Small Business Guides Small Business Marketing Social Media Marketing Definition FAQ

What is Social Media Marketing?

March 1, 20171 min read

Social media marketing is the utilization of various social networks to promote your business. Different types of businesses see success on different social networks. Retail and travel businesses often see success via visual ads – amazing product or destination imagery which draws in potential customers through aesthetic appeal. For such an approach: Instagram, Pinterest or Facebook may be a good avenue. Businesses focused on business to business products and services often see success on LinkedIn. Over time, social media marketing is evolving from an organic, content-based approach to more of a PPC approach, where your main focus is on creating ads and targeting them to hit your audience. Organic reach continues to decrease across the board, as social networks battle for revenue.

The number of businesses that say Facebook is critical or important to their business has increased by 75%. (State of Inbound Marketing)

Examples of the types of clients which often see success with this digital marketing tool: entertainment, pet services, recreational, grocery chains, attorneys, restaurants, health & beauty, HVAC

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Explore a website growth scenario

Change the assumptions to see how traffic and inquiries affect the estimated lifetime revenue of customers acquired in one month. The starting values are examples. This calculator does not measure lost revenue or predict what a redesign will achieve.

Monthly website visitors

Use the same monthly period for visitors and leads.

Monthly website leads

Use distinct inquiries attributable to those visitors.

Leads that qualify (%)

Your own estimate of the share that fits your business.

Qualified leads that become customers (%)

Use your observed rate or label it as an assumption.

Lifetime revenue per customer ($)

Revenue across the customer relationship, before costs.

Assumed change in traffic (%)

A scenario you choose, not a prediction from Stoute.

Assumed conversion change (percentage points)

For example, adding 1 point changes a 2% conversion rate to 3%.

One month’s acquired customers

Customers under current assumptions: 3.0
Customers in your scenario: 3.0
Current cohort’s estimated lifetime revenue: $3,000
Scenario cohort’s estimated lifetime revenue: $3,000
Difference across those customers’ lifetimes: $0

Visitor-to-lead rate: 2.0% → 2.0%. Scenario conversion is limited to 0–100%. Fractional customers represent an average, not a literal customer count.

These amounts are gross lifetime revenue, not monthly cash flow, profit, or return on investment. The model holds qualification, close rate, and customer value constant. It excludes project costs, advertising, delivery costs, and payment timing.

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