Does a daily social media ask help to sell more?

One of the social media marketing tactics that I’d always been opposed to in the past is high frequency repetition of an offer on social media. I made the assumption in years past that your audience was relatively static, and peppering them with offer after offer would eventually make them flee.

Then the era of social media churn began, wherein your audience comes and goes. On top of that, algorithms changed, and you could no longer count on your social content being seen simply because you posted it. Suddenly, it was no longer guaranteed that even a majority of your audience knew about a one-time offer post.

I began a test on March 11, 2015 to do a daily social promotion. My usual schedule of 5 items of note remained the same; the social offer was simply tacked on later in the day.

Christopher_Penn_on_Twitter___Struggling_with_marketing_analytics__Get_your_copy_of_Marketing_Blue_Belt_and_reach_analytics_freedom__http___t_co_jyV7F4WyBQ_.jpg

Because I have 3 books for sale, I was able to present a new offer every day, repeating only every 4th day.

Other important things to note were that I wasn’t running any other promotions concurrently. My cadence of other posts and my weekly newsletter did not change. As best as possible, testing conditions were held stable and normal for the duration of the period.

What have the results been? Here are my sales numbers:

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To say the least, worthwhile. In the chart above, the blue bars represent daily sales of all books. The red line is a 14 day moving average of book sales. By incorporating a daily social media ask, it’s brought my 14 day sales average as high as it was during the initial launch.

Does this mean you should adopt a daily ask? As with all things, you have to test for yourself. Try it out, see if you generate similar, better, or worse results. Keep what works, leave behind what doesn’t work.


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Free yourself from marketing data prison

Stuck.

That’s the most common thing I’ve heard from marketers like you when it comes to making use of your data. You get stuck when you try to analyze your data. You get stuck when you look for insights. You get stuck trying to create a coherent strategy from your analysis.

The worst stuck is when your boss asks you for an answer that you don’t have.

I wrote Marketing Blue Belt to help get you unstuck. If you follow the steps and the framework in the book, you’ll have a roadmap for freeing yourself from a prison of data and analytics.

Marketing Blue Belt Cover

You’ll learn a comprehensive framework with many examples, how-to guides, and ideas to make your data work for you. You’ll elevate your understanding of what good data is, how to analyze it, and how to turn your insights into working strategies. You can put the framework to use no matter what size or kind of business you are, from a kid’s lemonade stand to a Fortune 500 company.

Grab your copy today, dig in, and find your way out of the maze that your data has forced you in.

Here’s to getting unstuck!


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Marketing contains 32 times more data than you can see

This is an excerpt of my upcoming book, Marketing Blue Belt. Pre-order your copy now!

Data.

It’s the lifeblood of many businesses, the cornerstone of great marketing, and the most confounding problem companies and marketers face today. Today, we’re surrounded by more data than ever before. Think about something as simple as a Tweet on Twitter. It’s 140 characters at most, right? You wouldn’t think that sounds like a lot of data…

… But yet it is. Why? Because the data that makes a Tweet relevant isn’t just the Tweet itself. It’s all of the data about the tweet, what’s called the metadata. Take a look under the hood to see what I mean. Here’s a single Tweet:

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It’s a seemingly innocuous little text update. Now look at all of the metadata that this one Tweet contains. There are 4 retweets, each of which have their own data. There’s a profile picture associated with the Tweet, which means there’s information inside the photo. There are 2 favorites – again, actions taken that have information about them, such as when someone hit the favorite button. There are 5 user identities, with photos and bios to go along, associated with the Tweet. There are dates and times associated with the Tweet. In fact, when you dissect one single Tweet of 140 characters or less, there are 4,498 characters of data that go with it:

Exploring_the_Twitter_API___Twitter_Developers

Something as simple as a Tweet can have a massive amount of data associated with it. Some of that is only useful to the technologists and developers, but some of it is useful, even critical, to marketers like you and me. We as marketers want to know about our reach and influence; that data is in the metadata. We want to know who the people are who share our stuff. We want to know about the audiences of the people sharing our stuff. All of this information is contained inside the Tweet’s metadata.

4,498 characters of data about a 140 character Tweet. Put differently, there’s 32 times the amount of data about the Tweet as there is in the Tweet itself, and we have to be able to download, analyze, interpret, and strategize from a significant portion of that extra data. Now consider all of the information on all of the marketing systems you have access to: Facebook posts, Instagram photos, Tweets, YouTube videos, mobile apps, and so much more. The data itself is growing at incredible rates; the metadata is exploding.

Are you ready to handle all of that data? Is your marketing program? Do you have the tools and the talent to make the most of it? You’d better, because this is the new marketing, the new reality.

Obvious book plug: pre-order today at MarketingBlueBelt.com and start to learn those tools and skills!


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