1. Demonstrate what your company does. Post photos of your staff, what they do on a daily basis or the trade shows they attend.
2. Show and tell more about your products. Whether written in a Note or in a message to your business Group, notifying customers about new products is made into an easy step through Facebook. Better yet, take photos or create videos that demonstrate how to use them.
3. Advertise for upcoming events and promotions. Facebook offers two ways of doing so: an Event invitation that you send to fans of your business Page, or a message that can be sent to all members of your Facebook group.
4. Be exclusive. Offer sneak peeks of new products or discounts off of purchases with a special code, that only Facebook Page fans or Group members can see.
5. Communicate one-on-one. Ask any questions you have of your customers, and encourage your customers to do the same, all with the intention of figuring out what they want of your company.
6. Reach out in your network, maybe even beyond. Search for people who are talking about products or services that you offer, then message them to initiate a conversation.

Readers, in what ways do you use Facebook or other social networking tools to promote your business?

Throughout the past year, consumer confidence has largely been measured and addressed as a whole. But according to marketing and media researcher Nielsen, consumers will not all respond in the same manner to current economic conditions.

The study created consumer groups based on how and by how much they save money:

• Recession Indifferent consumers are barely, if at all changing their spending habits.
• Recession Insensitive consumers will cut spending on luxuries like entertainment and eating out, as they find themselves slight affected by the economy.
• Switch to Private Label consumers generally buy generic brands or store labels. Nielsen characterizes them as “young, bustling families” earning up to $35,000.
• Stock Up and Save consumers, on the other hand, are probably coming from older households earning $50,000 or more. While they remain loyal to their favorite brands, they will also let coupons and sales determine what they replenish.
• Light Coupons and Sales consumers are typically coming from older, smaller households.
• Switch Stores for Best Deal consumers do not mind store-hopping for the better bargain.
• Brand Disloyal/Promo Sensitive consumers are mainly drawn to sales and generic brands. They likely come from households earning between $35,000 and $50,000.
• Panic Stricken consumers have greatly reduced their living expenses – in any way they can – to save money.

Once the study cross-examined these consumer groups some of their media consumption habits, all to lead to some interesting comparisons. When Recession Indifferent and Recession Insensitive consumers are online, they are most likely viewing search engine, community-based, and news and information Web sites.

But while their Internet browsing habits are similar, these two “least recession-impacted” consumer groups are watching very different television shows. Recession Indifferent consumers watch more sports and news programming, while Recession Insensitive will probably tune in to comedy and quiz game shows.

As also measured by Nielsen, the heaviest Internet users are those searching for bargains – the Switch Stores for Best Deals, Stock Up and Save, and Recession Indifferent consumers.

For more information, view Nielsen’s report, “Reaching the Recession-Proof Consumer.”

The "lose profits now to gain future profits" philosophy applies when you offer free shipping to first-time customers. This offer gives customers an opportunity to buy a product risk-free (when it comes to shipping). You carry the burden of shipping costs for their first purchase to hopefully gain a repeat customer for life. You should only offer free shipping under these terms if the following apply:

a. You are able to afford the shipping costs on first-time purchases. This will only work if your products are lightweight and small in size. If your products are heavy and will cost a lot to ship, you should consider another type of offer.

b. You anticipate your customers to shop with you frequently, at least once every few months.

c. You plan to follow up with your customers to encourage other purchases through promotion, email updates, up-selling, etc.

Free Shipping with a Purchase Valued at $_____ or More

You can also offer free shipping with the purchase of products priced at certain dollar amounts or with combined purchases that reach that amount or more. This will work great if your profit margin is enough to cover the costs of shipping for your higher-priced products. This free shipping offer can encourage higher-priced purchases and encourage buyers to place more items in their shopping cart.

Free Shipping During Special Sales and Events

Another way to leverage free shipping is to offer it only during special sales and events. These might be special holidays, end-of-the-year sales, incentive sales, etc. There are numerous ways to incorporate free shipping offers into any sales event.

Cover All Bases

When offering free shipping, promote it carefully. Be sure to specify on your website the details of your offer and any stipulations of the offer. List the requirements one must meet to receive the free shipping. Also, mention your policy on international shipping. If the customer will be charged for shipping on additional items they purchase, be sure this is stated in your offer as well. Write a disclaimer to include on your site. It’s better to be safe than sorry.

Free shipping offers can dramatically increase your Internet profits, so get creative with free shipping ideas and watch your online business soar.