2019 online marketing tips

Online marketing tips
The modern trend is data-driven reporting. Marketers are expected to generate data for every action taken online so they can prove their investment was worthwhile. Data is now the norm among marketers and external agencies that are expected to deliver targeted results. Social media too is o on evidence of data-driven results.
What this means to social media managers is now they have to ensure their social media best practices are actually 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 for 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? If you can answer this question then this is where you need to build a profile of your target audience. For instance if you target is under 18yrs you might consider SnapChat and Instagram to fit with a younger profile.

For fast results ‘paid ads’ (paid media) get the quickest results. The trend today is combining paid media with content marketing. This means 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 created or adjusted for the different networks they are posted to.
For example you wouldn’t search for clips of extreme sports on Linked in, 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. Nowadays 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 on the social networks, that a) best reach your target audience and b) 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. Although you can 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 select their social media feeds to support their news intake, product awareness and purchase decisions. Once you established this you can follow up with measurement tools to track activity via google analytics. Also you can select metrics like shares, followers, reach, engagement, impressions, time on page.

5. What’s budget of a social ad campaign?

It’s not an easy question to answer because of so many considerations. However we can follow the guidelines below:

Calculating Social Media Budget and spend on paid social media
a-Annual revenue spent on marketing: 10%-15%.
b-Annual marketing budget spent specifically on digital marketing: 30%-35%
c-Annual digital marketing budget spent specifically on social media: 15%-25%-

Note: It is forecasted by 2022 Social media will increase up to 90% 

Because sponsored ads rely on a bidding structure, the more you pay, the more impressions your ads will get. Therefore the more impressions, the higher chance of clicks.
Begin with spending smaller amounts and watch your cost-per acquisition* (CPA). Then 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 then don’t worry. Most likely its because your online persona does match your audience criteria.
Your paid ads are set up for a specific target audience and not you personally. So they will only display themselves as an ad impression when your target 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’s purchasing habits are influenced by social media’s sponsored Ads.
  • Tweets with images generate 18% more clicks than plain text posts.
  • Linked-in 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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