I heard the best quote on Social Media Marketing Talk Show this week.
“Everything works on Facebook, it’s just finding out what works for you” Host, Jerry Potter
This is such a profound statement and it applies across the board for all online marketing. Online Marketing WORKS!
By 2026, the e-commerce market is expected to total over $8.1 trillion. Forbes
Your business needs to be included in this number. The key is HOW online platforms can work for you, your customers, and your business. Finding the path through all the available options can be daunting but be assured if you have a need there is a path that can lead your business to online success.
Finding what works means starting with my mantra,
“What do you want to say and who do you want to say it to”
Is your message, the problem you solve?
Makes you different from your competitors
Do you need to inform, or teach, Before a sale?
Are you a direct-to-consumer?
Your customer? - age, interest, behaviors.
Local - distant.
Then pick the best platform that suits your needs. Which can be easier said than done. I wrote this last year on platform choices. Platform Exit? Which Road To Take. It will take a bit of research to find the correct path and platform but well worth the trouble. One thing you can count on is platforms are everchanging so developing resources that follow the updates is essential. For example, 2023 was the year of short-form video battles. We were able to take advantage of and increase our client's online presence substantially with just a few edits and a minor change to how we post.
Here are a couple of BWCI case studies to show the paths I have taken our clients on.
A local summer tourist attraction needed to bump ticket sales. They already had a Google SEO booking agent in place that specialized in national tourist attractions and handled the reservations for travelers booking 1-2+ weeks in advance. The booking agent reached people who were planning their vacations online before they arrived in Tahoe. BWCI was brought in to reach people who were already here in Lake Tahoe through social media looking for a Tahoe experience that day. Of the 600 seats available daily we reached with Meta Ads an average of 510 daily click-throughs to the website. The power of local social media marketing lies in the data. The surprise outcome? Facebook ruled here.
A North Lake Tahoe beach resort. (Talk about competition.) The travel third-party booking agents were taking up to 30% of sales!!!! Our goal, raise brand awareness, differentiate from the other resorts, and most important drive people to book directly through their own website. With Meta ad campaigns supported by direct email and branded social posting to drive return/direct guest bookings, he was able to turn off the third-party booking agents May - Aug. Imagine what this did for the resort's bottom line. Our current goal? Get the same result with winter bookings. The resorts Winter Meta Ad
Both of these examples use online marketing in completely different ways. It takes knowing your business’s what and who to create campaigns that use each platform to its greatest advantage.
Reach out for a talk over coffee or a hike I give information freely. I only ask to be paid when I do the work. firstname.lastname@example.org
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