what-would-you-say-has-been-your-least-effective-advertising-method
what-would-you-say-has-been-your-least-effective-advertising-method
This case study is about a cupcake shop in Florida. They specialize in gourmet cupcakes, gelato, macaroons, cookies and custom-made cakes.
Before
The business owner knew the importance of Facebook, but just didn’t have the time to post on a regular basis or how to properly utilize the power of Facebook marketing. She admitted she was very busy and just didn’t have the time. When approached with the opportunity, she was very relieved to have someone manage her Facebook page on her behalf.
After
Page Likes
Once the team started to manage the page, the page likes began to steadily grow over time. Most importantly the likes are TARGETED based on the area and specific interests.
Page Reach
The REACH continues to increase, meaning more and more people are seeing the page and the posts.
Page Actions
People that are visiting the page are taking action with clicking to the website, clicking the “get directions” button and clicking the “call now” button.
Individual post reach before was between 223 with the highest at 980. There was low engagement and it was very inconsistent
After statistics show the reach of almost every post at over 1000 with consistent engagement and
interactions.
The types of posts on the page not only display what the business has to offer, but they are fostering engagement. This will make current fans ambassadors while also attracting new clients along the way.
These posts demonstrate Social Selling – building relationships and encouraging fans to visit.
The cupcake shop also needed a platform to introduce their new Macaroons, and it went over extremely well! People were excited to come in and try them!
The post below is an example of a direct result from promoting specific cupcakes in the shop, then someone coming in and making a purchase!
Summary
Like many other businesses, the business owner was not able to see direct results from her previous marketing efforts. Now, with the proper use of Facebook marketing, she can finally see direct results.
With engaging posts to a targeted market, we were able to turn her current client base into her biggest ambassadors, and “remind” them of the great desserts she has to offer. We were also able to introduce the business to an entirely new audience that may have never heard of the business before, hence attracting new customers.
The business has sold out several times when events were promoted, and specific items were advertised. In addition to cupcakes and macaroons, the shop also makes custom cakes. After highlighting their cake offerings, they consistently receive custom cake orders on a regular basis as well.
The business continues to grow with new customers and repeat loyal customers coming in every day!
Dentist offices are ideal to market on Facebook. Social media, in particular Facebook, is where people go to interact with friends and family as well as brands and businesses. It is a great place to build relationships and trust, and through different strategies via Facebook, a dental practice will be able to strengthen already established relationships and build new ones that can turn into long term clients.
Background
This dentist office was currently having his staff members do the social media for them, posting
when they remembered or if there was a specific promotion they wanted to highlight. They knew the importance of Facebook, but other than just posting every now and then, they did not know how to properly utilize the platform to the fullest.
Page Likes
Once the team started to manage the page, the page likes began to steadily increase and grow over time. Most importantly the likes are TARGETED based on the area and specific interests.
Page Reach
The REACH continues to increase and stay consistent, meaning more and more people are seeing the page and the posts, hence the reach is growing.
Facebook Reviews
Within Facebook, reviews are very important for social proof. Once someone leaves a review, not only does it show up in the reviews section, but the team also shares it on the business page so that followers of the page can see it in their newsfeeds. In addition, the team comments and thanks each person that leaves a review. This allows maximum exposure for every review.
Facebook Check-ins
When visitors visit the dental office, they are encouraged the “check-in”. With this office, when a patient “checks in” they are entered to win a free gift. The benefit of the patient “checking in” to the location, is that it is posted on their personal Facebook page for all of their friends and family to see. It is a form of free advertising for the business as well as a personal endorsement from the patient.
With the example below, this patient “checked in”, and left a great review. Her “check-in” was posted on her page for all her friend and family to see and six of her followers liked the post. In addition, the post was “shared” on the dental page for followers of the page to see the post as well.
Facebook Posts
Goal Posts
When creating posts for dental offices, it is important for the team to understand what their goals are and what they want to focus on for their practice.
This practice wanted to emphasis that they are a family practice; therefore, images of children and family are highlighted through various posts.
Educational Posts
As people are looking towards dental care, they want to ensure they are going to someone they trust and are the “experts” in their field. With this in mind, the team provides educational posts teaching visitors the importance of dental care and educating them on different issues that may arise with their teeth and gums.
Entertaining Posts
Entertaining posts are created to show that there is also a “fun” side to the dental practice, in addition, these posts tend to get shared. When posts are shared, they are exposed to even more people. These people who are “friends” of people that like the page are more than likely similar demographically to the person that shared, so the information is getting in front of the best target market.
Engaging Posts
Post are created that foster engagement to pull people into the page and interact. The more interaction that can be done with potential clients and current clients the better, to foster relationship building.
Based on the current promotions that the practice is promoting, accompanying posts are created.
This dental practice has been able to see a significant increase in phone calls as well as visits to their
website. They’ve been doing a variety of different marketing strategies that incorporate directing
visitors to their Facebook page. The combination of a variety of different strategies along with Facebook, has proven to be very successful.
Over a three-month period, they’ve seen growth each month from 10 new patients in September, 20 new patients in October and 61 new patients in December. Patients have even booked appointments directly on the Facebook page.
Summary
When promoting dental practices on Facebook it is important to consistently stay in the minds of your target audience. Your potential client may not book an appointment right away, but when they are
ready for the service they will remember the dentist who is fun, engaging, informative and loves to build relationships.
This pizza shop is a family owned pizza shop in Renfrew, Ontario. They are active in their local community and have won several awards for the best pizza in the town.
Before
Up until now they relied on word of mouth and being active in the community to generate business. Business is doing well, but they realized there is always room to do better and they were open to giving social media a try. They had a Facebook page, as well as some fans, but they were not posting any pictures of their food. Their page was more of a personal page versus a business page.
Page Likes
The REACH drastically increased, meaning more and more people are seeing the page and the posts.
Individual post reach before was low as well as low engagement and it was very inconsistent. One of the problems with their page was they are a food establishment, but did not show any pictures of their food!
After statistics show the reach of every post at over 1000 with consistent engagement and interactions
The types of posts on the page not only display what the business has to offer, but they are fostering engagement. This will make current fans your biggest ambassadors while also attracting new clients along the way. These posts demonstrate Social Selling – building relationships and encouraging fans to visit.
Facebook allows very detailed targeting to put an ad in front of the proper audience. This ad was put in front of those that are Gluten Free.
Reviews are very important and the team responds to every review that is written to further build the relationships even stronger!
Summary.
This pizza shop has relied on word of mouth marketing as well as being active in the community to establish a solid client base of loyal regulars. However, with that model, growth is slow. Therefore, after implementing Facebook marketing strategies, they now have a real online presence. This online
presence has grown their business and exposed it to new set of people that may have not been aware of them before.
We’ve been able to showcase their food, their menu as well as their accomplishments and reviews.
This case study is based on an authentic Mexican restaurant in Gastonia, North Carolina. They pride themselves on fresh ingredients and authentic Mexican food and drinks.
Before
This restaurant tried various marketing strategies and never really saw any significant direct results. They have many specials such as Taco Tuesdays, daily lunch deals, and live music on Fridays, yet they did not know how to effectively promote these events. They did occasional posting, but received very little engagement.
After
Once the team started to manage the page, the page likes began to steadily grow over time. Most importantly the likes are TARGETED based on the area and specific interests.
Page ReachThe REACH continues to increase, meaning more and more people are seeing the page and the posts.
When analyzing the individual posts, overall the reach was low, as well as low, inconsistent engagement and interaction.
After statistics show the reach was significantly higher with the highest at 3.4K! Engagement is also very strong, some stronger than others due to paid promotions.
Their current customers become their biggest ambassadors! This is social proof that will influence others that have never visited the location.
We encourage “tagging” and “sharing” to expose the business to the friends of the restaurants biggest fans! Voting posts help bring “fun” to the business and exposed the page to new visitors.
We use Facebook as a platform to announce certain events that were happening at the restaurant. In this case, the event was Taco Tuesdays. We were able to garner interest and awareness to new visitors.
Summary
The business owner struggled to see how marketing on Facebook would help his business, but he went in with an open mind and the results were much more than expected. His current customers have now become his biggest ambassadors, which has helped influence new visitors.
He was very happy because he could see direct results.
The team will continue promoting the two weekly events as well incorporating lunch deals and more through Facebook as we watch and see the business grow.
