WHAT IS THE #1 CHALLENGE OF MARKETERS?

TRAFFIC & LEAD ROIOR

TRAFFIC & LEADS ROI

WHAT IS YOUR #1 CHALLENGE?

Measuring ROI is #2

>50%

WHAT % OF SMALL BUSINESSES CAN TRACK THEIR ROI FROM DIGITAL & SOCIAL MEDIA?

OR >50% >50%

WHAT ARE YOUR TRACKING?

60 %OF SMALL BUSINESSES ARE NOT ABLE TO TRACK ROI

FROM THEIR SOCIAL MEDIA ACTIVITIES

18% of small businesses don’t track anything

HOW & WHAT

● Measure what matters!● Reduce the investment!● Improve the results!

MEASUREMENT IS ONE OF THE BIGGEST CHALLENGES SMALL BUSINESS OWNERS

AND MARKETERS FACE

FACT: Most marketers don’t do it well!

THIS IS WHY SALES come from sales LEADSmarketing

gives you

LAST-TOUCH ATTRIBUTION

● Exposed to Chamber of Commerce for years (traditional marketing)● Chamber sponsors a local event you attend● You spot chambers logo on your competitors website ● You visit Chamber’s website. Don’t make a decision to join just yet.● Sales person calls you and you take action; you join the Chamber!

EXAMPLE: + YOU

BUYING PROCESS

● People don’t buy instantly● Direct response and conversions don’t work alone● Consider all stages of the buying process

attract - nurture - convert - grow - advocate

DIFFERENT OBJECTIVES = DIFFERENT METRICS

For Facebook Engagement, look at different things based on different

objectives!

WHICH AD WAS MOST SUCCESSFUL?

GOAL: Clicks to your websiteGOAL: ReachGOAL: Brand Awareness/ImpressionsGOAL: Optimize for efficiency in spending

LOOK AT INSIGHTS FOR CURRENT DATA!

ROI Return - Investment= Investment

HOW TO IMPROVE ROI:

● Reduce Investment● Improve Return

WHAT YOU CAN’T MEASURE YOU CAN NOT

IMPROVE

FOR STATUS QUOSOCIAL MEDIA AUDIT

TEMPLATESmoreinmedia.com/NEWIDEAS2019 REDUCE INVESTMENT

COMMON SENSE INVESTMENT

WHAT IS IT WORTH?

SET A BUDGET:

● TIME● MONEY● EFFORT

TIME/EFFORT DIMINISHING RETURNS LIKE HOME IMPROVEMENT!

REUSE CONTENT REUSE CONTENT EXAMPLE

Facebook & Instagram

REUSE CONTENT EXAMPLE

Blog Article & Instagram

IDEA: EVERGREEN CONTENT IDEA: EVERGREEN CONTENT IDEA: EVERGREEN CONTENT

REPROMOTE YOUR CONTENT● Up to 5 tweets/month

in Spring● 4-6 tweets right

around Valentine’s Day

● 1-2 Instagram photos per month

● 1 Facebook post per month w/different image and headline

USE AUTOMATION (SPARINGLY) REPURPOSE: REWRITE, REFORMAT, REPEAT!

2016

2018

2019

REPURPOSE: REWRITE, REFORMAT, REPEAT!

GROW YOUR RETURN

TEST & TRY NEW THINGS

Try video or LIVE video

TEST & TRY NEW THINGS

Facebook Live ShowAsk for an action!

ANALYZE + LEARN ANALYZE + LEARN

FIND QUICK CONTENT: INDUSTRY NEWS

Read industry news daily with Feedly

FIND QUICK CONTENT: TRENDING TOPICS

Found via Google Alert on ‘Purple’

FIND QUICK CONTENT: LOCAL INTERESTS

Found in local Facebook Group

FIND QUICK CONTENT: UGC

Getting tagged +#purpleologist

CREATE QUICK CONTENT: TRENDING NEWS CREATE QUICK CONTENT: KEEP IT SIMPLE

CREATE QUICK CONTENT: INSTA-SHARE

Shared this right from the store!

TOOLS OF THE TRADE TOOLS Save Time + Effort =Save Money

AUTOMATE EVERGREEN CONTENT

● Twitter● Facebook Page● Facebook Group● Instagram● Pinterest● LinkedIn Page● LinkedIn Profile● LinkedIn Group

SCHEDULING: BUFFER & AGORAPULSE INSIGHTS: GO NATIVE

WEB TRAFFIC : GOOGLE ANALYTICS

INTERPRETING DATA DATA look for trends and growth

EFFICIENCY : DO MORE OF WHAT WORKS

ANALYZE MONTHLYTEMPLATESmoreinmedia.com/NEWIDEAS2019

NO ROI? STOP CREATING & POSTING IT!

STOP CREATING CONTENT ONLY

YOU LIKE

START DOING THINGS THAT SHOW ROI

START CREATING CONTENT YOUR

AUDIENCE CRAVES

RESEARCH keywordsand topics

LAST-TOUCH ATTRIBUTION AFFECTS YOUR NUMBERS

REMEMBER THIS SLIDE?

● Total Reach● Engagement (and on what posts)● Web Traffic (where does it come from)● Leads (phone calls, emails)● Community Growth (FB group)● Brand Awareness

MEASURE SOCIAL MEDIA ROI:ROI = REDUCE INVESTMENT + IMPROVE RESULTS

Reduce Investment:• Reuse content• Repurpose content• Reformat content• Determine what something is “worth” and set a budget

Improve Results:• Test and learn to improve over time• Analyze results to grow• Increase your reach (since your “investment in content is fixed”)