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Digital Marketing is one of the lowest cost ways to get your company ROI. What happens if you don't do it right? Not much. The following companies are case studies on how not to market your business online or manage or even grow your digital assets.
Hogan https://www.facebook.com/Hogan-Truck-Leasing-Rental-133597896705868/ Thier facebook page is a ghost town not because of the content but because the page is not being promoted appropriately. www.hogan1.com is the website for a major national brand yet this small independent blog has a better global rank and a similar national one? Negative comments on social media without any positive testimonials to diffuse them or an apologetic reply from the social media team are other negatives toward their brand. Agilis Systems They are very similar to my former client GoByTruck. However, one has a Linkedin Influencer for their CEO guess who that is? Hint not Agilis. Again my blog is ranked higher. AFB International My blog is ranked higher in Alexa once again. https://www.facebook.com/AFB-International-153507311358034/?fref=ts Facebook page is a empty shell. This is only scratching the surface but where can improvements be made? All three companies need an integrated content sharing, content management and audience engagement strategy. Paid Facebook promotion of the website and Facebook page should be instituted and a brand management strategy should be instituted on all social channels. Regular sitemap updates are needed and a blog with regularly updated content for each website. How will this benefit them? Increased brand engagement, brand equity and website traffic will lead to a noticeable increase in revenue, sales and strategic opportunities. For their senior leadership and Linkedin page a content and marketing strategy are also needed. With these and a few more changes you can make digital marketing a vital part of your marketing mix again. The Recommended Content Widget will appear here on the published site.
According to a study by the Ehrenberg-Bass Institute for Marketing Science, an important sounding group, Facebook fans are basically really worthless. In an ideal world, all these brands would love to believe that consumers “like” really means something, but it seems that “likes” have little or no value.
Most people would probably ignore this study, except that Ehrenberg-Bass Institute is supported by some of the biggest brands in the world, including Coca-Cola and Procter and Gamble. The study, in a seemingly slap to Facebook, even uses Facebook’s own metrics, “People Talking About This,” which is supposed to be a running count of likes, posts, comments, tags, shares and other good feelings towards the brand. Well, according to this metric, their own study shows that based on the top 200 brands on Facebook, the actual engagement of fans is 1.3%. Meaning that most of the people who like a brand on Facebook never do anything whatsoever. It gets worse: If you sub-track the initial like of the fan, the rate of engagement then drops to a really sad 0.45% That’s mean approximately out of 200 people who like a brand on Facebook, only 1 of them actually does anything to interact with the brand. More than likely, knowing Facebook, that person is probably some guy in China spamming a gift-card offer. These are some scary numbers if you think about it – which means that all that money that companies spend to acquire Facebook fans is nothing more than a masturbatory effort to show how amazing them feel about themselves. While there are a few exceptions to the rule, It seems that maybe Facebook marketing really is just a money pit. Studies like this show why Facebook rushed to go public and cash out, “just incase” their long term strategy doesn’t work. Remember, just five years ago, everyone was talking about Myspace. What’s going to happen in five years if advertisers start to realize that people are ignoring Facebook? What Social Media Networks offer Return On Investment then? Linkedin: High average incomes and a huge base of affluent purchasers if you advertise or brand right you will have plenty of ROI. Twitter: A great branding tool with real possibilities through sponsored tweets. Klout: Social Influence measurement and perks are great tools for any business. Social Management tools to consider: Hootsuite,Tweetdeck,Socialoomph What are your thoughts? Let me know in the comments below. The Recommended Content Widget will appear here on the published site.
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12/22/2015
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