For this week’s assignment, we were asked to analyze the Facebook insights and email analytics for “ABC Company.” This company is a health-oriented organization based in central Florida. In addition to Facebook, it has Twitter and Pinterest accounts, as well as, a YouTube channel. It also sends out a bi-weekly e-newsletter. Facebook Insights are the social network’s version of webpage analytics. Insights allow page administrators to keep track of information, such as page views, unique views, fan demographics, engagement, and more on a daily, weekly, or monthly basis. This feature allows administrators to better understand the user trends for their pages, which can help with content development and marketing strategy. When looking at ABC Company’s Facebook Insights a couple of things stood out to me. Over a month’s span, the number of page “likes” increased, but the number of people “talking” about the page was down. The demographics, not surprisingly, for a health-oriented company swing toward females, ages 25-34. The insights also show that the company never uses “paid posts” and many people are not finding the page via Google search. The company may want to consider including some Facebook ads, or boosted or sponsored ads to increase the brand’s visibility. It may also help to run some sort of “check-in” promotion. Many health clubs or facilities here in southwest Virginia, where I live, do this and then offer deals or coupons for individuals who check in. It could definitely boost engagement and the popularity of the page. When it comes to content posts, the Insights show decent reach, but very few people sharing or talking about the information. Even though I can’t see all of the posts’ content, the two most popular posts seem to do with awareness days, including National Cancer Survivor Day and Memorial Day. Since this type of content tends to do well with its audience, the company should look to raise more awareness for health-related causes or community causes. Since the company does have other social media channels, it should definitely cross-promote and incorporate all of the channels on a regular basis. They should promote YouTube videos on the Facebook wall and website. Tweet about events and link back to Facebook event pages for more information. Promote new Pinterest boards or pins that may be relevant to a specific cause or health topic. As for the company’s email analytics, all of the numbers seem pretty poor to me. Of the 2,624 total emails sent during one week only 25% were opened and only about 11% of users clicked on a link. The most telling stat: 0% conversation rate. So, these emails are not translating into any type of conversion or ROI. This is not good for a company. I would encourage the company to improve the call-to-actions in each email. Make it easier and more valuable for consumers to convert or make a purchase. They can also offer special promotions to those on its email list. If a consumer feels special, or that they are getting something a regular in-person consumer cannot, they may be more apt to make a purchase. From both of these analytics tools, I believe companies can make real changes to how they decide to market to target audiences. It’s nice to be able to check on a daily, weekly, and monthly basis what type of posts and content resonate with consumers. Every company should be taking advantage of these tools.
If you couldn’t tell by last week’s blog, I love ModCloth. Beyond what they offer from a fashion standpoint, the company knows who its consumers are and as one of them, I appreciate the connection I feel from the brand. ModCloth does a great job of balancing both “push” and “pull” marketing techniques.
Push Marketing Techniques
When it comes to push marketing, ModCloth does various things. Consumers and allowed and encouraged to sign up for weekly email blasts. The emails vary when it comes to content, but usually provide consumers with exclusive offers, ways to further engage with the company, and new trends. This weeks e-blast promoted items the consumer “can’t find anywhere else!” Is that true? Who knows, but if you like their products, chances are as a loyal customer you would believe them and be more apt to buy something from them.
Any successful marketing strategy hinges on content and ModCloth does a great job of producing and utilizing fresh content. The blog site is updated nearly every day by several bloggers, producing content on a variety of topics. This helps engage consumers who may share similar interests or have different interests all together.
As I mentioned last week, ModCloth also makes it easy for consumers to become part of the company, and have a voice in what items are sold via the online store. There are several references and links on the site to “join the ModCloth community.” It’s very easy for users to navigate the site and engage. The “community” feeling is also a great way to enhance loyalty and brand preference.
Pull Marketing Techniques
ModCloth also uses pull marketing techniques to promote the business and engage with consumers. For instance, on Facebook, ModCloth often has sponsored ads that pop up in users’ newsfeeds and on the right side of the Facebook homepage. I’ve also noticed recently more Facebook events popping up for the company. The most recent one I saw promoted a Game Night themed event. Not only it is a chance for consumers to interact with the company in person, but it also allows the company to promote some if it’s new items through an event, instead of just through their traditional website.
ModCloth also does a great job with SEO. When I put in a generic search for “vintage inspired clothing” into Google ModCloth popped up as the third non-paid result. Not bad for a company that started as a hobby in a college dorm room. The company is obviously conscious of SEO and allowing users who many not know of the brand find it easily through a simple search engine search.
Mobile and Social
ModCloth also does a great job of connecting with consumers on mobile and social media outlets. It has an app for both the iPad and iPhone, which is promoted in many areas of the website, as well as in the weekly emails. It also has a mobile website, which makes it easy for users to navigate which on their smartphones if they do not have the app downloaded. If companies are not creating responsive website designs or acknowledging the importance of mobile sites they are missing the boat since many consumers now search the internet via smartphones.
ModCloth also make a conscious effort to connect its consumers to all its social media networks. I’ve always thought Modcloth does a great job of using different social networks and in the correct way. They don’t just post the same content on each social network. While many are similar posts, you can tell each post if targeted for that specific social network and its users.
Overall, I think ModCloth is doing a great job of balancing both push and pull marketing strategies. While I think the company does a great job of pushing it’s social networks, I could see them incorporating more direct promotion of specific networks on its website homepage slider. For instance, if they start a new Pinterest board, they could promote it in the homepage slider to generate more pins and follows. I always look forward to what new products are being promoted each week, and I find myself using all of ModCloth’s networks to stay engaged with the company. In the marketing world, I think ModCloth is #Winning!