Tag: Social Media

#DevelopStrategy – Return on Investment in Social Media



As part of our series on Developing Your Marketing Strategy (#DevelopStrategy), we’re covering how to receive a Return on Investment (ROI) in social media.

Unlike a cost-benefit analysis, an ROI cannot be estimated beforehand. This is extremely important to understand when you develop your strategy. Also, ROI is difficult to measure without an investment in advertising since paid ads usually give a considerable amount of analytics, but don’t worry, we’ve got you covered.

The first step in developing your ROI marketing strategy involves setting goals for your social media. These goals will need to align with your mission statement. The primary goal needs to state what you hope to accomplish. Beneath that is a set of smaller goals that align with the primary.

Let’s say your primary goal is to build your mailing list full of loyal fans who are excited about your products/services.

Your smaller goals must be S.M.A.R.T. goals: Specific, Measurable, Attainable, Relevant, and Time Bound. I like to keep the scope to no more than three smaller goals since your marketing strategy will develop from this. For this article, we’ll create one example: increase social media conversion by 10% in the third quarter.

Note: You can give specific numbers. Gain 10k followers by x date, for instance. These goals are unique to your business model. 

It’s time to develop your strategy. For our 10% social media conversion increase example, we’re going to have a three-pronged attack. 

1. Create a lead magnet. This can be as simple as a discount coupon or as complicated as generating a comprehensive ebook to help your potential clients/customers deal with a real-world problem. 

2. Create buzz using a hashtag campaign that our influencers will be willing to share and participate in. 

3. Share theme-related content on all social media channels that generates buzz for new product or service.


Keep in mind that your strategy may need to be adjusted based on your business and goals.

Now that you have a primary goal, a set of smaller S.M.A.R.T goals and a marketing strategy in place, you’ll need to track your conversions (ROI). You do this through Reach, Traffic, Leads, Customers, and Conversion Rates. Reach includes fans, likes, followers, etc. that you have. The more reach you have, the greater your conversion rates, and is usually trackable inside the social media platform.

Traffic to your site or other URL mentioned in your campaign is another great way to measure ROI. Leads are the number of sign ups you gain through this campaign. Customers are the number of individuals who actually convert from potential to become paying clients. Conversion rates involve tracking the percentage of visitors based on social media platform or promotion campaigns. This tells you which part of your campaign is working and which isn’t.

It’s true that it can be difficult to track ROI when it comes to social media but not impossible. Most of the social media platforms have their own analytics tracking system that will deliver valuable information on what is and isn’t working for you with social.

Take time to develop a winning strategy, keep track of your metrics, and be willing to adapt. These are the keystones to a quality ROI. If you need help working on your social media marketing strategy, the team here at The Social Media Advisor is here for you. Our goal, as always, is to help you #BeAwesome as a business.


Be sure to Follow us and Let’s Engage!
Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media, Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+,YouTube, Pinterest, Instagram and the tools to manage them.

#TeamBuilding – Finding the Right Social Media Team

A true sign that you have finally started making waves in your business is when you get to the point that you need to add people to your team. Being the CEO of every aspect of your business only works for so long. In order to grow professionally, you will need to bring people into the fold that can manage various areas of your work. Many entrepreneurs and small business owners find that they actually become more profitable once they begin to delegate certain time consuming aspects of their business to team members.

Why do you need a social media team?
Social media marketing is definitely an area that many companies, especially those without internal marketing staff, look to experts for assistance.  To be effective at social media, there are several factors that go into consideration:
  • –       Must understand the different social media platforms, the best times to post, the demographics, the purpose, and the individual tactics and lingo.
  • –       Need to remain consistent in social efforts since a lapse in content will cause a loss in followers.
  • –       Knowledge of advantageous social media practices and concepts such as like/know/trust, 80/20 rule, prospecting, analytics and platform advertising is extremely helpful.
  • –       Keeping on top of engagement such as thanking people who share content, responding to messages, and being reciprocal with favorites and likes is a necessary element of generating followers in social media.
  • –       Understanding the various social media tools to help automate certain elements of social and save time.
  • –       Responding quickly and appropriately to any bad review or other potential social media crisis. 

That is a lot to keep on top of for just one task. Unfortunately, to be truly efficient at social media, all of these elements need to be handled on a regular basis.
So, who do you want on your team?
You have some options. You can hire a full-time person in house just to handle social media. Most companies aren’t quite big enough yet to justify a full time staff member. This means outsourcing the work to a social media company who will give you a plan based on your business needs and who will be able to maintain most of this for you.
What you may find when you are seeking your own social media manageris that they tend to specialize in different areas. Some of them are experts in a specific field or niche. Others are great on content creation but may not tackle engagement. There are companies out there that offer all of the above. Make sure you know what type of assistance you are looking for before you begin interviewing potential social professionals.
The tasks can also be divided into different fields or specialties. It’s possible to hire a content creator to write, design and publish various content but then also bring a SEO expert on board to get the most bang out of that content. If you are attempting to build a tribe or community, hiring someone to manage your engagement should be the goal. There are other possible roles such as a public relations individual or expert at reputation marketing to manage your online presence, a data driven team member focused on analyzingresults, or a IT person well versed in web development and coding for blogging and website assistance.
Don’t hire a team member or company that can only provide pieces of what you are seeking. There are enough people out there in the field that finding one to meet your needs should not be too difficult.
Remember that your social media marketing is a part of your brand. The story you tell in social media is vital to how the public views you and what you do. If you think of social as anything other than elaborate storytelling in order to build relationships, then you don’t really understand what social media can accomplish.
Want to learn more about social media and storytelling? Contact The Social Media Advisor team. We’d love to chat with you about how you can #BeAwesome online!
~ Social Media is changing the way people do business.  Don’t get left behind ~ 

Be sure to Follow us and Let’s Engage!
Hollie Clere of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagramand the tools to manage them.

#TeamBuilding – Invite Your Village



Our business coach, Sabina Claus asks, “How do you eat an elephant? It’s not one bite at a time. You invite the village and have a feast.”
How does this relate to your small business? Often running a company can be overwhelming. There is so much that goes on behind the scenes. It would be nice, as the owner, to be able to focus all your energy on the things you are good at – after all, that is why you started your own business to begin with. However, you need to market, balance your books, maintain your online presence, network, and various other tasks that you may or may not be talented at or have the time to accomplish.
Being an entrepreneur or small business owner does not mean you need to take on the roll of doing everything. In fact, many people discover that they are not only more productive, but also more profitable, when they hire out certain segments of their work. If you are not ready to hire on employees and build your team internally, the wonders of modern day technology allow you to access qualified help right from your desktop.
Before you begin looking into online sites such as Craigslist, Fiverr or Upwork to find assistance – consider reaching out to your network first. Your network is your village of clients, power partnersand brand advocates who are eager to see you succeed. Each one of these people has a village of their own. Invite your village in to feast and see if they are able to support you or can recommend someone that would be a perfect fit for the role you need to fill.
What types of team members could you invite into your business? Here are just a few ideas of tasks you can outsource in order to free up your time. Bring them on board as independent contractors and pay per project instead of hiring on an employee.
  • –       Virtual Assistant
  • –       Bookkeeper
  • –       Web Designer
  • –       IT Specialist
  • –       Social Media Manager
  • –       Graphic Designer
  • –       SEO Expert

Your village is an essential resource and not only for finding contracted support. Your village is the people who support you, have your back, and are invested in your own success. Be good to them and they will be good to you.

Find out more about investing in Your Village by following our business coach, Sabina Claus. Sabina helps small businesses focus on their goals, dreams, time and getting back to enjoying the company they created. She gives business owners systems so that they are running their business instead of the other way around. Find out more at www.sabinaclaus.comor my joining her Meetup Group – Your Village.



~ Social Media is changing the way people do business.  Don’t get left behind ~ 

Be sure to Follow us and Let’s Engage!

Hollie Clere, of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them. 

Click here for her Social Media Workshops, Classes and Seminars.

#ReviveYourMarketing – Don’t Put All of Your Eggs in One Marketing Basket

As an entrepreneuror small business owner, the work you are passionate about is your main driving force. However, marketing is an essential element of any successful company and cannot be overlooked. I know, you are busy and don’t have time to focus on marketing. However, the blunt truth is, if you want to grow you can’t afford to not participate in marketing.
So, you dip your toe into the water and you try something. It may or may not be achieving results. That means going back to the drawing board and adapting the technique or trying something new entirely. What I’d like to encourage each of you to do is to try different marketing methods at the same time. Don’t put all your money into the one marketing avenue you think will work. Right now, you aren’t really sure what will work. You have probably done some research and gotten a ton of advice – but the real test is actually trying it and analyzingthe results.
Why You Should Diversify
There are many different reasons why diversifying your marketingis a great idea.
  • 1.     Your audience doesn’t all hang out in the same place. Everyone gravitates to a different area of the web. By selecting only one method or channel, you eliminate any potential client who doesn’t use it.
  • 2.     Websites change, adapt and disappear. If you have invested all of your marketing into the next, great, trendy website – what will you do if that company collapses? What will you do if it is taken over or changes direction? You’ll have to start all over. No one should be dependent on just one approach.
  • 3.     The more channels you participate in, the more you build your online web presence and establish credibility. The search engines are more likely to rank you higher if they see your name come up multiple times – from multiple sources. This will also establish your digital marketing equity and increase your brand online.
  • 4.     Focusing on more than one source will help keep your content and promotional materials interesting and fresh – for both you and your audience.

Types of Digital Marketing
Here are just some of the more popular options in digital marketing in 2016. There are more marketing methods available than this blog post could possibly cover. The idea is not to try to master them all. No one has time for that. Plus, many of the techniques may not work or connect you with your ideal target audience.
–       Social Media Marketing – SMM covers a lot of territory. This could mean focusing on a single Facebook Business Page, a LinkedIn Profile, a Pinterest account, or keeping up with Twitter. Often the best strategy is picking multiple platforms and cross posting information. Do some trial and error to find out which ones work best for you. Or, better yet, hire an expert to help you narrow down the platforms and teach you the best way to schedule content.
–       SEO – SEO stands for search engine optimization. The Internet is a big place. If you want people to find what you are putting out there, SEO is the method to use. If you optimize your website, social media, and other online content in a way that makes is accessible and appealing to the search engines – you will rise in search ranks in record time! There is both an art and science to SEO but, if you can make it work for you, it’s some of the best free marketing available.
–       Content Marketing – Another way to establish your brand online is by producing content. Content marketing focuses on creating and distributing regular and consistent online content to attract new followers or customers. If you combine content marketing with solid SEO techniques, you will achieve even better results.
–       Influencer Marketing – Becoming an online influencer, or expert, is way to organically grow your following. By regularly producing content, participating in interviews and live streaming, and making your presence known online – you will generate an audience that will become brand ambassadors for you. They will share your content and refer their circles to your online sites.
–       Email Marketing – For many marketers, list building is the first step of marketing. If you aren’t tracking and building a list of people who interact with you, do business with you or are interested in your content – then you are throwing away valuable permission-based marketing opportunities.
Narrow It Down
I’m going to suggest that you pick at least three different methods that will help you reach your ideal client base.  Some of these will appeal to you. Others will appeal to your online followers. Do what is best for your brand and easiest for you to maintain. Consistency is important when it comes to digital marketing. If you get overwhelmed, you will walk away and accomplish nothing. Don’t do that. You need an online presence these days. The focus should be on working smarter, not harder.
As always, if you need help getting starting or advice on which direction to head into – the team at The Social Media Advisor specializes in assisting small businesses with their online branding and presence. Give us a shout so we can help you #BeAwesome.

~ Social Media is changing the way people do business.  Don’t get left behind ~ 

Be sure to Follow us and Let’s Engage!

Hollie Clere, of The Social Media Advisor is a “#BeAwesome” Developer, Social Media Brand Builder, Content Manager, Trainer and Author in LinkedIn, Facebook, Twitter, Blog, Google+, YouTube, Pinterest, Instagram and the tools to manage them. 

Click here for her Social Media Workshops, Classes and Seminars.

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