Harness The Power Of Social Media For Your Business: A Beginner's Guide

September 20, 2018

The big four – Facebook, Instagram, YouTube and Twitter. Who uses them, what can they do for your business and are they in growth or decline?

 

Facebook

Who uses Facebook?

 

The Facebook audience is so broad, that there really isn’t a true ‘Facebooker’ but a collection of men, women, families, friends, co-workers, sporting groups, interest groups and many more. It houses the most advanced digital marketing targeting tools on the market. You really can target anyone, anywhere, anytime, anyplace.

 

Why use Facebook to promote your products or services?

 

Facebook is the most widely used social media platform on the planet with 1.13 billion active daily users - It pays to play in this arena! Whilst some believe it is a dying platform, daily active user numbers speak for themselves.

 

Some more stats to wrap your head around:

 

- 50 million businesses use Facebook ads

- 1.13 billion daily active users (and potential targets)

- 75% male internet users are on Facebook and 83% of female internet users

- 50 mins per day on average is spent on Facebook, Instagram and Messenger (highest attention span than any other platform)

- 87% of all mobile ad revenue in 2017 was spent on Facebook

- 22% of the global population use Facebook making it the most widely used social media platform on the planet

- 100 million hours of video viewed daily

- The best targeting options available on the market 

 

Facebook Ad Types:

 

Facebook offers the largest range of Ads, based on your business objectives:

 

1. Boosted post: This allows you to build your brand’s awareness online by pushing existing organic content to more relevant users.

 

2. Promote your page: This helps you to gain more page followers, so more people have the opportunity to see your future organic content.

 

3. Website traffic: This drives more of your target audience to your website.

 

4. Increased conversions: This increases conversions (a conversion is a specific action you want a user to complete. E.g. A sale or sign up)

 

5. App installs: This gets more of your target audience to download your App.

 

6. App engagement: This gets more of your target audience engaging with your App.

 

7. Reach people near your business: This helps reach those in close proximity to your business (good for promoting a physical store).

 

8. Raise attendance at your event: This helps to increase awareness surrounding an event.

 

9. Get people to claim your offer: This helps increase redemption of sales or offers on your website.

 

10. Video views: increases viewership of a particular video or TV advertisement.

 

11. Collect leads for your business: enhances your lead generation strategy.

 

Targeting:

 

You can target your Ads to a very tailored group of people. Facebook (and Instagram as it is also owned by Facebook) house the best targeting technology on the market.

 

See below a few main targeting categories: 

 

Location

- Age

- Gender

- Education level

- Job title

- Relationship status

- Income level

- Interests (sports, beauty, fashion…)

- Behaviours (purchase behaviour, recent home-owner etc)

- Connections

 

Instagram

What is Instagram?

 

“Visual Storytelling”

 

Creating content that seamlessly blends into your audiences news feeds is the way to go.  It is a visual-first platform. A picture literally tells 1,000 words. It is not a platform for albums but a forum where one can be whoever they want to be, and seek inspiration at every turn!

 

Why start advertising on Instagram?

 

- 800M+ users

- 15M+ business profiles worldwide

- 400 million use it everyday

- 60% of people say they discover new products on the platform

- 75% of Instagrammers take action after being inspired by a post

- 51% of users check Instagram daily

- 70% of all businesses use Instagram to promote their products/services

- $595 million mobile ad revenue last year

- Since the 2015 Instagram Ad launch - 2017, 1 billion user interactions were generated

 

Instagram Ad Types:

 

Instagram offers the largest range of Ads, based on your business objectives:

 

1. Brand Awareness: This allows you to build your brand’s awareness online by pushing existing organic content to more relevant users.

2. Reach: Ads are shown to the max amount of people (regardless of potential interest). You need to have an associated FB page. To use Instagram stories, this is currently the only objective option.

3. Website traffic: This drives more of your target audience to your website.

4. Increased conversions: This increases conversions (a conversion is a specific action you want a user to complete. E.g. A sale or sign up)

5. App installs: This gets more of your target audience to download your App.

6. Video views: increases viewership of a particular video or TV advertisement.

7. Collect leads for your business: Enhances your lead generation strategy.

8. Engagement: Ads get more people to take an action on your post (comment/like/share). If you promote an existing post, this is the option to opt for.

 

Instagram Targeting:

 

Being owned and run by Facebook has its major benefits here. See below a list of the main targeting metrics:

 

- Location

- Age

- Gender

- Education level

- Job title

- Relationship status

- Income level

- Interests (sports, beauty, fashion…)

- Behaviours (purchase behaviour, recent home-owner etc)

- Connections

 

Remember you can test and optimise to get the greatest results!

 

Some useful tips:

 

- Instagram benefits from the plethora of targeting parameters that Facebook benefits from, therefore it pays to utilise the most valuable audience targeting metrics in the market to increase your ROI!

- Organic reach is in decline, and distribution is just as important as content. Ensure to change up your posting strategy!

- Custom Audiences! Use ‘existing’ audiences, and match them with new potential audiences to reach people that are most likely to purchase your product/service. Less budget wastage = better results.

- We monitor all Instagram ads whilst they are live and update the audience; budget/schedule; optimisation and delivery; placements and ad creative.

- If engagement is low we will look at updating the visual creatives

- If clicks are low we will test new ‘call to actions’

- If reach is low we will look at our targeting parameters

- We create a ‘long-term’ strategy. How will the engagement we generate contribute to our bottom line and consumer base?

 

YouTube:

So what is the deal with YouTube?

 

YouTube is the second most popular website in the world! With 1.5B+ users worldwide, it is the ultimate hub to consume and upload personal and professional content, with amazing opportunities for advertisers and businesses alike.

 

Why use it?

 

- No.2 ranked website worldwide

- 1.5B users worldwide (second to only Facebook!).

- YouTube offers localised version of its site in 88 countries and offers support for 76 languages – truly global in  nature.

- 1B hours of YouTube videos are watched daily (that is equivalent to 114,000 years of YouTube videos watched every single day!).

- The top 10 Ads on YouTube generated 539M views, 3.6M likes and 14 hours of viewing time.

- YouTube has stood the test of time! The first video was uploaded in 2005 and it is still growing today almost 14 years later (an impressive life for a social platform).

- Video is everything: Words are only 7% of how people communicate. When someone reads something, all of the words written are interpreted in a slightly different way based on the physiology of that person. Video allows for zero ambiguity.

 

Some useful tips:

 

- Ensure the Ad frequency is capped to 1-3 per week per person. This stretches your budget effectively without compromising the effectiveness of the individual Ads.

- Never associate your business with negative content. For example, exclude tragedy/social issues/mature content from your Ad strategy.

- 74% of users that reported to watch a ‘how to’ video on a product or service went on to buy it. Include a ‘call to action’ at the end of the video clearly stating how to buy your product or service.

- Engage your audience with ‘playlists’ of cohesively ordered videos to tell a story about your brand to increase brand recall and engagement.

- Create engaging Ad titles – both simple and to the point. It will explain perfectly what the video/ad is about and why a customer should engage or purchase.

- Post regularly and keep up engagement to ensure you remain top of mind across all search terms.

- We leverage google AdWords to reach the right people who are further down the sales funnel and are ready to buy!

 

Twitter

To Tweet or not to Tweet

 

Twitter is a social networking site that allows users to publish short messages that are visible to other users. It can be used as a way to keep up with friends, a way to promote your business and for many, is a source of their local or global news and industry highlights.

 

Why use it?

 

93% of people who follow small to medium-sized businesses on Twitter plan to purchase from the SMBs they follow. In addition to this, 69% have already purchased from an SMB because of something they saw on Twitter. SMBs cannot afford not to harness this platform.

 

Twitter is also an important platform for customer service. 85% of SMB twitter users say they use it to connect with customers over orders and other queries.

 

Twitter Ad prices are also decreasing. Cost per engagement dropped by 54% in 2017 according to Twitters quarterly report. Whilst engagement is increasing (increased by 99% in the same period).

 

Some more stats:

 

- 330M+ monthly active users

- 50 million tweets are sent every day

- 2B search queries per day

- 42% of Twitter users access the App every day

- 74% of Twitter users say they use the network to get their news, an increase of 15% from last year

- 40+ languages supported

- Millennials make up the largest user group. 36% of 18-29 year olds use twitter (22% are aged between 30-49, 18% are between 50-64)

- 28% of users have a college/university degree or above

- Twitter users are more likely to have a higher-than-average income (39% of American’s who earn $75,000 or more use twitter, compared to 26% who earn over $50,000 and 16% who earn over $30,000)

- Live streaming is huge – in Q3 2017, Twitter live-streamed more than 830 events (3/4 of which were to a global audience).

 

Things to consider

 

The life of a tweet is so short that you need to go hard or go home. It really is that simple. Only got time for a few tweets a week? Don’t waste your time!

 

Some useful tips!

 

- Visual content: in the form of Images, GIFs and Videos see higher engagement rates than text-only posts. We help you create a visually stimulating and energetic twitter campaign that keeps up with today’s fast-paced T-world.

- Engagement: When customers tweet about the businesses we work with, we tweet back. We build strong relationships with prospects and add value where it matters the most.

- Scheduling: At first, we monitor which times of the day and which days of the week customers are responding to the best. We then schedule all posts to follow these parameters.

- Monitoring: We religiously track product and industry mentions to ensure we are one step ahead when releasing our own material and so that we engage with and share the most relevant industry news for your target audience.

- Tracking: We use UTM parameters to track which content is outperforming and which we need to switch up in the future.

 

 

And that is it. A super snappy guide to the most popular digital marketing social media platforms on the market, their user and engagement numbers and some useful hints and tips when using them to promote your online business! 

 

 

Want help implementing your GDPR strategy? Envie Digital Marketing have got you covered. Email us at info@create-envie.com or call us on +447725844846. 

 

 

 

 

 

Share on Facebook
Share on Twitter
Please reload

Featured Posts

Getting started with your PPC keyword strategy

October 11, 2018

1/5
Please reload

Recent Posts