Tag: Facebook

27 Jun

When do you see Social Media Marketing ROI?

How do you measure social media ROI?Whether you’ve been in business for a while or just starting up, a question that I often hear is, “When do I start seeing social media marketing ROI (return on investment)?

It depends.

Back in the days of old-fashioned marketing, determining your return on investment was fairly easy. Say you spent $500 placing an ad in the newspaper, and it garnered $1000 in sales. Your ROI is $500. Easy.

However, in today’s marketing, it’s not that easy. How did a customer find you? Did they Google you? Did they see a post on Facebook or Twitter that a friend of theirs shared? Were they driving by your store or restaurant or did they search an app on their mobile device? Also, what did you invest?

Today’s typical marketing costs are several:

  • Website design, hosting, domain name registration
  • Graphic designer
  • Your time
  • An employee’s time
  • Paid digital advertising on Google Adwords, social media or mobile
  • Printed collateral material like business cards, flyers or direct mail
  • Outdoor signage or billboards
  • Hiring someone to set up your social media profile pages
  • Taking classes on social media marketing

Stop thinking Social Media Marketing ROI and think KPI (Key Performance Indicators)

What are your goals and objectives? They could be:

  • Driving traffic to your website
  • Building your email list
  • Selling products or services on or off line.
  • Getting people to come to your store or restaurant
  • Building awareness
  • Fund raising
  • Establishing yourself as an expert
  • Driving word-of-mouth recommendations
  • Getting on the first page of Google search
  • Building a following on social media
  • Improving customer satisfaction/getting reviews
  • Promoting advocacy
  • Generating quality leads

Some of these are hard to measure. Like how do you know when you’re established as an expert? When you meet someone in an elevator or networking event and they say, “Hey, I’ve seen you on____” or “You’re the _______ lady/guy”! Some are more obvious:

  • When you have over 500 connections on LinkedIn
  • When you’ve got 1000 followers on Twitter
  • When you have 500 Facebook likes
  • When you’re getting 1000 visitors a month to your site

What does it mean to you?

This is different for every business, but you’ve got to identify your KPIs before you start doing any marketing. Write all this down. This becomes part of your overall marketing plan which is part of your overall business plan.

How long does it take to start seeing some Social Media Marketing ROI?

Again, it depends. Some take longer than others. You never know when something is going to take off. However, just because you’re on social media doesn’t mean what you’re posting is going to go viral. Understand this up front. It’s a marathon, not a sprint. You’re in it for the long-haul. Don’t expect overnight success. It doesn’t happen that way. And there are no guarantees that all this will work.

When I’m working with a client, it takes about 90 minutes a day for the first 30 days to build a following. That’s besides blogging 2-3 times a week. Once you have your following built, then it will take you less time. It should take you less than hour a day if you’re using the right tools and everything is set-up properly. Also, in the beginning, it’s like learning several software programs at the same time. It’ll be slow going at first, but once you get used to everything, it’ll take you less time to do what you need to do.

Checking your analytics and insights monthly

You have to check your analytics and insights at the end of every month. Both on your website with something like Google Analytics and on the social networks themselves. Each of the network provides analytics and/or insights which can tell you:

  • How many followers or likes you’ve gotten
  • Which posts got the best engagement (likes, comments, clicks or shares)
  • What other things your audience likes
  • Your following’s demographics: gender, age, location (Are they your target market?)

On your website, you want to see the monthly visitors growing each month. Besides that, you need to know:

  • Which search engines they used
  • Which social network where they on when they clicked on a link to your site
  • How long did they stay on your site
  • How many pages did they view while they were there
  • How many were returning visitors vs new
  • If you have a call-to-action (a freebie that you give away for a visitor’s email address), how many “converted”?

Based on your monthly analytics, you can then see what’s working and what’s not working and adjust your strategic and tactical marketing plans accordingly. You’ll also set new goals for the next month. If you met or surpassed your previous goals, then what you’re going is working. Keep it up. If you didn’t meet your goals, what happened?

  • Were you not blogging enough?
  • Did you not spend enough time engaging on the social networks?
  • Were you posting at the wrong times?
  • Did you not do enough research on your target market to understand how they use the networks and how best to reach them?

Wow! That’s a lot to comprehend! Unfortunately, if you don’t, you suffer the risk of getting left behind in the dust by your competition.

Have you been avoiding digital marketing? You can’t afford to wait any longer if you want to compete in today’s market. Start by attending one of my classes at Greater Phoenix SCORE. I usually do them on the first Thursday of each month. Please comment below with questions.

About the Author:

Giselle Aguiar, AZ Social Media WizGiselle Aguiar, founder of AZ Social Media Wiz is a social media, inbound and content marketing specialist & trainer helping business owners learn how to leverage the power of social media marketing, increase traffic to their websites, generate leads, increase brand awareness and establish themselves as experts in their fields. She’s the official social media, newsletter and blog manager for Greater Phoenix SCORE and teaches once a month at SCORE. Join her on Wednesdays with the Wiz on Facebook Live at 4 pm MST every Wednesday.


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How to deal with social media trolls 11 Jan

How to Deal with Social Media Trolls

Your mother always told you, “If you have nothing nice to say, don’t say anything at all.” If only the Internet had listened to your mom. Today, those with nothing nice to say are very busy on the Internet. We call them trolls (basically, online troublemakers).

And while the benefits of maintaining a social media presence are numerous and well documented, there is a potential downside: What happens if you find your Facebook, Yelp or Twitter page assailed by a troll?

The Internet has granted everybody a voice, and as such, the exposure social media grants can be a double-edged sword. While you get to share in all of your successes, anybody who feels wronged by your business will have a platform to voice their concerns as well. In some cases, this can be a healthy process for feedback. Sometimes people are just out to start a fuss. So how do you tell the difference, and what do you do if you find someone trying to rouse rabble on your social media pages?

  1. Don’t respond to everyone.

The first and most important thing you need to understand is that not every comment or negative review merits a response. You can’t please everybody, and you can’t control certain circumstances. Even the most successful businesses have critics, and that is never going to change.

Your business is your pride and joy, but try not to take discouraging remarks too personally. 

How to deal with social media trollsAnd remember that in some cases, social media is a legitimate avenue for feedback. These posts, reviews and comments are coming directly from your customers’ mouths, and the more sensible criticisms can be gleaned for advice toward improvement.

  1. Stay focused.

While you are logged in, stay focused. You may have the power to change the world, but your business’s FourSquare page is not the place to start a movement. Nor is it the place to express or engage in personal or political beliefs. You are here to represent your business and keep your customers informed. Don’t let an unhappy spammer draw you into something unrelated.

If you do directly interact with a critic or troll, make sure you stay professional. This is your business, and the Internet is a very public place, so put your best foot forward. Gordon Ramsay may be famous for humiliating people, but you are not Gordon Ramsay. Remember to use correct spelling, and don’t engage in sensitive or potentially offensive topics.

  1. Try to move the conversation.

Do your best to move the conversation to a more private place. Request that the customer send you an email so you can converse directly about their grievance. This allows you to add a personal touch to your customer service and directly address any issues without airing any dirty laundry. It could also prevent personal information from being shared by either party, which could be important depending on the nature of your business.

  1. Sometimes you have to deal with a troll.

Of course, some people are downright mean for little reason. It is best that these people be ignored if at all possible. Avoid an argument or debate in a public forum, especially if it is over something trivial like the price of a cup of coffee.

If you find someone actively “trolling” your page and harassing you or your customers, the best thing you can do is to block them and apologize for the inconvenience to your other viewers. Serious threats to you or your business should be treated the same way you would treat in-person threats: Report them immediately.
Keep in mind that there is such a thing as bad PR, and that affects your livelihood. So, knowing how to tell a rotten egg from a legitimate complaint is important, as is knowing when to ignore these complaints and how to best handle them. And the upsides of social media marketing will likely outweigh the downside of dealing with a few pesky troll

About the Author

Eirk WongErik Wong is a small business/tech consultant for GoDaddy and a freelance pop-culture writer. He has written a regular column for a current events blog, and his commentary has been featured on realclearpolitics.com. Connect with Erik on Google+. The world’s largest domain name registrar and Web hosting provider, GoDaddy gives small business owners the tools to name their idea, build a beautiful online presence, attract customers and manage their business. To get more tips for your small business—including articles, videos and webinars—check out the GoDaddy Training Hub.

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What's your competition doing online? 4 Jan

What’s Your Competition Doing Online?

Most every business has competition.

It’s up to you to keep up with what your competition is doing and today’s technology makes it easy to do that without their knowing it! Here are some tips and tools to help you keep tabs on your competitors.

  • Google Search – put yourself in your target market shoes and enter in the search box – not your company name – but the keyword or phrase that they would enter. (Like “auto repair Phoenix”.) Who comes up first in organic search (not paid)? If it’s not your business, you have to address this. (Related: An SEO Tale of Two Auto Repair Shops). What are they doing that you’re not?
  • Feedly.com – Feedly is your online newsstand. You can subscribe to your competitors’ blogs to see how often they’re blogging and what they’re blogging about. Is it good material? Is it well-written?
  • Facebook: Once you have 100 likes on Facebook, you can add “Pages to Watch” in your “Insights”. Here you can see how many new likes a competitor’s gotten, how many they have all together, how many posts in any given week and the engagement.What's your competition doing online?
  • Twitter: Create a “private” list of your competitors, then add a column in TweetDeck to monitor their tweets. How often are they tweeting? What are they sharing? Is it all about them or do they share other people’s content?
  • LinkedIn: Follow someone without connecting to them. Not many people know that you can do this. You can see the updates. Same thing – what are they sharing?

Here are some things you don’t want to do if you want to stay incognito to them:

  • Like their page on Facebook, add them to a circle in Google+, or add them to a public list on Twitter – they will be notified.
  • View their profile on LinkedIn too many times. Yes, you have do it once to follow them, but that’s it. People are notified when someone views their profile. And no, you don’t want to keep your identity private. You do want potential clients an referral sources to find you.
  • Subscribe to their blog or newsletter via email.

Coming up first in organic Google search is critical. Paid advertisements get ignored. You can come out on top if you incorporate:

  • Proper search engine optimization on your website
  • Blogging 3 times a week
  • Posting regularly on the major social networks

You CAN learn how to do this! Check out my classes — SEO, Using LinkedIn and Learn How to Blog at Greater Phoenix SCORE.

About the Author, Giselle Aguiar, AZ Social Media Wiz

Giselle Aguiar, AZ Social Media WizGiselle Aguiar, founder of AZ Social Media Wiz is a social media, inbound and content marketing strategist & trainer helping business owners learn how to leverage the power of social media marketing, increase traffic to their websites, generate leads, increase brand awareness and establish themselves as experts in their fields. She’s the official Social Media, Newsletter and Blog Manager for Greater Phoenix SCORE and offers Social media classes at the new AZ Social Media Training Center. 602-738-1700. You can connect with Giselle online at LinkedIn or on Google+.



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Holiday Candles 30 Nov

Use social media to showcase your brand’s holiday spirit

No matter what winter holiday you celebrate (or don’t celebrate), you can tap into the holiday spirit to benefit your small business.

‘Tis the season for intense shopping and searching for the perfect gift, and for giving back to individuals and causes that matter. That’s an ideal opportunity to use social media to showcase your brand in the light of giving and receiving—and promote the stuffing out of it.

The key? Be AUTHENTIC. People are getting sold so much they don’t need one more brand trying to convince them to commit to something they don’t want or need. Make your business stand out among all the holiday noise by:

  • Focusing on helping your customers, instead of selling to them.
  • Giving them sincere advice, related to your brand, that will help them survive and thrive during the holidays.
  • Connecting with them on a more personal level via any and all social media channels you use.

If you are familiar with social media, you understand that each type of social channel has its own unique personality. Here are a few holiday marketing ideas for some of the most popular social networks:


Use your business’s Facebook page to show your followers what the holidays really mean to you by featuring people in your company. It gives your followers and inside look at your business and makes your brand feel more human. It is also a great time to showcase philanthropic events your brand is participating in; make sure to post pictures and videos of the event! Encourage others to join in on the generosity as well.

GoDaddy Cares Facebook post


Instagram is all about the visuals! Host an Instagram contest that features your customers and how they spread cheer! Ask your customers how the celebrate the holidays and have them share their photos by tagging your brand and including a specific hashtag in their caption. Reward your followers with a worthwhile prize and watch the pictures pop up in your feed! You can even repost the customer-curated images throughout the season. Bam!


Twitter is a conversational platform that operates in real-time. To get the convo going, create a themed hashtag to spark a discussion between you and your customers. Host a twitter chat about holiday tips and tricks. This lets you connect with your followers AND provides an opportunity for them to learn and share.


Pinterest is the place people get inspired! Pin pictures of table settings or how to get your holiday meal prepared with no stress. Create boards that will help your followers keep calm and collected during this often stressful time. Use Pinterest’s buyable pin feature to slip in a relevant product or two.

Pinterest holiday contest

Whatever social media networks you choose to leverage for your small business this holiday season, just remember that the holidays are about more than gift-giving. Give your followers and opportunity to see your brand in authentic, generous light. By doing so, you’ll be sure to inspire others with your brand and truly stand out in the crowd!

Greater Phoenix SCORE regularly holds classes on marketing and social media. Click here for upcoming class schedule.

By Jillian Johnson for GoDaddy

About the Author:

Jillian Johnson with GoDaddyJillian Johnson is a social media specialist at GoDaddy. She’s committed to contributing bold and innovative ideas for sharing brand and personal narratives online, and believes that a carefully crafted digital identity can be a game-changer for both businesses and individuals. In Jillian’s world, there’s a GIF for every emotion and a dance battle is the best way to settle a conflict. In her spare time, she is exploring Seattle, one local spot at a time.

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Big Data - how to use it to learn about your target market 17 Nov

Big Data: Where to get info on your Target Market [Infographic]

One thing that technology, social media and the new digital marketing has given the marketer is Big Data.

Every time someone likes your Facebook page or shares your post, it gets recorded. On your website, your site stats can tell you how many people visited, where they came from, what they clicked on, and how long they were there. When a user searches for something, it’s recorded.

There are 3 components of Big Data:

  • Volume
  • Velocity
  • Variety

This infographic from Asigra touches on some “data” from earlier this year:

Big Data Infographic

There’s actually too much data! So where do you go to learn about your target market?

Well, first you need to Define Your Target Niche – who are they, what do they like, what don’t they like, what are their pain points?

Once you’ve clearly defined your target, then you need to do a little research. Most of these sites offer free information, but they have paid areas with more, in-depth data.

One of the sites that I like is eMarketer. Click on “Articles” then search for keywords pertaining to your target. They’ve got lots of charts and articles that tell you what devices they use – desktop, laptop or mobile, which social networks they frequent the most and what they do online.

If you’re local and B2B, your local business journal can help you tremendously with the everything from who’s who to the largest companies in any given field or industry.

Marketing Sherpa offers case studies. These are very useful to learn what other businesses like yours are doing and what’s worked or what hasn’t.

Facebook has expanded their “Audience Insights” with the purpose of attracting advertisers, but you can use the tool for free. Choose your target audience by age and gender, location, their likes, what other pages they like, etc. Then you can see how they use Facebook – what types of posts they like, what brands they follow the most, their purchasing habits, household income, how they engage with the brand pages and posts – liking, sharing or commenting.Facebook Audience Insights

Here are some other of my favorite sources of social media news.

All this helps you get to know your target. Each network also gives you analytics and insights on your followers (“fans”). This is crucial information so you can see:

  • If your followers really reflect your target
  • What posts got the most engagement so you can feed them more of them
  • What other things interest them

The more you get to know your target, the easier it is to put yourself in their shoes and think like them.

What are they going to enter into the search box to find you?

Don’t let Big Data scare you. Infographics help alot. Many companies use them to help showcase important data. Do a Google or Bing image search for an industry or topic and add the word “infographic”. You’ll get a variety of pictures.  Note: always check the date and source of the data to make sure you have the most current information from a reliable source.

Start here. Download the free “Define Your Target Market Workbook” to help you identify your perfect customer. Then you can shape your marketing plan to meet their likes and needs.

A SCORE mentor can help you with this vital step. Click here to schedule a free mentoring session.

By Giselle Aguiar, AZ Social Media Wiz

About the Author:

Giselle Aguiar, AZ Social Media WizGiselle Aguiar, founder of AZ Social Media Wiz is a social media, inbound and content marketing strategist & trainer helping business owners learn how to leverage the power of social media marketing, increase traffic to their websites, generate leads, increase brand awareness and establish themselves as experts in their fields. She’s the official Social Media, Newsletter and Blog Manager for Greater Phoenix SCORE and offers Social media classes at the new AZ Social Media Training Center. 602-738-1700. You can connect with Giselle online at LinkedIn or on Google+.


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