If you’re implementing a social media strategy for your business, it’s important to remember that patience leads to performance giving it time to fully develop and measure its success. Jumping to conclusions too quickly can result in premature judgments and potentially missed opportunities. To expect paid media results in one month is completely unrealistic. Oftentimes, advertisers shut down a campaign too early and miss the benefits of a full-length paid media campaign. That’s why it’s recommended to wait at least four months before evaluating the success of your social media strategy – if you can’t commit to four months then you should invest your money elsewhere.
Why the Four-Month Rule Exists
The first reason for waiting at least four months is that it takes time for your social media accounts to gain traction and build a following. The first month is dedicated to onboarding – the process through which Socialistics becomes familiar with the client’s goals and gains access to any necessary assets ahead of launching a social media campaign. The following three months are spent working on the campaign and optimizing it every day. You need to establish your brand identity and create content that resonates with your target audience. Building a loyal following doesn’t happen overnight, and it can take several months to start seeing significant engagement and growth. Rushing to evaluate the success of your strategy before giving it enough time to gain momentum can be misleading.
Another reason to wait before evaluating campaign efficacy is that time allows you to collect data to make informed decisions. Monitoring your analytics and measuring your metrics over time will give you a better understanding of what’s working and what’s not. You’ll be able to identify trends. Collecting data over time will provide you with a more accurate picture of your social media performance, and you’ll be able to make more informed decisions based on this data.
Don’t jump to conclusions too soon – give your social media strategy the time it needs to succeed.
Real-Life Example of This Principle at Work
MO MedSpa is a unique membership-based medical spa that offers affordable access to all medspa treatments. They partnered with us to increase their first-time appointments and membership sign-ups through social media advertising. This is a client who always remembered that patience leads to performance.
Let’s Take It Month by Month
In month one, we didn’t expect to see any results. This is due to the learning phase – the period when the delivery system still has a lot to learn about an ad set. During the learning phase, the delivery system is exploring the best way to deliver your ad set – so performance is less stable and cost per result is usually worse. At this point, MO had received 8 sign-ups.
As we entered month two, our team was able to dive deeper into the metrics from month one to better understand the audience and who is/isn’t actively engaging with the ad content. These observations were taken into consideration, and ads were optimized accordingly. At this point, MO had received 9 additional sign-ups.
In month three, we narrowed down the audience to high-quality users and tweaked the copy and creativity to attract users. This means that all the web traffic we have driven to this point can now be used as a source audience. We can then create Lookalike audiences, which tend to be very warm (if not, hot!) as we enter the cycle of optimization and evaluation. Now that we understand our audience, we continue to refine the campaigns to be endlessly effective. At this point, MO had received 18 additional sign-ups finally hitting the double-digit sign-up target requested by the client.
The Final Stretch
By month four of working with Socialistics, MO MedSpa saw significant organic and paid media results. These included 392,217 impressions, 6,640 website clicks, a 1.69 click-thru rate, and a reach of approximately 60K. These impressive numbers were achieved by implementing both organic and paid media strategies, which focused on increasing MO MedSpa’s visibility on social media.
The sign-up conversions for MO MedSpa in the first four months were equally impressive. This upward trend in sign-ups is a testament to the effectiveness of the strategies employed by our organic and paid media team. These goals were achieved in the timeframe expected because the client trusted our Socialistics team that patience leads to performance.
How Did Socialistics Achieve These Results?
As expected at the beginning of a brand new social media campaign, we encountered significant challenges, including slow growth. At the beginning of paid ad campaigns, it is imperative for the team to remain engaged and trial different strategies. With each trial strategy, there was something that worked, allowing our team to combine all of those tiny successes into the one ultimate strategy we knew would be sustainable in maintaining, and growing, sign-ups for the client.
It is important to note that effective marketing often involves a period of experimentation and refinement. Hence, patience is a key attribute when embarking on a marketing campaign, as it may take several months to see the desired results. If the client had given up prematurely, they would have incurred losses and jeopardized the overall investment. However, by staying committed to the campaign, the client was able to double their investment and build a thriving sales pipeline. Ultimately, it pays off to stick with a well-planned marketing campaign and give it the necessary time to produce the desired results.
It was a combination of various strategies, including paid ads, influencer outreach, direct messaging, and organic social. The paid ads included geotagging and promoting popular treatments around competitor locations. Every ad had a unique invite code for signups, which helped Socialistics track where the signups came from.
How Did Influencers Help?
The influencer efforts were a big success as well. Socialistics invited locals with high followings on Instagram to come in for free trials and post about their experiences. These influencers also gave their audience a unique invite code, making it easy to track signups from them. Secondly, direct messaging to followers of competitor Instagram accounts and inviting them for a free trial, while telling them that they’re probably overpaying for their medspa treatments elsewhere, also helped increase signups. Lastly, Socialistics ensured MO MedSpa’s social media profiles post consistently fresh, aesthetically pleasing organic content with a unique code in all organic posts to track signups easily. By improving the level of content creatives, we were able to attract and convert more customers.
At Socialistics, we pride ourselves on getting real results for our clients through our tailored social media strategies. We understand that every business is unique, and we work closely with our clients to identify their goals and create a bespoke social media campaign that aligns with their brand identity.
Find Real Results with Socialistics
Remember, patience leads to performance. If you’re looking for similar success in your business, you can rely on Socialistics for real results. We have a proven track record of helping businesses like yours increase their reach, conversions, and revenue through social media. Contact us today to take your business to the next level.