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In its business, all communication operations carried out must result in a return on investment. If the financial aspect is not always the objective, especially on social networks, we will see in which cases an operation can be considered profitable.
Return on investment is the ratio of money invested to money earned after a communication operation. In simple terms, it is calculated as follows: Return on investment = (gain - investment) / investment However, in digital, there are other figures to take into account when judging whether or not a communication operation has gone well.
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Facebook is the social network most used by hair salons and their clients, so we will focus on the return on investment of a campaign on the social network Facebook. So let's say you want to raise awareness of your salon's Facebook page via sponsored posts and you have a budget of €300. For 300 euros, you can sponsor your posts for a fairly long period of time to targets you choose the criteria for. These sponsored posts will appear in the Facebook news feeds of your targets. As a result of your campaign, you will see 10 new customers who spend 50 euros each in your salon, for a total of 500 euros. Your campaign is then a success: (500 - 300) / 300 = 200/300 = 66% return on investment! Nevertheless, it is important to keep in mind that in digital there are other factors to take into account:
The end of a campaign is not necessarily the most appropriate time to do your calculations. In the hairdressing industry, customers do not always consume immediately. On the other hand, if someone likes your Facebook page, it is possible that they will visit your hair salon on the day they need a service. You therefore need to set up a follow-up of your operations. You can take stock a few months after the campaign by analyzing your Facebook page (number of fans, number of likes of posts, etc.) as well as the figures of your hair salon. If there is a positive growth, then you will be satisfied with your digital communication campaign!
There's a world of difference between knowing and mastering social media! Wavy takes over your Facebook page with one post per week. Wavy shares fresh and updated content with your fans on your Facebook page, and if you want to attract new customers, Wavy also offers other communication solutions! Read the article 'How to make more money in your hair salon' to find out about other ways to make more money. If you are new to Facebook, you can also read the article 'What is the difference between a Facebook profile and a Facebook page?
