Understanding your goals and achieving a return on investment (R.O.I.) is crucial when embarking on a social media campaigns. There are so many different perceptions of “success” when it comes to social media that you could easily invest a large budget into a campaign and fail to achieve your goals – We did and we were left feeling pretty stupid!!
You can run digital marketing campaigns and in particular those on social meida for a number of reasons:-
We are a new e-commerce business launched in 2015 selling funny Christmas Jumpers so our main objective was, SIMPLY – to “sell jumpers”. Yes, brand awareness is important, as is engaging an audience, but our season is short (8 weeks of the whole year) so sales are critical – Our main priority.
You might have your own digital marketing team? Or maybe you’re doing it yourself? Or do as we did – and engage a digital marketing agency. Which ever it is – define your main priorities from the outset and communicate this with great emphasis to whoever is running your social media campaigns. Set specific Key Performance Indicators (KPI’s) and agree on how you intend to achieve these. Otherwise you risk getting lost in the social media posting cycle and ultimately not getting what you wanted out of the giant that is – social media.
So, how do you define success? And how do you prepare your campaign to ensure you achieve your end goal? The post below achieved:
We also ran a competition to win two of our jumpers:
This was shared over 720 times! Amazing – you’d think?
But how many sales did this convert to?
Not many! Our agency assured us that it was too early in the campaign to see immediate sales – consistency would apparently lead to more sales. What do you think?
Ultimately, if you’re an e-commerce business it goes without saying that you’re there to sell products. Social Media is a marketing giant and it’s FREE! But it can easily turn out to be a big waste of time & effort – since your time does cost money it can make your use of social media very expensive!
Take some time to learn the basics – maybe go on a course – I have done now and this year’s Christmas season will be a very different experience for us!