Our client Direct Eats recently launched an awesome new website and they looked to us to help them with a smart social media strategy to help drive awareness. Upon launch we focused heavily on driving traffic to the site from both their current base (fans, emails) and new prospects, via strategic targeting, including special interest groups and fans of competitor brands. This was very successful and while the goal was only traffic to start, it produced some really nice revenue and a ROAS around 5 to 1.
Now that we had started the funnel, we took a close look at Google Analytics and user behavior and then created some social content that would present the types of products or categories that users were interested in. We created the post you see here and then boosted it to 2 distinct groups:
$10 at website visitors from the last 30 days – because we wanted to retarget them with a nice looking piece of content and drive behavior with a limited time offer CTA.
$10 to fans of the brand – because fans really take to new and newsworthy content from the brands they follow, especially “insiders only” type messaging.
Both produced 3 direct transactions on the website, as you can see below:
The first row shows the retargeting results, which as you can see had much less reach and engagement than the second row, which shows the fan target. That being said, it packed a nice punch and produced the same amount of sales. We turned $20 into $130 with some smart execution and a willingness to invest. Clearly, both have merit and warrant continued experimentation.
These types of small ball tactics, are precisely what make social media management so exciting and such a vital role to any organization who has online initiatives and goals (as all should). This client launched a new website, with better functionality and UX and then leveraged Facebook to drive revenue and results. Well played guys, well played!