Ok, so you are posting on the social media. The most relevant to business in 2017 are Facebook pages, Twitter, Linkedin, You Tube and Instagram. But it’s likely you are not being seen by your followers, without paid ads.
You can check your results and plan accordingly by reviewing these items:
What are your goals? Were you looking to increase sales or just to build a list of contacts? Both can be important depending on the type of business you own. Did you reach any of those goals?
How was your interaction to the content you posted? Facebook has very specific insights to what post is getting better results and will even help you promote it better with ads. They will even calculate your total impressions and more reports so you can make better placement decisions.
How often did you communicate? Like other types of marketing, frequency is important in reinforcing your message and getting people to remember you. Just as you would not place an ad in a magazine for just one issue, you must also contribute to your social marketing presence on a regular basis. For many business owners, this can be anywhere from 15-60 minutes per day. Did you do you do diligence?
Who is your audience? Who are your fans? Have you taken time to get to know them and understand why they may have joined your page? Did they join for a contest or do they have business that may result in business for you?
Are you still using conventional marketing? Social marketing should not be treated as a stand alone program. To be effective it should be combined with traditional marketing. For example, if you send out a flyer by mail, mention that people can get notice of additional promotions by following you on Twitter. Or use Facebook to post photos of special events you were involved in.
Are you counting coupons? Or whatever other promotion you did on social media. What were the exact numbers you can attribute to your bottom line because of social on-line media.? I looked at my social media marketing last year and it accounted for 37% of my business.
What is your return? Even with conventional marketing, many business people are guilty of thinking they can expect a certain return for every dollar spent. If they don’t see that return in a specific period of time, they deem the campaign a failure. Social marketing can be even more abstract. In many cases, your posts or submissions will not be focused on generating sales, but instead providing information.
Other ways to measure more abstract returns. For every $1 in social media ads you should expect at least 100 impressions. To find the total number of impressions you can get for your budget, enter: The total cost of the campaign. And the CPM (cost per 1,000 impressions. If you send one press release per month you should expect at least six mentions a year per relevant publication. If you are still telemarketing or cold calling, 20 calls should still generate at least one potential new client. For every 100 mailers you should gain at least one potential client.