In today’s internet marketing world when social media forms an integral part of any campaign search engine optmization companies based in Toronto hold prime importance for websites like Facebook, twitter and Google Plus. It is really vital to not repeat GM’s mistake which completely ignored its potential target audience on Facebook, and understand the value of earned media. The Facebook niche that a business gains for itself is a long-term asset, and acts as a community that is primed to receive a business’s marketing message. Any business that neglects its Facebook following will most assuredly fail. In order to avoid failure, GM must either maintain its current level of ad spending or step up other promotional efforts. Based on GM’s latest actions, it appears as if GM stopping its ad campaign will cause the company’s Facebook page to stagnate.

Learn to measure earned media

It is very possible to measure the return from earned media such as internet marking Toronto or advertising campaigns on Facebook. Facebook-specific offers have proven to be particularly successful for businesses. For instance, instead of scaling back its advertising efforts on Facebook, GM could run a regional campaign with participating dealers and offer cash back, or free oil changes for 3 years, or a similar offer. Then the company can take note of how many people participate and how much buzz is generated as a result. The performance of such campaigns and the results can be used to track the value of a business’s average Facebook follower.

This, of course, is only part of the value generated. Advertising moves such as this let businesses sketch out a comparison of ‘good’ versus ‘bad’ ads, content and offers.

Learn When, Where, and How to Cut Spending

$10 million is a tremendous sum of money to spend on Facebook. GM could optimize this expense by improve performance, or reduce waste by removing non-performing ads and segments. Instead, the company is taking a ham-handed approach and cutting advertisement funds on a general scale. Allocating even a small chunk of the budget for internet marketing with a focus on search engine optimization and Social Media Marketing would have worked wonders for this auto giant.

Any business managing a Facebook campaign will hit a point where ending the campaign seems appealing. Instead of ending the campaign, business owners should use this time to test, refine and improve. It is imperative that a business learns to utilize Facebook’s comprehensive segmenting tools to create precisely-targeted ads, much like other areas of internet marketing use consumer data to target consumers.

Keeping Perspective In Advertising

Of GM’s total marketing budget, Facebook advertising only makes up 0.5 percent. In order to for the budget to be a worthwhile allocation of funds, GM’s Facebook ads would need to generate 45,000 cars sold. Though the number seems staggering to the average consumer, it is a very achievable goal for a company that sold 9 million cars the year before.

Finally, it is best to not shut down an advertising expense that’s less than 1 percent of a company’s budget unless it is a very clear failure. When an advertising move is low risk and the potential for long-term profit is high, keeping perspective is vital.

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