Does Business Social Media Advertising Actually Work?
An independent analysis on the effectiveness of Facebook advertising has spiked concern in the minds of many companies who have been focusing their marketing efforts on business social media.
Even motor vehicle giant, General Motors has pulled out of all of its paid advertising from Facebook due to an apparent 'low consumer impact'. The company claims however that they will continue with the non-paid Facebook marketing activities such as business pages.
General Motors will be taking their $10 million Facebook advertising spend and utilising it elsewhere.
What does this mean for business social media? Especially for small businesses if such large companies are pulling out of paid advertising on social media sites.
We believe that if used correctly, business social media can work wonders in generating actual sales leads. Note the highlighting on the words, "if used correctly".
Let's delve into the correct implementation of social media for business.
The following are important questions to ask before you even set out with a social media marketing plan:
Are we talking brand awareness here? Or actual physical business growth and impact on your bottom line?
- What do you want your customers to do when they reach your social media page?
Do you want them to just "like" your page? Or do you want to get them to your website? What then do you want them to do when they get to your website?
- How will you measure the success of your social media?
By the amount of "likes" you have on your page? The amount of traffic referred to your website? Or real-life qualified sales leads?
You might think that getting real-life qualified sales leads from your social media, especially a platform like Facebook is an impossible feat... but it's not. Knowing the exact goals of your business social media plan is the start to obtaining them.
In our personal opinion, we believe that companies are missing a huge opportunity by not utilising Facebook, for example, in the most effective manner - and their results are low consumer impact.
Social media for business by itself, sure... it's not that effective. But social media efforts integrated with further internet marketing methods will mean qualified sales leads knocking at your door.
Key takeaway: It's not what you do... it's HOW you do it! Marketers keep saying that Facebook has the 'potential' but the hard facts are not showing results just yet... perhaps companies haven't learnt how to use the tools correctly?