Monthly Archives : July 2020

7 Tactics for Social Media Marketing

A strong social media marketing plan is one of the best ways to be heard, and businesses are no exception to this rule. Forget the doorstep; there’s a whole world of potential customers and fans at your fingertips who are actively looking for brands that they can identify and engage with on a personal level.

However, social media skills have to be learned, and many businesses struggle to find an audience and connect with them online. If yours is one of them, what can you do to make the best use of social media and all its benefits? How can you create content that gets people to stop scrolling and start reading, liking and sharing?

These 7 social media strategies for marketing will help your business build a presence and a following in the most crowded rooms online by creating content that entertains, educates, inspires and engages.


1. Make a plan

Before you rethink your entire social strategy, ask the tough questions. What are your goals as a business, and how will a strong social media presence help you to achieve them? What actions are you going to take to build presence, and how will you measure your success? Establish achievable and quantifiable objectives that are informed by your marketing and business goals, and put a time-frame on how long they should take to achieve. Find the right KPIs and tools to evaluate your progress, and don’t be afraid to change your tactics if something isn’t working.

And remember: don’t throw the baby out with the bathwater! If you’ve done something in the past that worked well, think about how and why it worked, and let it inform your strategy as you go forward. Similarly, look to past failures and learn from them: how have your past social efforts missed the mark, and how can you avoid these mistakes going forward?

With a roadmap to social success in place, your business can begin to make guided changes to its social strategy that work toward definite goals.


2. Know your audience

There are so many eyes and ears out there on the web, but do you know who is going to listen to your brand’s voice? Identifying and empathizing with your demographic and how they spend their time online makes a huge difference in making your voice heard. Picture your ideal customer. What interests them? Their passions? What do they read, watch, and talk about with their friends? Consider their goals, and how can the things you do help to achieve them?

The better an understanding you have of your ideal customer, the easier it will be to find people like them online and speak to them with your content while marketing a business.

Listen to your audience and their conversations online about your industry in general and your brand in particular. Find the keywords and phrases in these conversations, learn how they’re used, and put them into practice in your own content. These keywords, which can include anything from industry jargon to misspellings of your company’s name, make up the language that your customers speak – to walk the walk, your business needs to talk the talk.

Finally, knowing the social media influencers your audience follows and engaging with the things that interest them can put you straight into your audience’s line of sight. Learn from what influencers do to engage your audience, and put it into practice in your own social media strategy.


3. Tell your story

Just like every person, every business has a story; no two are alike. Use your social media channels to build a narrative around your business that shows how it got to where it is today. Invite your audience to think about where they enter into that narrative: how are your followers involved and invested in your success? How can the things your business does change a person’s day, or change the way they live their lives?

One way to nail a narrative is to find your niche and own it. If your service or product fits into a certain lifestyle, build a story around it, and highlight your place in it. You know the unique value of your business – tell the world about it, and appeal to an audience that will benefit from it.


4. Get conversational

Social media is a two-way street, and driving engagement with your brand means taking hold of the reins and engaging with your audience. Make your business part of the conversation online by asking and answering questions, making friends, and following back. Things don’t always have to be about sales: sharing holiday greetings, discussing local events, and starting a dialogue about current news stories are all ways a business can drive engagement from their audience and learn more about their demographic.

Most importantly, share with your audience and encourage them to share with you!

Ask your audience about what they want to see, take the feedback and deliver on it. If you see someone doing something cool with your product or sharing a success story, give a shout out! When your audience is engaged with your brand, you become a part of their network. Everyone in your network gets to see how your business fits into the lives of people just like them. This widens your audience and compounds your chances of generating engagement.


5. Go live!

Facebook Live has quickly become a powerhouse marketing tool for the biggest brands. Your followers are notified the moment you go live. They can join at any time to watch you broadcast the things that matter to the both of you.

Is your company reaching a milestone, or releasing a brand new product? Has your warehouse just received a long-awaited and much anticipated shipment? Go live, and share the moment with your fans! Hold a live Q&A session, give fans a sneak peek at exciting things in the works. You can also simply broadcast a day in the life of an employee.

When your fans see the real people behind your products or services, it lays the foundation for a fanbase that is engaged, loyal, and eager to see more!


6. Call to action

Make your statements short and sweet, and provide a way for your audience to follow up and learn more. Succinctness is a virtue and brevity is the soul of wit, especially in the fast-paced world of social media.

Many social media platforms have embraced this philosophy to the point of integrating it into the very nature of user interaction. Twitter’s 140-character limit is an obvious example. Snapchat’s ephemeral photos and videos and Instagram’s bite-sized Boomerang and Stories features are more recent examples.

These limitations allow you to create captivating copy and striking visuals that inspire interest and are digested at a glance. Once you have their attention, encourage users to follow up! Invite them to engage by clicking a link, signing up for a newsletter, or looking through a product line. Always let them get more of the content that hooked them!


7. Testing, testing, 1, 2, 3…

Finally, always be improving. Don’t focus on a single successful formula and stick to it. Variety is the spice of life. Keep an eye out for new trends, new conversations, and new mediums to get your message out there.

But, remember to be scientific about it. Keep your eyes on the KPIs. Put your strategies to the test by comparing their results and learn from your failures as well as your successes.  Keep evolving along with your audience and your social media networks as they grow.


To wrap things up

The world of social media is constantly evolving.

So, you should take stock of how far you’ve come. Set clear and measurable objectives that correspond to your business goals.

You should get to know your audience, tell them your story, and listen to what they have to say.

Go live, give your followers a taste of what you have to offer. Provide the means for them to learn more about what you can do for them. Always pay attention to what works, learn from what doesn’t, and test out new ideas to keep improving your reach.

Most importantly, remember the point of social media: to connect people! Use your social media channels as a platform to connect to and grow your audience. Don’t just use it as a megaphone to talk AT them.

Now go get out there and give the people something to talk about!


 

If you liked this article, check out our other articles on business tips for marketing, advertising, and social media. You can also reach out to us here or on Facebook for questions or project ideas.

An Introduction to Digital Advertising Metrics

Choosing the right digital advertising metrics to track and measure is crucial to your campaign’s success. If you aren’t tracking advertising efforts correctly, you’ll never know what’s working and what channels to focus your advertising dollars on.

Determining your core ROI goals means you’ll be able to measure data that tells the story of how your target audience interacted with your ads.

Here are a few of the key metrics to track that will help you measure success and determine ROI:

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CPA – Cost Per Acquisition

How much does it cost you to acquire a new lead on any given channel?

Knowing the cost to acquire a client for your business is the basis of your marketing budget, so it’s crucial data to add to your ROI analysis. Combined with other ad data, this will determine whether your business will make a profit.

Ideally, you’ll want to get a sense for which mix of ad channels (Search, Facebook, Display) work best for your business. Then you’ll be able to better optimize your ad budget going forward.

Here’s the formula for CPA:

CPA is a simple but valuable formula. Knowing how much it costs to acquire a new lead is key to understanding your ad ROI.

However, we still don’t know the actual value of your client’s customers. The next thing we’ll discuss is LTV, which is essential for further ROI analysis.

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LTV – Lifetime Value

Do you know the lifetime value of your customers? You should!

Why? Because this will give you a number that represents an approximation of the revenue a new customer brings in, with all associated costs factored in.

If you know your LTV, you’ll be able to compare it directly to the cost of acquiring a new client through your digital ad campaign.

Here’s the formula you can use to determine your LTV.

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CR – Campaign Revenue

Now that we understand how to calculate and analyze the lifetime value of your customers, we’ll be able to track the revenue generated by your digital advertising campaign. As you can see below, you just need to multiply your campaign’s conversions by LTV and closing ratio (50% would be .5).

Why include closing ratio? Obviously, every new lead you generate isn’t going to become a customer, so you’ll need to factor in how often you are able to close new leads to estimate campaign revenue correctly.

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ROAS – Return on Advertising Spend

ROAS is an illuminating metric to use for ad campaigns, and a lot of marketers use it interchangeably with ROI itself. However, there are significant differences between the two. What is the difference between ROI and ROAS?

Tim Mayer, CMO of Trueffect explains:

“ROI measures the profit generated by ads relative to the cost of those ads. It’s a business-centric metric that is most effective at measuring how ads contribute to an organization’s bottom line. In contrast, ROAS measures gross revenue generated for every dollar spent on advertising. It is an advertiser-centric metric that gauges the effectiveness of online advertising campaigns.”

So advertising ROAS is much more focused on the results from specific campaigns, while ROI incorporates the bigger picture relative to the business. This means that it’s much easier for you to be tracking and analyzing advertising efforts with ROAS! You know the cost and you can calculate the revenue.

Setting your own benchmarks and campaign goals based on past performance is the best way to proceed with your advertising efforts.

Want to skip all this confusing jargon and let the experts handle your digital advertising? Contact us today!

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