customers’ best moments. By rewarding your loyal customers with in-store fame, you grow their incentive to share about your brand on social media—while also changing their shopping perspective from ‘stressed’ to smiling in 2.5 seconds flat.