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How to Post More on Social Media
Last night we did a campaign at Thirst that some might call a "failure". We planned out a pop-up where we advertised serving free drinks for anyone and everyone for a select two hours at a select location. We had an underwhelming turn out. It sparked the conversation among myself and my marketing manager about the "ROI" of any marketing campaign.
I went on to make the point that the return on investment for any campaign is predicated on whether or not that campaign exists. Had we not done any pop-up at all, it for sure would not have been ROI positive. But because we did try it, it allowed the opportunity for someone to see that post, or come to the pop-up and have a good conversation with us (because there weren't many people there and we had time to connect with everyone individually that did come).
The conversation then went to the topic of posting on social media. To properly utilize social media, I believe you should be posting A LOT. At Thirst, we currently post to Instagram on main feed anywhere from 3-6 times per day and on stories anywhere from 5-50 times per day. Some might ask how we can do that without "spamming" or "annoying" our customers. The rule at our company is that we only will post something if we have something to say. You will never see a piece of content from us along the lines of "great day to buy drinks" or "be sure to come grab a cookie". In order for us to have something to say, we need to be DOING a lot of things.
If you're struggling to post on social media, you sometimes need to point the finger back at yourself and say "are we doing enough things to post about?". AKA: are we doing enough things as a company to allow us to find new customers and be ROI positive.
If we were JUST running a soda shop and selling cookies and drinks, we wouldn't have much to post about other than to tell our customers to buy our products. Instead, we do things such as weekend features, drink of the week, seasonal treats, Thirsty Utah Business series, Thirsty Mom TV, daily promotions and deals, etc. It's work! But it allows us to have the opportunity to talk and be active with our customers rather than just ask them to buy our products. In order for any campaign to be ROI positive, you must first execute on that campaign. You can't score if you're just sitting in the dug out. Step up to the plate.
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By Learning by Doing
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Last night we did a campaign at Thirst that some might call a "failure". We planned out a pop-up where we advertised serving free drinks for anyone and everyone for a select two hours at a select location. We had an underwhelming turn out. It sparked the conversation among myself and my marketing manager about the "ROI" of any marketing campaign.
I went on to make the point that the return on investment for any campaign is predicated on whether or not that campaign exists. Had we not done any pop-up at all, it for sure would not have been ROI positive. But because we did try it, it allowed the opportunity for someone to see that post, or come to the pop-up and have a good conversation with us (because there weren't many people there and we had time to connect with everyone individually that did come).
The conversation then went to the topic of posting on social media. To properly utilize social media, I believe you should be posting A LOT. At Thirst, we currently post to Instagram on main feed anywhere from 3-6 times per day and on stories anywhere from 5-50 times per day. Some might ask how we can do that without "spamming" or "annoying" our customers. The rule at our company is that we only will post something if we have something to say. You will never see a piece of content from us along the lines of "great day to buy drinks" or "be sure to come grab a cookie". In order for us to have something to say, we need to be DOING a lot of things.
If you're struggling to post on social media, you sometimes need to point the finger back at yourself and say "are we doing enough things to post about?". AKA: are we doing enough things as a company to allow us to find new customers and be ROI positive.
If we were JUST running a soda shop and selling cookies and drinks, we wouldn't have much to post about other than to tell our customers to buy our products. Instead, we do things such as weekend features, drink of the week, seasonal treats, Thirsty Utah Business series, Thirsty Mom TV, daily promotions and deals, etc. It's work! But it allows us to have the opportunity to talk and be active with our customers rather than just ask them to buy our products. In order for any campaign to be ROI positive, you must first execute on that campaign. You can't score if you're just sitting in the dug out. Step up to the plate.