How TigerTail hooked Facebook engagement at 5 cents

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Kevin McGinnis runs online marketing for TigerTail, a manufacturer of ATV equipment in Minneapolis, MN.

Like most small businesses, he has a website, shopping cart, email list, and Facebook page. These different systems don’t talk to one another.

He knows that when he sends email, it drives sales. But it’s not exactly clear how all his marketing efforts come together.

So this is what he did to kick his marketing into high gear on Facebook.

He uploaded his email list to Facebook, getting 500 users to match.

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You can do this with whatever email system you use — MailChimp, ConstantContact, Infusionsoft, aweber, or whatever. And it’s free.

Now whenever he posts to Facebook, these email subscribers will also see his messages in their News Feeds.

He set up the 3 campaign structure of audience, engagement, and conversion, as described here.
Screen Shot 2013-12-11 at 5.51.28 PMTigerTail is able to automatically grow its fan base, increase engagement, and drive sales, since these campaigns are linked together.He’s spending $25 a day.His top ad drove a 10% CTR and 666 actions for only $29. That’s 5 cents per engagement.

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We know that the higher the CTR, the lower the CPC. Facebook rewards you for having highly engaging content targeted at the right audience.

In this case, ATV enthusiasts whose friends are connected to TigerTail. It’s this last filter that makes everything relevant, since it’s leveraging the social connection of what friends like.

This is word of mouth at scale and how social advertising is different than paid search.

But we also want to drive the bottom line — we need sales.

Here is the e-commerce reporting from his Google Analytics.

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The conversion campaign is fed from the engagement campaign. So a lot of the Facebook engagement traffic drives more searches in Google, which then gets credit for the eventual sale.

That’s why even though there is more traffic from Facebook, the revenue impact is seen via Google.

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Many e-commerce players make this last click attribution mistake, not realizing there is an assist from Facebook that makes email and search more effective. More people are going to search for your name because of your social efforts.

The only real solution here on this tracking issue is to have a tag management system in combination with url tags and conversion tracking pixels.

Even still, Google Analytics hides most of the referral traffic, including the keyword that the user came in on, like this:

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As you can see, most of the traffic is hidden under the “not provided”.

Readers, what are you doing about tying your search and social efforts together?