[This post was originally featured on the Dailybreak Team Blog]
In part one of this series, we wrote about the recent changes to Facebook's promotional policies and what these changes mean for Facebook pages and their communities alike. These changes represent a great opportunity for Page Managers who are now able to quick and easily implement Facebook promotions, but the industry as a whole, as the promotions become a more common practice for marketers/brands. In part two, we take a deeper dive into the promotion process and the best ways to plan, design, and execute your online promotion.
Dailybreak has been creating and implementing online promotions for some of the biggest brands in the world and we're really excited to see these changes as it will expand the digital offering space and delight more users along the way. In this post, you'll read some of our best-suggested best practices/tips for implementing any kind of online promotion and get you on your way to launching a promotion of your own.
Phase One: Promotional Planning
In the first step of launching an online promotion, it's critical to dedicate time to create a well thought out plan for how you're going to launch your promotion. Just as with any strong house, this phase is like creating a foundation for your promotion and the more time and resources you put into this phase, the smoother the rest will go. Think of this phase as an opportunity to map out the life cycle of your promotion.
Some important questions to ask yourself during this developmental phase are:
- What are you promotional goals? What are your KPIs?
- Where is this promotion going to live?
- How are we going to raise awareness about our promotion?
- What am I asking my community to do to achieve this promotion?
- What is the achievement going to be? And how am I fulfilling this achievement?
If you're able to answers these core questions, you'll be well on your way to launching a successful promotion.
Phase Two: Promotional Design/Creation
In this phase of your promotional creation, you'll be taking the necessary steps to creating the assets needed for your promotion. Producing a promotion that is visually captivating, with clear and easy to understand text will help garner the attention of your existing community and potential users.
Some things to consider in this phase are:
Writing clear and concise copy/text is hugely important for a well-executed promotion. Make sure you're clear in your messaging and your directions are easy to understand. All too often promotions don't succeed because of cumbersome and unclear text that raises the barrier of entry.
Does your visual WOW your users? With virtually no text editing options on many of the large social networking site, many are left to ask, "how will I ever standout?" How? By creating visually appealing imagery to complement your text. Here is a helpful resource for finding optimal image sizes for the various social networks here.
Phase Three: Promotional Execution
Once you've planned and created your promotion, you're ready to release it to the Internet. This is the phase of your plan when you promotion goes live and your community begins to engage with it.
An important part in the success of a promotion is the actual act of promoting your work. Utilizing social media channels, email lists, and strategic partnerships is a great way to get the word out about your promotion. There are a lot of ways to raise awareness about your efforts, so this is a great time to get creative and get the word out!
While you’re campaign is live, one of the most important things you can do is the task of ongoing moderation. Promotions, particularly online, are not a ‘set it and forget it’ kind of operation. It’s important to keep a close eye on your campaign to ensure that submissions are legitimate, of requested quality, and also provide on going feedback to improve the caliber of future submissions.
Phase Four: Promotion Analysis
The final phase of your promotion is the analysis and next steps. Once the time runs out on your promotion, doesn’t mean that the work is over. The final step your promotional process is just as important as any other.
One of the most important acts of any promotional effort is measure the results. When you were in phase one, you identified your goals and KPIs, this is when you examine your findings and assessment the outcome of your promotion. Did your promotion work? Did you accomplish your objectives? If you did, great, you’re on your way to be a promotional marketing pro. If not, In this phase you can work through your results and attempt to determine where your issues arouse. From there you can take this new knowledge to improve in future promotions.
No matter how big or small your promotional goals are, promotions are a great new and innovative way to engage with your users and create a cool experience. For more information about how Dailybreak can help you with your next promotion, you can find more information about our promotion offerings here!
Have you ever run an online promotion before? In the comment section below, let us know how it went and how we can help improve your results.