Kyle Campbell, One of the partners of Giant Marketing, just met with Gary Vaynerchuk is the chairman of VaynerX and Phil Toronto SVP, Special Projects, Investing & Advisory at Gary Vaynerchuk Co’s – Great things in the works… 11/29/18
People always say they think it is funny that me, being the “digital guy”, writes books. It’s not because I like to read, it’s because other people like to read and want to consume my content in book form. Direct mail may be an older method of marketing compared to the things the internet is capable of, but for many businesses, it can still work tremendously in their favor.
If you are investing your time and money on social media marketing efforts, you want to know if what you are doing is working and how it’s impacting your brand. Likewise, if someone else is spending their financial resources on you to manage their social media presence for them, they need proof that it’s worth it. So, would you measure your social media success by the number of likes a Facebook page receives? Or by the number of Retweets a Twitter post gets? If you’re unsure about what insights actually matter on social media, you are not alone. 88% of marketers also want to know how to measure the ROI from social media. So, we are going to share with you all the information you need to track your social media return on investment (ROI) and the tools available that make it all easier for you.
Without goals there is nothing to measure. Every month you must determine what it is that you or your client wants to accomplish through your social media campaign. What is important for your company at this time? Do you need more traffic driven to your website to generate leads or do you simply need more people entering in your latest contest? What is it that you want your followers to do after they read your content? Once you establish your goals, you will know what metrics need to be tracked and can begin to experiment with which tools can deliver that information to you.
What can you measure?
- New followers/fans
- Post reach
- Interesting interactions and engagement
- Site traffic
- Lead generation
- Revenue increases
What tools can measure it for you? Facebook insights provides you with the information on things like how many page likes you have (the total and within the past few weeks), your post reach, and levels of engagement for each post. Using this information you can decide what time is the most beneficial to post to your fans as well as what type of post received the most attention. Additionally, if you received a lot of engagement from your promotion post and subsequently an increase in the amount of signups you received, you can probably attribute it to your social media efforts and not some freak accident. Utilizing tools like Google Analytics can reveal where most of your traffic is coming from whether it be Pinterest, Facebook, Twitter, etc. If you are an avid Twitter user, Social Bro tracks your interactions, measures the effectiveness of your campaigns, and provides you with audience insights. Likewise, Hootsuite enables you to analyze your brand growth, receive social demographics of your audience, and identify key community influencers.
What do you do with the information once you have it? Create weekly-monthly reports. The best tip we can give you is to create templates for these metric reports. Doing so will not only save you time, but will keep your reports looking consistent so that you can more easily compare figures. If you need an idea of where to start, Rachel Melia created a sample reporting template for Facebook, LinkedIn, Twitter, and Blogs. Additionally, inputting your numbers into a report makes it easy to disseminate to your supervisor or client so that they can review the results and determine whether goals are being met. Similarly, your reports can be used to create your goals for the following month and highlight the areas you need to work on harder.
Remember: What works on social media isn’t static. This is what makes analyzing your ROI so important. You have to constantly review your weak spots and improve your strategy to overcome them and add value to your campaign.
Do you use a specific social media analytics tool that really works for you? Share your comments below, we love to hear from you!
With the ever-increasing technological world that we live in, you wouldn’t be surprised to find out that 74% of online adults use social networking sites. What you might not realize, however, is that only 55% of businesses are utilizing social media as a primary tool for their marketing strategy. Over the past year, this number has been on the rise and is projected to grow exponentially over the next few years as more and more businesses realize the benefits of social media.
What this means for you:
Social media is strengthening your competition by helping them actively engage the public you aim to serve. How this happens is that social media networks provide a voice to often faceless companies and help them build relationships with potential consumers, even your potential consumers. So, if you aren’t on social media, your clients and potential consumers ARE (and it is likely that so is your competition!). Therefore, it is essential for you to get on the social media bandwagon because it is no longer merely a tool that gives you a competitive edge, it is a societal expectation that your brand has a social media presence with which they can learn more about and engage with you.
Did you know?
Social media is found to be the top Internet activity participated in, even surpassing email. This means that the public is spending more and more time on social media. So, ask yourself, who are you marketing your services or products to? Members of the public! So, shouldn’t you be on social media, too? Additionally, out of the marketers that chose to utilize social media, 92% of marketers indicate that social media is important.
Here are a few reasons for you to consider on why social media is important:
- Gives you the opportunity to learn about your audience. Who they are, what are their likes/dislikes, and what is it that they need from you.
- Reaches diverse groups of consumers, thus increasing your exposure and expanding your fan base.
- Provides you with the tools to easily find your target audience and increase the probability of marketing to those who actually need/want what you are selling.
- Generates leads for one third of the cost.
- Enables you to share information instantly with your followers. You keep them up-to-date and they inform you of how you are doing (Hello, feedback!).
- Allows you to share information that links back to your website, instantly driving traffic from social media to your main hub to create long-term engagement.
- Serves as a mutually beneficial platform where the consumer and company can build a more personal relationship that is otherwise not achievable.
- Results in finding more customers. For example, 36% of marketers found customers on Twitter, more than 50 percent on Facebook, and more than 40 percent on LinkedIn.
Why a social media budget is absolutely necessary for your marketing plan:
While it might be tempting to forego the cost (and experience!) of social media professionals, it isn’t advised (and that’s not just because we offer this service). Actually, we offer this service because we have seen what happens when businesses choose to go it alone. Too often, companies are so motivated to get involved in social media that they join every network possible, subsequently spreading their time and resources too thin and resulting in dissatisfied, neglected followers that are hungry for information. Likewise, without the knowledge and advice of a seasoned social media marketer, you risk damaging your company’s credibility by posting too much, not posting enough, posting the wrong information, and even posting the right information but at the wrong time or on the wrong network (there are just SO many factors). But even companies who choose to handle their own social media accounts can no longer afford to do it for free. Social media networks are cashing in on the findings that businesses are using their services, and getting results! In order to stay relevant in the competition and get your information seen (and shared), you have to utilize paid Facebook advertisements, Promoted Pins on Pinterest, and Twitter’s mobile targeting. Thus, companies thinking that they don’t have time, energy, or financial resources to expend on a solid social media strategy is quickly becoming a thing of the past. So much so that social media marketing budgets will actually double over the next five years.
Why social media is (most likely) for you:
Even after you have considered all of the information and data that reveals just how powerful social media marketing is for your business, you might still be unsure of whether or not it is right for you. Honestly, social media isn’t the most effective marketing option for every single business, but it is for most! When making your decision, it is important to realize that social media will not be the answer to all of your business woes. Likewise, you cannot just merely sign up for a social media account and expect followers to come to you without putting work into building relationships. You have to educate yourself on the best tactics, keep up with the latest trends, create, promote, and share quality content every single day, and spend time getting to genuinely know your followers. In short, social media is not a magical elixir, but it is a remarkable tool that is currently unrivaled for reaching and engaging your audience in a whole new way. As previously stated, 55% of businesses are currently using social media networking to their advantage by making connections and getting their name more visible. The question is, why aren’t you doing something to ensure that your company isn’t forgotten in the meantime?
Do you have any comments or questions about social media? Share them below, we’d love to hear from you!
Facebook was created to be an outlet for like-minded individuals to come together and share thoughts, ideas, opinions, reviews, etc. without being influenced or pressured by corporations. Yet, many people assume that since Facebook is a social media giant that it is the best place to plaster your sales pitches on every wall possible. We frequently see this mistake being made by new businesses and even well-established ones that are just not using what little time they have effectively.
Should you do it just because everyone else is doing it? Absolutely not. There is a delicate balance required in reaching and engaging with your target audience while showing them what all you offer, instead of selling to them (relentlessly) what you offer. More importantly, rather than dropping ads just anywhere and hoping for a lead, here are 3 simple ways to get better results on Facebook.
#1: Stop Trying to Sell, Sell, Sell
We know that times may be tough and it might be crunch time, but believe us when we say that selling your heart and soul out on Facebook is not going to get you anywhere (it may even negatively impact your business!). Instead, set time aside each day to actively engage your target audience by liking some interesting posts on your feed, replying to comments, asking questions, and possibly even helping people for free if the opportunity presents itself! I know, it sounds crazy because nothing is ever really free….I mean….what’s the catch? The point is that if someone on your newsfeed is requesting a recommendation or needs help in some other way that you can step in and help out, they will remember your company through your good deed. By doing something nice for them without expecting anything in return, you are humanizing your business and leaving a positive impression with a potential future consumer. The point is, you can spend all your time trying to have a million static followers, but it doesn’t do you any good unless you have built genuine relationships with your followers to make them want to care about what you have to offer.
#2: Don’t Let Your Content Get Stale
We sometimes get so wrapped up in professionalism that we forget to have a little fun. You need to share content that is already getting attention and create original content that is interesting enough that people will choose to follow you for more. For example, a big hit right now on social media are motivational/inspirational photos captioned by quotes. Actually, research has shown that pictures in general receive far more attention than text only posts. With that said, sometimes people just need a break from the monotonous business related posts and want to see something like a funny picture or .gif to brighten their day. Likewise, while stock photos are sometimes a necessity, don’t be afraid to snap a photo of someone around your office being goofy. Again, this lends a human element that businesses on Facebook so desperately require in order to not be passed over as just another business fishing for sales.
#3: Start Up Some Competition
There are so many various ways to run a competition on Facebook. Consider the following example, if your company sells t-shirts you can tell your followers that every person that sends in a photo of themselves adorned in your company’s t-shirt will be automatically entered in to win some sort of prize. Even if the prize is simply more merchandise with your company’s logo on it, people love to receive free items and it doesn’t hurt that they are advertising your company in the process!
Now that you have learned these simple ways to engage your audience and build up your business to customer relationships, log on to Facebook and try them out!
Do you have more Facebook tips that have led to better customer relations in your personal experience? Leave us a comment below, we love to hear from you!
Beginning January 2015, Facebook recently announced that they will begin analyzing your promotional posts to decide whether or not they fit new standards and contain enough quality content to be dispersed to your fans. While you may feel that Facebook’s continually limiting nature is going to do a number on your business, their intent behind this newest change is still honorable from a user perspective. What they want to accomplish is ensuring that Facebook stays a community that encourages engaging interactions and builds genuine relationships. But before you start stressing out, we are going to review what kind of posts will be a big NO-NO and tell you the simple changes you can make so that this new standard affects you and your business as little as possible.
The 3 types of posts to AVOID:
- Posts that solely push people to buy a product or install an app
- Posts that push people to enter promotions and sweepstakes with no real context
- Posts that reuse the exact same content from ads
The People Have Spoken and They Don’t Want To Click Here Buy Now.
Facebook asked users what they could do in order to improve the Facebook experience and members responded that they wanted to see more of what they cared about. Now, whether that is breaking news, humorous photos, motivational quotes, or otherwise, we can assure you that “promotional posts” were not at the top of these lists. Therefore, Facebook wants to limit the amount of posts that merely aim to push products in blatant ways. Now, when we use the term “blatant ways” we are inferring that you can still offer your products but there are just different ways you need to go about it. For example, posts that go something like this, “Check out and make sure to purchase our hot new product” or “Click here and buy for only 3 easy payments of 19.95” would fall under the “too promotional” category and would not be published to your fans. Instead, a revision of these types of posts that would be acceptable would contain quality content (like a personal experience or possibly a background story) that offers insight into what your product offers and lets the reader decide whether or not they want to purchase it.
No More Contests? Not Exactly…
We believe that Facebook is just referring to the many posts we sometimes see of others promoting random contests and sweepstakes that have nothing to do with their website or company (or much of anything for that matter). So, if you provide plenty of context for your company’s promotion or sweepstakes (not just the rules and regulations) and lend more credibility to it by hosting it on your website or blog so that it doesn’t look like spam, then you shouldn’t have an issue getting a good competition going! Moreover, if you are putting out original content on Facebook regularly that is sending your followers back to your website, blog, or mailing list, you could just put the promotions for the sweepstakes on those actual sections and avoid Facebook’s regulations altogether (but we suggest that no matter your choice, you avoid the “sell no matter what” mentality).
Don’t Recycle Your Content
If you are already purchasing Facebook ads to get your promotional content out there, refrain from copying and pasting the same ad content into a regular post. You don’t need to overkill your readers with the same “buy this” content. While Facebook allowed you to do it on your ads because you paid to be able to do it, they won’t be allowing you to take advantage of that by also pasting it into a free post. It shouldn’t be a big surprise that a company is not down with letting you get “2 for the price of 1” unless otherwise specified.
The Bottom Line
Post reach for Facebook business pages have been on the decline for quite some time now and you don’t want to waste your time by creating “too promotional” posts that will never be seen by your fans anyway. Likewise, the more you post things that your fans don’t want to see, the more Facebook will optimize their experience by not having them view other posts from your page that they may have actually wanted to see. So, the only way to increase your post reach is to make sure that you are only putting out the quality content that your fans actually want to see. That is, the more you post things that people want to see, the more Facebook will start throwing those posts into your follower’s newsfeed mix and VOILA you get your time to shine. Just remember to share things like stories, quotes, and personal experiences with your fans and in the end they will be more likely to come to you for the products or services they need.
Do you think that Facebook is going too far with more regulations or do you agree with their business decision? Share your comments below, we love to hear from you!
Facebook Remains the Platform of Choice for
71% of Online Adults
At GIANT Marketing we use Facebook along with many other platforms in which we can hinge to help assist your brand. Each platform has different tools that can be used to increase your brand’s impressions on the world wide web. Some 71% of online adults are now Facebook users, a slight increase from the 67% of online adults who used Facebook as of late 2012.
According to Pew Research Center’s Internet Project. Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms. Some 42% of online adults now use multiple social networking sites.
Regardless of the rapid growth of other platforms such as Pinterest, Instagram, Vine, and Twitter. Facebook remains the dominant social networking platform. We can help at GIANT Marketing to embrace your Facebook community and maximize your brands potential. We have used and are using the great tool of #facebook to increase the impressions of some of America’s finest brands. Connect with us to see how we can help one another!
“Like us on Facebook!”