My Social Agency office
Social media gives your business the potential to be seen by millions of people worldwide, but its important to get your business seen by the right people. Alex Humphries, marketing manager of My Social Agency, shares some tips on how to make sure you're using social media effectively.
When it comes to social media, the ‘one size fits all’ approach simply doesn’t work. Each platform (Facebook, LinkedIn, Twitter etc) has its own quirks, from its audience to its algorithm and everything in between, and in some cases, the platform which works in one industry may not work for another.
In terms of the platforms your business should be using, it depends on your overall objective, for example brand awareness, leads, or outright sales, as well as the nature of your business. For B2B, LinkedIn is a must, followed by Twitter. As a professional B2B network, it is vital that if your business sells to other businesses, that you are on the platform, as it is the one which is most likely to drive leads. LinkedIn Advertising, using the Campaign Manager tool, allows you to create a variety of different adverts for your business, including the ‘sponsoring’ of existing content, serve text ads to a specific audience, or deliver tailored InMail campaigns. With Paid Media of this sort, you are able to focus on people who work in specific industries, and so are more likely to be interested in your services and do business with you, unlike Pay Per Click search advertising, which in turn means that you are more likely to achieve a higher return on investment. Meanwhile, Twitter can be used a more informal platform, where you can still share your content, and interact with other companies more easily.
For B2C, Facebook, Twitter, Instagram and even Snapchat are the platforms which should take the majority of your focus. However, each of these have their own uses and objectives. For example, with Facebook, for organic posting, your audience are likely to have already heard of your brand, and possibly even be customers, hence they have liked the page. However, in contrast, on Twitter and Instagram, you are more likely to be able to attract new customers with your organic content through the use of hashtags which are relevant to the post and your brand.
Facebook Advertising can also be a powerful tool for acquiring new customers. With a range of different advert types to choose from, including carousel-style, page like ads and video adverts, as well as the ability to target adverts based on a user’s age, gender, hobbies, interests and geographical location. With the Facebook Pixel, a snippet of code which can be embedded into your website, you can also serve dynamic retargeting ads, where a user is shown an advert for a product or service based on a page they have previously viewed on your website. This works particularly well for eCommerce companies, and I have seen examples where it has generated more than 7000% ROI, so it’s well worth doing.
Overall, when it comes to social media, there are a handful of top tips which I would advise:
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