Many people don’t like the idea of social media marketing because of the difficulty in measuring a return on investment (ROI). Here at SCM Marketing, we implement Facebook Advertising in tandem with call tracking.
Facebook Advertising alone is an extremely powerful tool for driving advertisements to very precise demographics. You have your “typical” demographics such as age, sex, and location. But you also can target people by their interests – you know, all of the things they “like” on Facebook. Perhaps most powerfully, you can target people by behavior who:
Call tracking uses dynamic phone numbers that in essence, “forward” callers to your place of business, allowing you to track the source of the phone call you received (highway billboard, newspaper ad, post card mailer, etc.). Now you know whether or not you should lease that billboard along Highway 41 again. Maybe your business only got two calls from that expensive radio ad campaign, and they didn’t even turn into customers. This is where Facebook Ads come in and things get fun.
When you plunk down $25, $100, maybe even $500 for a Facebook Advertising campaign, you deserve to know if it works. Sure, you can use the tracking pixel if you’re driving traffic to a website form, or to an ecommerce site. But what if your business relies on phone calls, or scheduling appointments?
SCM Marketing Solutions will provide your campaign with a tracking number, used specifically for Facebook Ads. To entice people to make that call, we recommend using a Facebook Offer, which works like a coupon. On the offer itself, you want to provide a discount on your service, just like you would on a coupon. Then in the text of the ad, the call to action should include the tracking phone number.
The image above is a close example to a campaign we ran for a day spa. Let’s say, as an example, the Facebook Ads budget was $1,000 and we ran the campaign for a month.
The client receives roughly 40 appointment bookings from a tracking number. At $44.99 per appointment, that totals $1,799.60, which is a profit of roughly $800. BUT, this example client’s business model thrives on yearly memberships, billed monthly at $69.99. That’s an additional value of $840 per annual membership.
If just four of those 40 appointments turned into yearly memberships, then that puts us at a profit of $4,160.
ROI = (Gains – Cost)/Cost
ROI = (4160-1000)/1000
ROI = 3160/1000
ROI = 3.16 or 316%
And if none of those 40 appointments turn into annual memberships, we still have an ROI of 80%, which isn’t anything to sneeze at.
The call tracking SCM Marketing Solutions provides includes call monitoring. This means that our clients can actually listen to their employees on the phone with potential customers. Our software will digitally record the phone calls, and provide them in an email as an audio file. This is a fantastic coaching tool for businesses that have a front desk staff who might need a little help.
Despite the phenomenal growth of digital media, many businesses still send out direct mail marketing on a daily basis. Direct mailing remains a powerful communication medium that can be used to reach many prospective customers. This marketing technique has a number of advantages including narrow targeting, personal appeal, flexibility, tangibility, and its cost effectiveness. Generally, direct mail marketing is a very effective tool for small- and medium-sized businesses.
Direct mail marketing may seem like it is pretty simple, but if you don’t use the right steps of action, your hard work may not give you the expected results. You want to make sure that your mail pieces are getting to the right audience and that they are actually being opened. With that being said, here are some do’s and don’ts for direct mail marketing:
To be more effective in your marketing strategy, search the internet and other direct marketing resources for case studies that may relate to your marketing campaign. Through the studies, you can also capture the most critical insights that will help you develop your campaign and manage your expectations. However, do not forget to add your own insights into the campaign.
It may sound obvious and is something that you already do, but it is one of the most important steps in the direct mail process. If there are mistakes in your ad, it automatically makes you less credible. It is also important to make sentences that are easy to read and understand. Always have another set of eyes proof-read the document to catch possible mistakes.
Creating effective direct mail pieces takes time. Planning ahead is important because it will help you strategize the next course of action after implementing your first steps. It also allows you to multi-task to get more done after achieving your initial marketing goals.
Routinely having an effective direct mail marketing campaign relies heavily on testing the campaign and determining the degree to which it worked. You can measure your success by conducting A/B tests between two different campaigns. If results don’t reach your goal, try writing different ad copy or changing the design layout.
The headline title you place on your mail says everything about the campaign. It’s the first thing your customers will read and determines if they will read the rest. The headline is what captures their interest. Avoid putting up cliché or vague headlines that might be ignored by potential targeted audience.
The call to action is also an important part of the mailer because it tells the customer what to do after reading it. Make it easy for prospective individuals to figure out the intention of your campaign. Your customers should be able to easily understand the message behind the campaign and the actions you want executed.
One key aspect of direct mail is to have the design integrate with the rest of the campaign and the brand. Avoid using themes and designs that have no relevance at all to the product/service you are presenting. Make sure that the design, copy and graphics, all integrate to advance your campaign.
If your direct mail campaign is extensive in scope in addition to content that is hard to believe, chances are that many prospects will quickly lose interest in your campaign. You want your customers to believe in your campaign, and they aren’t going to do that if they have to read through fluff content and exaggerations. Keep it simple and to the point.
When you outline who your ideal customer base is, you can more accurately determine the potential of your campaign as well as focus your marketing strategy to cater to the right individuals.
This one step will determine the outcome of the rest of your campaign. Your messages should be tailor-made to address the needs of your most qualified potential customers using the right tone and language that gets their attention. It can be tempting to skip this step and try to cater to a large market, but limiting your focus is actually more profitable and cost effective in the long run.
Start by identifying the demographic and psychographic profiles of people who are most likely to use your products or need your services. These usually include basic characteristics such as: age, gender, income, occupation, family status, and hobbies. They can also be expanded to include marital status, political affiliations, ethnic groups, and other interests. Much of this information can be found through online databases, case studies, and your local Chamber of Commerce.
Map out the criteria and create a buyer’s persona of your ideal customer, the one who is the most likely to purchase. Be very specific when defining your customers’ characteristics so that you can focus all of your communication efforts on a very particular consumer base. This will be the foundation of all your marketing strategies.
Once your initial research is complete, take a good look at the amount of people or businesses that fall into those parameters in your region. If that market is too small, you can extend your reach by opening up some of the categories to include more people, such as increasing the age range.
If you are running a business to business (B2B) campaign, you can define your ideal market by looking at certain business characteristics. Divide the market into categories such as: geographic locations, size, industry, and needs. Consider who you would most like as a client or customer and solely target that segment of the market.
Another way to create a successful marketing strategy is to continue narrowing down your target market by specializing in a unique area within your industry. In a lot of ways this seems counter intuitive, but a small business can better develop a foothold in an industry by claiming a very particular area. Consider specialized products or services that will appeal to a narrow segment of customers or businesses.
Determining your target customer and niche is an ongoing process. As new information presents itself in the way of buying habits, industry trends, and successful campaigns, you have to continually readjust and refocus your efforts. Staying fresh and relevant is an important aspect of marketing. Continuing to monitor your marketing efforts will keep you profitable for years to come.
Defining your target market goes hand-in-hand with defining your brand. How will you know who you need to target if you don’t have a complete grasp of who you are? Click below.