Are you doing social media marketing right?

In the age of Digital Marketing, Social Media has proved to be a powerful platform for brands to reach out to their customers. But how does Social media Marketing work? We all have come across ‘Google ads’ and ‘Facebook ads’ for promoting businesses. But are they really benefitting your business? 

The content you create plays a very important role, but strategising your social media presence is equally instrumental in engaging the audience with your brand. And it is not limited to the number of clicks on your ad or the likes on your page, but the amount of actual customers that it generates for you. 

Here are 5 ways in which you can analyse and enhance the effectiveness of your social media marketing for your business:

#1 The money spent:
If you are marketing a product/service on social media, there is a good chance that you are spending a sizeable amount of your profit on it. But is it giving you the desired results? Are you getting a sizeable return on your investment?

When it comes to social media marketing, it’s important that companies design a clear budget for it, with an expected ROI. As a general thumb rule, companies should spend 5-10% of their total revenue on marketing, out of which 35-45% should be spent on digital marketing of which social media should constitute 15-25%. It obviously varies with industry.

Calculate your ROI on the basis of how much you spend and how valuable each customer is for you. Some businesses have recurring customers and hence, the value of each one goes up. Whereas, some businesses are of the one time pay kind, where the value of each customer would be less. Depending on the factors, decide up on how much your cost per customer acquisition must be and hence, your ROI, and track your campaigns regularly around these numbers.

#2 Knowing your audience:
It is important to know your audience when pursuing social media marketing for a lot of reasons. Firstly, it defines the type of content that appeals to your desired audience.

Secondly, you need to choose the right platform for your brand. Platforms like LinkedIn and Twitter are more useful for B2B marketing whereas Facebook and Instagram are more suited for B2C marketing.

Tools like Google analytics help you track and analyse how users find and use your website. On its website, Google explains the system “helps you analyse visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to purchase.”

#3 Customer enquiries on Social Media channels:
Is your target audience actually interested in what you’re selling? Picture yourself walking into an Apple Store to buy the latest iPhone. You would be asking the customer service executive about the features, cost and other queries related to the product before making the final purchase. Similar to this, people posting queries are the ones who are actually interested in your product and want to know more about it.

Tip: Audience is more engaged with the companies which answer promptly as stats show that 42% users posting queries want them to be answered within a duration of 60 minutes.

#4 Getting organic traffic:
Organic traffic is the opposite of paid traffic, which are the visitors who land on your page as a result of unpaid/organic search results. Google Analytics gives you a complete insight on the kind of traffic you are getting on your website on ‘Acquisition Overview’ page. You can also set the ‘date range’ to see a comparison of your business’s growth over time.
The more the organic traffic to your page or the website, the better it is for your business.

#5 How much is your traction?
Lastly, all the marketing tools are helpful when they produce the desired results. Has your brand’s social media presence increased the number of people who actually buy from you? The numbers in your balance sheet would ultimately decide the effectiveness of your Social Media Marketing. Always plan your campaigns on the lines of a good ROI and track them keeping this returns in mind.

Whether a business is running online or offline, its presence on social media has become a necessity. Many offline businesses like restaurants and boutiques are increasing their reach by engaging with their customers on different social media platforms. 
‘Restaurant Marketing’ has taken the food industry by storm and now every social media expert is commenting on how it is beneficial for restaurants. Social networking sites are acting as ‘e-word of mouth’ for these businesses. 

97% of small businesses use social media to attract new customers, but 85% of business owners don’t know what social media tools to use. However complex or competitive it may seem, but when done effectively, social media marketing can result in increased customers, traffic and engagement.

Alloy is a five year old digital marketing firm, catering to the online marketing needs of various businesses. Our campaigns are designed and executed thoroughly based on the ROI expected. Be it B2C businesses like restaurants or boutiques or more niche B2B businesses like real estate firms, technology firms etc, we’ve made the best use of social media to give in good traction and generate a good ROI for our clients.

Looking for digital marketing at the best prices? Reach out to us at: Contact us

 – Author: Niharika Jain


5 Easy Ways to Better your Social Media Marketing!

Social Media Marketing has seen staggering growth over the last few years in India. With more users spending more of their time on social media, it’s given rise to various opportunities for companies to reach out to their customers in previously non existent ways.

And the graph is only about to go up. In 2019, it is estimated that there will be around 258.27 million social network users. The Indian digital advertising industry, currently pegged at around Rs 8,202 crore, is slated to see a growth at 32% CAGR to reach Rs 18,986 crore by 2020. 

Given the immense opportunity that lies ahead, its important for all kinds of businesses to cash in. All that matters is how effectively you use your channels. 

Here are five primarily important ways in which you can channel growth and generate leads through your social media:

#1 Videos or HD Photos

Videos are one of the best tools you can use to tell your story, to share quality and engaging content with the audience. Videos help you increase your engagement and are the best means of viral content that can be created online.
HD Photos are the next best means of engagement.. Moving or enticing photographs that convey the message themselves are worth their weight in gold on all social media platforms, be it Facebook, Pinterest, Zomato or even twitter, not to mention Instagram.

Putting up texts reduces your reach and is a waste of money, time and efforts as well. Remember, engagement is the key. The more people who engage with you on social media, the better opportunity it is for you to increase your conversion ratio.


#2 Instagram Stories & Live

Probably one of the most underrated channels at this moment from the companies’ point of view would be Instagram. It’s still picking up pace, but if your target audience is the younger crowd, this is the platform to capitalise on, much more than Facebook itself.

Instagram has introduced a hoard of new features on its stories, making the stories as engaging as possible. It’s an amazing opportunity to connect with your followers on social media.
Another powerful feature is Instagram Live, allowing you to interact directly with your followers and target audience. If you aren’t utilising these to the full extent yet, you soon should.


#3 Influencer Marketing

Often, it becomes difficult to create a certain loyal fanbase for your business. This needs organic growth in terms of reach and engagement. If you solely rely on paid promotions, you would end up spending way more than required.

This is where influencers come into play, an amazing concept which again wouldn’t have existed if not for social media. People who’ve built up their profiles with great following would recommend your products, redirecting their followers to your page in return for some incentives. This creates new leads and a loyal fanbase. 
But remember, before you jump in and fix on an influencer, do check their following, whether they have real followers, engaging followers and their age groups as well. Every step here has to be carefully analysed. This is a form of social media marketing that shouldn’t be ignored. 


#4 WhatsApp for Business

Another new turn taken by Facebook, is bringing WhatsApp to the mainstream social media. Connect your WhatsApp to your Facebook page so that your customers can directly reach out to you on the same. This could change the face of social media marketing in the future. 

With WhatsApp for business, you as a business get the data, can interact with your customer at ease and in a very informal way.
If you haven’t connected it to your page yet, do it right away!


#5 Remarketing

Remarketing is one of the best ways of social media marketing, to connect with the people who already have interacted with your business. Contrary to the popular belief, remarketing isn’t necessarily only about website.
Once you run engaging campaigns on your page and they generate interest and engagements from various people, you can remarket call to action campaigns to them. This is an effective way to first capture their attention and then sell your product.




The above are but a few basic features of social media. Your results eventually depend on your content, that’s relatable to the respective target audience.

Join the social media bandwagon now and pump in some revenue from the digital world. In case you still need help, we’re but a click away.