Cleaning Up Your Email Data For Free With Facebook (And Other Conversion Tips for Soc …People don’t like to say it, but “social” is kind of a dirty word in the analytics and conversion fields. When you have fifty thousand visitors to your site, and you convert at two percent, you have a thousand purchases. That’s your micro-conversion. Then you have your task success rate for people in the earlier stages of the funnel, or people looking for support. Those are your macro-conversions. On both scenarios, the ROI is pretty clear.
But what do you really have when you have fifty thousand likes? What’s that worth? Will you convert better because they are there?
What do you know when you have five thousand People Talking About This (PTAT)? Does that help you make money? Is that all just “awareness” in the AIDA model? How do you measure the value?
If there’s one thing you need to know about Facebook as your key social channel, it’s this:
Don’t think of it as a channel. Think of it as a channel amplifier.
Facebook ROI is Measurable – But Not On Facebook
Dennis Yu of Blitzmetrics puts it like this: if your PPC, or your email campaigns, or your landing pages, or your offline conversions work, Facebook will work wonders. If your other channels suck, then Facebook will suck right with them. That’s because unlike your email campaigns, which can be pretty independent, the main value you will get from Facebook is a lift on all your other channels.
Sure, you’re supposed to measure engagement. Absolutely, you’re supposed to measure message reach. Go ahead and track your likes, if you absolutely have to. But – and this is important – those “in-Facebook” activities are only part of the value.
The true value lies in Google Analytics, or Core, or WebTrends – your clickstream tools. It’s in Marketo or Eloqua, or whatever your marketing automation is. It’s in HubSpot or whatever else you use to manage email campaigns. The lift – the thing that you should be measuring – will be measurable because you run split tests. And the split test will be between people you have exposed to Facebook messaging, and those you have not.
You Can’t Measure What You Don’t Test
If there’s one takeaway from this post, it’s this: you absolutely need to upload your email list on Facebook.
This will offer a range of advantages:
You will be able to segment the emails based on what Facebook already knows. Do you want to send a message to people who are in your email database who have a particular job title in Houston? You can do that.
- You’ll be able to use Power Editor for market research – for free.
- You’ll be able to run parallel split tests on your existing email lists.
- Say you upload 80% of your email list – let’s call this group A, your test group – and leave 20% of your email list outside of Facebook. The latter is group B, your control group.
From there, it’s run like any split test. Nurture group A with organic messaging, and make sure your messages have social context and relevance.
Then send group A and group B the same email. The difference in open rate and click-through rate is your lift.
Send group A and group B to the same landing page. The difference in conversion rate is your lift.
Wherever your email list lives, there’s bound to be some bad data attached to it – uploading to Facebook allows you to clean up the data, segment, and start tracking how it affects other channels.
Facebook is helping drive people to your site. It’s getting your emails a higher open rate. And it’s helping drive actual brick and mortar sales. But most companies don’t measure the lift through split tests, so they don’t know the optimal value to spend – don’t fall into this trap.
Never Hit the Boost Button
And of course, all this comes with the caveat: some Facebook tools are downright dangerous. Don’t hit the boost button – it will help get your message across, but to the wrong group of people. Target your messages, make sure you engage with the correct segments, and watch your other channels take off.
Dennis has a webinar on this and it’s really worth the hour reviewing the tips here. Read Dennis’s answers to the questions that came up during the webinar too.
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