The real traction – Facebook post reach or increase in sales?

It is fascinating how digital marketing has grown over the period of last 10 years and we are entering an age where it has become necessary for all the companies to have their presence online. We are seeing a sudden rise in the marketing companies taking work for small and large business to help them grow. Unfortunately there are many parameters that one can show but there is not a single parameter that would work for every business or a goal.

For example recently I saw a digital marketing company advertising itself by showing how it can grow a companies facebook page likes and instagram followers but important part to ask is, increase facebook like is going to increase their business?

There are various parameters and goals that a company should have at different points of time in its lifetime.

Let me discuss each of the point in detail and give you an example for the same.

  1. Brand awareness

A lot of established companies spend hundreds and thousands of dollars in advertisement not because they are expecting direct sales out of those advertisements but they want their customers to remember their brand and be aware of their services so that whenever they need a similar service, the first thing that comes to their customer’s head is their brand.

2. Improve customer satisfaction

Customer satisfaction would eventually lead to more sales from the same customer and strong brand name as a satisfied customer can market a product better than a billboard or digital media. A lot of companies advertise testimonials of their customers to show what their customers think of their brand due to which people who are not yet their customers can see the brand value and those who already are would be able to relate to those experiences.

3. Market research

Whenever a company wants to introduce a new product in the market or wants to understand which would be the best product to introduce, the first and most important thing is to do the market research. In today’s world where internet has penetrated almost all the countries, there can be no better way to do market research and thus, in such case the goal of a company should be to get as many honest opinion from the market as possible.

4. Increase in revenue

And last but not the least, the thing that keeps any company going. Revenue. Social Media can also be used to increase revenue. Even though this can be fairly difficult as the conversion rate is generally fraction of the reach of the post but some companies go really hard on increasing sales through revenue but in such case, company has to be fairly clear on what would be the parameters of success. Sales or reach of the post.

So next time if you are going to a company for marketing or you are handling a company’s digital marketing, always make sure to see the right matrix for the best results.

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6 thoughts on “The real traction – Facebook post reach or increase in sales?

  1. I have heard so many people saying that they facebook post has reached x thousand people thinking that that is directly proportionate to sales of their company. Facebook post reach can be extremely misguiding unless the company just wants to increase the awareness of the company or a specific product.

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    1. Primarily I think it is because the field is new and people may not know what to expect and that is the reason why some of the companies are taking advantage of that but I can imagine people being more aware these things with time

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  2. Agreed to what you have written but for a lot businesses awareness is the main thing. Once people starts to recognize your brand it becomes easier for them to trust you and eventually it can be turned into increased sales. I agree that a lot of digital agencies may misguide business owners but important things as a business owner is not to blindly trust but to understand what are the main matrix for specific business

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  3. Hi Devarshi,
    Really enjoyed reading this blog. I strongly agree that all social media activities should be driven by the business/companies objectives, which is heavily influenced by their business life cycle. However many organizations often fail to understand the various ways to measure success on social media and are strongly driven by sales, rather than nurturing a potential lead online.

    What are you thought around measuring social media activities for a service driven companies? I often see heaps of product-based activities on social media (eg clothes, makeup etc) but hardly any service based companies. Are the ways and what you measure different for a service based company in comparison to a product-based company?

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    1. Hey Sangeeta, that is such a good question.
      I used to handle digital marketing for a chain of Yoga studios and our goal was to increase our brand visibility which included sponsored and non-sponsored posts but as you mentioned it really depends on objectives of a company and which stage a company is at. If they are unique in certain ways to convey message of uniqueness becomes really necessary i think.

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  4. Hey Sangeeta that is such a good question.
    I used to handle digital marketing for a chain of Yoga studios and our goal was to increase our brand visibility which included sponsored and non-sponsored posts but as you mentioned it really depends on objectives of a company and which stage a company is at. If they are unique in certain ways to convey message of uniqueness becomes really necessary i think.

    Like

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