HOW DO YOU LEVERAGE SOCIAL MEDIA EFFECTIVELY
Business owners who leverage social media to help distribute business content and increase the overall community of advocates for their business can experience significant growth.
Social media allows your customers and potential customers to communicate directly with you and your employees online, and it allows interesting content to spread quickly. While new social media tools launch every day, most businesses only need to focus on the major players: Twitter, Facebook, Instagram and LinkedIn.
THERE ARE THREE IMPORTANT CONSIDERATIONS WHEN IT COMES TO SOCIAL MEDIA: PLATFORM CHOICE, CONTENT CHOICE, AND MONITORING.
PLATFORM CHOICE: Choosing the right primary platform/s is crucial to the success of any social media strategy and will save you hours of wasted time.
TIP: Spend time finding out where your customers are and focus your efforts there. E.g. If your business is a consumer fashion product your efforts are probably best focussed around Instagram with a little Facebook and if you are an IT service provider you can probably ignore Instagram and focus on LinkedIn and Facebook.
CONTENT CHOICE: Again, focus the content on the platform and what your customers want to read and ensure your content matches that platform.
TIP: Each platform has its own personality, ensure your tone, images and content match the platform you are sharing on or the advice won’t feel authentic or reliable.
MONITORING: Monitoring is an important part of leveraging social media. You need to understand what conversations are happening online related to your industry and recognize where you should respond.
TIP: Here are some great tools you can use to easily monitor your business and industry mentions in social media: Google Alerts, RSS feeds and freemium monitoring software like Hootsuite, and Social Pilot.
USING PAID ADVERTISING FOR QUICK WINS
The reality of effective content marketing is that it takes time. But there are things that you can do in the short-term that will drive more traffic, more leads, and more business until your content starts to kick in.
One of the most effective strategies is Pay Per Click (PPC) Advertising which is predominantly on Google and Facebook, however this is not always the case as depending on the product/service offered certain businesses may find Instagram, LinkedIn and Pinterest bring even greater returns on investment.
The real beauty of PPC is that it drives qualified traffic at a predictable volume and price. It can also provide some early learnings on what type of content your customers are interested in.
By far the most popular PPC platform – operates on a pay-per-click model, in which users bid on keywords and pay for each click on their advertisements. Every time a search is initiated, Google digs into the pool of bidding AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. The “winners” are chosen based on a combination of factors, including the quality of your website and the relevance of your keywords and their search inquiry. Google Ad Options: Search Ads, Display Ads, Shopping Ads, Video Ads, and Remarketing. (We will be writing about this options in depth soon to help you choose the most effective ad type)
With 1.79 billion users, Facebook is ripe with opportunity when it comes to generating more leads. Supplementing an inbound marketing strategy with paid Facebook campaigns can accelerate results and round out your marketing mix.
Facebook adverting is one of the newer forms of paid lead generation but its effectiveness and low cost make it an attractive option for many business owners. One of the major benefits of Facebook advertising has over AdWords is its ability to reach your exact audience.
With Facebook Ads, you can advertise to people by age, interests, behaviour, and location. Or, If you have a list of existing customers you can upload it and find ‘lookalike’ audiences or target existing customers for upsells. The options are endless and with a little creative thinking, the results can be HUGE.
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