Entrepreneur and influential Grant Cardon explains the real benefits of social media

Anyone who has ever thought that social media is an in-depth concept and a shallow wasteland of floating thought, think again.

The truth is that for marketing purposes, this is one of the best places to capture viewers’ feelings, track real-time engagement across multiple platforms, and measure your marketing success across almost every channel.

Entrepreneur and influential Grant Cadon should know. Author and speaker (who conducts a popular event whose name 10X incremental conference) Recently told me that marketers who ridicule social media are probably not aware of these benefits.

“The advantage of social media is that it allows the creator to control the volume and speed of the messaging, as well as the real-time response to how the listeners receive the message. Time engagement pays off a lot, ”he said.

Cardone has a point. As a quick tangent, it’s like explaining how it works. Suppose you have a new company called Wonderbar. You have over a million ideas on how to promote your brand. As Carone pointed out, you can certainly run radio and television commercials, but the actual transmission is relatively unheard of. Anyone can see or hear the ad from anywhere, but the industry hasn’t come up with a great way to track it. Per Interaction.

With social media, every click, view, like and comment is traceable. “Reach” a Accurate measurement How often content appears in front of people. Wondering if Wonderbar is a hit with a certain population of viewers? You can find out. Pumping up a new campaign to offer a free sample? Social media lets you trace absolutely every metric. In fact, email marketing alone provides a more powerful analysis of how a marketing campaign performs.

There is a big difference. I’ve been saying this for years, but one of the main reasons that Facebook is so successful in terms of revenue is that the ad management system they provide is second to none. Email can’t touch it. You can show an ad to a very specific target audience, then compare that promotion with other target audience.

Interestingly, Cardon mentions how tracking on social media is valuable for both organic and paid social media. In fact, he mentions how organic ingredients are much more beneficial. Because, of course, an organic post can go viral and reach millions, where a paid social ad only expands as far as the amount of spending allows. With organic, there is no limit.

“I can get away with organic overpaid any day of the week,” Cardon said “I have never considered social to be less valuable than paying and anyone who has said it explicitly does not know how to effectively run a social program that converts and monetizes traffic.”

Cardon quickly points out that tracking is not the end goal. A common problem for those who run social media campaigns is that they think success is associated with a lot of likes. In fact, we all do it. We think a campaign must have been worth having hundreds of likes and comments.

Cardon says that is probably the least important aspect.

“The problem with social media is that there are a lot of people who are satisfied with opinions, likes and comments,” he says. “None of this makes much sense to me. I’m eager to reach out, repeat the messaging and the offer transforms the relationship with a customer or investor.”

Like all marketing, Cardon says you have to think about the audience first. Will they respond the most to reels and stories? Do they like livestream videos? Through social media, you can dive deeper into the metrics and find out. He says marketers need to use all social channels and then look for success on each platform. Frequency is important. He says that if you post once or twice a week, you will not be able to capture viewers.

Cardon also mentioned how important it is to use all digital platforms. He mentioned how his company sent 400,000,000 emails in 2021 alone. Often, the sweet spot of digital marketing is when all digital platforms support and enhance each other. He added that YouTube is a platform that he will choose from almost everyone.

The challenge is starting. My fake company called Wonderbar may not be ready for TickTock or Clubhouse, but Cardon makes a great point: the sooner you start creating a follow-up, tracking engagement, and seeing conversions the better.