I recently had a potential client ask me to make them promises on how many “likes” my product advertising would gain for the business. I wouldn’t do it. But why? Shouldn’t a marketer be able to promise a return on investment? Absolutely, but for so many reasons this request was simply wrong. Let’s break down why.
As I’ve written before, likes are largely irrelevant. If you want guaranteed likes, well then you can just buy them. They’ll be completely worthless. Let me correct myself; they’ll cost you to buy and then, later, they’ll cost you when you have to pay more to get your content out to your page since you now have a page that’s filled with people who don’t care about your stuff. But hey, if that’s your measure of success then you can, indeed, just buy them. But you’ll need to find another person to do that for you. I don’t do that kind of work. I also won’t sell you a bridge. Ruining my reputation isn’t worth it.
Another reason this request didn’t work is that this contract wasn’t about likes or growing the page. It was specifically about advertising product for purchase. Now granted, a side effect of advertising product is almost always growing a page. If people like and purchase a product, they’ll often like your Facebook page as well. It is important, however, to keep the actual end goal in mind. Do you measure your sales success by how many people like you? I hope your mortgage company takes likes as payment. Mine doesn’t. Measure sales success by sales.
I should stop here and say that I have done work to grow a page’s following. Lots of work focused on that end goal. There is a time and place for that. But how you go about that is VERY different from how you sell a product. It’s important not to mix the two. Just like friends, you don’t want your friends constantly selling to you, and when you go to buy something you don’t want someone spending all of your time trying to become your good buddy. There’s a time and a place for everything.
So then, will I guarantee sales? Probably not. But, isn’t that what the ad was about? You bet. And I’ve done exactly that in environments where I had control of ALL of the details that went into selling a product. The minute that one of those details changed my ability to guarantee sales drops to zero.
I can bring you in sales leads but if your sales team doesn’t follow up on those leads nothing I can do will make your product sell. I can get people to your website but if that website doesn’t convert there’s nothing I can do to make people want to buy. I’m more than happy to guarantee at least industry standards for metrics; frankly I’d be surprised to see anything that poor… I’ve yet to have rates that low.
If you want me or any marketer to guarantee something, they’d better have full and complete control over whatever it takes to make that thing happen. Are you willing to let your marketer do that? Check out this AWESOME post on just what a marketer should ask for regarding control should you want to guarantee sales…
As a marketer part of my job is setting realistic expectations. Some of that is working with customers to determine what they really want from their marketing. Many people don’t truly know. It also means sticking to an end goal. “I want ALL THE THINGS” from a single campaign doesn’t work. It’s the very reason many people believe Facebook and social selling doesn’t work. They’re doing all the things at the same time.
It also means making sure a client knows that a sales process isn’t simply putting out an ad. “If you build it they will come” works in fantasy baseball movie land. A true sales process is far more complex and requires effort across all parts of a company. If any part of that is broken the sales process suffers.
A final note. While all of this is “sales” related the same is true for nonprofits. Perhaps even more so. Many nonprofits have trouble determining what the end goal is for their social media campaigns. Or alternately they start with the hard sell before they’ve established any friends at all. You might be able to do that with a great product. As a nonprofit, you’re VERY unlikely to do that, even with a great cause.
The final point? Sometimes the person you need to hire is the person who will tell you no. No, you can’t (or shouldn’t) run this wire through your bathtub no matter how much you want to. Don’t listen to the electrician who tells you yes just because it’s what you want to hear.
Anyone can tell you yes, but that yes comes at a price. And that price is getting the results you ACTUALLY want.