Promoting a business on a national day has become a marketing strategy we see from brands daily. But now, national days aren’t the limit. Today is World Stationery Day, Morse Code Day, Prime Rib Day and Tell a Story Day. Tomorrow will be Blueberry Pie Day, Thank You Thursday and Biological Clock Day.
Brands have jumped on the days of the year bandwagon and the tyres are buckling under the weight. While these days are great news for us businesses, we’re at serious risk from tiring out social media users with incessant self-promotion.
So how can you use days of the year to promote your business without annoying customers? It might seem like a marketing disaster waiting to happen, but there are ways around it that will leave customers engaged, rather than irritated.
Choose a Relevant Day
If you plan on participating in a day of the year for business promotion there should be a direct link to your business. So, if you own a haberdashery business it makes sense that you’d let people know it’s Button Day (16th November, for those avid button collectors among us).
What’s a little more bizarre is companies that jump on the back of any day of the year that’s being talked about. A lawyer promoting themselves on Yo-Yo Day? Doesn’t make too much sense.
Make sure your content is relatable to the day of the year you’re talking about. Otherwise you’re in danger of an irrelevant post which could damage your brand image and exasperate customers.
Celebrate the Cause
Avoid tedious links by knowing exactly what the connection between your company and the cause is. Even better, state it. You can then focus all attention on the day, rather than attempting to establish how your company has relevance. This is essential if you’re covering a sensitive topic such as charity that is trying to raise awareness.
You might celebrate a cause by promoting it on your social media sites, or by raising money for them and documenting it on your social sites.
What Not to Do
Sometimes brands aren’t too aware of what they should and shouldn’t be posting. Although you’re clearly on social media to promote your business, you shouldn’t be too shameless about it – especially during times of national crisis.
One quick Google search and we’re staring at a page filled with social media blunders by brands that should know better. The main culprits are use of a hashtag without fully knowing it’s meaning and using a celebrity death to promote a product or as a way of getting more post likes.
Learn from the mistakes of other businesses and do your research before you jump on a hashtag or cause – it could save you and your company embarrassment in the future.
Recovering From a Mistake
If you have made a mistake, such as promoting your product on an irrelevant day, or posting an insensitive tweet (even though you were just going for a light hearted, fun-loving tone), you could be in trouble. Luckily, there are some ways to rectify the situation without creating a bad reputation for your business.
The quicker you respond after a social media mishap, the more forgiving your followers will be. Delete the post and create an apology to users in order to build a few bridges early on.
Don’t cover up. If you’ve made a mistake you need to be the first (or at least one of the first) to admit it. You should be willing to shout your apology from the rooftops and plead with your customers. Any less and they’ll assume you don’t care about your company image – or worse, they’ll start to question your company’s values.
Play it safe and thoroughly research your day of the year before you jump on the hashtag.
Do you agree with using days of the year to promote your business? Or is it all brand-orientated? Leave a comment in the section below with your thoughts!