Today’s trends towards data-driven reporting social media suppliers whether they are in-house, bloggers, PR agency’s, or marketing and advertising companies they are all moving towards more data-driven and target orientated results to meet client expectations and KPI’s.
If you need to get your message to your target audience then social media channels are still more popular than any other form of marketing. Facebook, Instagram linked in and Twitter are the most popular channels for audiences 18yrs and above.
1. The best way to reach your audience via paid Ads or organically?
Who is audience and where do they go on social media. This is where you need to build a profile of your target audience, for example if you target is under 18yrs you might need to consider which platform they frequency. SnapChat and Instagram for example might fit a younger profile.
For the fast delivery ‘paid ads’ get the quickest results however this is an expensive route where most content marketers recommend combining paid ads with an organic social strategy to establish a better engagement level that is recognised by the search engines.
2. Should you oblige and ‘like, follow, comment back?
There’s no obligation to ‘follow’ or a ‘ ike’ someone who’s just ‘ followed’ and’ liked’ your post, unless they DM Direct message you and the numbers are manageable. You don’t need to mirror their actions, unless of course it’s a prominent person, guru or influencer in your business sector that have a huge fanbase or followers.
3. Can the same social media content be applied across all platforms?
Yes and no. It’s good practice to tailer your text, language and tone of voice (number of words) depending on platform you are posting to. Same applies to images, photos, infographics they each have to be tailor to the platforms they are being posted to.
For example you be searching for clips of extreme sports on Linkedin in the same way you won’t visit youtube look for networking with people in your business.
It also doesn’t take an expert to realise that the different social platforms exist to display different content to different audiences. Understanding the differences between platforms is not difficult and more importantly easy to tailor your content to make more appealing to you audience and more relevant to the platform.
Your social media spend (for paid and sponsored ads) should be focused only on the social platforms to best reach your target audience and specific goals you set to deliver your message. The days of the shot gun approach to social media have been replaced with more targeted social media strategies that are more relevant to audiences and channel delivery.
4. Deciding which social media channel(s)?
How do you know if your ROI made on content marketing in a particular campaign was worth it? When you’re starting out you don’t know until you get some benchmark figure or go online to Brafton for a gauge of approximate guide to get some similar business reference points
The quality of your content key in securing trust with your audience who choose social media feeds to support their news intake, product awareness and purchase decisions. Once you established this you can follow up with measurement and tracking of activity via google analytics, you can select metrics like shares, followers, reach, engagement, impressions, time on page.
5. What’s budget should a social ad campaign be?
There is not a definitive answer to this question a bit like traditional media there are many variables at play, however some best practices can be used as a guideline (rather than rule).
Calculating Social Media Budget and spend on paid social meda
Annual revenue spent on marketing: 10%-15%.
Annual marketing budget spent specifically on digital marketing: 30%-35%
Annual digital marketing budget spent specifically on social media: 15%-25%- The trend for social media is expected to increase up to 90% by 2022
Because social media ads rely on a bidding structure, the more you pay, the more impressions your ads will get. And the more impressions, the higher chance of clicks.
Begin with spend small amounts, and watch your cost-per acquisition* (CPA). Using the following formula you can calculate your Cost per click:
*CPA = cost-per-click (CPC) ÷ by conversion rate.
CPA can set help set a min and max cost before your conversions begin dropping off.
6. I cannot see my social media ads online?
If you cannot see your ads don’t worry it will most likely be your online persona does match your audience criteria. In other words paid ads are set up for your audience (not you) and only reveal themselves (as an impression) when your audience persona are revealed online.
Ad campaigns are tracking personas (using cookies) to determine search and social behaviour. They help send your ads to potential viewer should not be serving ads to your persona as you are not a potential candidate.
7. Does every business sector need social media?
Regardless of your business sector you need to engage and appeal to your business community and potential customers within.
Social media is an ideal opportunity to interact with your community on an informal casual way, by delivering interesting and entertaining content. I doesn’t matter how cool or how dull your business sector is, you can create tailored content that will appeal to your audience. You can provide much more insight into what goes on behind the scenes and get up close and personal people in these corporations. You can deliver a unique brand experience into a company’s mission and vision the opportunities are endless.
8. Will social media bring more business?
Like traditional Media you have to get you message out into a media space where you believe your audience will be and see your message. An immediately return on your investment is difficult to calculate although it can be quantified in the form of conversions, engagement and reach by studying and measuring analytics.
Some experts say social media places your company one step closer to Google search, one share away or one follow from connecting with a customer would never have discover you if not for social media. Social media generates online leads that are would never have existed before and are now one click a way.
Social media is one of the most cost-effective ways to retain existing customers by offering unique brand experiences to your target audience. It’s free to use and free to measure, and when you wish to increase your reach you can go for paid ads and measure the results ROI.
Final Facts and Figures:
- 80% of people have a Facebook account.
- 55% of B2B buyers conduct research via social media.
- 60% of American social media users say resolving Customer service issues via social media is easier.
- 78% of people say purchasing habits can be influenced by companies’ posts on social media.
- Tweets with images generate 18% more clicks than plain text posts.
- LinkedIn users spend,18 minutes each month on their site.
- 80% of time on social media is on mobile devices
- 2 million businesses run Facebook ads.