Want to boost your sales? Wondering how to promote and deliver coupon codes using Facebook posts and ads?
In this article, you’ll learn how to share coupon codes with your target audience on Facebook.
#1: Highlight the Discount Code in Facebook Posts
Do you want to share a single promo code for black Friday deals, product sales, or other discounts with your brand’s entire Facebook audience? The most straightforward way to promote discount or special access codes is to include them in the caption or creative of an organic Facebook post. Use these tips as you plan your post:
- Make the code as easy as possible for customers to read and use. A short word plus a number often works best. Avoid excessively long words or strings of words.
- Use all caps to make the promo code stand out from the rest of the copy. For example: Get $50 off your order with promo code SAVE50.
- Consider making the promo code only applicable for a limited time to create a sense of urgency. List a clear end date so customers can see when it expires.
- Include line breaks or use emojis in the caption to make the copy easier to read. For example: ✅ Use promo code SAVE50 to save $50 when you check out.
- Rather than using only the caption or the creative, add the promo code to both. By repeating it, you can increase the chance that people will see and engage with it.
- Add a link to a landing page where customers can use the promo code instantly. Even better, configure your site to automatically enter the code to avoid user error.
For example, the @spokanearena Facebook post below features a promo code for a concert presale.
The caption highlights the code in all caps so concertgoers can spot the code and the URL leads directly to a presale landing page. The post also uses emojis as an eye-catching alternative to bullet points, making the content easier to process efficiently.
Boost High-Performing Organic Posts Featuring Coupons
Did one of your organic posts get a ton of engagement? Consider boosting successful organic posts so they can reach a wider audience and generate more results. Over the past year, Meta has enhanced objectives and targeting for boosts, making them a more viable option for marketers who want to start promoting content quickly.
To get started, choose a successful post that clearly highlights your promo code. Then click the blue Boost button under the post. Facebook automatically chooses a goal for you based on your page’s settings.
To set a goal manually, click the Change button to select another option. If the post includes a link to your website, Get More Website Visitors is probably your best bet. But if the post prompts users to send you a DM, choose Get More Messages. You can also choose Get More Engagement if the post encourages users to comment.
Next, choose a call-to-action button that fits the goal of the boost.
Then scroll down to build a target audience. Facebook automatically creates an Advantage audience based on your page details and followers. You can click to adjust this auto-generated audience or create your own interest-based audience.
Before publishing the boost, make sure to review the budget, duration, and placements. Facebook boosts automatically get delivered to Facebook but you can also choose to place your sponsored content on Instagram or Messenger.
#2: Partner With Influencers to Share a Savings Code
Do you want to reach people beyond your current Facebook audience without using ads? Partnering with relevant influencers can be a great way to connect with new customers without resorting to ad campaigns.
When partnering with multiple influencers, you can certainly reuse the same promo code. But if you create a unique promo code for each influencer, you can attribute the results of each partnership more accurately.
Once you create a promo code in your eCommerce platform, you can track the number of uses and the total amount of revenue. Then you can use the data to measure the value of each partnership and gain insight into the types of campaigns that work best for your brand and target audience.
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When planning influencer campaigns, keep in mind that a single post with a promo code may not be enough to get the results you want. Instead, creators may need to introduce your brand to their audience gradually with a series of posts.
After the influencer creates a few touchpoints that generate interest in your brand, followers may be more likely to respond to a sales-focused post. When in doubt about the right strategy or the correct number of posts, check with the influencers you plan to work with to learn more about how their followers typically respond to sponsored content.
Run Branded Content Ads
With branded content ads, you can get even more results from successful influencer partnerships. Influencers who use Meta’s branded content tool can promote your brand and promo code while disclosing your relationship.
To access these tools, influencers can use Ads Manager to create a new campaign using any applicable objective. At the ad level, they can check the Branded Content box and search for your brand’s Facebook page. Be sure to approve influencers for branded content in advance so they’ll have permission to tag your page.
For example, the @joleen_yeslikethesong.fitness Facebook ad below features the fitness influencer’s campaign for @golinutrition. The ad features a promo code and a landing page unique to the influencer, which can help the brand attribute sales to the campaign.
#3: Create Facebook Offers to Share Discount Codes
Promo codes can work for a range of different promotions, from discounts to special access. If you’re offering a discounted price, a complimentary item, or free shipping, Facebook’s Offer tool is a smart option for sharing your promotion across the platform.
Customers can save your offers to their Facebook profiles and then use them when making a purchase online or in your store. In addition to displaying in your page’s feed, offers automatically get saved to a dedicated tab on your Facebook page. That way, followers can easily find and apply them.
To create an offer, go to your Facebook page and click the Offer button below the post composer.
Then choose the type of offer you want to create.
For example, you can offer a percentage off the standard price, a set amount off the standard price, or a freebie like shipping or a loss leader. You also have the option to create a custom offer.
Then enter the details like the amount or percentage off, the expiration date, and a description of the offer. Be sure to add a photo that highlights the product or service you’re promoting. The same photo will appear on your feed and in search so make it as eye-catching as possible without incorporating text.
Be sure to specify where customers can use the offer—either online or in-store. You can also add terms and conditions to the offer. Before publishing it, add the promo code to the optional field at the very bottom of the setup page.
It’s important to note that there’s one major catch with Facebook offers. Currently, Facebook only supports offers for business pages that use the classic pages experience. If your page has already switched over to the new pages experience, you won’t be able to access this tool.
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#4: Engage Via Facebook Messenger
Whether you create Facebook offers, highlight promotions in posts, or partner with influencers, sharing promo codes publicly lets you reach the widest possible organic audience. But just because you’re maximizing your reach doesn’t mean you’ll get the highest conversion rate.
In some cases, it’s more helpful to tease special offers and encourage customers to request them from your team. With this tactic, you can generate additional interest and better assess engagement with the promo. You can also use this tactic to build remarketing lists that you can use for future ad campaigns.
You have a couple of options for encouraging customers to request promo codes. One option is creating a post that encourages followers to DM you for details on your current promo. When you receive a DM about your special, you can send them a saved reply with the details.
To respond faster, you can even set up automations in Business Suite.
Open your inbox and click the Automations button at the top. Select the Custom Keywords automation, and choose a keyword or phrase. Then write a short message to send in response to people who DM you the keyword. Make sure to include the promo code.
As you can see, requesting DMs is incredibly efficient—especially if you use Business Suite’s inbox automations. But if you request DMs, most of the engagement happens privately. That means you miss out on some of the social proof that comments provide.
Ask for Comments
Alternatively, you can create a post that encourages followers to comment with a keyword or campaign hashtag. When people follow your prompt and leave a comment, you can reply to them with a DM rather than in the comments.
From your Facebook page or Business Suite dashboard, click Send Message below their comment.
You’ll see a pop-up prompting you to start a private message thread. Although you can’t access your saved replies from this interface, you can start the conversation with a simple response like “Thanks for your comment!”
Once you’ve started the conversation, you can find the thread in your Facebook page’s inbox. From there, you can access your saved replies and select the one that features your promo code. That way, you can provide accurate promo details consistently.
As you can see, requesting comments requires more manual interaction. But the comments can encourage the Facebook algorithm to deliver your post to more followers, which may prompt more engagement and interest in your promo.
#5: Create Sales Ads
Want to keep your organic Facebook content conversational and keep the sales-focused content to paid campaigns? Use Ads Manager to create an advertising campaign using the sales objective.
If you’re advertising a promo code for services, you’ll probably want to create an ad set that uses the website conversion location. But if you’re advertising eCommerce products and you have a Facebook catalog, enable your catalog at the campaign level.
Then at the ad set level, choose the product set you want to promote. At the ad level, Ads Manager will automatically use your catalog images as creatives.
Enable Advantage+ Creative for Catalog at the ad level to optimize and personalize your ads for each person.
No matter which creative option you choose, use every opportunity to clarify and repeat the promo code.
For example, the @ivyandcloth Facebook ad below reiterates the clothing brand’s promo code in the caption and description. In addition, the caption prompts customers to Take 25% off, which reinforces the TAKE25 code.
The @vantpanels Facebook ad below also uses repetition in key placements to make the promo code stand out. The bedding brand repeats the BEDDING25 code in the caption and in the ad’s headline to ensure customers won’t miss it.
If you use Ads Manager’s tools for adding multiple headlines, descriptions, and primary text fields, pay close attention to where you include the promo code. You’ll want to make sure it appears at least once in every iteration of the ad so it’s often best to include it in every version of the primary text field.
It’s also a good idea to feature the promo code in the creative, like the @havoline ad below does. By repeating the promo code in the video, caption, and description, the automotive brand ensures that customers won’t miss this essential information.
#6: Produce Engagement Ads
Sales-focused ads that point to your website are a good choice if you want to drive customers directly to your eCommerce store or service offerings. But you also have the option to use the messaging tactics we covered above to share your promo code via DMs.
If you want to start conversations with cold or warm leads, use the engagement objective. At the ad set level, choose messaging apps for the conversion location. Then choose the apps you want to use to DM prospective customers including Messenger, Instagram Direct, and WhatsApp.
If you want your promo code to generate sales, use the sales objective in Ads Manager. Then at the ad set level, choose Messenger as the conversion location. Choose purchase or something similar from your list of conversion events. Then in the ad copy, prompt customers to message you for the promo code.
When you run ads that encourage potential customers to message your page, make sure your team is prepared to respond promptly. Consider setting up saved replies ahead of time so you can share promo codes and answer common questions quickly.
Whether you prefer to use organic methods, paid tactics, or a mix of both, you have plenty of options for promoting and delivering promo codes on Facebook. Use the tactics above and track the results closely to determine what drives the best results for your promotion.
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