How does social media marketing and marketing in general impact ROI and translate into sales?
Marketing is (and always has been) a supporter of sales. It’s not sales in and of itself. It helps create greater-scale awareness and in turn, demand for your product or service. When done right, the awareness that marketing generates can lead to purchase intent and sales.
Brands can use social media to create brand loyalty and inspire product/service usage. It’s easy to look to typical consumer behavior to see how social media can lead to success and sales. The average consumer uses it to discover new products, share their favorite brands with their friends, and engage with businesses to deepen the brand experience. It’s where product discovery happens, advocacy strengthens, and brands go from completely unknown to famous.
Marketing and sales work together to support one another to create a brand that has staying power. Some brands have even been able to leverage social media to increase sales by turning their product/service into a movement! And that’s why the online/offline experience should be seamlessly integrated and an enjoyable experience for your customer, no matter what stage of the buying journey they are currently in.
It’s important to note that social media success means different things to different people. Many business owners attribute their business success to “word of mouth”, and in turn look at social media as word of mouth x10000. With social media, the normal consumer’s influence goes from 1-to-1, to 1 to hundreds and thousands, in an instant.
How is social media marketing success measured and tracked?
Many marketers focus on vanity metrics (such as how many followers an account has) rather than what’s really important: engagement. Engaged social media users are more frequent purchasers, spend more per transaction, and are more likely to advocate for your brand.
At Amore Social, we like to look at engagement levels and what your customers are actually saying about you online. In addition, we suggest running exclusive social media promotions so we can easily track when customers actually come in through the door. Every day, the internet gets smarter and smarter, providing us with new tools to track success. For example, when you run a Facebook ad, you can now upload your customer list to Facebook and see which of those customers came in after seeing your ad. We are always looking out for new ways to measure the results of our marketing campaigns. And with the Facebook pixel, you can track activity on your website and optimize for certain behaviors such as ecommerce purchases and complete lead forms.
But the truth of the matter is, there’s always going to be ROI that you can’t track from marketing. Especially because it’s not a sales tool. So focusing on engagement, clicks to website, calls/directions from your social media channels and online listings… these are the things we will focus on depending on your goals, industry, and any POS and ecommerce data you can provide us.
Why should I have professional team take care of my marketing efforts?
There are a few main reasons clients choose to work with Amore Social: consistency, quality, and expertise.
With social media in particular, business owners are tempted to hand off this task to someone in their team that has other responsibilities. Sometimes they have marketing experience, but more often than not, they don’t.
When you have a dedicated person or team working on your marketing, people that specialize in marketing, you will no doubt see better results. Content will be polished and consistent, your voice and messaging will be engaging, and you won’t waste time on strategies that don’t produce results.
In addition, marketing is so much more than simply posting on social media. A professional team will always be looking at your overall brand image and how it’s positioned in the marketplace. When a potential customer is deciding whether or not to support your business, they will spend a good amount of time taking in all of your content. Leave it in the hands of someone who doesn’t know what they’re doing, someone who doesn’t get your customer and the customer journey, and you risk losing out on a lot of new business.
Is social media marketing all that you do?
No! Social media is just one important part of the marketing mix. We love working with clients on guerilla marketing and offline interactive experiences, advocacy & influencer programs, collaborative campaigns, video storytelling, and anything that will help your business win over and retain more customers.
THINGS TO THINK ABOUT
If you’re still on the fence about social media marketing, I will leave you with this:
- Where else can you interact 1-on-1 with someone who is your ideal customer, but isn’t yet doing business with you?
- Where else are people constantly asking for recommendations from their friends and family?
- Where else do people publicize where they are checking into, patronizing and supporting?
- Where else can you connect with influencers, writers and people who can rocket your business to higher levels of success?
For free, you can put your message out to your current and potential customers every day. Sure, organic reach has decreased over the years, but Amore Social clients’ posts reach over 25% of their fans organically on Facebook and Instagram. And over the span of a week of posting, it’s likely that almost all of their fans have seen at least one of their posts. With these posts, you can drive people from unaware to loyal customer with killer content and tailor your message to people at every stage in the customer journey. But most importantly: People want to be a part of something cool and unique. It’s a basic human need. And if you can use your posts to draw people in and fulfill that basic human need for belonging and self-actualization, you will completely edge out your competition and win over all the customers.
There are a lot of people out there who don’t know about your business. But smart advertisers benefit from highly targeted amplification of their message to hundreds of thousands of their ideal customers. Before digital advertising, there was no way to only reach moms, ages 30-35, living in NYC, that like to cook and rock climb. With traditional advertising, you waste a lot of money reaching the wrong people, and your cost per customer acquisition will likely go up because of it. But does it really work? According to a recent study, 25% of people who see a social ad will then respond by visiting the store or website.
We all know that customers aren’t made overnight. Repetition and consistency are so important in messaging. There are so many stats out there (someone needs to see your message 7x before they will consider doing business with you, the average cost per lead drops 80% after 5 months of consistent Inbound Marketing, etc.) that prove this to us. The fact that you can put out as MANY messages as possible, and the only thing that it’s going to cost you is your time, is amazing. Want to reach a newspaper’s audience constantly? You’ll have to put an ad out every week. And it’s going to cost you. This ability to constantly be “on” allows you to maximize your customer acquisition, and most importantly: extends the lifetime value of a customer by consistently showing up and engaging.
If you stop looking at social media as a tool to blast out your sales messages, you’ll see that it’s really a place to build up a community around your product/service, tell them your story, develop that Know, Like & Trust factor, and build real rewarding relationships that result in customers that want to spend more money with you.