We all know we need to be on social media…we’re ALL told this…. but why? With so much time and effort put into social media channels day in and day out, it can be very difficult for some businesses to see a direct return on investment (ROI).
As passionate as I am about social media and my involvement in creating marketing campaigns that generate RESULTS, the reality is, posting images of your beautiful before and after shots on social media does not provide you with direct information of how you’ve acquired a new client (unless a new client informs you directly they’ve discovered you via your social media posts). The job of generic posting to your social media pages is to engage your existing clients between appointments and show potential new clients you are active, trustworthy and open for business.
So how do you create an ROI for your efforts? You need to create MARKETING CAMPAIGNS that include multiple touch points to help individuals make the decision to walk through your door. Individuals need to see your business many times through different forms to build trust. Generic posting alone to social media does not cut it.
Good marketing campaigns will include several of the following:
- In-house Flyer handed to existing clients
- A1 Sized Poster on your window
- A-Frame outside your business showcasing the campaign
- Cross-promotion with surrounding businesses (or flyers provided to give to their customers/clients)
- Local radio station advertisement
- Local Magazine articles and ads
Online Marketing (based on today’s top working features)
- Email campaign to database
- Facebook Chatbot campaign to existing Facebook fans
- Educational Facebook & Instagram videos
- Facebook & Instagram stories
- Facebook Advertising Campaign to targeted demographic
- Facebook Event to create a buzz around your campaign
- Google Posting Campaign
- Blog Article on website
- Posting Offer in Facebook Group to existing clients
Out of all the online marketing options available to you, the three online marketing strategies we see at Be Seen Digital that generate a direct ROI, contains a mix between –
Educational FB & Instagram Videos (showcasing HOW to achieve a RESULT your target audience desires)
Blog Article on Website (accompanied by FB & Instagram Video, blog articles solidify the stance on your offer) and
Facebook Advertising (where the campaign links to a Facebook Chatbot or the campaign is served to a targeted audience)
These three online marketing strategies are harder to create, hence why so many businesses DO NOT DO THEM. However, when a business does invest the time, expense and energy to create a meaningful video, write a supportive article and setup a strategic Facebook Advertising Campaign, they not only outshine competitors, but can calculate a direct ROI through the metrics within Google Analytics, Facebook Ads Manager and Facebook and Instagram Insights.
This is not to say you should turn your back on other online and offline marketing tactics, the above just provides you with measurable insights to determine if a marketing campaign is generating results.