Reason #1: They Drive Traffic to Your Brand’s Own Web Properties, Not a Third Party’s
Unlike Coupons.com and similar coupon destination site providers, social coupon providers run promotional campaigns on your brand’s Facebook Page or website, distributing coupons to your most loyal followers at scale. This keeps more consumers and brand advocates on your digital properties, building traffic and engagement for your site, not a third party’s.
Reason #2: They Capture Your Customers’ Behavioral Data
Marketing and selling anything successfully requires an understanding of your customers’ behaviors, preferences, and patterns. One way to gather this type of data is by using social coupons. Social coupon technology bypasses the form registration process and the need to install download-to-print software. It uses social apps for log-in and authentication to distribute coupons and digital offers across the web, social, and mobile.
During this process, valuable campaign and consumer-level data is captured, which is then given back to the brand or retailer to be redeployed in marketing initiatives elsewhere. This social data is generally of higher quality (and more accurate) than data captured from a form submission.
Reason #3: They Kick-Start Your Remarketing Campaigns
Because of tools developed by Email Service Providers (ESPs) and other technologies, the captured demographic and behavioral data can be plugged back into your marketing systems for 1:1 email remarketing campaigns. A practical application is sending custom content based on likes and interests, such as unique recipes based on customers’ interest in baking (read the customized content case study).
Reason #4: They Increase Your Conversion Rates
By relying on app permissions versus form submissions or download-to-print applications, conversion rates explode, driving sales growth for your brand or product.
For example, a customer filling out a form to download and print a coupon on a brand’s website (such as a pizza or toy company) must go through eleven steps before printing the actual coupon. Using a social log-in process, a consumer can claim an identical coupon on the same website in four steps. Read more about shortening the user experience.
Conversion rates for form submissions across all industries and types hover around 11%. Conversely, Facebook app permissions typically convert around 80% for Facebook Quizzes, Instant Win, and Fan Vote promotions. With coupons, we see conversion rates average around 92%.
Social couponing technology is an emerging segment in digital couponing, and your brand can be an early mover.