Feather’s Advertising Results and Conversion Metrics

Let me preface this with saying that this data only represents only a few weeks of having customers. Also, that these numbers are skewed because I put all of my effort into one platform: Instagram. I have 0 conversions from my other advertising efforts because I focused on the one that worked the best.

Those other efforts include a print campaign and Facebook. I haven’t abandoned them. I don’t have enough data to abandon them yet, but I like doubling down on what works, and Instagram is working.

My ad spend is separated into 2 categories: Offline and Online.

Offline Advertising — $776.84

My offline advertising consists only of a print campaign. I have printed door hangers, flyers, promo cards, business cards, etc. The print campaign is different because it requires labor. Specifically it requires me to get my ass out the door and spend time distributing the print material.

Although I’ve bought the print material, I’ve only distributed about $40 worth, the rest is still waiting to be deployed. I have had no conversions on print ads yet. There’s just not enough data to analyze this aspect.

Online Advertising — $575.30

I decided early on that I would only advertise on Facebook and Instagram to start, then expand to other platforms online. This is how the money has been split so far —

At first I split the money between both platforms equally. After spending $100 on both Facebook and Instagram I had 0 customers from Facebook and 2 customers from Instagram. This was despite the fact that I had 120 clicks from Facebook and only 71 clicks from Instagram. At that point I decided not to put any more money into Facebook and focus solely on Instagram.

I’m not sure if I will return to Facebook as an advertising platform. I will of course keep a presence there and produce content, but when it comes to spending money, Instagram is the best bang for my buck.

Let me show you why —

The numbers that are important to me are:

Impressions = 113,581

Link Clicks = 229

Conversions = 10

All 10 of my new customers have come from Instagram. My conversion rate for Instagram clicks (10/229) is 4.4%.

I’m pretty happy with this number. In addition I believe that most of my customers will be repeat customers but it is too early in the business to tell. In the meantime, I’m going to keep grinding.

To Do List

1. Reach out to Instagram influencers.
2. Fix the orders spreadsheet.
3. Design car decals.
4. Find local bulletin boards to attach flyers / business cards.
5. Create a pitch deck for b2b sales.
6. Begin designing Snapchat Geofilter.
7. Email Twitch about advertising locally.

This story is part of a series documenting the journey of a 2016 Dallas startup called Feather. For your reference here is the Table of Contents for the series.

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