When Will a Social Media Campaign Start Bringing Money?

When buying stocks or spending money any promotional campaign, the question that inevitably comes to your mind is “When will my investment pay back?” You may also wonder about the period of time that will be needed to return the money you’ve spent. This situation is nowhere more true than in online marketing as the investments here may return in a flash or got stuck forever.

At first glance, it might seem that social media is a goldmine for marketing as everything comes for free there. Indeed, it doesn’t cost a penny to create an account and add info. But it’s not that simple. It surely costs something to hire a talented copywriter to create content for your page that will attract users. It also costs money to employ a designer to create an appealing image for you. Finally, it costs a bit to find an experienced online media manager who will organize information and monitor your profiles. Additionally, you’ll have to pay for regular ads that will generate traffic for your page.

Even considering all the aforementioned expenses, online marketing may cost less than other channels for business promotion. To get your dividends, you need a few conversions that bring money in your company. But how much time is needed toll actually see those returns?

In reality, business expectations are rarely met, if met at all: about 40% of small enterprises get some return on their investment in online campaigns. However, over a half of such businesses claim that the ROI is less than $1000. Bad news is that social media is a superpower today, so can’t simply do without it. Now you need to pose the right question. Instead of wondering WHEN you’ll get dividends, you need to ask WHAT SHOULD BE DONE to get at least some return.

Monitor the Metrics

The essence of social media marketing is something more than just money in and money out. As a business or an entrepreneur, you establish an online community, which members enjoy some benefits. Such benefits are not necessarily monetary ones. Your brand gets a positive image, your business turns into a reputable enterprise, you build trust among potential customers and you boost online presence. All those points allow you to get higher ranking for your website. Managing to carefully measure all this aids you see gains beyond casual conversions.

  • The quantity of followers.Regardless of the social network you use, you have a count showing the number of users regularly visiting and viewing posts on your page. This piece of data shows you at least two things. First, it’s the size of your social media community which can be compared to the amount of your website visitors. Second, you’ll calculate an approximate price of bringing in new users. Just sum up the money spent on your campaign and divide it by the digit of new users.

  • The amount of shares. This metric may also be called ‘content distribution’ or have some other name, depending on the site you’re using. When publishing some content, you need to know how many shares it generates. Furthermore, find out what content works best and what receives zero recognition. Indeed, you can’t overestimate the importance of shares. For instance, if a regular user has on average 150 friends and shares your content, then it is exposed to 150 more potential followers. Hence, chances for conversion are getting hire with every share.

  • Comments. Most probably you pay attention to your blog comment metrics, so why not pay attention to the same metrics on your FB or Twitter posts? Comments on your posts made in social accounts can be a good measure of follower engagement. You may see which types of posts and kinds of media used get more discussions. So, you may learn which content is the most appealing to your audience and optimize your texts, videos and images with a view of generating more conversions (and maybe even ROI).

  • Traffic. Try some creative ways for keeping track of incoming traffic you get from each media source, be it a link or a landing page. Lead stats as well as traffic are incredibly important for your social media account and your website alike.

When you’ve learn what to track, what can you do to improve such metrics?

  • Optimize information on your profile. Much attention should be paid to the ‘About’ section, which should include relevant and updated information plus links to your website/other social media accounts. Your content must contain certain key words essential for optimization.

  • Make a plan of your posts. Instead of trying to make up new topics for your posts every single day, you can make a plan of publications you need to create. Fell like you lack ideas? Share an interview of the top executive of your business. Add an image related to your product or service. Facilitate discussions by posting questions. Organize a competition for the best question or comment. These may vary from enterprise to enterprise, but the main thing is to make proper updates to your content.

  • Automation should be on your agenda. Try to automate as much as you can. I.e. schedule the sequence of posts, delegate responsibilities and generate weekly reports. Obviously, you won’t be able to automate some things, like, for example, answering to questions/comments or creating new posts. But at least you will have more time on these.

  • Giveaways are always a good strategy. Attention-grabbing contests can be organized at virtually any platform, be it WordPress of Facebook. Offer your followers something valuable, something they would like to have or experience. It can be a certificate, a trip, a ticket or anything else that makes users excited about your contest. This is a perfect strategy, especially if the initial cost of your giveaways is low. In such a way, you invest less and gain more.

  • Provide only valuable and interesting content. If you specialize in technology but you publish posts about fishing, make sure that there is some connection between your product and the topic of your post. Additionally, you can find some particular topics which are interesting for your audience. Keep an eye on them and put them into use.

  • Visual materials are a must. That’s not for nothing thatInfographics are a hot trend now. They present chunks of information in a very effective and easy-to-understand way. Attractive images only add credits to infographics. So, why not add some post-related images and graphs to get more clients on the hook?

  • Constant publications keep your reader anticipating. Post several news daily to keep the interest of your followers. Indeed, users will always have something to read and discuss. What’s more, they will be longer exposed to your content and hence be more inclined to make a purchase.

Even though getting ROI from your online campaigns may be quite complicated, there is always a way to facilitate this process. After you build a follower base and earn some reputation in business, it will be easier to convert clients. The trust you build via online platforms can be a driving force for your potential customers. 

2 July 2014
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