It’s All About the Numbers…


Analytics provide a measure of how a company is performing in a given capacity. As per this week’s lecture, “Any type of data you are looking for, can probably be found through analytics.” Accordingly to Social Media Today, “, social media analytics aggregates and analyzes online conversations (industry, competitive, prospect, consumer, customer) and social activity generated by brands across social channels, while enabling organizations to act on the derived intelligence for business results, improving brand awareness and reputation, marketing and sales effectiveness, and customer satisfaction and advocacy.”

It would make sense a company would want to take full advantage of any type of analytics to which they would have access in order to use this valuable tool to help further grow their business.

XYZ Company is a heating and cooling company (HVAC) and in Western Massachusetts. They provide installations, maintenance and repair. In addition to this Facebook page, XYZ Company has a website,Twitter account, Yelp page and Google+ page. This is a recently launched small business so all of these channels are being fine-tuned as this is pretty much a husband/wife team. Facebook is one of the primary ways they are advertising in addition to sending direct mail to a 30 mile radius. They do not have an email database yet.

As a strategic marketer working closely with start-ups and other small businesses, it’s always a challenge to help companies find the right mix of integrated marketing communications to help them grow, particularly when the budget is an issue.

Though XYZ Company is small and relatively unknown, thanks to social channels such as Facebook, it is possible today to grow a small business at an affordable price level where they will be able to not only generate buzz, promote their business but do so without breaking the bank.

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The above screen shot provides data on Facebook activity for one gathered over one week. Here, we can see everything from the amount of “likes”, “reach” and “engagement” particular posts obtained. Facebook provides excellent analytics for a company to analyze in order to improve their goals for their posts on that platform.

Let’s have a look at the analytics on this page.

Key Findings:

While the page likes are increasing, post reach is down dramatically. Paid media reach is not necessarily consistent, but it does average around 500. Paid posts also have a much impactful reach than organics posts placed on the page.

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Mobile users outnumber desktop users.

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Fans view the page for the most part around bed time, later in the day.   Fridays, Sundays and Wednesdays are the fans’ most active days of the week.

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The vast majority of the fans are women between the ages of 35-44. Women between the ages of 45-54 represent the next group of fan popularity. Males between the ages of 25-34 represent the next most popular group of fans.

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The fans are mostly located in the Massachusetts area. They are mainly English speakers with a few Spanish speakers as well.

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Below, I detail a strategy in order to help improve the numbers the above screenshot analytics provide.

Recommended Improvements:

Firstly, from the Facebook analytics, we know when fans are most active online and when posts receive the best engagement. So, posts should be placed later in the evenings on Fridays, Sundays and Wednesdays.

Each post should be accompanied with keywords being hashtagged.

Hashtag use helps SEO (search engine optimization), the ability to improving the possibility to be found online. When a user is searching in the Facebook search bar, and they place that hashtag, chances are that post will appear along the search results. Hashtaggin also helps achieve better Google search results.

Facebook also makes it possible to generate ads with very specific audience target detailing geared to increase reach to a particular demographic who would be searching for these types of services.  Ads can be made to target potential future fans and clients with very specific interests in heating, cooling, a/c or heat repair, duct work, etc., This feature offers detailed targeting which would be very effective in helping to grow their business.  Since we know from analytics that mobile users outnumber desktop, the ads should be more so geared to the mobile feed so as to increase ROI and use dollars where they will have most reach.

Along with this, XYZ Company could also generate those detailed targeted ads with a promo code offering a discount back to their company via a landing page specifically detailing the services to which that promo code would apply. This discount could be used for any type of service the company would be offering, again, in an attempt to generate business and grow their client based. In this manner, through these detailed targeted ads, a current new clientele can be reached to broaden the number of fans and potential clients XYZ’s Facebook page has.

In addition to generating ads, XYZ company can also use the ads feature through promoted posts which are of particular interest. Promoted posts actually have a better success rate than created Facebook ads. They cost less and have a better reach.Since their paid post reach is much more successful than the organic, it would make sense to continue to boost posts to the current likes, friends of likes and even a separate target audience.

How-to videos of no more than 30-60 seconds in length can also be posted here which could even be cross-promoted together with YouTube and Vimeo. Videos are very popular with people. Moreover, these videos could even be further promoted through promoted posts.

Help from Other Channels:

The company has a website, Twitter, Yelp and G+ pages.

XYZ Company can cross promote all their posts to their different social media channels. They can link their Facebook, Twitter, Yelp and G+ pages by placing social icons on each page leading the user back to their pages. This costs nothing to them and it’s free advertising. Google Analytics can then track later which one of these referrers brings people to their website. XYZ Company can then focus on whichever referrers are engaging users with more traffic and thereby better promote those pages. Sharing content is ideal and an effective strategy that has been proven to work.

Reviews / Testimonials Tab on website and social channels. Clients adding reviews and testimonials is a powerful way to attract new potential business, too. Nothing speaks higher to a company’s credibility than word of mouth, whether via a friend of someone or a complete stranger. I would have XYZ Company encourage their loyal clients to please include positive responses on their Reviews/Testimonials tab on both the website and all social channels.

Future campaigns and posts:

XYZ Company can offer potential seasonal deals. Massachusetts has four distinct seasons. They could offer a different valuable coupon or offer for each of these seasons and promote accordingly via press releases, blog entries, Facebook promoted posts and ads, along with cross promoting to all their digital channels. On print media, they could advertise in home improvement magazines, particularly the Flyer, which has an extensive reach. All advertising, whether on print, or digital, should send the user to the company’s Facebook page by including the Facebook icon accordingly.

XYZ Company could also run a contest with the Top Fan app geared to counting who Likes, Shares and Comments the most with a suitable prize making it worthwhile to participate.

I would have XYZ Company add a YouTube page, too. Here, they could have a series of 30-second how-to videos so the homeowner may refer to for future knowledge. Properly tagging these videos will also improve XYZ Company’s organic search results. Again, hashtagging also helps.

While creativity plays a role in marketing in general, there are simple steps which can be taken to increase brand awareness, particularly through all the channels available today.  In today’s varied sophisticated digital society, it’s never been easier to grow an audience with few dollars.