Every purchase begins with a “SPARK” event. This is the moment that someone realizes they are in need of a solution.
As a small business owner, your goal is to present your solution just as the customer experiences that spark.
Here are some examples:
- EVENT: The weather is changing (summer-fall).
SOLUTION: Retailers put out coats and blankets. - EVENT: A new housing development opens nearby.
SOLUTION: An Interior Designer targets the area with a “Welcome Home” advertising campaign, including free consultations. - EVENT: There is a strong storm.
SOLUTION: A landscape company offers discounted yard clean up services.
How can you make sure you show up at just the right moment?
- Take note of potential “spark” events. This is an event that impacts your specific audience. Think about how your solution (product or service) corresponds to those events.
- Create three or more spark event related social media posts. Make sure your content is clear about how your solution relates to the spark event. Time your posts around the event.
Based on the latest Facebook and Instagram (meta) updates, users may see suggested posts based on their location and popular interactions specific to those locations. * EX: There was a thunderstorm in your area -> the algorithm notices that users nearby are commenting more on weather related posts, they are sharing weather related information, and posting weather related photos. A post about landscape clean-up services may be more likely to show up as a “suggested post”. - Purchase targeted advertising. Both Facebook and Instagram have advertising solutions that can reach your customers just as an event is happening. Choose one of your event-related posts as a “Boosted Post”. Boosted posts are a good, low cost way to encourage more engagement and make your page more appealing to the algorithm.
RESOURCES
To get more detailed information about how to market your small business, we highly recommend:
- Marketing Academy for Small Business
- Learning About Targeted Online Advertising
- How To Set Up Facebook & Instagram Ads