Let’s break it down. Look at this phenomenon, in all its ubiquitous glory, and test your ability to convert it into leads feeding the bottom line. Nobody cares unless it results in revenue.
Everybody froths at the mouth about follower count and retweet value. But who saw your landing page? Did they buy it?
The biggest challenge you’ll face is others demanding a return on very little investment. Frankly, 59% of retailers don’t know how to identify their returns on social media. Moreover, 56% of brands admit tying social media to their business outcomes is their biggest challenge.
I don’t blame them. There’s a lot of data and variables to shift through. However, it’s not impossible. Establish clear objectives. Look at each channel. Facebook fans aren’t the opt-in audience that your email marketing is. A ‘like’ is a virtual high-five. The barrier to entry isn’t exactly an obstacle for us.
Brands say, “We want to use Facebook to engage our audience.” Then expect the result to be purchases. That’s a disconnect. Don’t blame Facebook. Blame your strategy. Learn what your community wants. Compelling content convinces customers. The call-to-action is placed accordingly.
Learn your sales cycle. It will win you a budget. If you attract the right audience with the right message in the right place and the right time, it will happen. It’s an uphill battle. No one doubts social media as a game-changer. They will, however, challenge you to prove it’s profitable. Money’s on the mind. You need to deal with that. We’re living in a material world. Be a material girl.