A great deal of what I do, and what many small business owners do, involves trial and error. In the land of social media and ever-present technology, it's difficult to always know new online features and ideas will be of actual benefit to our business.
In my experience, it's often been worth it to try those ideas. While some initiatives may fall flat, social media offers the benefit of being extremely low cost and low commitment. With a few dollars and as little as a day's time, you can play around with ideas that may bring your next new client in the door. If you're not seeing results in a short time frame, you have the ability to discard your promotion or tinker it for a better fit.
My goal is to help practice owners facilitate those ideas and make them successful, and if I can, share what works. Today's example is a successful promotion of a Small Business Saturday promotion that brought in $3700 in revenue for Four Paws Animal Hospital!
I posted this graphic on Four Paws' Facebook page on the morning of Small Business Saturday, 11/28/2015. I did not boost the post, and I was initially disappointed that it did not receive many clicks or shares. However, I was pleasantly surprised when Four Paws Office Manager Diane called me the next week to report that they had sold 148 gift cards for a total of $3700 in sales and that their phones rang off the hook that morning!
Even if you negate the $10 bonus the promotion included, that's still $2,220 in profit. This image was created totally for free in just a few minutes using the free Canva.com website. Based on the fact that we spent nothing to post this image on our Facebook page, I'd call that a great return on investment!
Obviously, Four Paws has done a great job of building a loyal clientele in clinic and online. While this promotion may not have worked for every clinic, it's proof that even with minimal investment, social media can bring new business in the door.