Making the most of social media for Christmas sales
It's mid-October and every day your newsfeed, mailbox and social media accounts are full of people who have it all together. They have planned out their Christmas promotions (some even have their order books full). They have pulled out the decorations from the loft and uploaded beautiful winter scenes showing their wares in all their festive glory. They have run fun competitions and shown pictures of brown parcels piled up ready for the post office.
You have barely got over summer holidays.
If you are one of the organised, we salute you (and aim to be you next year, like we were going to be this year, and last). If you are not one of the organised and look on with envy, here are some steps to take to remedy the situation.
The first thing to remember: do not panic! Panicking leads to expensive mistakes (have you ever been shopping for your mother-in-law on Christmas Eve - suddenly only Tiffany's will do)!
Make a plan
I know, planning takes time and your head is so full and...it takes time! I PROMISE YOU, it will save yourself time, effort and money if you just spend an hour or so planning upfront.
Don't make it complicated.
Pick 3 items to focus on (they could be your best sellers, Christmas inspired or a gateway to your more exclusive offerings).
Style and photograph these three items in a festive setting (they are more likely to be featured in gift pages, catalogues, re-pinned and create attention). You don't need the full festive regalia, some close ups with good lighting and bold snowflakes could work. Make sure the décor fits with your item and appeals to your ideal customer (tinsel across a £200 necklace will simply not do the trick. It could work for children's toys though).
Creating Promotions on Social Media
Using your 3 key items, create 3 campaigns (of course you can do more, but time is precious and running simultaneous ads can be confusing to your customers).
To make the sale, always ensure campaign messages are clear, add real value to the customer and have a cut-off date (to create urgency).
Here are some ideas for campaigns for social media:
- run a competition for purchases made before a certain date (needs to be relatively close to Christmas to be appealing - end of November is a good one). They can receive another item free/get a discount/receive a voucher for further discounts (for example) if they comment and like your post. You're going to be one of many doing this so your offer needs to be something unique and of real value to your customer. Make sure you read and understand the Facebook promotion rules before you start.
- offer to personalise items for free (do this if it's not too expensive - adds amazing value to the customer)
- multi-buy discounts are a great way to get an additional purchase. Can you do items for the whole family; his and her (his and his or her and her) etc.?
- link up with someone else who has a similar audience to you - promote their campaign on your platforms, ask them to do the same for you
- promote within the online shop platform but be aware that at this time of year, getting your listings seen could be expensive
- search for and join online markets. They often happen in the evening and can be great for exposure. Consider offering an exclusive discount for it
- send a little something extra with all your orders from now on until Christmas is over. It sets you apart and keeps you at the fore front of their mind
- promote within Facebook groups, as the rules allow
- whichever promotion you use, ensure that it is across ALL your platforms simultaneously and on your website home page etc. Update your Instagram bio link so it goes straight to that item when clicked
- join local buy & sell groups on Facebook and post as appropriate (always check the rules)
- keep posting on all your platforms 2/3 times a day at different times of the day
- search for and join online markets (ask about them in craft groups if you're unsure about when they are)
- boost a post (with an image of your item) to your Facebook business page
- create an ad on Instagram, Facebook and/or Twitter (doing this effectively is whole lesson in itself and takes time but a £2/day budget could reap rewards)
- create a rich pin on Pinterest so customers can make a direct purchase (you need to have a Pinterest business account)
The one key to making sales is to ask for them.
When promoting your items, ask visitors to click on the link, follow, like, buy etc. Make your instructions clear and also what the benefits are for them.
I would also join up with someone else with similar aspirations (for the next 3 months anyway, it's not a marriage). Two heads are better than one in this scenario. Just make sure you agree to the plan and stick to it - you don't have time to faff about and change ideas.
I can't wait to hear how you get on with your promotions this Christmas. You can comment below or join our Facebook Group to let us know what works for you (sharing the love)!
Until next time, keep creating!