Customer Quote of the Week
Social Media ... "Where is the money?"
This is a great question. First, stay away from marketing people in trying to answer it.
I was asked to review a proposal a client received from a marketing professional to do "social media" marketing for them. Below is my response.
Thanks for asking for my advice. I think you can tell that I think more like a business owner than a marketing person. In this light, as you explore hiring a marketing person to "do social media" I would recommend quantifying the outcomes you want to see and investing in a few inexpensive tools that can help them achieve those outcomes. The proposal you have received, has no target outcomes, and you easily could pay for months of busy work with no outcomes. There is no shortage of channels and good ideas to waste money on. Fortunately you have Infusionsoft, a powerful marketing automation solution that can help you verify your channel return on investment.
“The pressures on marketers today keep getting greater and greater as there are more channels to market in, more types of marketing programs to manage, more data available for intelligent buyer segmentation and higher expectations for personalized communication among your buyers and prospects. As a result, there’s an increasing need for a marketing automation solution that can help manage these challenges,” David Raab, owner of Raab Associates, Inc. http://www.softwareadvice.com/
Here are a few outcomes I would recommend you ask for and I encourage you to ask for up to 50% of their pay tied to these outcomes.
1) Quadruple your likes in two months What good is it to post great relevant content twice a day if your FB likes remain at 81?
2) Get 10 qualified leads a month from social media 10 a month for your industry seems like a good goal to start with. If you close 1 of 10 in a month, the social media campaign easily pays for itself? Of course you can't capture such leads without a marketing automation tool like Infusionsoft. Fortunately you have made that wise investment. We will create distinct webforms for our giveaway collateral and "request free consultation" webform, where those links are used exclusively within your "social sharing" so you know the effectiveness of your social media blogging. A qualified lead means that the interested party indicates a future interest on our follow up info and interests verification webform. End of the month, we pull all new contacts in the month with "social capture" tag, and "had future interest" tag. Easy peasey to measure.
i.e. In two months, as each of the above is achieved, we will raise the pay 25% for achieving each outcome above.
I am thinking xx hours a week, with bundlepost, and grosocial, you can get there with three core weekly tasks.
1 - Weekly blog - x hrs a week
2 - Weekly posts - x hrs a week (using bundle post, I would focus on two primary social + twitter outlets - i.e. Facebook & Pinterest? posting twice a day for each).
3 - Weekly progress review (1 hr), self-training, and a unique campaign - x hrs a week - Example: Training #1 - Infusionsoft 101, Training #2 - Set-Up & Learn Bundle Post, Training #3 - Set-up & Learn Grosocial, Campaign #1 - 5 reviews on Google Local. Campaign #2 - pic uploads to Houzz. Campaign #3 - 5 reviews up on Houzz. (probably just focus on one review site - google local. You don't have the client volume to generate reviews on multiple sources, and it will be hard enough to get some of your baby boomer clients to even give you one electronic review.
So beginning at $xx/hr - $xx a week, $xx a month, increased to $xx a week ($xxhr) / $xx month if the first objective is met and $xxwk ($xx/hr)/$xx month when second outcome is met. Throw in cost of Bundlepost & Grosocial (or equivalent) say $50 a month plus $50 for funding promos & incentives (Example: gift card to Home Depot, free subscription to Remodeling Magazine, monthly drawing giveaways, etc.). These promos are nice relevant nudges to get folks to like, share, give reviews, and engage with you. Initial monthly budget $xx which if outcomes are realized can reward 150% of that amount.
Oh yeah ... you do not need any investment in rebranding or updating your website. It is ok and adequate in my opinion. Rebranding and new websites are another favorite black hole of unaccountable marketing expenditure.
Giancarlo Newsome is the founder of G-Force Accelerated Marketing.