In this social media marketing case study, you’re going to see how we helped boost brand awareness and sales for one of our clients. The case study comes from a brand with a line of all-natural vitamin and supplement products.
We generated $18,111.89 in website conversions in 1 month.
This came after a ton of research from our team to determine the target audience, the social media marketing strategy, the ad budget, and the overall goal of the business.
Why use social media for business?
In 2020, Statista reported that 81% of the US population (2.34 billion) actively use a social network, and growing. According to Adweek, people tend to spend nearly 2 hours a day on social media platforms! This means it is probable that your customers or target audiences are on a popular social media platform. And your business is able to reach them… potentially every day. For any savvy business owner or marketer, this alone would be enough reason to use social media marketing for business. But what makes things great... In 2020, social media is the most cost-effective marketing channels available today. You can target by age, gender, location (including zip code):
You can target by demographics:
You can target by interests:
You can even target based on behaviors:
Today, it is possible to reach and engage the exact person within your target audience for as little as $1 in ads.
That’s right, $1. The same cost of a burger off the dollar menu. That is dirt cheap.
Now imagine if you had reached 1,000 people that you targeted with your ads. Down to every single target audience trait and took strong interests in your products/services.
What if you target 2,000 people or 20,000 people?
Imagine 20,000 people in a room and it only costs you a couple of hundred bucks to have your product or service in front of them. It may be possible you will get a 5%-10% conversation rate, however, you managed to build huge brand awareness for your business and the people that did not convert will be thrown into a retargeting campaign.
Below you will see the number of people reached, the amount spent, impressions, and link clicks from the ads:
This social media marketing campaign resulted in:
$18,111.98 in sales coming from the website.
38,904 people reached.
$398.24 spent on ads.
1,005 link clicks or $0.40 a click (less than a cheeseburger on the dollar menu).
Now you are wondering how did 141 purchases accumulate $18,111,98? This meant that the social media campaign tracked the offline activity of the customers who click on the ad (the 1,005 people), and found out that they made purchases after they clicked on it. This is done using a Facebook Pixel that gets attached to the website that allows us to target website traffic, create lookalike audiences of customers, track conversions, measure ROI, and other analytical data. That is a powerful tool, we know.
What is the difference between social media management and social media advertising?
We get this question, a lot.
Every digital marketing agency has their own opinion and thoughts on the difference between social media management and advertising.
And honestly, there’s no right or wrong way to describe the two.
We like to break it down like this:
Social media management is centered around a long-term strategy to generate more brand awareness. Typically, this means building up strong relationships with followers or potential customers over 6 – 12 months.
The main KPIs (key performance indicators) for a social media management campaign are:
Engagement numbers (post likes, comments, DMs etc.)
Cost per engagement
Whereas social media advertising is centered around a short to mid-term strategy to generate leads and sales. Typically, this means doing a direct response (click and buy) advertising campaign over 3 – 6 months. As shown in our case study above.
The main KPIs for a social media advertising campaign are:
Cost per conversions
Cost per click
We often also get asked:
“Which approach works best?”
The simple answer is both.
Social media management is like a long term relationship.
Social media advertising is like a one night stand (with potential for more).