Wasting The Conversion Opportunities on Small Business Saturday

Getting wasted is only OK when you’re young enough to not know better.  Sophia Bush

There is a fancy dessert shop around the corner from my house, and on Small Business Saturday I noticed they were serving up a Facebook ad which specifically mentioned Small Business Saturday. I thought to myself, “That could be smart.” So I clicked on the ad, expecting to see some coupon for those who came in and mentioned the nationwide shop-local event, or maybe a “text Dessert to 55555 for a Small Business Saturday treat,” or a link to their Instagram account where they would be posting pictures of customers with their desserts throughout the day, and a coupon. You can probably tell where this is going.

The ad just linked to their Facebook page. That’s it. No effort to offer an incentive to customers who clicked so they’d actually come to the store that day, no effort to get them to take any action (not even to like the page itself), no option to capture the click’s information for the purpose of re-marketing in the future, no further mention of the bait in the ad itself which drove the link (the mention of the dessert shop taking part in Small Business Saturday). I was disappointed.

So let’s talk about this. I have two questions I’d like to hear some discussion of:

  1. What do you think this business was trying to accomplish when they published the ad? Did it work?
  2. What would YOU have done differently?

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