IT DOESN'T WORK LIKE THAT...
Gone are the days where a business owner can snap a fancy photo of some inventory, upload the images to social media, and expect to get results. Today's social media landscape doesn't work like that – even if a business pays a professional designer, photographer, or videographer to produce high quality content. As a formerly EXCLUSIVE content creator, I know this first hand!
The bottom line: Organic social media for businesses is dead.
A business can no longer upload a few images and "boost" a few posts a week and expect results. In fact, with Facebook's latest algorithm changes, posts from business pages never even reach a fraction of the followers who've "liked" their page!
Whether paying a company to produce content or doing it in-house, social media posts no longer lead to a return on investment (for time or money) unless they're backed by a targeted advertising campaign.
SOCIAL MEDIA SUCCESS FOR BUSINESSES IS A THREE STEP PROCESS
For THE most efficient use of advertising dollars, you need to get your ad in front of the right audience. There has never been an advertising platform that is more highly focused than Facebook. Compared to Facebook advertising, running ads on TV, radio, and print are closer to throwing a bottle out to sea and expecting someone to give you a call.
With Facebook, you can target any demographic imaginable – age, gender, location, profession, interests, political affiliation, relationship status, and on and on. For this reason, social media success for businesses starts with finding an ideal, targeted audience – the one that's not only interested in your product or service, but that is willing to BUY it.
Today, it takes more than a great product or service to make a sale. It even takes more than a great ad and a targeted audience – it takes a relationship. Salesforce.com has found that it takes between 6-8 "touch points" with a potential customer before most are willing to pull out their wallet. This is why cheaply retargeting your ideal customer is crucial.
With retargeting you’re not so much looking for followers as you are building a following. Followers = page likes (which don't often lead to clicks or sales). A Following = engagement, (people clicking, sharing, and liking a post or promotion). People who engage in these activities can then be retargeted through promotions, ads and other content. The good news – These potential retargeted customers are more likely to convert by 70%!
After we've got our ideal audience down, it's time to get them the ideal ad with...
3) Split Testing
We may have the right audience... but that doesn't mean we're showing them the right ad. Unless these two are aligned, consistent sales aren't in our future. Enter split testing.
Split testing is the process of testing various ads for their performance. For instance, which gets more engagement and clicks – an image of a smiling employee or a shiny new product? A video or a photo? A customer review or a 10% discount?
With split testing, a business can identify the most effective ad possible. When accompanied by targeting and retargeting, the most effective ad gets in front of the ideal customer who is ready to make a purchase.
Get in touch and let's see what I can do for you!