A key finding is that the majority of the people who viewed
the content posted for ABC Company in the month of May were between the ages of
24 and 44 with a slight majority being women. The seven day period from May 27
to June 2 had a 50% decrease in engagement compared to the previous 7 day
period, but their total weekly reach increased by 39%. Women are creating more
stories or engaging more with their posts than male fans. The majority of
people viewing their posts on Facebook live in Florida. When their page views
spike, so does their number of unique visitors, which means the posts that are
engaging their fans are being shared with their friends and are increasing ABC Company’s
reach. From May 27 to June 2, the post
that had the greatest percentage of people talking about it to their friends
was the one about National Cancer Survivor’s Day. An analysis of the email
stats shown on Bronto suggests that not enough people receiving the emails are
opening them up or clicking on them, which has resulted in a poor conversion
rate.
An important improvement could be analyzing what kind of
content is engaging their fans the most and producing more of that kind of
content on a regular basis. ABC Company needs to gear their health information
towards adults between the ages of 25 and 44 since that age group makes up the
majority of the people viewing their content. By focusing on specific health
issues that affect and interest men and women in that age group, they might be
able to increase engagement. The post
about National Cancer Survivor’s Day was the most viral for the week shown.
Focusing on national health awareness campaigns might increase their reach and
gain new followers. They do not seem to gain a lot of views from organic reach.
The company might need to produce content on other sites that can improve SEO
efforts so that more people can find them in Internet searches. They also need
to improve their email statistics to get people to open up their emails and
more importantly, to click on their content and increase conversions. This
company needs to revise how their emails are written so they capture the
interest of the receiver and get them to open them. They also need to analyze
that content they are sending in their emails and gear that content to interest
their target audience.
This company would benefit from having a presence on Google
Plus. By producing content on Google Plus, they could improve SEO and hopefully
increase organic traffic to their platforms and gain visibility. They should
also have a blog site where they could post content on health related issues
and give their fans more opportunities for engagement and sharing. Blogs can
also help increase SEO.
I think that ABC Company should participate in future
campaigns that increase awareness for health issues that affect men and women
between the ages of 24 and 44. They can offer health tips and links to articles
that provide information on eating right and staying healthy. During the winter
months, they can give information on flu shots and avoiding weight gain during
the holidays. They can do monthly healthcare awareness campaigns for issues
such as skin cancer, melanoma, and diabetes. By getting to know their fans,
it’s easier to post content that will interest them. This company might want to
change their email campaign to get more people to open their emails and increase
conversions.
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