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E-strategies Facebook Strategiesu-i SreFre


In today’s marketing world, using social media is a must. But updating your Facebook status every day or posting invitations to “stop by our cart this weekend” isn’t going to cut it when trying to compete for consumers’ attention online. What can you do instead? Here are some ideas. Crystal Vilkaitis


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et your Facebook posts seen, grow your networks and generate more traffic and sales. Here are five strategies that will get you started:


1. Fully fill out your page. This might seem obvious, but


with Facebook’s Graph Search (explained later), which was launched earlier this year, it’s more important than ever to have all the necessary data on your page, and to make sure that information is keyword-rich. Go to your page, click on “About” and make sure every section


is completely filled out (and current!). The Company Overview and Description should include the name of the shopping center you’re located in, if applicable. Include every kind of product you carry so you can be found for those keywords or phrases. For example: if someone searches for “cell phone cases for


sale at mall” on Google or Facebook, whether on their desktop computer or mobile phone, your Facebook page could display on the first page of the search results which helps you compete with the Apple store that will come up for similar search terms. Also make sure all your contact information is included


(phone number, email address, web address, etc.) and list all your online URLs so people can find you elsewhere (like your Yelp or Pinterest page). Don’t skimp on the content you list within these sections, they’ll help you get found in online searches, Facebook searches and mobile check-ins. Finally, make sure under “Address” you select “Located


inside another place” from the drop-down menu, and enter the Facebook page of where you’re located. This will help your page get found within Graph Search and on mobile devices. 2. Promote your Facebook page at the kiosk. It’s important to always be building your “likes” to continue to grow online. One of the easiest ways to get people to like you is by having them do so while at your kiosk.


136 Specialty Retail Report n Fall 2013


Signage that states “We’re on Facebook” or “Like Us” with a Facebook logo is good, but to take it a step further include a QR Code customers can scan to like you immediately, or tell them to text your page name to 32665 (stands for FBOOK) to “like” you using their mobile phone. QRStuff.com is a free QR code website where you can create


QR codes for several social media profiles, an email opt-in or for your website. Just enter your data, create the code and add it to a printout that’s easy to see and scan. To take it a step further, give something away like a free


piece of candy, a $5 gift certificate or a reusable shopping bag if someone became a brand new fan while visiting your kiosk. 3. Host a contest or giveaway. To increase the number


of people who like you, and to engage your current audience, run a campaign on your Facebook page with a highly desirable prize. Something like a $100 gift certificate, free installation or a free product or service (depends on your price points and type of product/service). Or, if you rather have a smaller prize value, run something more consistently like a weekly or monthly giveaway. After you decide on the prize, when you’re going to run


the campaign, and how long you’ll run it for, you need to start planning how you’re going to promote it and what the logistics are. As of August 2013, Facebook changed their contest terms so you can now run a contest or sweepstake directly


on your Timeline, without using a third-party application like Woobox.com or NorthSocial.com. This is a plus for small businesses because it’s now easier


to run contests on your Facebook page; however the biggest benefit of using an application to run a Facebook contest is it collects email addresses, and email marketing is still one of the best ways to increase sales. Preferably use an application to run your contest, but if you don’t know how or are looking to do something quickly, legally you can just post something on your Timeline.


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