As the popularity of online livestock auctions continues to build, their is still a world of opportunity to take advantage of all social media has to offer! By using Facebook to promote your event, you will also be building brand awareness, developing a communication channel, and adding to your e-mail list.
We have developed this list of 25 ways to promote your online cattle auction on Facebook. Use these tips to create a strategic social media plan to promote your next online auction!
These tips can also be helpful when you are consigning just a few animals to an online auction. You can personally help build hype and anticipation as the auction day draws near.
3 Months Prior To Sale Date
- SAVE THE DATE – Start to build anticipation. Repeat 2X per week using different photos from last year’s sale or sale banner graphics.
2 Months Prior To Sale Date
- LAST YEARS TOP LOTS – Include photos, price and tag the buyer. Repeat 2X per week – one lot at a time.
- #TRANSFORMATIONTUESDAY – Post sale photo from last year with recent photo of a show winner steer or heifer.
6 Weeks Prior To Sale Date
- BEHIND THE SCENCE – Share images of preparing the cattle, clipping, photographing, filming, etc. Keep it real. Unstaged and unedited!
Here is an example from Bushman Cattle Company:
- SALE BOOKS & FLYERS – Post images of marketing materials or mailers in the works.
- LINK TO AUCTION SITE – Post a link to your online auction site. Make sure the URL link goes directly to your auction page and not just to the auction company’s home page.
- HOW TO REGISTER & BID – Post directions on how to register and bid. Include a screenshot of registration page and direct link.
4 Weeks Prior To Sale Date
- MARKETING FLYER PDF’s – Share images or PDF’s of any sale flyers, mailers, or catalogs.
- EMAIL LIST SIGN-UP FORM – Be sure to add your social media followers to your e-mail list.
- POST SALE CATTLE PHOTOS & VIDEOS – Once your photos are ready, post them one at a time. Include animal name, birthdate, registration # and complete footnotes. Repeat 3X per day until you have posted every animal in the sale.
Here is an example from Bloom Angus Farm
- SALE CATTLE BY SIRE GROUP – Post sale cattle photos but change it up and post multiple lots together, grouped by sire and highlight sire traits.
- SALE CATTLE BY LIKE KINDS – Post sale cattle photos in groups of Bred Heifers, Bulls, Steers, Show Heifer Prospects, Embryos, etc in groups.
2 Weeks Prior To Sale Date
- BEHIND THE SCENES – Post behind the scenes of preparations for cattle viewing.
- POST QUOTES – Post quotes from respected cattle evaluators who have inspected the sale cattle in person and are willing to share their comments.
- TESTIMONIALS – Post testimonials from previous customers
5 Days Prior To Sale Date
- WEATHER FORECAST – Post a weather forecast for cattle viewing dates.
- OPEN HOUSE FOOD – Post images of food you will serve at the cattle viewing open house.
- MERCHANDISE & BUYER GIFTS – Share photos of buyer gifts you are giving away to buyers like hats, gloves, sorting sticks, coffee mugs, etc.
- UPDATED BREEDING INFO – Post any animals being pulled from the sale as well as any breeding updates on bred females.
Day of Sale
- POST FINAL SALE UPDATES
- BIDDING OPEN POST!
- BIDDING CLOSES IN 4 HOURS – Post a “BIDDING CLOSES IN …”. Post at 4 hours, 2 hours, 1 hour, 30 minutes, 15 minutes, and 5 minutes prior to sale closing.
- BIDDING HAS CLOSED – Post a final “BIDDING HAS CLOSED” after sale concludes.
Days After Sale
- THANK YOU – Post thank you to each buyer and be sure to TAG them in the post! Always try to include a photo.
- NEXT YEAR’s SALE DATE
Pro Tips
• Establish a sale #hashtag and use it in EVERY post
• Change your Facebook Cover Photo to promote the sale
• Be responsive to any questions or comments – usually within 12 hours. Turn on your notifications so you are aware of activity.
• Follow Back! You encourage engagement when you follow new users back
• Create Event Pages and Invite Users – Facebook, LinkedIn, Google+ all offer Event pages. If you are on Pinterest, create a separate board for the event.
• Business pages in Facebook can create and schedule posts days, weeks in advance. Write all your posts for the week in one sitting to save you time!
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