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Subject: Semantic SEO The Guide For Small Business
(Posted on Aug 23, 2013 at 06:51AM ) Tags:
One Big Broadcast Staying on the cutting edge to keep you on the cutting edge:
 

Is your website and small business ready for the future of the Search Engines, in particular Google? 


You maybe heard the terms semantic web or search which also are giving birth to a new type of website and content optimization called Semantic SEO. The way the web is evolving is very clear that we already living in that framework, and very soon the way we go about optimizing our Internet properties will change, and after the Google I/O, where the company introduced us to Google Now is very clear that we need to be ready to take our online marketing efforts to a new level, a level that involves:

  • Engagement.
  • Quality.
  • Diversity.
  • Virality.
  • Time-sensitiveness.
  • Clearness.

Yes, your content needs to be engaging, it have to deliver high value, needs to have several formats, needs to be spreadable through social, it needs to be time sensitive, and it needs to be understood by Google and other search platforms.

Below I put together a video, infographics, and resources to help you understand and be ready for this new evolutionary.


1. Hangout On Air Replay: Semantic Search And The Future


In this great video presentation you get a 50+ minutes full of excellent content by my good friend and SEO strategist +David Amerland ... the event was hosted by my wonderful partner +Yifat Cohen also check here site GPlusGoToGal.com where she share the live feed.

Also don't forget to pre-order his book "Google Semantic Search" which will help you stay ahead of your competition.

CONTINUED CLICK HERE






Subject: Boomers Dive Into Social Media
(Posted on Aug 21, 2013 at 06:30PM ) Tags:
They may be the last age group to join in, but you can no longer say that baby boomers and seniors aren’t embracing technology.
In the past four years, the percentage of people age 65 and older who say they use social-networking sites tripled to 43%, from 13% in 2009, according to a recent survey by thePew Research Center.

And 60% of 50- to 64-year-olds said they are on a social-networking site, according to the survey, which asked 1,895 adult Internet users about their online practices.

Those figures still pale in comparison to younger Americans: 89% of people aged 18 to 29 said they use social-networking sites, as did 78% of 30- to 49-year-olds.


And it’s not as though the survey’s findings reveal an obsession for social-media among older folks. Yes, a good portion of mature Americans are online and they’re using Facebook—but that’s about it in terms of social media.

“To the extent that people in that 65-and-up group are using social-networking sites, almost all of them use Facebook. Very, very few of them use something in addition to that,” said Aaron Smith, a senior researcher at Pew Research Center and a co-author of the report.

They’re joining in greater numbers “for the same reasons everyone else is getting on it,” Smith said. “Connections to the people they care about, whether those are family members or other loved ones, as well as to people who share similar interests, similar hobbies.”

The embrace of social media often is driven by one’s friends and family joining.

“Generally, when we ask people why they don’t go online or why they don’t have a cellphone, it’s a perceived lack of relevance. That idea that, ‘this is a waste of time, there’s nothing here of value to me,’” Smith said (he added that, for some others, there might be financial or physical limitations).

“That’s particularly true for people who have lived perfectly happy, successful and fulfilling lives for decades without a lot of this stuff,” he said.

The question posed to survey respondents was: “Do you ever use the Internet to use a social-networking site like Facebook, LinkedIn or Google Plus?” (In previous iterations of the 8-year-old survey, the question included MySpace and Friendster. Remember those?)

The survey also found that Twitter is not yet a go-to site among older folks. The survey found that just 5% of people aged 65 and up said they use Twitter, as did 13% of 50- to 64-year-olds, 17% of 30- to 49-year-olds and 30% of 18- to 29-year-olds.

Job seeker? Facebook alone won’t cut it

If you’re a boomer job seeker, using Facebook is not enough to overcome some employers’ perception that older workers are not tech savvy.

Abby Kohut, a career consultant and author, said she urges job seekers to demonstrate that they’re up-to-date on technology.
By Andrea Coombes

DealerNet Services
Subject: The Future Of Advertising: "Pay Per Gaze" Is Just The Beginning
(Posted on Aug 16, 2013 at 06:39AM ) Tags:
 
Advertising is going to change more in the next 20 years than it has in the last 100. If you need proof of that, just look at the patent Google was granted Thursday for a Google Glass-based ad system.

Dubbed "pay-per-gaze," the content would charge advertisers for the number of times someone literally looked at their ad. The concept is buried pages deep in a patent for a "gaze tracking technique ... implemented with a head-mounted gaze-tracking device that communicates with a server."

SEE ALSO: New Patent Hints at 'Pay-Per-Gaze' Advertising for Google Glass


It would likely make money hand over fist, and is clearly the main future-focused impetus for the patent. But it's far from the only one.

What is this head-mounted gaze-tracking device of which they speak? "Eyeglasses including side-arms that engage ears of the user, a nose bridge that engages a nose of the user, and lenses through which the user views the external scenes, wherein the scene images are captured in real-time," says the patent. It never uses the word Google Glass — but if someone can explain to me the difference between that device description and Google Glass, I'd love to hear it.

So to recap: the world's largest search engine was just granted a patent for the most sticky form of advertising possible — ads that literally flash in front of your eyes. Google gets paid when it can ascertain that your pupils pointed in that direction, and for how long. And all of this on the device it is currently seeding among the influencers of the tech community.

In other words, Google Glass is going to bring a whole new meaning to "made you look."

Phase Two: Pay-Per-EmotionNow it's Google, so they're likely to be smart and subtle about it. It'll start by offering an extra layer of reality-augmented ads when you're looking at specific Glass-friendly billboards. Hey, it was obviously an ad, and you looked at it, so you must be interested.

You know advertisers will pay for this sort of high-tech gimmick as an add-on to their campaign; it's an easy way to look hip and gain media coverage without spending all that much on the test-bed target audience.

At this point, depending on the reaction to phase one, local advertisers may get interested. You may start to see menus pop up in restaurant windows, and the restaurant pays if your eyes linger over a given menu item.

Either way, this is all just a prelude to phase two, in which the Google Glass camera will intensify its gaze on you.

Phase two, as described in the patent, will be pay-per-emotion. If the ad can make your eyes dilate — say, a picture of a particularly delicious slice of pizza in a restaurant window, or a racy Gap ad — the advertiser pays more.

"Pupil dilation can be correlated with emotional states, (e.g., surprise, interest, etc.)," the patent helpfully reminds us. And it's simplicity itself for a camera that's tracking your gaze to track the size of the gazing subject's eyes.

The Far Future of AdvertisingThis is exactly the sort of thing that made William Gibson quit writing science fiction. We seem to be entering an era where tastemakers are willingly accepting augmented advertising that is flashed on their eyeballs by the world's most technically advanced multinational. That's more cyberpunk than most cyberpunk.

So let's get ahead of the game and speculate in even more outlandish sci-fi ways that are already technically feasible. If Google Glass advertising is smart and successful enough, if it gently overcomes the creepiness factor with the glories of convenience, what next?

Well, we already have prototype devices that can read and translate your electromagnetic brainwaves, believe it or not; you can literally think instructions to them. You can be as precise as thinking of a particular number or letter, and the device can read them; this was shown in experiments as early as 2000.

SEE ALSO: Are Brain Waves and Heartbeats the Future of Passwords? [VIDEO]


The first time I tried one, in 2009 — the Epoc by Emotiv — it was a helmet-sized thing with plastic tendrils plugged into a PC. Within two years, such prototypes were the size of a headband and worked with your smartphone; after all, they're just readers of electromagnetic activity. I have no doubt Google Glass version 3.0 could do this with spectacle frames pressed to your temples.

The ultimate implementation of this for advertising, marketing and sales? Here's what occurred to me 13 years ago when I first read about those mind-reading number-and-letter experiments:just wait until credit card companies get hold of this. You'll be thinking your account numbers at advertising in no time.

SEE ALSO: Brain-Scanning Headphones Match Songs to Your Mood


Think about it, no pun intended. If you were really hungry, really wanted that pizza, and could order it automatically by simply by looking at it and thinking your credit card number, why wouldn't you?

This is where we really go down the rabbit hole of the future. Because if you only have to think your number at a picture, do checkouts vanish? Does every store become an automat?

Will people want to carry hefty shopping bags, or simply look at displays to have whatever they like overnighted to their homes? Will the malls of the future start to look like art galleries?

Is there ever going to be a technological line beyond which advertising won't go? Leave your predictions in the comments.

By Chris Taylor


DealerNet Services

Subject: [Infographic] The Growth In The Use Of The Mobile QR Code
(Posted on Aug 15, 2013 at 07:41PM ) Tags:

QR or (Quick Response) are a two dimensional bar-code system.
Mobile QR codes is when a consumer uses a smartphone to scan these codes
to reveal their information.

Today they are used in many ways, from inventory tracking, to shipping and logistics,
to online ticketing, also to link to promotional videos on YouTube or set reminders
for upcoming shows. Other applications include putting Google Maps directions on
a business card, to linking to a web page, or even sending a text/email to the company helpline.

Here is an infographic with Statistics showing the amazing growth of QR Code usage.

DealeNet Services




 
Subject: Is Your Dealership Inside-Out?
(Posted on Aug 12, 2013 at 04:18AM ) Tags:
Which do you think would be more interesting to your customers – that your dealership is #1 in sales or that your dealership has the largest inventory in the region?

Here’s a hint: One is about you, the other is about the customer.  One is inside-out thinking and the other is outside-in.

The differences between the two can be subtle, but simply put, inside-out thinking is when a company or brand talks about things the company cares about. Usually these are business-related topics like industry awards, marketshare growth, new logos, new hires, and so on – the kinds of things that make more sense in a press release than a newspaper circular.

Outside-in thinking is what your customers care about: added locations, extended hours, new inventory, easy financing, pick-up & drop-off services, if you’re first-time buyer friendly, and so on. Outside-in thinking means thinking outside of the box and looking at your vehicles from the buyer’s perspective.

Think of it this way, when you’re inside out, your mouth is moving. When you’re outside in, you’re listening.

Don’t misunderstand; of course you should present a professional and reputable business presence, especially when it comes to high-ticket, long-term purchases. In fact, a little inside-out thinking is good. However, there’s a time and a place for that – a mention will usually do. What you want is to make customers comfortable as early in the process as possible so you get a shot at their business. Outside-in thinking is the surefire way to draw potential buyers to your door.

So, when you’re branding your dealership, no matter if it’s a radio ad, website or even a vehicle description, approach your messaging from your customers’ point of view and use your “outside voice.”
Posted by Anne-Marie Jeffrey

DealerNet Services
Subject: Ten Stats That Will Convince Anyone they need SEO
(Posted on Aug 11, 2013 at 07:49PM ) Tags:
Do you really know how important SEO is?  Seriously, do you really?

You can’t just have a website with cars on it any more. You’ve got to make sure people can see it, which means you’re responsible for link building, citation building, site optimizing, blog writing, and social media work.

That seems like too much work to most dealers, but numbers don’t lie – and these numbers show just how important SEO is for continued success.

The first stat I hit dealers with is that there are 100 billion searches per month on Google1 - that’s 33 million a day. To put it in better perspective, if each person on the planet were able to, they’d have to search on Google 5 times a day, every day.  This at first seems astronomical, but even today I’ve probably used Google 10+ times for non-SEO related searches.  I usually use this stat to illustrate the importance of Google’s market share to dealers.  Frankly, Google rules, and it doesn’t really matter if your small business ranks high on AOL.

The second stat: 89% of consumers use search engines for purchase decisions2 as well as 71% of business purchase decisions are started with a search engine3. I know, I know… That’s two stats, Bryant. I threw these together for a specific reason. It is in fact a ‘double-edged sword’ – regardless of the sector or industry you’re in, both companies and consumers are using search engines to start the buying process.

At this point, I’m usually steering a dealer towards answering the “what does this mean for me?” question.  The next stat I use: of the 30 billion mobile searches a year, 12 billion are local4. It is widely expected that in the near future, local searches will account for over half of all mobile searches annually.  This is where I start hammering in the importance of a mobile site.  If you don’t have one yet, you absolutely need one.

With the fourth stat, I try to hammer home the importance of the mobile site. This is when I tell dealers that 77% of mobile search happens at work or home even though a computer may be accessible5. As strange as this sounds, it happens more often than you’d expect.  Regardless of where I am, even if I’m at my computer,  if I’m looking for driving directions, I use my phone. At home, if I am browsing on the couch, I am using my tablet.  It never occurs to me to jump on the computer in the office, or to pull up the browser on my home desktop for a simple and quick search.

The fifth stat backs up the mobile aspect even more strongly: 46% of mobile web users are unlikely to return to a website they had trouble accessing from their phone and even more are unlikely to recommend the site6. This is succinct enough to illustrate not only the importance of having good mobile content, but a site that’s easy to navigate and isn’t confusing.

The next stat is what I call “the closer” – 55% of purchase-related conversions occur within 1 hour of the initial mobile search7. Simply and strongly put, mobile sites convert at a much higher rate than conventional websites – but if you aren’t doing SEO, no one will find your site… and no one will convert.

The next three stats further illustrate the importance of SEO to dealers: in all searches conducted, 70% of users click on organic results8, that 53% of the organic search clicks go to the first link9, and most importantly, 75% of users never click past the first page10. This is usually when the bell goes off for most dealers. They finally realize that if they  want to get more clicks, they have to rank the highest in the organic results – and that won’t happen without SEO.

Stats even show that organic search leads are more qualified. SEO leads have a 14.6% close rate, while those archaic print or direct mail ads only close at a 1.7% rate11. Pretty crazy – leads from search engines are 8.5 times more likely to close than a standard outbound lead.

Most dealers aware of any of these points until we talk to them, which is why I’m sharing this post. In fact, Search Engine Optimization is still only an industry term that most people outside of marketing probably hasn’t heard.  These numbers are proof – SEO is not only vital to maintaining a brand, it’s absolutely necessary if you want to stay competitive and grow your business.

Written by Bryant Goodall

DealerNet Services


 Stat Sources:
1 Search Engine Land – August 2012 (http://searchengineland.com/google-search-press-129925)
2 Brafton – February 2012 (http://www.brafton.com/news/89-percent-of-consumers-use-search-engines-for-purchase-decisions)
3 Brafton – December 2011 (http://www.brafton.com/news/search-marketing-alert-61-percent-of-business-purchase-decisions-start-with-search)
4 Search Engine Land – April 2012 (http://searchengineland.com/analyst-mobile-to-overtake-pc-for-local-search-by-2015-119148)
5 Search Engine Land – August 2012 (http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432)
6 Gomez – 2011 (http://www.gomez.com/resources/whitepapers/survey-report-what-users-want-from-mobile/)
7 Search Engine Land – August 2012 (http://searchengineland.com/study-55-percent-of-mobile-search-driven-conversions-happen-in-one-hour-or-less-151432)
8 Search Engine Journal – April 2012 (http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/)
9 Search Engine Watch – October 2012 (http://searchenginewatch.com/article/2215868/53-of-Organic-Search-Clicks-Go-to-First-Link-Study)
10 Hubspot – May 2011 (http://blog.hubspot.com/blog/tabid/6307/bid/14416/100-Awesome-Marketing-Stats-Charts-Graphs-Data.aspx)
11 Search Engine Journal – April 2012 (http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/)

- See more at: http://blog.autorevo.com/2013/08/10-seo-stats/#more-3198
Subject: The Most Valuable Commodity In Online Marketing
(Posted on Aug 10, 2013 at 07:48PM ) Tags:
What you did five or 10 years ago is probably more important than your 30-second visit to some e-commerce site that’s now bombarding you with cookie-fueled retargeted ads.

That’s why looking to the past – not to the future – is the key to success in the world of data.

Here’s a quiz:  What’s the most meaningful piece of digital data about you?

1)        One of the 100-plus third-party cookies dropped on you today.
2)        Your 2004 @gmail.com address or 1997 @AOL.com email address.

While you may not think of it this way, the oldest piece of useful digital data about ‘you’ is probably your personal email address.  Your email address is the Internet equivalent of a combination birth certificate, driver’s license and passport.  As a digital person, you are virtually born the day you get your own email address.

What’s so valuable about something that everyone has?

Uniqueness.  Email addresses are personal by design – no one’s been able to devise a better “openID” – and they establish a persona that is very descriptive.  AOL, Hotmail, Yahoo or Gmail – your email tribe membership card is like a geologic sedimentary layer.

Longevity.  Unlike short-lived cookies, email addresses have half-lives that are growing every year – since people tend to keep their personal addresses forever.  How long have you had your personal email address?  Why would you ever get rid of it?  Probably not. It’s become your digital name.

Portability.  Email works in mobile as well as it works on desktop.  You carry your email addresses along with you on every device, unlike the device/browser-dependent cookie.  The first thing you do when you get a new device, to make it useful, is setup your email address (and for many, your Apple ID, which is an email address, of course). Services like “Last Pass” are the closest cookies come to portability are services.

Access.  Email addresses have become your de facto login for every site and app you visit and use.  It’s now practically impossible to use the Internet without an email address – even if you don’t subscribe to a single email newsletter.  Try it. I dare you.

With the third-party cookie under attack from Do Not Track, marketers have been looking for the next big thing. That’e email, thanks to the MD5 hash,  privacy-friendly 32-character one-way encryption of the email address. This simple process has allowed Facebook, for example, to create a “custom audience” targeting product that allows retailers to upload hashed customer data segments to target their subscribers who are spending time on Facebook – and show them an ad consistent with their customer status.

And when paired with a cookie downloaded at the time an email is sent and opened, email-address hashing works for display retargeting too.

In the coming months, you’ll start seeing so-called “custom audience” capabilities arrive from Twitter, PayPal, Amazon, you name it. Any site that requires an email address as an account login can get into this game. As marketers realize the superiority of the email hash, they will be bringing long-tail CRM data online, and we’ll all be better off for it. After all, who wants to spend for a prospecting campaign to their best customers?

Take another look at your old email address. You’re looking at the future.
Wriiten by 


DealerNet Services
Subject: How To Set A Budget For Your New Website
(Posted on Aug 6, 2013 at 09:06AM ) Tags:
The truism “You get what you pay for” is as true as true can be when it comes to building a company website. When small firms fail to budget properly, one of these nightmare scenarios is likely to ensue:

  • The site ends up costing two or three times more than expected, causing all-important post-launch marketing activities to be cut back or eliminated.
  • The site ends up having half or a quarter of the desired functionality, rendering it nearly useless.
  • The site ends up as a series of compromises in design, content and functionality, making a mediocre impression on customers and prospects.
The underlying problem, as these three scenarios suggest, is under budgeting — or not budgeting at all. What’s the best way to set a budget and lay the groundwork for a site that meets your expectations?

Step One: Create Site SpecificationsSetting a realistic budget starts with having an idea of what you want the site to do, so let’s start there. Important things to consider include:


  • Design. How much customization do you want? Will a standard WordPress theme suit your needs? Do you need a custom design from the ground up? Something in between? Do you have imagery for your new site, or will photos need to be taken? If so, how many photos (or other imagery such as charts and diagrams) will be needed?
  • Content. How much unique content will your site need? 10 pages? 100 pages? Will it be easy or hard to write? Do you have the ability and bandwidth to write it, or will you need to outsource copywriting? If outsourced, will the writer need to do extensive research to write the copy properly?
  • Functionality. Do you need more than a basic contact form? Do you want to offer downloadable PDFs or other information? Do you want leads from various forms to be tracked? Will you need e-commerce, and if so, what type of payment options? Are there any other functional requirements, such as integration with internal systems or third-party e-commerce sites? Do you want to optimize your site for search engines (SEO)? Will you need W3C or other compliance? Do you want Flash design or a customer portal?
Step Two: Seek ProposalsOnce you have a rough list of desired site specifications, you’re in a position to solicit proposals. A web development agency (or freelancer) will need these inputs from you to provide a reasonable estimate. The proposal might match up precisely to your specs, but more likely, it will have modifications based on practical considerations or the agency’s capabilities. This is OK; often, a developer has ideas that reduce cost and yet meet your needs.

Considering three or four proposals on the initial go-around is best, because you’re apt to see a fairly wide range of prices and approaches.

Step Three: Align Expectations and CostsA likely outcome will be the realization that your desired site costs much more than you expected, but this is OK, because you’re now in a position to have a meaningful review of development options, their real value, and their real cost. The biggest disconnects that are revealed by following this three-step approach include:


  • Design disconnects. Creating images is expensive and time-consuming. Often, firms don’t care about images in the early stages of a project, but later on, when they see boring, text-heavy pages on the test site, they desperately want a lot of customized imagery. Settling for tired stock imagery, the usual Plan B, results in a generic-looking, unimpressive site.
  • Content disconnects. Content is far more expensive and time-consuming to create that most people realize. Firms often assume they can have an employee whip up content at the last minute, and learn too late that’s an impossible task.
  • Functionality disconnects. Firms typically have no idea what pieces of site functionality — some of which were detailed above — actually cost. They become frustrated in mid-project when they ask the developer to “throw in” a little e-commerce and discover it costs $5,000 to do so.
By using initial proposals to set a budget for your site project, you prevent unpleasant surprises down the line. In addition, you’re more likely to find the right developer for your project and create a site that is truly right for your business in terms of overall performance and cost.

Following this plan takes serious upfront strategic thinking and grunt work, but the payoff is big. Pulling a budget out of thin air, or committing your business to a new site without a budget at all, are risky approaches that can drain your bank account and set back your Internet marketing for several years. It’s an unnecessary risk.

Brad Shoor, Contributor

DealerNet Services
Subject: Words Are Hooks, Words Are Levers
(Posted on Aug 5, 2013 at 07:01AM ) Tags:
Words are hooks, words are levers There's a debate raging in my town over whether or not to replace the existing planted-grass school football field with what used to be known as Astroturf. One side has already won a crucial victory: the local paper calls the new alternative, "turf."

Turf is what we call a racetrack, or half a fancy dinner (surf and...). Turf is short and punchy and feels organic. If they had called it 'plastic' or 'fake grass' or 'artificial turf', every conversation would feel different before we even started.

What to call the new diamonds that are being manufactured in labs, not dug out of the ground under horrible conditions? Some want them to be called 'artificial diamonds' or not diamonds at all. Others might prefer 'flawless' diamonds (because they are) or 'perfect'.

Is it a 'course', a 'group' or a 'club'? It might be all three, but the word you choose will change the anchor and thus the leverage that word has going forward. Are you a 'consultant', an 'advisor' or a 'coach'?

Engineers and doctors and other scientists seem to think they're skipping all of this when they use precise, specific language. But the obvious specificity and the desire to scare off untrained laypeople is in itself a form of leverage.

For politicians and others that want to re-invent the language for their own ends--you can work to plant your hook anywhere you choose, but if you torture the meaning and spin, spin, spin, you risk being seen as a manipulator, and all your leverage disappears. If your hook finds no purchase, you have no leverage.

On the other hand, the great brands (Pepsi, Kodak, etc.) planted words that meant nothing and built expensive fortresses around their words, words that now have emotional power.

The only reason words have meaning is because we agree on what they mean. And that meaning comes from associating those words with other words, words that often have emotional anchors for us. This isn't merely the spin of political consultants. It goes right to the heart of how we (and our ideas) are judged.

Written By Seth Godin

DealerNet Services
Subject: Is It Time To Close Your Facebook Page?
(Posted on Aug 2, 2013 at 08:26AM ) Tags:

Facebook pageUnless your organization watches its Facebook stats carefully, you may not have realized Facebook has become increasingly less accommodating to brands and companies over the course of the platform’s recent updates.  Some notable business owners, like billionaire Dallas Maverick’s owner Mark Cuban, have even spoken out against Facebook’s latest changes.

For example, in late 2012 TechCrunch noticed that posts made by brand pages were only being displayed to a tiny fraction of a page’s following, and were being hidden from the rest.  Facebook has been restricting how many of a page’s followers see a given post, a statistic known as “Reach,” for several years now.  However TechCrunch found that in late 2012 Facebook made changes to the newsfeed that caused the reach for brands to drop as much as 40% compared to what it was earlier in the year.

Posts for the average Facebook brand page are now being seen by less than 10% of their audience!  For example, if you spent time, money and effort to build your Facebook following to 4,000 people, that means now each post you make is going to be seen by less than 400 of them.

Facebook has a solution for this though…you can pay them money and then they will show your post to more people.  That doesn’t quite seem ethical though, does it?  First you spend money to build your following on Facebook, and then you spend even more money to reach the following you worked so hard to build?

It’s no wonder so many business owners, like Cuban, are upset and considering leaving the platform.  So, is it time for you to close your Facebook page?  Here are three important things to consider:

1. Does your business model allow for recurring purchases?  There is a rule in marketing and sales that says it’s always cheaper to sell more to an existing customer than it is to find a new customer.  If your business allows for customers to make repeat purchases, like an online store or clothing company with new items every season, then the chances are better that your company will get value from a Facebook page.  However, if your customers only need to buy your product once, like a video game or a book, then you will always have to be finding new customers because your product doesn’t lend itself to repeat purchases.  That will make it harder for you to come out with a positive return on your Facebook investment if you are continually having to find new customers instead of simply re-selling old ones.

2. Do you have other contact information for your Facebook followers?  Depending on your company’s approach to Facebook, you may know that most of the people on your Facebook page got there because they were already following your company on its website, email list, or elsewhere.  If that’s the case, there shouldn’t be much negative consequence to closing your Facebook page, because you can still reach those customers another way.  However this situation is probably rare, so what can you do if you don’t have other ways to contact your existing Facebook fans?

Start by going to your page and looking at the cost for promoted posts.  Figure out how much money you’d wind up spending to reach your desired number of fans each month.  This will let you know how much money you can potentially save by moving people to another platform like Twitter, Tumblr, or an email list.

From there, come up with a budget for a contest, and an ad campaign to promote it to your Facebook following, that encourages people to switch to your new platform of choice.  This will allow you to justify the expense of the contest and the promotional campaign because you can show that after a certain amount of time, say six months, you will have saved enough money in Facebook expenses to pay for the contest.  And every month after that those savings will be contributing to higher profits for your company.

3. How are you measuring the value of your Facebook fans?  This is the most important question to ask yourself about whether or not you should keep your Facebook page.  Do you know the average revenue generated per fan?  Or how many new fans you need to acquire in order for one to make a purchase?  Unless you have some way of proving that having a Facebook page is making your company money, you’re running the risk of wasting a substantial amount of time and resources.  It’s time for you to start making sure your Facebook page is creating a positive return on investment.

For example, if you know that for every 10 new fans you acquire on average one makes a $20 purchase, then you can look at how much it costs in advertising and administrative costs in order to get 10 new fans.  It’s important to factor in the labor and admin costs because those are resources that could be doing something else potentially more effective at generating money for your business if they weren’t tied up running the Facebook page.

So, if it costs you less than $20 to acquire 10 new fans on Facebook, then it’s worth it to keep your page and pay money to grow your following.  However, even if you’ve determined that your page is generating positive ROI now, that doesn’t mean that it will continue to do so.  Especially if your business doesn’t allow for repeat customers, like the first question pointed out, make sure that you check in on your Facebook ROI regularly.

First, there’s no guarantee that Facebook won’t make changes in the future that will further reduce your ROI.  You may also find that as you sell more of your product it will become harder to sustain the same volume of sales.  You may reach a point where all of the people who are most likely to buy from you have already done so, and the only people left to target aren’t as interested.  This would cause your sales to drop and require you to look at a new strategy to address the changed marketplace.

The bottom line is if you’re going to have a Facebook page, make sure you’ve got a justification for it.  And “I’m doing it because all my competitors are doing it” doesn’t count.  Just because they like to waste money doesn’t mean you should.

By Alon Popilskis

DealerNet Services


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