Social media has become one of the greatest ways to promote brand awareness when you are just starting out with an online business. City Escapes Nature Photography came to that conclusion after starting their business selling limited edition wildlife and landscape prints mainly at art shows. Currently they intend to transition their business to be done primarily online. Due to the little recognition they currently have, they are using social media as a way to increase their brand awareness and to reach out to customers who may not be able to attend the art shows that they host.
Their first campaign they did that focused around social media was a standard “Get the Word Out” Facebook contest. After having a low number of friends on Facebook a year after setting it up they set a goal of growing their seven friends to 100 in a month and a half in order to raise their visibility within the Facebook community and also potential customers who share an interest in nature prints. The deal they made with their fans was if they reached that goal of 100 Facebook friends they would then raffle off a limited edition photograph among those who liked their Facebook page.
To start promoting this contest, City Escapes Nature Photography reached out to their friends and family to like their page and to share it with their friends. This turned out to be successful as mostly all of their friends they asked to like the page did, but only few shared the information with their friends. Because this was their first social media effort they did not want to use Facebook ads so they could determine the effectiveness of their approach. Throughout the month and a half they ran the contest they would remind their personal and company friends about it once a week. They also highlighted the promotion in their newsletter and put it on the front page of their website.
The end of the campaign resulted in them tripling the number of likes they already had on Facebook, although they did not reach their quota of gaining 100 Facebook friends. Given the baseline response they received, they plan to run a similar contest next year possibly including Facebook ads. They said it is important to be realistic about the impact of any particular campaign so that you can appreciate each success as it happens.