Quite logically, we assume that when people engage with a brand it means they are interested to some extent, and may well end up being a potential customer. But think again...is this right?
99% of sales driven by Facebook are from people who never click on your posts
Engagement vs impression
Did you know that 99% of sales driven by Facebook are from people who never click on your posts?* Advertising in traditional media always worked (and still works) without a company seeing any ongoing engagement from potential clients. Of course, digital marketing offers a great insight into how people react to your advert or postings, but let's not forget about the basics – we want to be noticed!
Perhaps the most important part of social media activity is “impressions”, or put simply, how many people have seen your brand. For example, if people notice your brand's message and remember the delicious looking picture of the new dish you promoted on Facebook, they may come for dinner at your restaurant on Friday night. An impression is sometimes worth 100 clicks.
The power and pitfalls of reviews
Potential customers are product savvy these days, and check reviews before they commit to a purchase. Word-of-mouth marketing is one of the most effective methods of generating business and social media enables an opinion to be spread extremely effectively. However, have you noticed that reviews are usually entirely positive or completely negative? For example, when your food is cold, you’ve waited 30 minutes to be served, or your new coffee machine broke down after the first cup, you go online and complain.
Alternatively, if you have enjoyed the best dinner ever, you want to share it with everyone. But if you buy a product and it does “exactly what's written on the tin”, why would you spend time going online to write “It's alright, it actually does what it’s claimed to do”!
Leaving an impression
To ensure businesses capture enough reviews to improve their position on search engines, they often ask for reviews, frequently rewarding those kind souls who write something positive about them. It’s worth remembering that people who actively engage make up only 1% of a company’s sales*.
The truth is, businesses need engagement - clicks and comments on social media will ensure your message reaches more people. When looking at social media analytics, does the post with most engagement deliver the most tangible results for your business? The answer is probably ‘no’, it’s the one which makes the biggest and longest-lasting impression.
* Source: Daykin Jerry, You Don't Have To Click A Print Ad For It To Engage You [online]; https://www.linkedin.com/pulse/20140620131216-7775134-you-don-t-have-to-click-a-print-ad-for-it-to-engage-you