The period from mid-November to Christmas Day is not only the season of goodwill, it’s the time of unadulterated online shopping. While an SME cannot compete with John Lewis on television, there is no reason why it cannot look to social media to get noticed by current and new fans.
The newly launched Facebook Live is increasingly being used by SMEs and according to Brid O’Connell, Group Social Media Manager at Thomas Cook Airlines, it makes good sense particularly for retail businesses. The airline has recently been experimenting with Facebook Live and expects to use it over the festive season to promote flash sales for promoted destinations. But what can a small business learn from a brand as huge as Thomas Cook?
“Facebook Live is going to be everywhere this Christmas” says O’Connell, “but the good news for smaller companies is that the evidence suggests it doesn’t have to be a highly polished, expensive video”.
“The beauty is that because it’s new, Facebook is promoting it on users’ feeds and so you’re far more likely to get noticed and shared, even after you’ve finished filming. We estimate the average post from a brand gets exposed to around 10% of its followers whereas Facebook Live will reach around 30% to 50%.”
Get on board the right hashtags
While Facebook Live may be the new kid on the block to get attention this festive season, the tried and tested formulas are still highly recommended. Moses Velasco, Chief Strategist of Socialbakers, which measures effectiveness of social media, points out that smart use of hashtags and seasonal content and promotions are always key ingredients to success, as was the case with one of their clients last year, Meantime Brewing.
“It saw a record week of sales in the run up to Christmas 2015 through seasonal content which positioned its beer as the perfect gift and ideal accompaniment to Christmas merrymaking.
“On Twitter, the company’s use of #MeantimeXmas had a significant impact. During the month of December 2015, when using #MeantimeXmas, the SME saw four times the growth in followers versus its average month, almost 9 times higher engagement and 6 times more user mentions. And this translated into sales – the company reported that it smashed previous record sales by over 20%, selling over 3% of its annual volume in just one week.”
Reach out to influencers
While growing fan bases of potential customers through smart use of hashtags is an obvious way to succeed at Christmas, another is to think beyond a company’s own following and work on a Christmas campaign with social influencers who have impact in a part of the business you are looking to grow.
Continuing last year’s tradition, fulfilment firm Parcel Hero has launched a project which sees craft bloggers given boxes to decorate. When combined, these boxes form an advent calendar which is auctioned for charity. The resulting coverage on craft and charity accounts gave the brand a major festive boost last year in a key market, says Dave Jinks, Head of Consumer Research at the company reveals.
“The project undoubtedly helped raise our profile amongst craft businesses who are a group of people who ship items regularly and are therefore a great target audience for us.”
Get in Instagram’s ‘loop’
Partnerships are a very clever way of coming up with prizes and offers that will help several SMEs combine their reach for free, says Alison Battisby, Founder of marketing agency, Avocado Social. In addition to running daily Christmas promotions on their feeds, smart SMEs will think about “loop” giveaways on Instagram, she advises.
“A loop giveaway involves partnering up with other small businesses, particularly ones selling products that compliment yours,” she explains.
“So, if you sell candles, why not find a chocolate maker, a soap producer and a sock company to create a snuggly festive prize? You all post the same photo of the prizes on your Instagram accounts at the same time, but just tag in one other business in the competition. This way your entrants visit each business in a loop, and are instructed to follow and like each business to enter.”
Budget helps you get noticed
While Jess Bailey, Senior Account Manager at digital marketing agency, Chase, agrees Facebook Live and social partnerships are a huge opportunity, there is an inconvenient truth. It’s a fact of life that is even more evident at Christmas when brands post more regularly to gain the attention of the social public.
“If you want to cut-through multiple posts from thousands of companies you have to accept you may well need to promote posts, particularly at Christmas,” she says. But it’s not just throwing money into the unknown, “you can target people who are of the right demographic, have bought related products or are interested in your niche. With some you can even upload your email database and find a ‘lookalike’ audience to target. Everyone’s going to be vying for attention so promoting posts is the best way of ensuring you get noticed by the right people.”
This is expected to be particularly true of this year as more SMEs tune in to the appeal of social. In its latest annual report, DNA of an Entrepreneur, Hiscox found that more than a third of small business owners (36%) see no barrier to using social media to promote their business. This means competition for attention is likely to be fiercer than ever and so SMEs who can use hashtags smartly to build effective festive promotions will do well, often with the help of social influencers and partners. Many will have to be realistic, however, and heed the warning from experts that social media success is now as much about advertising as it is free reach.
Content on this page is paid for and produced to a brief agreed with Hiscox, sponsor of the Adventures in Business hub on the Guardian Small Business Network.
