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Using Facebook To Drive Gift Card Sales

Facebook is a great tool to engage with your customers and attract new ones. But, you can also use it to promote and drive gift card sales. If you’re not using Facebook to drive gift card sales, read this eBook to see what you could be doing.

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Using Facebook To Drive Gift Card Sales

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  1. Using Facebook To Drive Gift Card Sales Facebook is a great tool to engage with your customers and attract new ones. But, you can also use it to promote and drive gift card sales. If you’re not using Facebook to drive gift card sales, read this eBook to see what you could be doing. www.zenoti.com This eBook is brought to you by Zenoti Copyright 2015 © Zenoti

  2. Using Facebook To Drive Gift Card Sales 22 ............................................................................................. Use Your Cover Photo To Promote Gift Cards We know that gift cards are a great (and easy) gift – make sure your customers know as well! Use the cover photo on your Facebook page to promote your gift cards. The cover photo is prime real‐estate as it draws the visitor’s attention right away. So be sure to make the most of those fleeting seconds that you’re guaranteed. To get the most from your cover photo, follow these tips: Make the cover photo the right size at 851 pixels wide and 315 pixels tall. Don’t hide an important part of your visual or text in the area that falsl behind your profile picture. Align your cover photo image or text to the right side of the banner. This ensures that visitors using a mobile device to browse your Facebook page see a properly aligned image. Facebook modifies the cover photo for small viewing screens on mobile devices, by using the left side of the cover photo for the profile picture. Include a Call to Action that helps drive gift card sales in your cover photo. A call to action drives the visitor to perform some specific action. For example, run a contest that encourages visitors to click the Like button. Each ‘ Like’ becomes an entry to win one of your gift cards. Not only are you capturing likes, but you’ve also let visitors know that gift cards are available! Another great call to action is to encourage visitors to click on your gift card app(more about Facebook apps in the next section). For instructions on how to upload your cover photo, check out Facebook’s help page. Copyright 2015 © Zenoti www.zenoti.com

  3. Using Facebook To Drive Gift Card Sales 32 ............................................................................................. Attract Attention With A Facebook App Your Facebook page allows you to create Facebook apps (also called custom tabs), which display just under the cover photo. There are four standard Facebook apps that come with every page—Photos, Events, Videos and Likes. You can hide any of these or add additional apps that are relevant to your spa or salon. For example, create an app to list your locations, use an app to share special offers, or create an app to advertise your gift cards. So what does an app look like? An app is an html page that you can make as static or interactive as you like. To promote your gift cards, create a Gift Card app. You should consider what your visitor sees on the html page after clicking on the Gift Card app image. For example, if you use the Zenoti webstore, you can use the app to link through to your gift card page on your webstore. (Our webstore makes it easy for you to drive gift card sales by selling gift cards online and integrating fully with your POS and accounting reports). If you’re not a Zenoti customer, consider getting creative – use the app to announce any special offers around gift cards(like “Buy a $100 gift card and earn 1000 loyalty points!”), run contests or simply link through to your website. To learn how to add apps to your company page, check out instructions from Facebook. Copyright 2015 © Zenoti www.zenoti.com

  4. Using Facebook To Drive Gift Card Sales 42 ............................................................................................. Pay For Facebook Ads & Reach A Wider Audience Facebook allows you to pay for ads. You can control how much you spend, monitor the success of these ads and control who sees the ads by using Facebook’s targeting capabilities. And, you don’t even require a Facebook page to use Facebook ads. Set up your ads to drive traffic to your Facebook page, your website or for the purpose we’re discussing, drive gift card sales. Setting up an ad is easy. Step 1: Launch The Ad Creation Tool If you are logged into Facebook, go to the right hand of your company page and bring up the drop down menu. And then select “Advertising”. On the page that opens, click the green button “Create an Ad”. This launches the Ad Creation Tool. Copyright 2015 © Zenoti www.zenoti.com

  5. Using Facebook To Drive Gift Card Sales 52 ............................................................................................. Step 2: Select Your Ad’s Objective Choose an objective, which determines what kind of ad Facebook will display. Objectives fall into three main categories: 1)Ads that link through to your Facebook page or a post. For this kind of ad, select the objective, “Page Post Engagement”, “Page Likes”, “Event Responses” or “Offer Claims”. 2)Ads that connect the target audience to your website. For this kind of ad, select the objective “Clicks to Website” or “Website Conversions”. 3)Ads that link through to one of your Facebook apps. For this kind of ad select the objective “App Installs” or “App Engagement”. Step 3: Choose Or Upload An Image Upload an image for your ad – you can search through your Facebook photo gallery or use the “Find Images” option to upload a stock photo available on Facebook. Be sure to use the “Reposition Images” option to ensure optimal layout. Make sure your image is the minimum recommended size ‐ 600 pixels wide by 315 pixels tall. Copyright 2015 © Zenoti www.zenoti.com

  6. Using Facebook To Drive Gift Card Sales 62 ............................................................................................. Step 4: Enter The Text For Your Ad Consider what text you want to display as part of the ad. Format the headline, text for the body of the ad, and the news feed description, all of which should be crafted to capture the viewer’s attention. Step 5: Position Your Ad Facebook ads by default are displayed both in new feeds and in the right column of a page. However, if you do not have a Facebook page, you cannot use the option to display ads in News Feeds. When creating ads, you have the option to remove ads from News Feeds or from the right column of a page. The ad in the right side page appears much smaller than the ad in the News Feed. Step 6: Define Your Target Audience You can target ads by selecting criteria on who should see your ad. For example if you are a day spa in Phoenix, you can target people that have indicated beauty or wellness as an interest on their Facebook profiles. And, further the targeting by specifying the viewer’s physical location, age, gender, and categories such as “parents”. There’s also a “connections” feature, which means that friends of your target audience will also see the ad. Using the target audience settings, you can limit who sees your ad and therefore get better results. Copyright 2015 © Zenoti www.zenoti.com

  7. Using Facebook To Drive Gift Card Sales 72 ............................................................................................. Step 7: Choose A Budget Choose whether you want to pay for impressions or for actual clicks on your ad. This option allows you to control how much you want to spend for your ad campaign. The bid estimator provides you with an estimate on expenditure and results (i.e. number of impressions or clicks). Step 8: Review Your Facebook Ad In the final step, review your ad before taking it live. Copyright 2015 © Zenoti www.zenoti.com

  8. Using Facebook To Drive Gift Card Sales 82 ............................................................................................. Premium Ad Service Facebook also offers a Premium ad service t s h ’ at places your ad in your target audience news feeds and ians premium locations such the Facebook log out page. If you’re interested in Facebook’s premium ad service, contact them. Promote Posts The primary way you probably use your Facebook page, is by uploading content as a post. This could be news about the launch of a new service, the promotion of products or even beauty tips. Your posts show up in the newsfeed of your followers, (i.e. people that have liked your page) and are also visible to their friends looking at your follower’s news feed. You can promote your posts to a wider audience by using the “Boost Post” feature, which basically creates an ad out of your post. You’ve already seen how to use the Ad Creation Tool and select the objective “Promote Post Engagement”, which is also used to promote a post. However, using the “Boost Post” button is a simpler way to create that same ad. If you click “Boost Post”, a popup wizard displays and prompts you to define your target audience, similar to the ad creation process. You can also enter a budget and see an estimated number of people the ad will reach before creating your ad. Copyright 2015 © Zenoti www.zenoti.com

  9. Using Facebook To Drive Gift Card Sales 92 ............................................................................................. Converting Your Post To A Facebook Offer You can convert a post to an offer, which is a type of ad. Again, you could do this by launching the Ad Creation tool, however, its simpler to click “Offer, Event” and then then the “Offer” link directly from your post. An example of an offer might be to announce, a gift card promotion a week before Mother’s Day. Where you give a $20 gift card to the buyer on a purchase of a $100 gift card. The ad wizard will prompt you to enter a headline, upload an image, specify astart and expiration date,enter the redemption link and define your target audience.If you create this kind of ad, the viewer will see a “Get Offer” button, which you can link through to your website. Copyright 2015 © Zenoti www.zenoti.com

  10. Using Facebook To Drive Gift Card Sales ................................................................................................ 10 Promote Your Page Similar to promoting your posts, you can promote your Facebook page to a wider audience directly from the admin panel of your page. This process is similar to creating an ad and can also be accomplished by using the “Page Likes” option in the Ad Creation Tool. If you’re in the admin panel for your Facebook page, click on the “Promote Page” button. A pop‐up wizard then displays where you need to enter a daily budget for the ad, define your target audience and so on. Here don’t forget to get the estimate on the number of “Likes” your budget will drive. Copyright 2015 © Zenoti www.zenoti.com

  11. Using Facebook To Drive Gift Card Sales 1111 ........................................................................................... Build Your Audience By Inviting Your Contacts You can increase the visibility of your Facebook page by building your audience. Facebook allows you to invite your contacts from Yahoo, Gmail, Outlook, Skype and other sources. Encouraging your contacts to ‘Like’ your page, means they’ll see gift card posts that you create. If they like or comment on a post, their friends and followers will also see your posts in their news feed and on your contact’s wall. To use the “Build Audience” feature in Facebook, check out Facebook’s article Conclusion As you can see, Facebook offers a number of free and paid tools that you can leverage to promote and sell your gift cards. While physical gift cards should be contributing significantly to your revenue, the ability to sell gift cards online can have an even greater impact on your business. Online gift cards make it easy for any business small or large to reach a wider audience, sell more and are easier to manage operationally. For customers, online gift cards are easy and accessible. Copyright 2015 © Zenoti www.zenoti.com

  12. Using Facebook To Drive Gift Card Sales 1211 ........................................................................................... Drive Gift Card Sales With Zenoti Zenoti software is an all‐in‐one software for spas, salons and medical spas. With our fully integrated gift card solution, you can: Sell eGift Cards directly from your website Sell gift cards with NO operational hassles Save money Drive profits Zenoti has everything you need to run your business and achieve real business results. Watch Watch the the 2 2 minute minute Overview Overview Video Video See Zenoti in action. Request a demo or contact us today! Copyright 2015 © Zenoti www.zenoti.com

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