2019 online marketing tips

Online marketing tips
Today’s trend is data-driven reporting. Marketers are expected to generate data for every action taken online so they can prove the  investment was worthwhile. Data is now the expected norm among marketers and external agencies and are expected to deliver targeted results. Social media too is assessed on evidence of data-driven results. What this means to social media managers is they now have to ensure their social media best practices are indeed applied and not just talked about.

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 linkedin and Twitter are the most popular channels for audiences 18yrs and above.

1. What is the best way to reach your audience via paid Ads or organically?

Who is your audience and which social media network do they use? Answer this question and this is where you need to build a profile of your target audience, for example if you target is under 18yrs you might consider SnapChat and Instagram to fit a younger profile.

For fast results ‘paid ads’ (paid media) get the quickest results. The trend today is combining paid media with content marketing. So it mixes paid ads with organic social strategy to achieve better engagement levels. Better engagement means better recognition by the search engines.

2. Should you oblige and ‘like, follow, comment back?

There’s no obligation to ‘follow’ or a ‘Like’ someone who’s just ‘ followed’ and’ liked’ your post, unless they DM Direct message you and you have time to reply. You don’t need to mirror their actions, unless of course it’s a prominent person, guru or influencer in your business sector that has a huge fanbase of 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 (also number of words) depending on the network you are posting to. This also applies to images, photos, infographics they too have to be tailored to the platforms they are posted to.
For example you won’t be searching for clips of extreme sports on Linkedin, likewise you won’t visit Youtube for business networking.
It doesn’t take an expert to realise that the different social networks exist to display different content to different audiences. Understanding the differences between platforms is not difficult and more importantly it’s relatively easy to tailor your content to make it 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 networks that best reach your target audience and the goals you set. 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 content marketing in a particular campaign was worth it? When you’re starting out you don’t know until at least you get some benchmark figures or go online to Brafton for a rough guide to get some similar business/industry reference markers.
The quality of your content is 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 of a social ad campaign?

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 media
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 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 (cookies) to determine search and social behaviour. They help send your ads to potential viewers and  should not be serving ads to your persona if you are not a potential candidate. That’s why you might not see them.

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 in an informal way. You can deliver interesting and entertaining content in a non corporate way. 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 with employees in these corporations. You can deliver a unique brand experience of a company showing their values and mission & 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 your audience will be so they’ll see your message. An immediately return on your investment is difficult to calculate although it can be quantified in the form of engagement and reach. Likes, comments, Shares, Video Views, Downloads can all be studying and measuring via your webpages 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 that would never have discovered 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 from a new potential customer.

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.

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