On the fast-moving track to 2014, we see that Halloween is now in the rearview mirror, with a few other major holidays coming up quickly on the horizon. Thanksgiving is just a few weeks away, and Christmas (or the cultural, religious equivalent) is close behind. Then, before you know it, the New Year is upon us. Before you wake up January 2nd with regrets, you might want to think about decking out your Facebook page for the holidays.
A Facebook holiday promotion is a fantastic way to attract a lot of new attention, and even to revitalize an existing base, and it doesn’t even take a lot of effort on your part. Above all, you just have to show a little holiday spirit, Scrooge.
Preparatory Tips for the Holiday Rush on Facebook
1: Create Individual Themes
The main way to approach a Facebook holiday theme page is to actually play to the theme. You don’t simply throw up a green and red “Happy Holidays” banner mid October and expect people to think you’re in the holiday spirit. You want to change your theme depending on the holiday. Try something equivalent to:
- A Turkey or Pilgrim-themed cover photo for Thanksgiving
- Santa, elves and some extras for Christmas
- If you’re catering to Chanukah or Kwanzaa audiences, keep things “Christmassy” in color, but make your theme more innocuous
You get the idea here. Create a themed page for the specific holiday you’re promoting.
2: Blend the Niche, Don’t Abandon It
Some Facebook marketers make the mistake of advertising for a holiday so broadly that they abandon their original niche. What happens is their content becomes geared toward only a holiday market and they give up on catering to their initial market.
What were once posts solving problems and informing a loyal niche end up becoming scatter-shot holiday posts that read as unabashed advertisements.
You cannot abandon the niche. For your content, you want to include the holiday theme on top of your existing approach. This way, you show your existing base some holiday spirit, while simultaneously extending your reach to include others who show up specific to the holiday. You keep your existing base, reinvigorate the brand, and pick up some extra attention.
3: Make it a Branding Thing
Though this content is dealing specifically with holiday themes on Facebook, you still want your entire brand to adopt the approach. Brand consistency is important to your overall marketing, no matter what time of year it is.
If your fans see your main site, Twitter, Instagram and other sites are not the same, it sends a mixed message. Are you really promoting a holiday theme, or are you just trying to milk Facebook? Fans are smarter than marketers give them credit for.
Advertise the holidays as a brand by:
- Using Twitter to promote holiday-themed hashtags
- Transforming your main website slightly to reflect the Facebook promotions
- Sending out email blasts and mobile messages which are geared toward the holiday
- Include a simple holiday message in your “about” content across your platform
- Sprinkle in some holiday photos on Instagram and Pinterest
- Advertise your Facebook promotion on every outlet you have
4: Appropriate Applications
Creating a custom Facebook app to run a promotion is a great idea for any holiday. Remember to keep the app specific to the holiday you’re promoting, and always make sure that you’re using the app and operating the promotion in concordance with Facebook’s guidelines.
Some of the many different uses of a holiday-themed app on Facebook include:
- Offering discounts to customers for holiday shopping
- Hosting a holiday-themed contest to entice entries
- Creating a charitable donation app to bring attention to a worthy cause and your brand
- Creating fun, engaging games (puzzles, mazes, photo editors, etc) based on the holiday
- Creating simple polls and quizzes to go along with more sophisticated apps
Your options are vast here. From holding a contest and offering deep discounts to providing games and drawing attention to the less fortunate, a holiday-themed app can boost your brand while helping others.
5: Make Great Use of Ads
If you have a quality third-party ad-management app, you can make tremendous use of ads over the holiday season. Whether it’s a Sponsored Story that draws more attention to your holiday theme or a Promoted Post that extends the life and reach of a popular promotional post from the past, the right ad app gives you many options.
- Plan a future release of ads
- Easily create different creatives and options for ads
- Test the effectiveness of ads based on a variety of elements
- Retain control over which ads ultimately get used
- Control your costs, which leads to cutting costs and/or increasing ROI
- Target specific demographics to reach new depths with your advertising
A holiday promotion isn’t exactly a rarity on Facebook. Many brands decide to adopt the holiday spirit this time of year. However, with smart marketing principles and the right approach to theme-specific holiday promotions, you can stand out and attract a large, interested audience.
Simon Campbell is a writer from a Facebook ad campaign tool – Qwaya. He loves to write different topics about social media and participates in some communities and forums.