An insider’s guide to how far you can push social media in the lead up to Christmas (and beyond).
Social media specialist agency, Tiger Pistol shares with us more than just a few audience rousing tips and tricks to tantalise your clients coming into the Christmas period, along with important insight into the future of the social media landscape.
“Christmas is an incredibly competitive period in the retail space, so be prepared to spend a little more on Social Media platforms to get cutthrough”, advises Abhinav Ramachandran who works at Tiger Pistol.
“Don’t underestimate the power of your customer database. Assuming you have your clients’ email addresses and phone numbers on file (and if you don’t, it’s never too late to start!), plus Facebook’s retargeting abilities are second-to-none. This is a great way to reach your loyal clients and target them with specials and offers, especially during high-demand periods such as Christmas,” Abhi added.
Do Christmas competitions or special holiday offers work? “The short answer is yes. Think about competitions that will get people into your salon, generate more content, and align to your objectives. A competition should provide value to the audience, but also to your business. Try offering a unique experience that will enrich a customer’s experience rather than merely giving away products”.
Abhi says to think about ways to lower the barrier of entry too, because the objective is to gain as many entries as possible. “People love competitions, but it’s important to understand the value of the prize versus the effort to enter. A great mechanic is a friends/bestie pack or pamper pack - it encourages users to tag friends while extending the organic reach of your post.”
It is important to understand the Social Media Landscape so that you can stay on top. In the social game things are always changing. Abhi took a moment to ponder on the future of the social media landscape. It looks like we’ve got quite a journey ahead of us, so buckle up!
Abhi explains, “The rate at which the social media landscape changes is phenomenal. Think about how quickly we have moved from text, to still images, to video on Facebook - next up, Virtual and Augmented Reality!” As a Facebook Marketing Partner, Tiger Pistol has insight and access to cool new products and offerings on the social media horizon.
Gone are the days where organic content would be seen by your entire audience. In fact, organic reach is steadily declining and running ad campaigns for your business has never been more important. But it doesn’t need to be expensive.
“Social Media platforms are pay to play platforms. Luckily, Facebook has ad products to suit every objective, and you can start with very minimal budget to reach prospective customers through their robust targeting capabilities. Focus on reaching the right people at the right time, with an engaging message,” said Abhi.
Which is good news if you want to grow but budgets are already feeling tight! Plus unpaid content, according to Abhi, may only reach 2% of your existing audience. “You spend a lot of time generating great content so it’s worth supporting it with ad spend to maximise reach of the post. Remember, users don’t have to follow your brand to be served your ads,” he said.
Top Tiger Pistol Tips
Here are Tiger Pistol’s surefire social tips that you (and your customers) can’t ignore! And Tiger Pistol should know. Their proprietary technology platform services over 30,000 businesses each month. Which makes them the largest third-party publisher of Facebook and Instagram ads in the world.
Feature Your Work
Showcase your hairdressing skills and what you have to offer. Beautiful hair and transformation shots do well. Highlight current trends and stay top of mind with your clients.
Serve up some behind the scenes snippets from the salon and what you get up to on a day-to-day basis. This builds brand resonance, as your audience sees you as relatable.
Consider what platform you’re posting on – hashtags are relevant for Instagram but not for Facebook. Also, carefully consider the hashtags which best encapsulate your content and give your post meaning. Consider using 1-2 branded hashtags across all content and 1-2 generic hashtags that relate to the image/video. Tapping into popular hashtags will ensure your content is more discoverable.
Keep It Simple
Copy should be short and sharp. Get to the point quickly. And only have one clear message at a time.
Post With Purpose
What are you looking to achieve? Engagement with your fans and followers or drive website traffic or generate bookings? Be clear on what you want to get out of each post and include a clear call-to-action such as ‘Click here to find out more’ or ‘Call us to book an appointment.’
Switch It Up
Use video, boomerang, time-lapse, filters, captions on images and fun emojis to talk to your audience. Include a mix of colours and filters and test what works best.
Consider the use of Facebook Live and Instagram Stories for any special events or demonstrations, or even just to show your audience a fun day at ‘the office.’ People enjoy seeing the human element behind any business.
Choose Your Platforms
You don’t need to be on every social media platform. Pick the platforms that are most relevant to your salon and the audience you are wanting to reach. Instagram and Facebook are your best bets.
Engage Your Audience
Be active and engaging with your audience. Respond to clients and fans in a timely manner and be personable. Talk to someone the way you would if they came into a salon. Ask questions to engage and encourage conversation. If a client tags you in their photo, get involved in the discussion and show them some love too.
Measure & Assess
We can’t stress this enough, measure and assess what works and what doesn’t. Take a small amount of time to analyse your content and learn from it. Try to take subjectivity out of the equation, just because you like a certain photo or video it doesn’t mean your community necessarily will. It comes back to your objective and what you’re trying to achieve. Always test, learn and amplify.
Pay to Play
To get the most out of Facebook and Instagram, you should consider promoting your content to reach potential customers, through Facebook’s accurate and reliable targeting by age, gender, location, interests and behaviours. Remember, users don’t have to follow your brand to be served your ads. If you have a database of clients, you can easily retarget them with special offers and promotions and find like-minded clients, all with a few clicks.
5 Top Social Media Turn-Offs!
The last thing you want is to do all this work only for it to have the opposite effect! So here’s a few tips about what NOT to do.
1. Quality over quantity – Don’t spam your followers. One great video is better than ten shabby ones.
2. Ignoring or not actively engaging with your community – Don’t shy away from talking to your customers.
3. Being too sales focused – It’s as much about community as it is business and your customers want value from following you.
4. Being expected – Reward followers with an experience they couldn’t otherwise get. It could be salon insights and featuring staff.
5. Getting missed altogether – It depends on what you want to achieve but a paid strategy can help to top up your organic exposure.