When red bean cake meets social marketing: how small businesses can use Facebook and LINE@ to promote

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Many entrepreneurs or owners of small and medium-sized enterprises want to use social media such as Facebook and LINE@ to engage in marketing and see others doing it successfully. But if they really want to jump in and do it, they often find that there are so many things and they don’t know where to start?

In the LINE community of Vista Club, everyone is trying to conduct online collective consultation and brainstorming, with community members providing suggestions based on their own expertise and perspectives.

The topic of this question was raised by Lily Shi who runs a red bean cake business in Yilan, and the partners participating in the discussion included Xu Hanting, Zhuang Rongzhen, Qin Zhenjia, Serene Lee and Vista Cheng, thank you.

Q: To interact with fans, what is the difference between creating a LINE@ and Facebook fan page now?

A: The business focus of Facebook fan pages is to reach strangers. LINE@, on the other hand, tries to retain customers and use services to increase stickiness.

Q: Of course, we also need to think about selling red bean cakes. What is the purpose of interacting with fans?

A: In order to reach new fans, we also want to increase the return visit rate of old customers.

Q: Do I need to play both of the same activities? For example: Join the fan page to get one buy one get one free?

A: Because of the algorithm, the reach rates of the two marketing tools are completely different. For example, fan pages measure the number of likes, and LINE@ measures 100% reach.

Q: If the same person joins a fan page and LINE@ at the same time, will he choose not to watch one of them when he finds that both have the same event?

A1: Yes! Each tool has its own characteristics, so try not to cut corners on work. Just like Vista said, “The main focus of articles posted on Facebook and blogs is the same, but the writing methods should be different.”

A2: No matter what kind of content you want to post, it is recommended to plan it in advance. It can be used in conjunction with festivals and current events. But you should also arrange some copywriters for content marketing, which can accumulate a sense of core value in the long run, such as “behind the scenes”, “customer testimonials”, etc. Facebook, LINE@ and Instagram can only be used as introduction portals. It is recommended to establish an official website or blog as a landing page (SEO should also be considered here) in order to truly accumulate resources.

A3: Agree! Sales page is indeed very important. A properly designed sales page can impress people.

Q: For example, when it comes to selling red bean cakes, do you think you should first run a Facebook fan page? Or operate LINE@ directly?

A: There is no standard answer to this. It depends on which direction you choose?

Q: Currently, most of the customers who buy red bean cakes are strangers to me, so which marketing tool should I choose?

A: Well, then you should prioritize running a Facebook fan page. After all, Facebook can help you find new customer groups, and LINE@ allows customers to become familiar with you.

Q: What is a good budget for an event?

A: Well, this also depends on the content of the marketing campaign.

Q: If a red bean cake sells for 20 yuan, I want to get a 5 yuan discount by joining the fan page. Do you think this would be attractive? Some people say that it is better to buy five and get one free, but I think the number of people passing by buying red bean cakes and buying a large amount at one time is still a small number.

A1: Well, you have to think about what do these people do when they join the fan page?

A2: Think about it, when will passers-by buy back?

A3: I like to eat red bean cakes. If the quality of the food itself is good, I don’t care about the difference of 5 yuan; however, I am very concerned about whether the quality will be sacrificed because the merchant lowers the price. In addition, I would also like to know the source of the materials, so what I can think about is who are the “consumer groups” I hope to attract? And “timing of consumption”? Generally speaking, red bean cakes are bought fresh and eaten hot. If you market them on Facebook, are you planning to start a home delivery business? Or do you want to attract people to shop in the store?

A4: If you join the fan page, you can get a discount of 5 yuan. What will be the future plans of the fan page?

A5: You need to be passers-by, but when these passers-by arrive at the station, how should they think about buying your red bean cake? I think it is recommended that you do not need to join the fan page, but just ask everyone to take a photo with the red bean cake to check in! When friends of these people see the check-in, they will naturally know that there is a delicious red bean cake near Yilan Station. As long as you promote it properly, you may get extra points if you listen to it. But how to make people want to take pictures, the red bean cake itself must have highlights. For example, if you try 1/4 of a red bean cake and take a photo, you will get a free red bean cake. Providing 1/4 of the red bean cake is a generous tasting strategy and a highlight. In addition, if there is a special flavor of red bean cake, it will also attract customers.

A6: Checking in is a good strategy👍.

A7: Yes, simple and easy actions are often the most suitable marketing techniques.

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★ Photo Credit: Lily Shi

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