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social media how toAre you rewarding your top Facebook fans?

Have you examined Facebook Offers?

Facebook Offers are a simple way to reward your loyal fans and customers, as well as increase awareness and sales.

In this article I’ll share how to create Facebook Offers your fans and customers really want.

reward fans with facebook offers

Discover how to reward your fans with Facebook Offers.

#1: Ask Fans What They Value

Before you create your Facebook offer, make sure you’re giving people what they want. Ask your fans what kinds of exclusive “fan-only” deals they’re most likely to participate in.

The most obvious way to get feedback is to post a Facebook update asking them. You can ask fans to comment with their feedback and ideas or let them choose from a list you provide.

feedback request post

Ask your fans and customers for feedback before you create an offer to reward them.

Do you have an email list? Include a section about your Facebook Offers in your next newsletter and ask subscribers to weigh in with their thoughts and ideas.

If you want to get your in-store customers to participate, ask them to fill out a suggestion slip at your business. Be sure to tell them about any current Facebook Offers so they can see how easy it is to claim and use them. They may be more inclined to claim future offers!

Regardless of how you ask your fans to contribute offer ideas, make sure your ask is relevant to your goals, and choose fan answers that help you complete those goals.

For example, you may want to clear out current stock. In that case give your fans a list of the products you want to clear and ask them which ones they’d like a special deal on.

#2: Plan Your Offer Campaign in Advance

Planning is the key to a successful claim rate on Facebook Offers. While you can certainly create an offer on a whim, planning and packaging them in advance ensures you create attractive offers tailored to your fans.

If you’re leaning toward creating offers regularly, a simple spreadsheet is all you need to plan out an entire series.

spreadsheet image shutterstock 04809013

Use a spreadsheet to plan your offers. Image: Shutterstock.

Brainstorm with your team and come up with specific, branded Facebook Offers. Give each one a catchy name that fits with the type or theme of the offer or even the time of year. If you’re creating an offer around a holiday, include it in your design.

#3: Remember to Promote Current Facebook Offers

Most businesses post an offer once and hope that there will be a huge influx of claims and redemptions. That isn’t always the case. If people aren’t claiming your Facebook Offers, you may need to promote them.

To promote your offer, you can use the same outlets (newsletters, in-store conversations, etc.) you used to ask fans what kinds of offers they’d like to see. Or you could partner with another business to expose both to a larger audience.

And, of course, you can use Facebook ads to reach your target audience. Facebook ads are a really effective way to promote your Facebook Offers. If you use a combination of Facebook ads and the ideas above, you’ll see your offer claims and redemptions increase.

dark post example

Dark posts offer call-to-action buttons to make it easy for fans to claim your offer immediately.

One tip I like to recommend is to use dark posts to promote Facebook Offers. This ad type lets you set up a promotional post that includes a call-to-action (CTA) button (like the Book Now button in the image above).

One of the best tactics you can use to increase claims is to make it easy to book or buy immediately. This is where a dark post CTA button can come in really handy. Another advantage of dark posts is that you don’t need to update your timeline and you can target your Facebook fans in secret, which adds to the excitement and exclusivity of the offer.

Dark posts also give you lots of space to include copy and an attractive visual.

As you design your images and whip up copy, be sure you’re adhering to Facebook’s rules about text in advertising—text cannot make up more than 20% of promotional images.

This is important if you plan to promote your offer via Facebook ads. If you exceed the 20% rule (which includes logos and slogans), Facebook won’t approve your ad.

20 percent text grid

Don’t use more than 20% text in your offer image if you plan to use it as an ad as well.

To see if your image meets the guidelines, use Facebook’s Grid tool. The image above wasn’t approved as an ad because it didn’t adhere to the rules—the text took up 24% of the image.

Bonus Tips to Boost Offer Claims

You may find that you have trouble tracking follow-through and actual sales from your offers. It’s not uncommon for people to claim offers and never use them.

To help you keep better track of whether your offers are meeting your goals, craft them carefully. During the planning phase, decide whether you’ll give fans a promotional code to use in-store or create a trackable landing page on your website for immediate buying.

Then be sure to include a clear call to action telling fans how they can claim the offer.

Over to You

Facebook offers are often underutilized due to lack of planning and inspiration for ideas that generate sales.

As Facebook continues to change and users get savvier, they’re looking for brands that stand out from the crowd. Use cost-effective ways to promote your offers across all of your marketing channels and leverage the customers you already have.

What do you think? Have you used Facebook Offers as a marketing tactic? How did they work out? Do you have a tip for others on how to create a successful offer? Please leave your ideas, tips and comments below.

Spreadsheet photo from Shutterstock.
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  • We’ve just started to use offers for our Software. We’ve had some success also with retargeting individuals who hit our webinar page or one’s who’ve hit our sign-up page.

    How often do you recommend changing up the offer?

  • Jenny Brennan

    Mike! That’s great. It really all depends! I know for most businesses, offers can go off quickly enough. Like anything on Facebook these days, you need to test and re-test everything above including duration. When I am promoting offers, I also run them on a schedule so that I am not wasting ad budget when people may be offline. Hope that helps. Thanks for your comment 🙂

  • Makes sense! Thanks for the prompt response. ~ Mike

  • Satej Parandekar

    Thanks for the insight Jenny..this blog has just come on time for us. We are planning our facebook offer. Thanks for all the tips, specially the one that suggests how to promote your offer.

  • John Horkan

    Hi Jenny. love your blog on using Facebook in a whole new way to give some loyalty back to our fans with offers they want. I will try this out over the next few weeks and let you know how we get on .regards John

  • Jenny Brennan

    Very welcome John! I’ll be interested to hear how it goes.

  • Jenny Brennan

    Satej! That’s brilliant. I’m glad the promotion part helps. Many businesses struggle with that. Let me know how it goes.

  • Pingback: How to Reward Your Fans with Facebook Offers | Social Savvy Business()

  • Stacey Cohen Riska

    We’re a small local business so do you have suggestions of things to do/not do so we’re being very targeted within the area we serve?

  • augieray

    Is that what we’re calling promoted advertising that tries to sell things to customers–“rewards.” Man, my mailbox was full of credit card, restaurant and travel “rewards” today (that went straight into the trash.)

  • Some great ideas Jenny. Thanks for sharing. Re-marketing like Mike mentioned is awesome if you have built up sufficient audience to re-target to. A dark post targeted to a custom audience using an email list is worth testing. Have you used conversion optimization with Facebook offers and if so, did it work well in terms of reaching or or at least moving towards offer/ad performance goals (e.g. CPA)?

  • Jenny Brennan

    Hi, Stacey! Thanks for reading the post. The first place I would start with a local business is with the customers you already have. These are the people who already love what you do and what you’re offering. It seems obvious, but asking them what kinds of promotions they would like helps you determine the value of what you are offering in the first place. I would then work on how you can create specific and exclusive Facebook only promotions and give your fans what they asked for. 80% engaging content and 20% promotional offers. Build a local fan base , let them get to know your content and then sell. As I’ve set out in the post, make sure you market the Facebook promos using other forms of communications. Hope that helps. Jenny

  • Jenny Brennan

    Hi, Augiery! I hear you loud and clear. It’s a weekly occurance that I get mails that end up in the trash. The brands and businesses that I buy from on Facebook or indeed via email are the ones who have taken the time to build a relationship with me. It’s a very delicate balance to get right and many businesses abuse the privilege of being in your inbox. I really think the best process is if you can build a culture around your fans and followers that means something to them. When you get this right, the selling part often comes as a result of those relationships. I can’t speak for others but that’s been my experience.

  • augieray

    Thank you for the very fair response to my rather snarky comment. The balance you mention is possible, but it doesn’t seem as if many brands manage to find it. The right offer to the right person can build relationships, but I’d guess the vast majority of offers made do not.

  • One very important thing to know about Offers. Once you create one you CANNOT delete it or edit it. The only option you have is to pause it and you can’t even do that until at least one person has claimed it. That means you better be damn sure you want to make the Offer in the first place and that you get the wording and offer amount correct before you post it.

  • Jenny Brennan

    Hey, Hugh! Yes, good point. Check, check and double check, then walk away and check again 🙂

  • Jenny Brennan

    Hey, Rick! Totally agree. I love the power of re-marketing on Facebook, but as you say having the audience is crucial. I have used conversion optimization for a few clients who were promoting ebooks and the results were positive. I have found in the past that you need to be very sure about what you are offering and that the fans want it also to run it for a limited period and attach exclusivity to it. For local businesses, often times the calls to action are different and you hope that people will redeem the offer. Again the above points apply. I’ve got great results for hair & beauty salons and retail with Facebook offers.

  • I have to admit it’s quite a while since I created any and I’m not seeing other businesses using them as much now either. Good tips here Jenny, thank you.

  • Jenny Brennan

    Hi, Lorna! You’re welcome. I think it may be down to lack of actual redemptions that people see, but the tips above should help to increase conversions. Hope all is well with you 🙂

  • mtnweekly

    Any suggestions on how we can utilize offers based on our website. We are a mountain lifestyle publication, so not really sure what to offer? We provide fun news and product reviews related to mountain culture. Maybe this more for people actually selling a product? Either way keep up the great post, I really appreciate your expertise in this field!

  • Jenny Brennan

    Thanks for your comment. You have an awesome website and I just visited your Facebook page. Wow fabulous content over there. Correct me if I am wrong but from what I can see you also have an online store with products? Are you re-targeting on Facebook? I would be inclined to plan out the seasons that compliment specific sports products – hiking, skiing, cycle, fitness etc and map out a promotional plan to include the offers for those categories. When you send fans back to the site with the offer, make the call to action very clear and include a redemption code (for a limited time). Install a tracking pixel on the success page of the product that you are offering via Facebook so you can track the actual redemptions from the offer. I would be inclined to test both the Facebook the offers feature and dark posts with an exclusive offer to Facebook fans and website visitors. From my own experience, there is no black and white answer or one size fits all and split testing is essential. As Hugh pointed out earlier you just need to be really sure about what you are offering first. I hope that helps 🙂

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  • mtnweekly

    Jenny,

    Thanks for the compliments, 🙂 that’s really swell! Currently we do NOT have an online store, we DO however use affiliate marketing to drive traffic to our partners, so maybe that’s an opportunity? Hugh’s comment is huge, and something we need to plan before executing, clearly. Do you have any examples or have you seen media outlets that have posted successful offers. Or does this seem to work better for brick and mortar business?

  • Kate Honish

    Great post Jenny! I plan to use it as a motivational tool for some of my clients.

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  • trafficattic

    Great article Jenny

  • Harpoon

    Hi Jenny, Thanks for your article! I want to know how many characters you were allowed to use in “Description” section of your Offer? I’m asking this because in my country we could use only 90 characters. Thank you!

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  • Thanks for the detailed feedback Jenny. There is so much power with Facebook. My sense is that we are just currently seeing the tip of a very large iceberg and there is still.plenty of early adoption advantage to be had for SMBs that can harness the capabilities and put them to work for the business.

  • Hi, this is exactly what I’m looking for to encourage and reward facebook engagement for a client’s page, except Ive been searching for an app to help with the process. I’m struggling to find anything now that Fancrank is no more. Any ideas, I don’t have the time to do it manually. Thanks, Alison

  • Hello Jenny, thanks for the article. Really full of useful tips.
    One more question. Is there a way to make a pinned post or the offer visible to fans only (after liking the page)?

    It would be obviously fine with us as a hostel to have it visible to everyone, but we can’t do that, because of the conditions of some other distribution partners. If we do a special, it has to be exclusive for closed group (f.e. fans only).

    Thanks a lot!