• SOCIAL MEDIA ADS:
    WHAT'S THE IMPACT?

TRACKING SOCIAL MEDIA ADS

Social media can be an effective customer engagement tool to attract new customer and increase awareness.A business owner or marketer can utilize social media to speak to a wide public audience or just to one individual. It is also a convenient way to encourage word-of-mouth marketing by your supporters with a simple "like" or "retweet".

MERCHANT EXAMPLE

Let’s go through an example for tracking the impact of a social media ad:

Marco recently added new snacks and sides to his menu to complement this selection of deli sandwiches. Now, Marco wants to promote them on Facebook.

In addition, Marco knows that most of his sales occur during the lunch rush and decrease after 2 pm so he’d like to drive afternoon traffic. Once Marco prepares his ad, he posts it to Facebook inviting customers to receive 10% off after 2 pm when they "like" or "share" his ad.

MERCHANT EXAMPLE

Marco can setup his campaign tracking with just a few easy steps:
  1. Access Heartland Analytics dashboard

  2. Go to "Daybook" section

  3. Add "Facebook Snack Ad" to the date it was posted

  4. Track results to watch the business increase as customers, new and existing, are introduced to his new snack menu

71%
Consumers who have had a good social media service experience with a brand that are likely to recommend it to others.
44%
SMB owners and marketers who plan to put money behind video content on Facebook in 2017.
50%
Instagram users follow at least one business while 60% say that they learn about a product or service on the platform after looking at an Instagram advertising post.
56%
B2C marketers who have indicated that Facebook ads have helped them generate revenue for their business.

BEST PRACTICES

Here are just a few things that Marco should keep in mind when creating his social media campaign:

   

Build engagement opportunities

You can further build relationships with your customers plus get valuable feedback using social media, posting something like, “What's your favorite snack to grab at Marco’s? Let us know in the comments below and be entered to WIN a $10 gift card!”

Sometimes timing is everything

The best time to post on Facebook is 3 pm on Wednesday. Other optimal times include 12-1 pm on Saturdays and Sundays and 1-4 pm on Thursdays and Fridays. (Source:HubSpot)

Consider purchasing ad space

With 40 million active small business pages in Facebook, only 4 million of those businesses pay for social media advertising on Facebook. (Source:Forbes) Consider paying for Facebook ads in order to gain visibility and surpass competitors relatively easily.

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