Restaurants, retail stores and specialty boutiques know that Valentine's Day is a profitable time of year. In fact, IBIS World reported the average person spends approximately $134.08 on Valentine's Day festivities. The largest portion of that spending came from eating out, with more than $9 billion spent, followed by candy at $2.8 billion. Is your business ready? Get prepared for the retail festivities by ensuring you have a secure marketing plan that includes social media.
Remember: Each social network has its own etiquette, culture and style, so it's important to match your message to the medium. Follow these guidelines:
Facebook pages make it easy to build user engagement for your brand by running giveaways, offering samples and posting polls. Hubspot reported on one company that leveraged their Facebook page for Valentine's Day in a clever and highly effective way: MegaRed tied together a free sample program to Valentine's Day by allowing Facebook users to request a heart supplement sample for the people they loved. MegaRed mailed both the user and their loved one a sample, and went a step further by tying the amount of samples they distributed to a charitable donation. In this example, the company took advantage of the holiday's theme and added a creative twist that tied in well with their brand.
Salesforce Marketing Cloud found that 74 percent of Valentine's Day chatter on social networks was positive. Keep your Twitter messages positive and succinct, giving value to your followers by tweeting about Valentine's Day specials, top-selling Valentine's Day gifts or by providing an intimate look at how your company is celebrating the day around the office. Use Vine or Instagram alongside your Twitter campaign to help your message get across better than 140 characters alone can. Quick Vine videos of people receiving Valentine's Day gifts, and Instagrams of creative gift packaging help supplement your tweets.
Looking to go viral this February 14th? Sharable content opportunities abound for this holiday, whether you're sharing posts on your Google+ page or publishing them on your company blog. Engage your readers about their Valentine's Day plans, offering to give out a prize to the most romantic or most unusual replies. Want to get a conversation started? Ask your readers what their funniest Valentine's Day experience was. Use hashtags to further promote your content and keep the conversations organised.
Promote a DIY or exclusive Valentine's Day recipe by creating boards for the special day that relate to your business. If you're a gourmet food store, for example, create a board with the most romantic dinner recipes, taste-alike restaurant recipes and perfect wine pairings. Sell craft supplies? Post a selection of interesting and easy Valentine's Day crafting projects to make the day special for the entire family. Add in gift guides for couples, kids and more, and keep relevant tie-ins to Valentine's Day throughout your boards.