Digital
advertising is a pretty new field for many traders but fortunately there are
ways of experimenting at little cost, as this example shows.
This
trader has an established Facebook page for his business although it is fairly
low key with only 100 or so friends. When he posts a photo of a new product he
generally gets between 30 and 90 people looking at it. (Facebook tells you how
many people are looking at your posts.)
When
he decided to advertise (Father’s Day was around the corner) the process was
quite simple. He posted a product photo and a short description linking the
product to Fathers Day. Once the post appeared he simply clicked on a “Boost
Post” button, selected the geographic area he wanted to advertise in (in this
case, Victoria), the age group of his intended audience, and the interest
groups he wanted to target. He initially selected a three day campaign and
later increased it to five. All options are very flexible. The option he chose
guaranteed exposure to at least 1350 people.
At
the end of the 5 days his post had been seen by over 1500 people, he received 6
new post likes, one post share (which means a reader shared with all their
Facebook friends), 125 post clicks (which he thinks means people looked at more
of his business details) and one comment.
The
sales results? Well, he just doesn't know, but he believes that by
experimenting and perhaps introducing some feedback markers, he can get a
better idea of actual results. Our new Marketing Manager, Marianne Mewett, has
suggested that next time he targets female customers (the majority of his
customers) for a more focused and cost efficient campaign.
The
cost? A total of $11. Yes, the price of 3 coffees. It is definitely worth
experimenting with some modern digital advertising. Elsewhere on Victraders we
have an article about getting free google exposure and you might like to
contact QVM marketing staff for further assistance on any aspect of digital
advertising.