1. Boost important posts
The best way to reach the audiences that matter to you with posts promoting your products or services is by boosting them.
Once you’ve planned your content calendar around key holiday dates, simply click Boost at the bottom of an existing or new post. This helps you:
Increase purchases by taking people to your site on link posts
Reach more people through important posts like new product or service announcements
Grow your customers by targeting new audiences
2. Boost exclusive discounts and promotions
If you’re looking to inspire more purchases from your posts, create Boosted Posts with special holiday discounts or promotions.
Create link posts to drive people to your site, and include special codes they can use at checkout
Drive urgency with a time prompt like “free shipping, this weekend only” or “12 hour flash sale”
Promote only products or services you think your audience is most interested in
Create end-of-year contests and giveaways to drive customer loyalty and boost sales
Example: Diamond Candles creates new products from customer feedback. Then, they boost posts to announce them and offer free shipping.
3. Connect with words and pictures
The right combination of holiday-themed images and alluring copy that reflect your business objectives can really get your audience interested. Keep these tips in mind:
Use high-quality photos that showcase your business or products, or lifestyle images of people interacting with them
Keep your sentences short and instructive. Add a call to action on your Boosted Posts like “shop now” or “buy today” to tell people what you’d like them to do.
Test different photos and messages to see which ones your audience responds to most
Example: Joseph Nogucci, a jewelry eCommerce business, promotes new product designs by boosting posts with discount codes and high-quality images of their bracelets.
4. Keep your creative refreshed
The more recent your holiday posts, the more interesting people will find them. To keep your Boosted Posts from going stale:
Post relevant content. For example, if an important holiday has just passed, it’s time to post about the next holiday or event.
Test which posts work best and review their performance. Boost different posts with the same objective, but switch the photos and copy.
Don’t leave customers hanging. Respond quickly to comments on your posts to let fans know you’re listening to feedback.
Example: Plated tests different images in their Boosted Posts of menu items, products and individual employees to see what drives people to convert on their site.
5. Post consistently
In addition to boosting posts, being consistent in the quality and types of ongoing posts you create can help your audience know what kinds of messages to expect from you.
The holidays are a busy time for your business, and a content calendar can help you plan ahead and make sure posts use a similar message each time. You can:
Schedule posts for when most of your audience is online
Highlight days to create boosted posts for major business events or product news
6. Target your posts
Depending on your goals, you may want to post something that will interest people in specific ages, genders or more.
Here’s the easiest way to control who sees a particular post:
- At the top of your Page click Settings, then click Post Targeting and Privacy and check the box
- Then, begin writing a new post on your Page
- When you’re done, select the target icon in the bottom left corner and click Add Targeting
- Target your post based on gender, interests, age, location and more. As you refine your targeting, you’ll be able to see how many people your post could potentially reach.
- Click Post
Example: Sophia Forero, a jewelry manufacturer, targets posts by gender and education and tests different geographic regions based on where her fans are most engaged.
7. Review post performance
You can get a better understanding of who your most engaged audience is by regularly checking your Page Insights. It shows you:
Post engagement, such as the number of people your posts were shown to, likes, comments, shares and more
People who like your Page and other demographic information, including their genders, ages and locations
Once you know who your most engaged audience is, you can refine your Boosted Posts to appeal to them and adjust your targeting accordingly.
View your Page Insights.