Right time, right channel, right price
While building my newly formed freelance business, PalbergWERX Design + Photography, I'm beginning to do a lot of A/B testing in various marketing channels. Social media is an area that I'm looking at to determine if the Investment can have a significant return in getting new clients within the geographical area of Vancouver.
My first facebook post was the post below, with a marketing message and call to action (see below or click on this LINK to see the original post).
I began running this as a simple post to my business page and it had some limited success. Facebook is no longer showing the posts entered on the business page to it's fans, currently it is an average of 2% of fans that see unpaid posts, and it is dropping all the time. The only way around this, is to pay-to-play. I then paid to have facebook boost the post using specific parameters of who I wanted this to reach. According to facebook statistics it reached more then 2900 people over the course of 6 days for the cost of $30. That is a monthly budget of $150 and not too high if successful. Now the question remains, did I get any jobs out of this? Well not immediately, but I did have 10 people like my business page, which in turn means that they will see any future promotions I do post.
Ya, we know it's tough to be noticed in the chaotic flow of LIKES, TWEETS and SHARES. So how do you cut through the clutter to get their attention? You implement a concentrated & branded marketing strategy that hits all the channels your customers are using and that gets them talking about you so you're not over overlooked. I can be a large or small part of that plan depending on your goals, don't be left with a message that no one noticed. 𝗣𝗮𝗹𝗯𝗲𝗿𝗴𝗪𝗘𝗥𝗫 𝗗𝗲𝘀𝗶𝗴𝗻 + 𝗣𝗵𝗼𝘁𝗼𝗴𝗿𝗮𝗽𝗵𝘆 𝗚𝗿𝗲𝗮𝘁𝗲𝗿 𝗩𝗮𝗻𝗰𝗼𝘂𝘃𝗲𝗿 | 𝟲𝟬𝟰-𝟯𝟱𝟲-𝟭𝟭𝟰𝟰 | 𝗵𝘁𝘁𝗽://𝗽𝗮𝗹𝗯𝗲𝗿𝗴𝘄𝗲𝗿𝘅.𝗰𝗼𝗺
On the right are the facebook statistic for this specific advertisement. The location was 100% within Canada and more importantly, close to my geographic place of operation in Vancouver.
I believe that in this case, I had the minimum age set too low as I don't believe many 24 year olds are yet decision makers or entrepenuers. It is very unlikely that I would have reached any potential new clients in that age group and I will be sure to adjust the demographics in the future.
It is too early to guage the success of this single, initial marketing campaign. However, my take-away from this exercise is that every business has an ideal customer and it is important to both understand what your potential customer wants as well as which channels to use to reach them.
Further analytics provided by google on my website show that I had a total of 27 sessions and 81 page views during that period. That may not sound like much, but remember that my facebook page is new and I only had 31 people who had liked the page before my campaign. After my campaign I had 53. It is also important to realize that the 3rd, 5th, 6th, 7th and 8th top locations were coming from my immediate geographical area. Unfortunately, the 2nd top hits to my site are from computers that do not have their location set and therefore google is not able to share that information with me.
My ideal customer is a early adopter and entrepenuer that is willing to take risks and are plugged into a variety of online areas in which to harvest ideas that they will apply to their own endeavors. They are visionary and can see the benefits of create services to further their objectives and I believe their personal social circles are an ideal place to reach them - beyond in person or through an introduction.
If you would like to take your design to the next level,
call PalbergWERX Design + Photography
at 604-356-1144 or email me at PBWX@outlook.com
I can help you craft an inbound lead generation campaign via 'Lead Magnets'
or develop a social media campaign with A/B Split testing to verify your ROI.