Key findings
On Facebook, ABC is growing fairly steadily in likes and reach, but frequency and engagement are low. Facebook gives links and photos more weight in deciding what to show users in their Newsfeeds, but Facebook's newer algorithim updates also take into account the what different types content users interact with and the past 50 interactions a user has had. If those interactions were with you, your content is more likely to show up in their Newsfeed, making not only interaction but repeated interaction and different types of content important for reaching large audiences on Facebook. It also appears from the posts listed on the Overview page of Facebook Insights that a large portion of their posts are directly promotional, which can turn off the audience. With all this in mind, ABC should make sure it's sharing a mix of content in the most engaging ways possible.
In ABC's email newsletter, about 25 percent of the 2,606 emails delivered are opened, and the click-through rate is 2.7 percent. Conversions and revenue are 0. ABC's open rate is decent, but they definitely have room to improve their click-through and conversion rates. This makes me believe that their subject lines and delivery times may be OK, but the content of their email newsletters is not interesting enough to make people want to click through to read more.
Improvements
When I make recommendations for my company's social media, I always say to focus on engagement and the rest will follow. When you get likes, comments and shares, you also get higher reach and frequency; and you might even attract more likes from friends of the people who are interacting with you. ABC should ask questions and incorporate calls to action into their Facebook posts to achieve these goals. They should also vary their post types with links, photos and occasionally text only. If ABC doesn't already have a blog, they should start one to talk about their health products or services, which also creates useful content to share with their Facebook and other social media audiences. Sharing useful content like blog posts on topics that affect or interest the audience is much more desirable than direct promotions on social media. Social Media Examiner says people on most social platforms are there to simply socialize, not to buy; direct sells turn people off. But pull marketing can help you attract people to voluntarily learn more about your product or service, which ideally results in sales.
With their email newsletter, I think ABC needs to simply make the body of their email better. People are opening the emails, but a small percentage of people are actually clicking through to ABC's website or blog. ABC might consider adding some element of personalization to the subject lines and content of their email newsletters, as personalized emails result in a higher CTR. ABC should also experiment with their e-newsletters with A/B testing to swap out different elements of the newsletter to see what performs best.
Other channels
ABC also uses Twitter, Pinterest and YouTube. The company should be utilizing all of their social platforms to cross promote each other, as well as linking to all social profiles from their emails. They could also occasionally invite people to sign up for their email newsletters from the various social platforms. The important thing to remember when doing this is to do it sparingly and subtly. Instead of posting "Follow us on Pinterest" on the ABC Facebook page, they should post something like "Wondering how to eat healthier during this holiday season full of tempting treats? Follow our Eating Clean and Lean board on Pinterest: [Link to board]" You can't expect people to just naturally want to follow you or do what you say. You have to give them a reason to do it; tell them what's in it for them.
Future campaigns/posts
The holidays are coming up, and at least in my family, it's hard to make health and fitness a priority when there are so many delicious treats within reach. In the near future, ABC could publish a series of blog posts, which they would promote on all their social platforms plus email, about being healthy during the holidays -- how to make traditional recipes more healthy, how to fit exercise into a busy holiday season, ideas for gifts that promote health, etc. Another time of the year that ABC should tackle is New Year's. Lots of people make health-related resolutions, and ABC could spark engagement by asking their followers about their particular resolutions. They could also write blog or social media posts to give tips and inspiration for following through with those resolutions.
