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Does Your Facebook Efforts are Paying Off?

Have you invested in Facebook for your business? Does your efforts are paying off? Keep reading to know how to measure the results.

Measuring the total return on investment of a business’ Facebook efforts is tricky, if not nearly impossible. There are lots of variables to consider, many of which businesses can’t really track.

How can a business optimize tracking and quickly discover which efforts are paying off the most? The answer is to use each month as an opportunity to test a new Facebook tactic! Tactics could be hosting a sweepstakes or a giveaway, or hosting a campaign focused on building an email list.

By testing and tracking the performance of different types of promotional tactics, a business is able to pinpoint its most valuable Facebook efforts.

Here are four things you can do to measure the results of your Facebook efforts.

1. Prepare an Excel Sheet

Before you test your first Facebook tactic, create either an Excel sheet or Google Spreadsheet and record the following:

  • Date
  • Total number of page Likes
  • Average number of Timeline visits (find this metric in the Visits tab of Insights)
  • Average number of organic Likes (find this metric in the Likes tab of Insights)
  • Average number of unlikes (find this metric in the Likes tab of Insights)
  • Average number of paid Likes (find this metric in the Likes tab of Insights)

By taking note of these six metrics, you’ll have a good idea later of how your Facebook tactics affect your brand’s average Timeline performance.

2. Set Up Your Tracking Links

Facebook Insights provides you with a lot of vanity metrics — i.e., Likes, Shares, and “People engaged.” To discover deeper, more valuable metrics, you’ll need to use some tools. Here are a few that my team have found useful:

  • Facebook Conversion Pixels: If you’re using Facebook ads to promote your tactics, create a conversion pixel within Facebook’s Ads Manager or Power Editor. Doing this will allow you to measure the return on investment of your ads.
  • Urchin Tracking Module (UTM) Parameters in Google Analytics: To identify which of your marketing efforts are most effective at promoting your Facebook tactics, use UTM parameters. These parameters are custom tags added to the end of a URL — this creates a unique URL for you to share. When you promote your Facebook tactic (contest, promotion, etc.) using a Facebook post, tweet and/or email blast, use a unique URL for each effort. In Google Analytics you will then be able to identify which types of posts and/or promotional content are best at driving traffic (clicks) to the Facebook promotion you’re testing.
  • Improvely: I like to describe Improvely as an easier-to-use, more comprehensive Google Analytics. With Improvely, it’s simple to create unique tracking links and trace where the revenue and conversions of your Facebook tactics are coming from.

3. Record The Results of Your Promotion

After each of your month-long Facebook efforts is complete, revisit the excel sheet or Google document you created. Add the following columns to it and then record the month’s results:

  • Total number of entries and/or leads gathered
  • Total cost of promotion (Include Facebook ad spend, cost of prize, and other costs related to building and/or promoting your promotion)
  • Total number of sales/conversions
  • Sales/conversion value, i.e., your monetary gains
  • Type and amount of user generated content collected
  • Other notes/comments about promotion

Note: Fill column with N/A if issue doesn’t apply to your promotion.

4. Evaluate and Test, Test, Test. Then Test Again!

Once you’ve recorded the results of your first few Facebook tactics, reflect on what’s working and what’s not. Keep in mind, the same formula for success is not going to be the same for every business so it’s important to keep testing and learning.

Not sure what types of Facebook tactics to test? Here are some ideas:

  • Host a photo-vote contest
  • Offer an exclusive coupon or discount code to fans
  • Share a free downloadable resource with fans after they opt-in to your email list
  • Give users the chance to win a prize from your brand when they complete a survey

Yes, it’s impossible to track one-hundred percent of the ROI of a brand’s Facebook efforts. But does that mean a brand should be discouraged from using Facebook? Absolutely not. By committing to tracking and testing different Facebook tactics on a consistent basis you can gain a clearer understanding of how your Facebook efforts are paying off.

 

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12 Reasons Your Business Needs to Get Visual

The shift to the visual is evident everywhere we look, in all media — the infographic below explains why. A good, strong visual married to a good concept — with the right strategy and the right words — wins every time, especially in today’s busy, noisy media world.

  • One thing is clear: visuals and all that traditional creative expertise brings to the table has never been more important for capturing eyeballs, expanding brand influence, and getting people to act.
  • The brain processes visual information 60,000 times faster than text.
  • Visuals satisfy our short attention spans and distracted lives.
  • Visuals tap into our primitive selves, inspiring powerful emotions.

Visuals are important, as it plays major role. This infographic from re:DESIGN attempts to summarize the reasons why in 12 Reasons Your Business Needs to Get Visual. So, use visuals and start growing your business.

 
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Posted by on August 14, 2014 in Business, Infographic

 

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Six tips for small business to use social media effectively

Make sure you know the ins and outs of social media because that’s where your potential c

Make sure you know the ins and outs of social media because that’s where your potential customers hang out. Source:News Limited

SOCIAL media is a tricky business for small businesses — how do you build a virtual following and engage your audience, without annoying them?

It’s a fine line, say experts, who claim it’s all in the delivery.

It’s not called ‘social’ for nothing.

Business coach and social media specialist Des Walsh says you wouldn’t choose to be intrusive or boring at a barbecue or lunch, so don’t do the same online.

“Find out how to participate in conversations on social media — share information and ideas without constantly saying ‘buy my stuff,” Walsh says.

“That way you will build trust and people will recommend you.

“Don’t follow the businesses who see social media as just a kind of bigger megaphone.”

He says social media is another way of saying ‘the world of business has changed forever’.

“If that is a problem for you, get over it, or accept that if your way of doing business does not adapt — your customers will drift away sooner or later.”

Be the boss — in a cool way

“Take the lead,” Walsh says.

“One of the biggest mistakes businesses make is to leave the social media part of the business to junior staff, on the basis that they know how it works.

“They may, but they don’t know your business, your products, your services, the way you do.”

He says you have to be willing to learn, and don’t be afraid to ask your younger staff to show you how outlets things like Facebook and Twitter work.

“You might be surprised when you realise they think it’s cool that you want the firm to move with the times!” he says.

Learn to move with the times.

Learn to move with the times. Source: ThinkStock

Only fools give up

“Be strategic and play the long game so you don’t get disappointed when you don’t get instant results, because you almost certainly won’t,” he says.

“If someone comes and offers you social media services, get them to demonstrate to your satisfaction that their approach fits your business and your priorities.

“Once you get into it, there is no magic about social media — get confident in using one platform at a time.

“You don’t have to worry about making a fool of yourself: at the start, just listen, then listen some more, then when you feel confident, join in the conversation. “You will be way ahead of your competitors who think they can learn how to use social media from going to a business breakfast or a lecture somewhere.”

Don’t be a jack-of-all-trades and master of none

Social media expert Michael Grierson from BuzzNumbers says you have to choose the best network to suit your business and your audience — and it may not be Facebook or Twitter.

“Instagram is currently the best-performing social network for marketers and Pinterest generates more referral traffic for goods retailers than YouTube, Google+ and LinkedIn combined,” he says.

“Teens are spending their social time on Snapchat and Tumblr as they look to hide from their parents who hang out on stuffy old Facebook.

“Whatever choice you make, it’s important to be fully committed to your new asset.

“A brand page that looks like a ghost town with old content and unanswered questions from customers will do a business more harm than good.”

It pays to have friends everywhere when you are running a small business.

It pays to have friends everywhere when you are running a small business. Source: News Limited

Check in, and start a conversation — and take shortcuts

“People aren’t just going to magically start following your new asset — you need to make yourself visible in order to be found,” Grierson says.

“Look for where people are having conversations about your product or service — join in the conversation and show your expertise, share customer satisfaction stories and generally build positive and lasting awareness.”

He says Facebook check-ins are an important tool to use, and equate to word of mouth in overdrive.

“Your customers’ locations will then be seen by their online friends and will be perceived as endorsements,” he says.

“Set up signs to remind people to check in and consider offering a small bonus for those who do — the results will be worth any small investment.”

Remember, it’s not all about you

“When posting to social media, you are interrupting people in their leisure time,” he says.

“They don’t want to be sold to when relaxing at home or bored on the bus.

“Offer content that adds value to your potential customers’ social media experiences.

“Behave just like one of their friends — friends who constantly yell ‘20% off this week’ or ‘buy one, get one free’ are ignored and unfriended very quickly.”

He says if you must sell, save it for special occasions or big sales.

“The boy who cried wolf affect is present in social media — do it all the time and it loses its impact,” Grierson says.

“Act like any other Facebook friend and offer content that is of value to your network.

“This often will not be about your business, but things your fanbase might find interesting.”

Conclusion:

Social media is a effective tool and small business must make use of it effectively.

Source News

 
 

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