Boost sales for arts and crafts businesses this Christmas with Facebook

As we approach the busiest few weeks in the year for arts and crafts businesses, there are some simple ways you could use Facebook to maximise your sales.

Here are 9 fantastic ways to use Facebook for your arts and crafts business this Christmas:

1.     Use Facebook picture galleries.

Picture galleries are great for engagement on Facebook.

Pictures get 53% more likes, 104% more comments, and 84% more clicks through than text-based posts, according to research by Kissmetrics.

Surprisingly, galleries or albums of images get 180% more engagement than text posts, according to data from Wishpond. They do far better than single images.

So, the lesson is group your images into galleries for maximum impact.

This is great for similar products or ‘how to’ posts on how products are made.

2.     Boost your posts to a targeted audience.

Choose a target audience in a targeted location to boost your posts – get them shared more widely than just among the followers of your page.

Select interests carefully to match your products.

2.     Go live!

Facebook Live is a powerful tool to engage potential customers.

You could show your customers how you make your creations, get customers to give you live testimonials, show video of events like arts and crafts fairs, and wish them a Merry Christmas.

People love the live nature of the service, the fact you can ask questions and get them answered during the broadcast, and the reactions which stream across the screen.

3.     Use emoticons.

They’re great for boosting engagement. Posts featuring emoticons have 33% comments and 33% more shares than those without. So, where you can, use emoticons to get that connection between you and your customers.

4.     Use the power of Thursday and Friday.

Research by Buddymedia found that engagement rates are 18% higher on Thursdays and Fridays – excellent for stimulating visits to weekend craft fairs, shops, and weekend online shopping.

5.     Ask questions.

Posts which ask questions get far more comments than those without. Get a conversation going – people love to feel involved.

6.     Run a competition or offer a discount.

Make liking and sharing your page the way your customers can enter. Statistics show that 35% of people who like a page do so because they’re entering a competition.

If you offer a discount, that’s a great way to improve your page likes. 42% of people who like a page said they did so to get a discount or offer, a study by Wildfire Interactive showed.

7.     Keep posts short and sweet.

Shorter posts get better engagement than longer ones. Posts under 250 characters get 60% more engagement, studies have found.

8.     Use Facebook adverts to remarket to your page visitors.

Your adverts will appear in the feeds of those who have already visited your site – particularly useful at keeping you in the minds of those who weren’t quite ready to buy.

Ask us for help on getting the best return on your investment.

Need help with your Facebook for small business? Drop us an email using our contact form or call us on 029 20 286870

Why Facebook Advertising Works For Florists

If you are a florist who is not utilising Facebook advertising to serve adverts for special occasions then you may be missing out to your competitors.

Imagine being able to be the first florist to offer wedding flowers to a newly engaged couple? Or even advertise to people who have expressed an interest in mother’s day flowers.

Imagine being able to target men within a few miles of your shop who have a wedding anniversary coming up in the next month?

With Facebook advertising, this is possible even on a small budget.

Your advert should be highly relevant to the target audience. For example, if you’re targeting newly engaged women then your advert copy and advert imagery should all relate to their special day.

You are already ahead of the competition if your potential customers see your advert. If your advert then has an emotional angle (such a photo of a happy bride with her flowers) then you have made that emotional connection.

You have many different ways of approaching an advertising campaign with Facebook but the campaign will typically fall into three categories:

Interaction: Your advert is served in the users timeline. They can interact with it and follow the links to your website or Facebook page to boost your sales.

Reach: Expand your reach to new customers who can interact with your advert by commenting and liking the post

Followers: You will also gain new followers and likes given your adverts will have an emotional connection. This content may well be shared thus increasing your adverts reach further.

Example Facebook Advertising Campaign for Florists

In this example we will target people who have just become engaged between the ages of 24 and 50 who live within a 40km (25 miles) radius of Oxford:

Facebook Advertising For Florists People Engaged

Facebook Advertising For Florists People Engaged Reach

We can see that the advert will potentially reach 4,500 people in total. This level of targeted advertising is simply not possible with traditional methods. It should also be noted that we can push this advert to Instagram as well if we want to further enhance the potential reach of our campaign.

Of course, we could further narrow this reach down by only targeting women who have become engaged.

The Facebook Advert For Weddings.

Now we move on to our creative, or the actual advert. We want to evoke an emotional response here to entice the click through to your website or Facebook page.

Facebook Advertising For Florists People Engaged Advert

You can see in the example advert the image will draw the users attention to the sponsored post in the users timeline and the advert copy has been written in a way to trigger an emotional response. We also have a call to action in the contact us button, whilst the free advice is the unique selling point that will hopefully lead to a sale.

If you are still using old methods to advertise such as weddings fairs then your competition could be stealing a march on you. Of course the traditional methods of advertising still have a place but why not get ahead of your local competition?

Forte Web Solutions can set up and manage your Facebook advertising campaigns. We have years of experience in targeting the right audience for your business so why not contact us for a free consultation and let us help you to drive your florist business forward.

Integrating Facebook and Email Marketing

You should always be using multiple channels to get your marketing messages across and two channels in particular work really well together: Email campaigns and Facebook.

The vast majority of companies use email marketing in some form or another and for good reason. Most business is repeat business and with many companies having thousands of email addresses on their subscriber lists this is a potential gold mine.

Step forward Facebook’s custom audiences which I have written about before.

Facebook Advertising Vs Email Marketing

Of course, as I mentioned Email marketing is a great way to win repeat business but there are many hurdles to overcome to keep your Email click-through rates up.

First of all, we have over aggressive SPAM filters and then we have features built into the most popular email services that potentially ‘hide’ your emails from view such as Gmail’s Promotions tab and the Clutter folder in Microsofts email offering.

On top of this we have services such as Unroll.me and SaneBox which allows people to filter out any messages that they feel are not important to them.

Looking at Facebook, the stats are certainly impressive. Facebook’s announced that their user base has reached 1.5 billion – http://www.socialmediatoday.com/social-networks/google-worth-it-or-waste-time#sthash.GBIXzmre.dpuf

Whilst here in the UK, according to the independent, 30% of the UK’s 33 million Facebook users are on the network for at least an hour a day, with 13% spending, at least, two hours on Facebook each day.

With these impressive numbers and a large email subscriber list at your disposal you can use Facebook Custom Audiences to target many of these users.

Facebook Custom Audiences

Create a custom audience

You can upload your email lists or other customer contact information such as data from your CRM system to create a custom audience. These can be email addresses, phone numbers and Facebook user ID’s.

This data is then matched to Facebook account holders allowing you to target your adverts at them. There is no need to worry about the security of this information as the data is encrypted before it is sent to Facebook.

Not all of your customers will be on Facebook of course but having run many campaigns the match rate is around the 50% mark. This puts you ahead of the game if the Click Through Rate (CTR) of your email campaign is averaging around 2-3%

This is where Facebook’s custom audience feature really comes into its own. From this list we can further refine our list based on:

• Location
• Gender
• Age
• Demographics
• Language
• Interests

So let’s say we are a company selling baby products from our list of 4,000 matched contacts we can whittle this down to 500 by choosing:

• Location: London
• Gender: Females
• Age: 20 – 42
• Demographics: New Parents
• Language: English
• Interests: Motherhood

You can now see that this is highly targeted and you can get the targeted message to those people who are most interested.
Targeting like this doesn’t cost huge amounts of money either and added to this you can keep these campaigns running without worrying about unsubscribes from your email lists.

Of course, that doesn’t mean you should stop running your email campaigns. Reaching your potential customers through multiple channels should always be part of your marketing strategy.

If you are looking at running a Facebook campaign alongside your traditional email campaign then please feel free to contact us. We will be more than happy to help you get the most out of Facebook Ads.