Give Me 5 Minutes & I Will Fix Your ROI On Your Marketing Campaigns

Give Me 5 Minutes & I Will Fix Your ROI On Your Marketing Campaigns

Stop Getting Trapped In The I Need To Go Viral World Of Social Media Let Me Explain

The Marketing Success Triangle emphasises the importance of targeting the right markets, conveying the appropriate message through suitable media channels.

While leveraging social media for mass broadcasting has propelled brands like GoPro and Red Bull to fame, it’s essential to acknowledge that not all businesses operate in similar contexts.

Careful consideration must be given to modelling and emulating businesses with comparable resources and funding models. Viral content, despite its allure, often fails to deliver substantial results, as evidenced by research findings revealing low sharing and clicking rates across various content categories.

To optimise social media impact, businesses can either focus on targeted outreach to influential recipients or adopt a high-volume approach. Concerns about the significance of social media reviews may be overstated.

However, integrating social media into an integrated marketing plan is advisable, provided it is approached strategically and aligned with direct-response and sound business principles.

If you are funding your business’s growth from its profits or money borrowed by mortgaging your home and your grandma’s wheelchair, you are in an entirely different place than a company into which hundreds of millions of dollars of venture capital and Wall Street money flow.

You can not pay your bills from likes, shares tweets and views, you need direct sales and ROI from everything you do with your marketing campaigns.

You’re in the making money business, not the going viral business. Getting eyes on you is the first step but a clear customer journey from there to a sale is what actually grows your bottom line.

Further, viral explosions are not all they’re cracked up to be, as Greg Levitt, cofounder of 33 Across.com, a social media sharing platform, admits. From his firm’s research:

• Consumers are most likely to share articles, news, and content related to science, but only 9% of person-to-person recipients click on the shared links regarding these topics.
• Timely news and political items are less widely shared at 2%, but the click rates are 86% and 77%, respectively.
• Business-related: only a 4% share and a 24% click on the shared links.
• Health: 3% share, 15% click.
• Celebrity and entertainment: 2% share, but 40% click.
• Consumer reviews of products, businesses: 1% share, 4% click.
• Personal finance: 1% share, 11% click.

(The above stats were based on 500 publishers of online content.)

Levitt explains the wide disparity between share and click rates as “ego sharing,” that is, senders sharing content they believe boosts their perceived intelligence, informed status, etc., regardless of whether they think recipients will find it interesting or not.

The overall average is 3% sharing of content and 24% of recipients clicking on shared links.

To me, this says there are only two useful plays: First, work with a tightly targeted list of thought-leader, market-leader, and influential recipients to deliver content of high interest and value that enhances their status if shared-to hit or beat the 3% bar, but so that the 24% of those recipients who are shared with are ideal for you; or second, you need a massive volume outreach so the 3% matters.

The stats about forwarding/ sharing of “reviews” about products and businesses suggest that angst over this and time and money spent on it -may be overdone.

Ironically, and in the face of what I have pointed out above, you can make a case that it is important to include social media as part of your integrated marketing plan. But approach it strategically, with the same direct-response and sound business principles that you would in any other media channel. Social media is no different than any other media.

It can be simple to get results from Social Media campaigns but you have to always be asking this question. Can I directly correlate the results to the money spent, If a good system or strategy is implemented the answer is yes.

If a client puts in £1 then we have to get £2 back after everything is paid, in some cases this can be a process, an example if your services or products are high ticket so £1000 and above a process has to be put in a customer journey if you like.

I mean ask yourself how many times you have purchased something that expensive straight away without speaking or knowing a company first completely cold. Very rarely I bet.

If you are having a company run your advertising/marketing demand what the ROI is on your money spent otherwise ditch that method. I still run direct mail outreach campaigns with high success with written sales letters.

Social Media is one avenue and if you only rely on this medium you will be doomed and I would advise also looking at other areas.

Stick to this rule. If it’s not going to get me results, I’m not going to do it.

I create these types of trackable good ROI returning campaigns that can be directly tracked back and I call them Direct Response Social Media Marketing.

If I’ve currently explained your marketing situation above please get in touch direct and I’m happy to have a free discovery call with you contact me on billy@realdeal-marketing.com or whats app or call on 07917080507 just let me know your from the Chamber if you could and I’d be happy to talk.

Speak soon

Billy