Some say that social marketing has a low conversion to sales. Others disagree. Here are a few case studies where social marketing has worked well in closing business deals.
Social Marketing Case Study #1: Scheduling a Private Lesson with a Dance Pro.
I am a West Coast Swing dancer and I often will see dance related discussions unfolding on Facebook. There was a cute status update posted by a fellow dancer about how her life has changed now that she’s a Westie. Some of her entries included, “‘Point’ now has a different meaning to me.”, “I am a connoisseur of hotel rooms.”, and “I no longer think it strange to have 8 hotel room mates.”
After seeing her Facebook post, several of us contributed thoughts on how West Coast Swing have changed our lives, too. I posted something akin to, “I now have dreams of the Pros. I dreamt last night that I was supposed to take a private lesson with Arjay Centeno. Maybe the Universe is trying to tell me something.”
So, what happened less than 24 hours later? I received a private message from Arjay Centeno, the Pro himself, offering a private lesson during the Boogie By The Bay convention. After a few questions about when, where, and how much, a private lesson was booked. Thanks, social marketing, for making that private lesson happen!
Social Marketing Case Study #2: Blue Skies Exploration Academy.
Blue Skies Exploration Academy is a fairly new child care center in Colorado Springs that uses the Reggio Emilia teaching methods. It is owned by Jennifer Barnes, and she is a brilliant teacher. Unfortunately, when she was in her first year of ownership, there was trouble in paradise because a lot of the pre-school kids were headed off to Kindergarten and there was not a full pipeline of new kids replacing them.
What is a new business owner to do? First, Blue Skies Exploration Academy sunk some time and money into the Search Engine Optimization of their website. Next, they used social marketing to boost awareness of their business to their targeted audience. Social marketing posts included:
Helpful tips for parents
Craft projects for kids
Information about their curriculum
Fun activities they host for both parents and students
Menus showing the healthy food they serve
Storytelling about what makes Blue Skies Exploration Academy special and unique
Within four months, they changed their low enrollment numbers to almost 100% student occupancy. By reaching out to the community via social marketing, they became part of the community, and the positive vibe about their child care center spread quickly. Way to go, Blue Skies Exploration Academy for using social marketing to grow your business!
Social Marketing Case Study #3: Being Recognized at a Party.
Sometimes it takes a while to establish your brand. If you keep using social marketing to bolster your brand awareness, you may be surprised at who is paying attention. Recently I went to a 65th birthday party for a friend of mine. The Birthday Boy introduced me to his daughter, and told her that I’m the owner of Rock Star Marketing. Her eyes lit up and she said, “I’ve heard of you!” Delighted, I replied, “Good. It means I’m doing my job well.”
As our conversation continued and as we included more people in our chat, I received a lead for a new marketing client. Thanks to social marketing, my brand had “top of the mind awareness”, and that gave me credibility while meeting strangers (who are now friends) at a birthday party. Thanks again, social marketing, for working your magic!
So, will social marketing convert sales 100% of the time? No, there are no guarantees that it will. However, social marketing is a crucial tool for starting a conversation, getting involved in your online community, creating brand awareness, and closing deals. If you think of it another way, social marketing is the new way of doing word of mouth referrals.