One of the small challenges I have set myself this year is to launch a new e-commerce project with no relation to the world of marketing. The idea behind it is not to use my personal blog as a launching pad for new initiatives as I normally do. launch with social networksPhoto rights by Fotolia The good thing about this small challenge is that it triggers your creativity because you can’t rely on the assets you normally have. As this is a new project, we don’t take a big risk at the beginning. By applying my theory of small steps, we collect data to estimate whether it is worth making a larger investment in the short term. Unfortunately, all the advice that is working for us in this initiative will never be applicable to all topics and fields. To start, I will summarize everything that we did not do: We do not invest in Google Adwords advertising. We do not publish guest posts on related blogs. We did not invite our friends to “Like” the page. The main strategy was to generate engagement with the content to create a community and subsequently generate qualified leads . Contents [ hide ] 1 Phase 1: Generate engagement through social networks 2 Phase 2: Create a community on Facebook 3 Phase 3: lead capture and generation of qualified contacts Phase 1: Generate engagement through social networks In the first stage of the project we launched small tests on different social networks. We sensed that Twitter, Pinterest, Instagram or Facebook might be the most suitable. As it was clear that we were not going to be able to manage them all properly in parallel, we ruled out Pinterest due to lack of experience even before obtaining data. Based on our experience, it was clear to us that Instagram and Facebook should yield the best results. About 10 tweets were launched on Twitter following about 60 similar profiles without achieving the slightest feedback . To get a larger sample of data, we invested one euro in Facebook Ads and one euro in Instagram Ads to get a possible response in a faster way. Despite spending very little, we achieved an impressive response. The cost per engagement on Facebook was less than 1 cent and on Instagram ads it was around 2 cents. We repeated the test with identical results. Phase 2: Create a community on Facebook With the first data obtained, we decided to focus all our efforts prior to launching on generating a community on Facebook using Facebook Ads. The results have been surprisingly good. With 1-2 euros a day, a community on Facebook was gradually forming. In less than a month, the page had more than 500 “Likes.” This may seem relatively little, but you have to take into account that advertising is only directed at about 6,000 people (it is a very niche topic). Soon, the number will reach 700, so a “market share” (this term is not correct in this context, but I think you understand what I mean) of more than 10% has been achieved. The good thing is that at no time have direct campaigns been carried out to get likes , but the focus has always been on promoting the posts. In this way, the “Likes” that emerge from the page arise based on the value provided and not by accident. This demonstrates the organic reach that is being achieved when Facebook Ads are not launched. In 2-3 hours, 20-40 “Likes” and 4-7 comments are quickly obtained. The post usually reaches up to 900 people and always exceeds the number of people theoretically reachable (I am referring to the nearly 700 who have given “Likes” right now). Phase 3: Lead capture and generation of qualified contacts Last week we started to capture leads. This consisted of two main actions: Build a landing page with Leadpages . Launch a campaign with Facebook Lead Ads . The landing page is having a very low conversion rate. With 11% it is the worst I have had so far. On the other hand, Facebook Lead Ads are giving me the lowest cost of all the campaigns I have launched so far (0.12€ per lead). In total, we have generated around 211 contacts, investing less than 100 euros. Considering that the niche is so small and each sale has a high margin, the figures are very good. The moment of truth will be the day when we open the store, which will be very soon. I will keep you posted. A new project that I can mention right away is this one . I am linking the newly created profile that we will start to push strongly next week. A similar strategy will be applied, although this time the focus may be on another social network. Please do not follow it … hehehe
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