Heed the words of Public Enemy.
It seems everything you read online these days around marketing, in particular small business marketing, is focused solely on social media. Blogs across the web are emphasising why its a must to have a Twitter, Facebook and as of late Instagram account.
Hype clouds your decisions.
You need to be honest with yourself about where you are allocating your marketing efforts.
What are the results of your efforts (use metrics)?
In our previous venture, MyNappies, we tested every platform available to us, in order to understand which ones worked for us depending on the goal i.e. does Twitter drives sales for us? For the promotion of a competition where parents could win a artistic drawing of their child’s name, we wanted to test which channel would deliver the highest CTR – Facebook or email.
Facebook post: 1582 people saw the post → 62 clicks → 3.9% CTR
Email: 1079 people opened the email → 243 clicks → 22.5% CTR
243 clicks via Email vs 62 clicks on Facebook. The email CTR was a 5.7x improvement over Facebook’s. These results were not a one off occurrence, we saw them repeated time and time again. It is hard to break through the hype that entrepreneurs are presented with day in day out, as it seems there is always greener grass somewhere we are not. It is why you need to take a step back and look at the results of your efforts. Not just with social media, but all your active marketing channels. Ask yourself:
Is the time/money I am investing in _____ producing results that grow my business?
Leave a comment below on any surprises you have had when reviewing your own marketing efforts.