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WHAT IS THE #1 CHALLENGE OF MARKETERS?
TRAFFIC & LEAD ROIOR
TRAFFIC & LEADS ROI
WHAT IS YOUR #1 CHALLENGE?
Measuring ROI is #2
>50%
WHAT % OF SMALL BUSINESSES CAN TRACK THEIR ROI FROM DIGITAL & SOCIAL MEDIA?
OR >50% >50%
WHAT ARE YOUR TRACKING?
60 %OF SMALL BUSINESSES ARE NOT ABLE TO TRACK ROI
FROM THEIR SOCIAL MEDIA ACTIVITIES
18% of small businesses don’t track anything
HOW & WHAT
● Measure what matters!● Reduce the investment!● Improve the results!
MEASUREMENT IS ONE OF THE BIGGEST CHALLENGES SMALL BUSINESS OWNERS
AND MARKETERS FACE
FACT: Most marketers don’t do it well!
LAST-TOUCH ATTRIBUTION
● Exposed to Chamber of Commerce for years (traditional marketing)● Chamber sponsors a local event you attend● You spot chambers logo on your competitors website ● You visit Chamber’s website. Don’t make a decision to join just yet.● Sales person calls you and you take action; you join the Chamber!
EXAMPLE: + YOU
BUYING PROCESS
● People don’t buy instantly● Direct response and conversions don’t work alone● Consider all stages of the buying process
attract - nurture - convert - grow - advocate
DIFFERENT OBJECTIVES = DIFFERENT METRICS
For Facebook Engagement, look at different things based on different
objectives!
WHICH AD WAS MOST SUCCESSFUL?
GOAL: Clicks to your websiteGOAL: ReachGOAL: Brand Awareness/ImpressionsGOAL: Optimize for efficiency in spending
LOOK AT INSIGHTS FOR CURRENT DATA!
ROI Return - Investment= Investment
HOW TO IMPROVE ROI:
● Reduce Investment● Improve Return
WHAT YOU CAN’T MEASURE YOU CAN NOT
IMPROVE
FOR STATUS QUOSOCIAL MEDIA AUDIT
REUSE CONTENT REUSE CONTENT EXAMPLE
Facebook & Instagram
REUSE CONTENT EXAMPLE
Blog Article & Instagram
REPROMOTE YOUR CONTENT● Up to 5 tweets/month
in Spring● 4-6 tweets right
around Valentine’s Day
● 1-2 Instagram photos per month
● 1 Facebook post per month w/different image and headline
USE AUTOMATION (SPARINGLY) REPURPOSE: REWRITE, REFORMAT, REPEAT!
2016
2018
2019
REPURPOSE: REWRITE, REFORMAT, REPEAT!
GROW YOUR RETURN
TEST & TRY NEW THINGS
Try video or LIVE video
FIND QUICK CONTENT: INDUSTRY NEWS
Read industry news daily with Feedly
FIND QUICK CONTENT: TRENDING TOPICS
Found via Google Alert on ‘Purple’
FIND QUICK CONTENT: LOCAL INTERESTS
Found in local Facebook Group
FIND QUICK CONTENT: UGC
Getting tagged +#purpleologist
CREATE QUICK CONTENT: TRENDING NEWS CREATE QUICK CONTENT: KEEP IT SIMPLE
CREATE QUICK CONTENT: INSTA-SHARE
Shared this right from the store!
TOOLS OF THE TRADE TOOLS Save Time + Effort =Save Money
AUTOMATE EVERGREEN CONTENT
● Twitter● Facebook Page● Facebook Group● Instagram● Pinterest● LinkedIn Page● LinkedIn Profile● LinkedIn Group
SCHEDULING: BUFFER & AGORAPULSE INSIGHTS: GO NATIVE
EFFICIENCY : DO MORE OF WHAT WORKS
ANALYZE MONTHLYTEMPLATESmoreinmedia.com/NEWIDEAS2019
NO ROI? STOP CREATING & POSTING IT!
STOP CREATING CONTENT ONLY
YOU LIKE
START DOING THINGS THAT SHOW ROI
START CREATING CONTENT YOUR
AUDIENCE CRAVES
RESEARCH keywordsand topics
LAST-TOUCH ATTRIBUTION AFFECTS YOUR NUMBERS
REMEMBER THIS SLIDE?
● Total Reach● Engagement (and on what posts)● Web Traffic (where does it come from)● Leads (phone calls, emails)● Community Growth (FB group)● Brand Awareness
MEASURE SOCIAL MEDIA ROI:ROI = REDUCE INVESTMENT + IMPROVE RESULTS
Reduce Investment:• Reuse content• Repurpose content• Reformat content• Determine what something is “worth” and set a budget
Improve Results:• Test and learn to improve over time• Analyze results to grow• Increase your reach (since your “investment in content is fixed”)