Coupons have a certain attraction that is hard to resist. So when I started using Facebook Offers, I shouldn’t have been surprised how effective it is. The potential it has to help you is really an offer you can’t refuse.
In the first part of my series on Facebook Promotion I introduced promoting a post. I did that first because it is the easiest and cheapest way to start. However I believe for many markets the most effective tool that Facebook offers is, well, Facebook Offers.
In it’s simplest form FB Offers is a coupon that contains a promotion code. Users see your offer, and can click a button to claim it. The offer is then e-mailed to their e-mail address where they can print it out, or copy-paste the code into an online shopping cart.
But why use a coupon? Why not use a promoted post or an ad making the same offer?
There are a few advantage to coupons. First is psychology. A coupon implies some exclusivity. People like to feel like they are getting a truly special deal, and even if it takes a few extra steps to claim it, those obstacles actually make people motivated to actually use it.
Next is tracking. While we did look at ways to track promoted posts, and you can certainly track ads, it is very easy to know a response to a coupon code because your customer self-identifies by the act of using the coupon!
The bottom line is, if you do it well, FB Offers will help more people actually follow through on your offer. It is not at all expensive to run one, and like promoting posts, can have an excellent return-on-investment. Technically it is free, but IMO it’s not worth doing without paying for some promotion, hence why I don’t play up that fact.
We’ll go into the mechanics of running an offer in my next post.