Win of The Week-Influencer Programs Ring The Register

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Our client DeliverLean has been relying on social media to be a resource for branding, awareness and exposure since it’s inception. As the company has evolved from just a concept to an Inc 500 list member, it has continuously looked for different ways to use social to help advance the company.

In 2016 we turned to a more aggressive paid social plan, including a full funnel clicks and conversions strategy, a very successful lead ads campaign and the use of Instagram Ads too.  They are a local brand, looking to target various health, diet and fitness subsets within a defined geographic region, and nothing is more well suited for this than The Social Network.

In a different type of “paid social” effort, we also have deployed an influencer program that leverages local users who have big followings, to help them spread the word and convert new customers. We offer a monetary reward for each new user earned from that person, as well as a discount on product for them to enjoy too.

DL Influencer grid

These efforts are incredibly effective because you now have the endorsement from a “trusted individual,” at least in the eyes of their follower/fan base. We like this strategy with this client in particular, because they aren’t just posing with the product- they are actually using it themselves and are actual customers of the company.  You get their stamp of approval, and with images like the ones above, you are also painting a desire picture (two super fit people eating their product) which helps convert users subconsciously.

We have talked before about how social media is not a marketing vertical and shouldn’t only be evaluated by ROI and KPI terms, but that being said most brands still lean that way. This is is an example where you can directly attribute revenue to social media efforts and the return is tremendous. It is not the only reason you embark on a long term social media plan, but it is definitely one that will keep the client, especially the one’s in the C-suite happy.

 

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Content Marketing + Facebook Retargeting Ads = Revenue!

We are big believers in using onsite content as a tool to drive traffic to your website. Sure you want to sell them products or services, but sometimes you need to court them with something of value before you sell to them.  You must have different “fishing poles” in the water when trying to corral new (or repeat for that matter) customers online.

Sometimes content can even work as the closer of business, rather than the driver of new traffic. We employ retargeting both on the web and on Facebook to bring back visitors, and getting really specific with the content can be the difference maker.  Below you can see a little snapshot from a random 3 day period, that showcases just some of the retargeting experimentation we did for one of our clients.

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Veestro-Fbad-Juice-01_1024x1024We saw that users were coming to the website and looking at their ‘Juice Cleanse Product’ and were staying awhile, but not purchasing. We inferred that they were interested, but perhaps the price point and the fact that it was online were deterrents to making an immediate purchase.  So we immediately published a blog titled “Why Do A Juice Cleanse” and then ran an Ad with the creative to the left, that targeted visitors to the Juice Cleanse page in the past 7 days, but did not purchase.

The results, (highlighted in yellow) were fantastic. On this specific strategy, we spent $14.40 and generated $1,768 in revenue. That is some “juicy” ROI (see what we did there)!  Bottom line – you need to be creating content, looking at your Google Analytics (religiously), employing Facebook Ads and experimenting constantly.  Get in the game, and don’t leave money on the table!

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Facebook ROI?

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Using Facebook has become so important these days for any kind of business.  Whether it is a huge international company like Red Bull or a smaller startup like HARD Beverages, Facebook ROI, (return on investment) can be so useful for any brand.

There are 5 types of Facebook ROI for businesses. You have fans sharing with friends, referral traffic to your website, sales leads, understanding your customers, and sales. In order to achieve Facebook ROI for your business, you should follow these 5 types of Facebook ROI’s very closely.

1. When fans share what they have seen with other friends, it means that they liked, commented, or shared one of your Facebook posts. Those kind of interactions are great for your company because it will show up on that user’s Facebook friend’s newsfeeds. People are more likely to interact with it because one of their friends liked it and it isn’t just a random Ad that has shown up on the side of their screen.  You can often encourage interactions by asking for the (don’t be too pushy!) For example: LIKE if you prefer “abc”, SHARE if you prefer “xyz.” You can than track the amount of LIKE’s or shares you received from a specific post through Facebook’s new page Insights.

2. It’s important that Facebook is leading your fans to your website so they can turn into consumers for your company.  If you drive back to the website, you can show them product or educate them on services once there. You should tease it; show and talk a little about what you are offering and then tell the fans they will have to click the link to find out more. It tugs on a person’s curiosity making them want to know more.

3. Before you get any sales, you need to have sales leads. Facebook contests are easy to implement and will bring in a lot of people who are interested. A smart incentive to provide is a gift card because it makes people look into your product(s) and a real reason to give it a try.  When you make a contest, ask for emails and you can gain a direct way to contact them afterwards. You can send them a follow-up email after they sign up for the contest and offer them discounts right away that will make them want to visit your website ASAP.

4. Knowing who you are selling to is one of the most important tools for a brand.  You can use the Facebook Page Insights to see who your posts are reaching, and dig into audience data such as age, gender and location. You can also use Facebook insights to see how and when they engage with your posts and at what time of day you are most likely to reach your fan base.

5. Facebook Ads can drive sales more effectively if you add an incentive right off the bat. You can offer a coupon or a limited-time promotion which are proven to increase clicks and interactions considerably. You then have to make sure you have a good landing page for when they click thru so you increase your chance for conversions.

All in, if use Facebook the right way, you will see results. It takes time and focus, but it is certainly worth the effort. To see more about Facebook ROI for Businesses, click HERE.

 

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Do Facebook Fans Become Paying Customers?

What an important question that is to so many marketers online! Everybody is telling you that you must get on Facebook because that is where everyone is, but are there numbers to back up the overall value when calculating ROI? Alchemy Social set out to answer that question after analyzing metrics from its very own campaigns.  What they found?

  • Fans are more likely to visit your store
  • Fans are more likely to frequently visit your store
  • Fans are more likely to BUY from your store

CLICK HERE to see their findings:

Real bonafide fans that you have earned through effective communication, good business practices and effective word of mouth are very powerful for your business. Those you have coaxed to LIKE, or even purchased through a 3rd party service to increase your fan count are not. The investment in building a real community of LIKE’s pays off in the end. You just need to stay the course and develop a tribe of loyalists who want/need your product or service!

 

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ROI Of Video Marketing

At this point in the online marketing timeline we think it’s safe to say that having online video as part of a company’s marketing efforts is finally universally accepted. It is just the most effective way to deliver a message, have it be seen and then have it be shared with others.

Measuring online video Return On Investment (ROI) begins with understanding what the videos set out to accomplish. At Sircle we always preach that “Social Media” is just a new term for the internet as a whole. Social networks afford businesses and individuals a vehicle to easily share information and can help the word spread very quickly on any relevant content. The delivery mechanism that packs the biggest punch is video, making it such an attractive product for most. The problem is that you must make sure that the content in that video is compelling and easy to understand.

Video is a tool that can be used by various departments within a business. Sales, HR, Customer Service and Marketing all can benefit from the positive attributes of a well positioned video message to tell their story. Attributing a direct ROI to video by department can be tricky making true video ROI a tough one to map out. Ask yourself:

How many more prospects did our sales reps speak with today/this week/this month because they had a video to help explain your product more succinctly?

How many customer service issues were resolved with greater ease based on your video that explained how to use, setup or fix a product?

How many new hires were we able to recruit based on our company position video?

From a true marketing standpoint, it is not much different than a traditional marketing campaign. Comscore reports that on average a person watches 14.8 hours of online video a month, so it’s not the matter of trying to prove that online video marketing is effective. The Executives at every business however, want to know that the marketing dollars are achieving the highest value and ROI while receiving the desired results.

So how do you measure ROI of online video?

  1. Know your objectives.
    The most essential component of executing a campaign successfully is having clear goals. The simplest way to measure return on what you’re investing is knowing your target audience and what message you are trying to deliver. Your objectives may vary. For example, if you’re trying to promote product sampling, your objective may be to have individuals register for a coupon on your website after viewing the video. If you want to increase exposure and awareness of your brand or business, you might be simply looking at views to measure total exposure of the campaign. Dividing cost, by views can give you a cost-per-view metric. Know what you want to see happen before you start.
  2. Social = Sharing = Exposure.
    Remember, ROI doesn’t necessarily have to equal a dollar figure. It can be social interactions, shares, conversations around your brand and recommendations by your brand ambassadors. If your video is getting shared by your target demographic and this audience is recommending your video to their friends, the reach and engagement is just as valuable as a dollar figure. Make sure you give them the opportunity to easily share your video!
  3. Don’t be afraid to get creative.
    Measuring online video ROI isn’t always an exact science and with a non-traditional platform, you have room to come up with creative and different ways to validate your efforts.  Online video can often drive traffic back to your website and one way is to look at what that traffic would have cost if it had been acquired by a push advertisement.

For example, comparing the pay per click model and the received traffic you can use the following:
Running banner ads on a website with $3 per click which results in 300 unique visitors to your website. This traffic of 300 people to your website is then worth $900. Although this approach offers an easy dollar figure, it’s crucial to note that the difference in pay per click banner ad traffic and organic post video engagement differs greatly and the value through organic engagement is much higher.

To conclude, online video enhances and creates the most engaging online user experiences. When it comes to ROI, the measurement metrics differ greatly depending on the specific goals. However, success lies in the ability to target a specific audience based on demographic, geographic and contextual parameters.  Being able to speak the language of your target audience and deliver a strategic message in a simplified format is a sure fire way to increase business.

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