For many small business owners, understanding and utilizing digital elements and social media can be time consuming and frustrating.
More importantly, we want results and we want them now!
This post will demonstrate how we can measure results via the analytics of both Facebook and Twitter.
Both of these digital platforms–in addition to perhaps Linkedin are the current social media drivers to promote your marketing brand platform.
These posts of content will allow your business to engage customers and prospects, direct them to your website and provide a brand perception online and in your other marketing efforts.
But it will take time to develop these engagements as will they grow organically for search engines to discover.
When you review options for marketing today–it is really a layered combination of marketing platform (website) image and function, social media outreach (which engages and promotes image) and other marketing venues like email, TV, print, etc.
It’s all relative for the investment and ROI.
What used to be effective with cable TV…is now so segmented it’s difficult to reach enough people engaged with programming.
The same is true with TV and in some cases radio (although it’s always been segmented due to station programming) print, newspapers, etc.
We live in a digital world that gives us the freedom to measure results which advertisers begged for just a decade ago. It’s all accessible on phones, tablets and laptops wherever we may be at a moments notice.
Below are some measurable results from my own Facebook and Twitter accounts which are less than 60 days old.
You can see a breakout of the past 28 days for both platforms.
For example, having started a Facebook business page for On Demand Advertising Solutions less than 60 days ago–and making 3-4 content posts per week, over the past 28 days, we saw the following (I was also testing various cartoon video and static Facebook ads for less than $20 each).
There were 17 page views, 8 likes, 1,022 post engagements and 215 video views.
The goal of Facebook is to get people to “like” your page so that they’re added to your viewer/engagement database so to speak.
Whenever you post content after that–they will be exposed to it:
In evaluating these numbers…one must realize that I had just started posting a little over a month earlier. I have spent less than $20 so far in testing various paid ads.
This page was started from scratch and currently has 48 “likes”. It will continue to grow each month.
As far as ROI–my goal is to get 4 new clients this year. If I get more–so be it, although it could get hard to manage and I’d have to hire someone.
For my Twitter account over the pat 28 days–I posted 81 Tweets, impressions of the Tweets were up 89% over the previous month (the account is less than 90 days old), there were 236 profile visits to my Twitter page, 8 mentions and 44 new followers:
Now, let’s compare our results to one of our clients.
Here are the past 28 day analytics on their Facebook page. For 3-4 posts per week, they had 39 page views, 78 post engagements and 24 “likes”.
On their Twitter page (past 28 days)–their primary driver for social media reveals 701 Twitter profile visits (up 53% over previous month), 9 mentions and 42 new followers.
What’s more–this client also spends in excess of $100k/year on a Google Adwords campaign that also sends prospects to their website.
I ask you–how many small businesses have $100k to spend each year? And yet–this client sees the value in using both Facebook and Twitter to supplement their investment and build/promote their marketing platform.
I repeat–it’s all RELATIVE to what channels you have to work with, your business goals and the overall investment you’re willing to make.
These results were achieved strictly through daily/weekly content media posts (without any Facebook or Twitter ads).
The main question most small business owners have to answer is how much time and effort can they afford to use in building out their marketing platform with social media?
Would it be better to hire a full-time employee and have them trained (all people have to be trained on social media as it is constantly changing). Or is it better to freelance to an experienced marketer?
Finding good content, preparing effective content, monitoring feeds with relevant content for your target customer and posting it each week is an on-going challenge for any business owner.
Over the past several years, we’ve witnessed the power of social media in uprisings, protests, marches and elections.
There is no longer any doubt as to the necessity for small businesses to be engaged via social media channels. That is where your prospects and customers will be expecting you! From product reviews to questions or complaints, social media plays a role that small businesses can no longer ignore.
Case in point, have you ever read a negative review on a Facebook post about a business you patronized? How did it make you feel?
One negative review can spread rapidly on social media. It’s that important!
At On Demand Advertising Solutions, we strive to provide valuable, creative and innovative content and effective customer engagement for our clients.
This, in the end is what our clients want, need and expect to help grow their businesses.
We have developed a three-point strategy to help our clients achieve cost-effective results–knowing their limitations and expectations.
Learn more about how our small business three-point strategy and services can grow your business–by scheduling a FREE CONSULTATION!