Miracle on 34th Street is one of my mom’s favorite Holiday movies. I’ll catch her watching it over and over again. I’m sure many of us do things like this because we want to believe in miracles…yes, it CAN happen to ME! Unfortunately, I’m here to tell you that there will be no Miracle on Social Street. Any time there’s a “marketing miracle” it usually means a smart and savvy marketer has planned out a strategy and tactics, bringing this “miracle” to fruition. And sure, sometimes people get lucky.
“Your social strategy sucks!” are words we never want to hear. Businesses have goals. As a business owner, you’re probably out to make money and you’ve made a plan in order to do so. So why do more than half of the businesses out there not have social goals or a strategy for their online efforts? This is the biggest reason many social strategies suck.
Okay. I’ve had it. And being that it’s been awhile since my Twitter rant I suppose I’m due for another. I guess (with a very deep sigh and a HUGE eye roll) I can let “Add us to your Interest List so you’ll see our posts!” and other lazy-as-all-get-out marketing slide. That is, as long as you were only buying into the erroneous hype and not actually believing that you should ask your customers to jump through hoops for YOUR benefit.
Drumroll, please. We’ve made it through the countless ways we can measure a soft Return on Investment (ROI) for social media and we’re finally going to spill the beans on direct benefits. Conversions. Hard sales numbers. The stuff that makes the majority of marketers quake in their boots! Conversions and sales mean ACTION. That can mean clicking a link, filling out a form, or (what we’re going to focus on today) adding to the bottom line through the purchasing of goods or services. Ready to get started and rock your ROI?!
We’ve had a lot of conversation lately about marketers and brands that collect Fans like baseball cards. Then what…? Experienced marketers and brands know it’s really about quality over quantity. Many of our clients at B Squared are very interested in gaining loyal Fans, or brand advocates. So it’s our job to present ways in which we can convert “sometimes” Fans into brand activists as well as measure Brand Loyalty to prove our tactics were successful.