The days of leaving social & mobile media out of your marketing budget are OVER! It’s not free and it can’t be ignored. Check this out…
Did you know that in 2011, 24% of overall marketing budgets were allocated to social media? That is expected to increase in 2012 to an average of 40% (with leading brands upwards of 60%) of total budget. In addition to social, 23% of overall budget is expected to be allocated towards mobile media.
I find this fact interesting (only because most think Facebook generates the most business) when polled, 57% of companies that used social media in 2011 named their company blog as the source for generating the most customers (like I always say, your blog is the epicenter of your social presence). 57% also named LinkedIn as generating the most business for their companies. 48% named Twitter, and 42% named Facebook.
One more stat that cannot be ignored…in 2012, more than half of social networking sites’ usage will be on mobile devices. Are you listening? This is kind of a big deal!
So, here are a few things you need to consider when creating your social & mobile media marketing budget for 2012?
Social Media Budget Considerations
- Setup – If you are not in social media...GET THERE! If you are there but have put minimal focus on optimizing your different social channels, add some setup (rebranding) to your budget. As a guideline, I charge $2497 to do a fully optimized setup of Facebook, Twitter & YouTube (including backgrounds), please contact me if you need help with this!
- Image Branding – Make sure your brand pops when people stop by your social sites by utilizing the background areas in FB, Twitter & YouTube including a custom landing page on Facebook. Contact me if you need help with image branding. What looks better to you?
- Technical – there will be coding and graphics needed for additional tabs added on Facebook. For instance, you are a restaurant and want your menu pulled over to Facebook on a tab.
- Social SEO – Did you know Facebook gets more searches daily than Google? Search engines LOVE social sites when searching for keywords. Make sure you do some research on the top keywords for your brand and begin using them in all the right areas right away!
- Social Analytics – Knowing what I have learned from my analytics, I am continually shocked at how many businesses don’t even know what analytics are. If you aren’t using analytics for your business…you are missing a HUGE opportunity to discover your buyer’s habits, trends etc. Let your end consumer show you what they want more of and what they want less of. Facebook fan pages offer analytics for your page called insights. Even though they have that, I recommend adding Google Analytics to your site, blog and Facebook right away. You may need to take a class on how to utilize the data but it will be priceless priceless. TIP: use static html app to add Google Analytics to your Facebook fan page I addition to the insights they provide, it’s much more comprehensive.
- Apps – Anybody who is anybody is having an app created for their business. Figure out something that will add value to your end consumer and off it for free. You will need to budget for app creation here.
- Blog – I can’t believe in this day and age I have to even mention this but, if you do not have an active blog for your business, you are really missing the boat here! This is the epicenter of your social presence and as the stats prove, it is the #1 social channel creating conversion (sales) for businesses using social media.
- Video – Add some budget for video creation and SEO. Video gets 7 times the response of written content. Don’t miss this opportunity
- Conversion Strategies – Ultimately we use social media to create business/sales right? So many companies have no plan on capturing the sale. Add some budget for creating a conversion strategy within all of your social channels as well as with your website right away!
- Social Media Participation – Who is going to be the face of your brand? Once there, you cannot dabble, your network will expect you to be there. You HAVE to allocate a decent amount of your budget towards your social participation. Building relationships is they majority of the battle in social media and you must focus here.
- Content Creation – Every good social presence has a lot of valuable information to share with their network. You will need to have this content created whether it’s done in house or outsourced; it will quickly become a topic of conversation between you and your social media manager.
- Brand Monitoring – Whether you are going to monitor in-house or hire a monitoring service for your brand, there is nothing more necessary than having a monitoring system in place. Monitoring brings awareness to bad situations as well as good situations in your social brand. Monitoring is your gift…it will give you the opportunity to say You’re Welcome, I’m Sorry, Is that how you really feel? Tell me what happened? How can I fix it OR Thank You!
- Post Purchase Support – Customer service departments are embracing social media all over the world. In fact, Zappos runs the majority of their customer service department via Twitter.
Mobile Media Budget Considerations
- QR Code Generator and Strategy – Quick Response codes or QR codes are taking the US by storm as we speak. You WILL need a strategy for this as soon as possible. I have been seeing some absolutely brilliant ways of utilizing these codes.
- Mobile Analytics – Just like site traffic analytics, what could tell you with more accuracy what your potential customers habits are better that QR Code analytics? I know of only 1 company that offers an extensive analytics tracking on their code scans right down to pulling demographics from the scanner’s Facebook profile. This to me is a MUST! Try Hootster Mobile for the best tracking and analytics ever for QR. Yes, there is a cost but it is so minimal ($19.99 a month for 25 codes) you would have to be absolutely nuts to not track your codes if you are using them!! This is a NO BRAINER to me.
- Mobile SEO – Put a plan in place to capitalize on organic search anytime you have a chance with mobile media. Keywords, keywords, keywords! Again, you must know your top hitting keywords and/or words you want to be found for.
- Text Message Marketing – 97% of test messages get delivered. Now, it’s your job to make sure the info you deliver to your text campaigns adds tremendous value so you can ultimately convert them. Mobile VIP clubs are a great idea. Put some money aside to work with a company that offers consulting on how to best make a text message campaign work for you. I also recommend Hootster Mobile for this.
- Mobile Ready Site – 50% of all local searches are performed on a mobile device. Is your site mobile ready? If not, you stand a great chance of losing the visitor because they can’t see it. Your job is to make it as easy as possible for people to do business with you. Put some money in your budget RIGHT NOW to get your site mobile ready. Contact me if you want a quote on making your site mobile ready.
Bottom Line: Make sure to put social & mobile at the forefront of your budget, you’ll thank me later : )
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