Social Media is an extension of traditional marketing, sales and customer service. As a client, you are paying for the ability to utilize modern electronic tactics to get in front of a targeted audience and save money while doing it. Social media is not an TV, radio or banner ad and has to be tracked and analyzed differently. Social media is inherently about creating brand consistency over time for a specific audience. This is a long term strategy also known as the long tail. It is about the ability to quickly get in front of prospects, current clients and leads through new discovery, and to establish an online relationship with them and build customer engagement that promotes brand advocacy.
Social media marketing differs from traditional marketing in that it does not focus on immediately establishing the value of your services or products, but rather it is about establishing your brands as a thought leader and go to resource in the industry- to create an awareness of your name and brand. The type of results you should be looking to expect is similar to what you would expect from a long term branding campaign. Social media marketing takes time to develop because you’re lead generation happens over multiple channels through positive reinforcement in the number of impressions made also known as subliminal repetition. Olivier Blanchard aka The Brand Builder calls it the F.R.Y. model. Frequency. Reach. Yield.
Some social media agencies will say claim that social media “engagement” is a strategy. Don’t be fooled. Engagement should more likely be viewed as a customer-centric tactic that supports an over-arching marketing strategy, unless you truly have some super-human community management skills that consistently bring customers in the door. A lot of agencies can say they’ve sold directly through Twitter and Facebook for a client, but the Return On Investment (ROI) from a Cost Benefit Analysis is low. It is almost those secondary efforts that have a bigger impact. The problem is that it cannot be directly tied to one distinct event like you would see from a traditional tracking and conversion KPI metric for better insight to predict marketing and sales futures. Indirect vs. Direct or Intangible vs Tangible results.
- Engagement needs to be evaluated and supported in the context of company objectives.
- Engagement level alone is not necessarily a meaningful indicator of marketing success or financial performance.
- Engagement comes at a cost and must be considered as balanced part of an optimized marketing mix.
The vast majority of social media marketing companies will not guarantee you anything. They merely state that it is impossible to guarantee any results from social media marketing. Sigma Creative believes this to be an outdated practice. With today’s technology and social media marketing tools, there is no reason that those who excel at social media marketing cannot put you on the first page of organic search results! Again, it takes time (typically 6 to 12 months) and multiple cross channel efforts to start to see community acceptance and brand advocacy.
Sigma Creative does guarantee your company’s results with specific parameters mutually agreed by you and our social media agency. We go through a keyword assessment process to identify the agreed upon target keywords to which this guarantee will apply. For the majority of our social media and search accounts these keywords MUST be focused upon for local searches and geotag coded for localized keywords. We also guarantee that your business, brand and social media marketing information are confidential and entirely secure with us. As this agency’s client, you will attain first page placements for your brand and business website for selected keywords on which we mutually agree!
Please note that as a client, this guarantee will apply to the localized focus of target keywords unless the subscription level reflects generic keywords not geotag coded for local search. We will guarantee all results for any selected keywords, but the payment amount per subscription level will determine which keywords (localized or not) will fall within the guarantee.
We’ll provide you with monthly reporting and meetings so that you can be certain that the work we’re doing is on track. Because there are a number of different metrics we can measure, we’ll work with you to define clear goals and then structure monthly reports based upon those key performance indicators. We’ll also incorporate your site’s Google Analytics so that you know how well your social visitors are converting. In the 21st century, there really is no excuse for not guaranteeing your online marketing client a top 10 placement on Google, Yahoo and Bing. Yes, organic search placement is fiercely competitive. Clients who work with Sigma Creative are relieved of this battle and allowed to apply their complete attention to running and growing their business.
If you’re interested in learning more about our social media analytics services, call 614-285-7565. Contact Sigma Creative today!