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  • Writer's pictureAmit Shankar

Ditched by the ROI?

So many brands approach us, cribbing about no ROI on their online campaign.

Even with all my sympathies for them , after having a look at their communication, I have no choice but to tell them that it was never designed to give them any ROI.

But we have a social media agency and we post 20 posts every month on Fb and Insta is their response.

Well, that is the precise problem.

For starters, Online does not imply Insta and Facebook.

Most of the brands restrict themselves to these two platforms and then sulk over lack of ROI.

Also, before we delve into the solution part, as a brand you have to ascertain the reason for being online.

Is it for spreading Awareness or transacting real business?

If your objective is latter, then you need a Communication Agency that understands Digital and Social Media too.

In most of the cases, the posts your agency shares on the social media have no CTA; Call to Action. They are just one of the posts. And as a post, they are not supposed to do anything.

Tell me, how would Holi, Diwali, New Year Greeting posts do anything for your slipping sales?

It wont.

A sales driven digital campaign requires a different approach and strategy.

Have you done Geo Tagging?

Do you have a SEO plan in place?

Have you got enough content with the right keywords enabling faster search?

Is your website optimised for faster loading?

Are you taking your TA to the Buy button in 3-4 clicks?

If the answer to anyone of the question posted above is ‘NO,’ trust me, you will never get any sales from your online campaign.

Please understand the media and the medium. As a favour, I am sharing this insight without charging you. Online has been designed to trigger Impulse; of reaction, action and thoughts.

How does videos go viral? Of course, impulse.

Why do you buy a product or a service even when you really don’t need it?

Again, impulse is the reason.

Re-visit your Facebook, Insta and website.

See if it triggers IMPULSE.

Oh, did you ask what impulse is?

Well, words, visuals or a combination of both that tiggers some thought, action, reaction in you, coaxing to take a required action, in case of a brand, buying it.

Mega Bonanza Sales announcement triggers impulse.

No wonder, Amazon sells thousand cores of goods in 3 days.

In the case of your brand, see if the picture, copy, layout is compelling enough.

See if story telling is happening everywhere.

Are you telling your TA how good is your product, how painstakingly it has been made, how it will help you achieve your goals and how lucky he is to today as it is on a 30% lower price.

And yes, don’t forget to make his impulse Time Bound.

Act now, buy now, call now, register now, limited seats, only 4 pieces left; the list is endless.

Key Pointers for creating Impulse

Drool worthy pictures

Supremely crafted content

Right Hashtags

Reviews and endorsements


Perfect story-telling

If you would like to know more, feel free to get in touch with me.

I would love to help you craft a better GTM strategy.

Amit Shankar

Founder, HOL

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