Shift From Traditional Advertising To Digital Marketing
Digital marketing has helped many big brands reach wider audiences across different channels but for age restricted brands this has not been a smooth ride. State regulations about advertising to minors has prevented big alcohol brands like Patron from jumping on the digital marketing wagon. Social media, with its millions of under-age audiences was simply out of the question.
The traditional forms of advertising for brands, such as television and native magazine adverts are effective, but the recent successes of social media marketing has shown online channels to be even more effective for reach and influence. Facebook and Twitter allows age targeted ads, and alcohol brands are starting to realise the possibility of reaching audiences over the legal age of drinking. In 2015 alone, alcohol brands Pernod Ricard and Patron has increased their marketing spend on social media.
Alcohol brands sees potential in digital marketing
This year, Newcastle Brown Ale has launched funny Facebook videos targeted at California and Las Vegas markets. After eliminating spends on traditional advertising. Newcastle Brown has been using digital as their new channels of advertising. The brand realised the potential of digital marketing and turning viral videos into real sales. The change from mass advertising to hyper focused ones may prove to be the most cost effective.
Alcohol brands can scale local using digital marketing
Wanting to scale local and use programmatic advertising is something that Heineken does to push sales. ‘Open Your City,’ a series of 60 seconds music video, is the summer 2015 campaign used by Heineken to target cities New York, Los Angeles and Miami. Heineken also partners with Tubemogul, a programmatic targeted video player to direct ads towards very specific audiences. Targeting the right people is the most cost effective way for any brand to spend on advertising. Of course, brands have to fine tune for differences in geographic locations.
Periscope and forays into virtual reality
With 3.4 million fans on Facebook and 213,000 followers on Twitter, Patron is not a small brand on social media. However, it is the marketing on Meerkat and Periscope that has garnered Patron more attention. Patron gave audiences behind the scenes look on Periscope and a virtual reality story about the making of Patron has increased interest in the brand. In 2015, Patron increased their digital marketing spend by 30% with the help of Golin and Razorfish. Meanwhile, Pernod Ricard increased their company budget on digital marketing by 50% over the last few years and are putting age and geography targeted paid social ads to increase sales.
Location targeting with digital marketing
Geo targeted advertising is helping alcohol brands zone in on their desired audience. Made Real Vodka, a startup spirits brand in New York will use geo targeted ads to find their first customers. Far from being a fad that alcohol brands are taking part in, geo targeted advertising. virtual reality and age targeted marketing are signs of things to come in the alcohol retail industry.
Creating useful online content is important for any company, whether they are a B2B, B2C or non-profit government organization. To get ahead in marketing, we are told to produce ever more content, in competition with the huge volume of content that is being generated online every minute. In our Q&A we will discuss with Nelson Fuhr, digital marketing consultant at Alvomedia, about the relevance of SEO for 2015 and how this can be integrated with content marketing.
Let’s Talk about SEO and Marketing for 2015 and beyond
Q: Is Content becoming more important than SEO?
A: We use SEO to find the content, so one cannot exist without the other. In recent years, marketers have become more focused on content because creating valuable content helps their customers. Customers want to be informed and guided along the sales transaction, hence the need for relevant, useful content. SEO is very important for that content to be found by the right customers. Without it, customers do not know just how good your content is.
Q: How is SEO still important for companies today?
A: SEO is really important for any integrated digital marketing plan. Everything ties in together-the SEO for great organic exposure and traffic, and the content to convert customers once they find your webpage. Organic ranking is crucial for getting traffic and more visitors to your website. The more people that visit your website, the higher the chance of conversions into paying customers. Without customers, there is no business essentially. Google algorithms for SEO take into account mobile responsiveness, loading time and relevant content nowadays. This is all to help make internet browsing better for the user. Every business would want their customers to have a better user experience on their website.
Q: What is black hat SEO?
A: Unethical SEO that will get you penalized by Google. This includes keyword stuffing, spam and purchased backlinks.
Q: What do you write for content, how much is enough?
A: Firstly, know what your brand is all about. What industry is it in and what problems does it solve for customers? You have to know about the mindset of your target audience: what do they want to know and how can you tell them the information to make them take notice. Content that helps, addresses a concern, give guidance, provide information are very good basis for content writing. How often you write depends on what you can schedule time for. Content writing eats up time quickly so you need to be disciplined and have a routine/set goals of how much to write a week.
Q: How does social media help SEO if at all?
A: Social media amplifies your SEO efforts. Tweets and shares on Facebook will improve your search engine rankings. For Google search engines, Google+ has an impact on page rankings. If you can only have one social media platform to leverage for rankings, choose Google+. Social media works because of the wide reach and engagement. I would recommend social media as a research tool for trending topics and concerns. Companies need to stay relevant and knowing what their customers are talking about is helpful. You can also uncover new keywords phrases and connect with influencers who can help with your brand awareness.
Q: What is your stance on link buying?
A: The money used on buying links can be used better elsewhere, such as writing a blog and creating valuable content. Link building is more expensive in the long run because of the maintenance costs in buying more. Google does not like backlinks that were bought, it could get your website penalized-too much risk.
Q:What takes the longest to do in SEO?
A: The most time consuming task in SEO is worth it in the long run. Link building
Q: When there are multiple versions of a page, have you seen a canonical link tag used successfully on the website?
A: Links suggested by the canonical tag do replace noncanonical links in a list. So canonical link element works fine in Google. Indexation decreases for noncanonical URLs and the canonical tags have an impact on Google sitelinks. This works for Google but not Yahoo or Bing at the moment. By using a canonical tag you are giving Google a hint which URLs should be indexed. In time, deindex your URL and redirect visitors using the 301 redirect.
Q: Things change so fast in the world of SEO. Is there a best way to do things?
A: The best way I can foresee for 2015 and beyond is to integrate SEO with what every other department is doing: content creation, social networking, front end design and UX. The reasoning behind this in my opinion is efficiency and effectiveness from collaboration. When SEO teams work in isolation, they do not know what is happening with content creation and website design. This was fine years ago, before Google rolled out new algorithms. In 2015, everyone has to take into account how responsive design and content works with SEO.
Q: Is SEO dead?
A: SEO will be around longer but not the way we know it. Google is changing algorithms constantly and for improved user experience. SEO professionals used to be technically competent but now they need to create high quality content to amplify the efforts. They also need to work with the website designers and bloggers so to speak.
Q: Does being first to the game give older online websites more advantage?
A: Older websites have many problems such as bugs and fixes. Their roadmaps require replatforming, taking up considerable time. In the meantime, new websites with search engine optimized pages can jump up the page rank pretty quickly. On the other hand, older websites have more inbound links built over the years. Whether those links work or not is another issue. Some of the linked websites may no longer exist; an SEO has to spend time cleaning it out.
Q: Are guest posts spam?
A: Many guest posts do not add value except for a link back to the poster’s website. Google sees some guest posting as spam and will penalize accordingly. There are high quality guest blogs that benefit the website where it is posted; it depends how the post is written.
Q: Is onsite SEO still relevant?
A: Onpage SEO is still important for meta titles, site architecture and menu navigation, internal linking, sitemaps and meta robot tags. It is there to help Google interpret the structure of the website. Creating onsite content involves pleasing the reader first and foremost.
Q: What tools for SEO would you recommend?
A: GetStat is a great ranking tool which allows you to monitor many terms for rankings. This is recommended for enterprise SEO where country level rankings and knowing the landscape of terms is important. The tagging feature for keywords lets you see where a drop in ranking is coming from. Screaming Frog is good for site crawling and Deep Crawl as well. Majestic SEO and SEMrush are great for off page analysis.
Q: What will Google do next?
A: Google will try to find the most relevant websites for their users. With the huge number of well optimized websites Google may overhaul their algorithms to rank the more authoritative ones higher. One of the changes I foresee happening is authorship. This means authoritative content from an online influencer. Becoming an online influencer takes time and authoritativeness is hard to manipulate. Links can carry heavier weight when coming from an authoritative author. Only time will tell!
Q: How can one stay on top of changes in SEO?
A: Subscribe to SEO industry website RSS feeds and join in the conversion on Twitter with other SEO experts. There’ll always be dissenting opinions about SEO and that’s good. Learn as you do SEO for your own website.
With more than 2 billion social media accounts in the world, and 47% of internet users on Facebook, social media is a big deal for marketers. The reach of social media marketing is perfect for both online and offline businesses. You can create a social media account for your business and use excellent content marketing to keep it alive and growing.
No business marketer can ever deny the value of a loyal fan base. People are bound to generate large revenues (lifetime value LTV) if they are loyal to a certain brand. That is why every marketing agency tries to connect with leads emotionally using digital marketing ideas. Social networking is an excellent way to connect emotionally with customers because it is intrinsically human to interact with one another. Social media marketers tries to understand human motivations, interpersonal relationships and behaviours in such settings. They then apply the insights to socially targeted marketing.
Social media marketing practices that will improve conversions
The common perspective and the reality
For nearly all the new startups and online businesses, social media networks is an integral part of their marketing strategy. ‘Go where your customers are,’ is the popular saying, but what does it actually mean? In 2015, as shown by statistics, many people are active on social media networks. In order for businesses to reach potential customers, they have to roll up their sleeves and work hard on creating their social media personas. Oreo on creative social platform Vine and Ikea on Pinterest are just some of the brands that leveraged social media successfully to gain more conversions. The common perspective in 2011 was that social media is a temporary fad and large companies were unwilling to invest much money on social media marketing. The tables have turned by 2015 when research by Econsultancy has shown that 71% of brands plan to invest more in social media to build brand equity. Convince&Convert recently published a study showing that 53% of Americans make purchases from the brands they follow.
How to create loyal customers
A loyal customer can give you more benefits in the end than you can ever calculate. He/she leads to the generation of a steady stream of leads. You get more referrals and brand mentions. It is sort of a chain reaction in which you can trigger one person to attract many. Follow these tips to get loyal customers.
1: Provide an excellent customer service
Customers cares only about how you treat them. Even if you do not provide the type of product they need, a courteous business manner can influence them in making a purchase. According to Forbes, 71% of customers that end a business relationship is because of bad customer service. It is therefore important to make them feel secure and cared for. Social media lets you communicate with customers in real time. This allows you to understand their problems, respond to them in a timely manner and come up with solutions. It also lets others know how much you value your customers and thus create a positive feeling towards your brand.
2. Interesting and useful posts
Attract potential leads towards your profile by creating highly creative or informative posts and articles. These posts should be interesting and easy to read as people are becoming increasingly indifferent to advertisements. Moreover, your content should be full of information about your product or services industry. The aim of creating useful posts is to get the content shared across the social media channels. The wider the audience reached, the more leads that will be generated. Widespread sharing of your posts create strong inbound and outbound marketing. It is more helpful than SEO.
3. Improve brand image through social marketing
When you know your customer’s perspective of your products, you can easily formulate targeted marketing strategy. You can remove the flaws in your marketing or else display your product in a way that is more socially acceptable and appealing for the public. This will get you more audience, traffic, and ultimately more loyal customers. Learn what are the demands and expectations of your customers to fulfil them and gain their loyalty.
4. Explain your products
Social media is an ideal platform to explain about your products. You can let everyone know about the benefits it provides without boring anyone. Interesting interactive posts and instructional videos can easily get you attention and loyalty of many. Creating tutorials, power point slides and guides can add to the information for your customers and help facilitate customer conversions.
5. Focus on networks that fits your brand image
When 22% of Americans use social media multiple times a day, brands cannot afford not to appear on several different networks. Choose the ones that are best fits with your audience and brand image otherwise it will be wasted effort. For brand awareness, Facebook and Instagram works well (especially if your brand sells using a lot of visual content). Vine, Vimeo, Tumblr, Pinterest, LinkedIn and Twitter are other networks your brand should consider depending on what you sell.
6. Create content that supports your brand image
Sometimes, brands forget they need unified content across different networks. The content message has to be consistent but it does not have to be the same content. In fact, creating the same content across different social networks is a waste of time and shows lack of effort. What brands need to focus on is creating a good variety of cohesive content. If you are a serious company, posting light hearted gifs on a Tumblr account might not be cohesive with your brand and confuse your customers. Customers are mostly likely to convert when they trust the brand and the image that they project.
7. Using visual content to convert
Content with images receive 94% more views than text alone and prospects recall brands better when there is more visual content. Use images that are cohesive with your brand image and A/B test the effectiveness of visual content in different social media platforms.
8. Leverage the influence of social media influencers
Establishing your brand’s authority in your industry and gaining the attention of potential leads take time. You can leverage the audience of social media influencers by tagging them, writing about them or citing their works. Kindly ask the permission of the influencer if you are unsure. In order for influencer leverage to work, you need to create consistently great content.
9. Paid social
Paid social ads can generate more leads and lead to conversions for your brand. Diminishing organic reach on social platforms such as Facebook means that brands have to pay up. Social media campaigns and contests now appear on social media and the most effective ones offer value.
10. Strategic Planning
Many people think of social media as a vague marketing method. The vagueness comes from not being able to measure the ROI for things such as social engagement and reach and lots of time spent on trial and error. Without a social media strategy in place, it can be frustrating. Decide your goal for social media marketing, be it conversions, influence or brand awareness and refine your social marketing to meet them.
Just recently, SocialBro found that the most influential fashion bloggers had more sway on consumer purchasing decisions than some celebrities and internationally recognised fashion brands such as Vogue. With millions of followers on Twitter and visual rich social media platforms such as Instagram, fashion bloggers do influence the way women and men shop. In an era where peer to peer recommendations and social media engagement matters, fashions blogs reach wider audiences than some advertisements can.
Fashion bloggers can help brands generate revenue
Fashion bloggers with millions of followers have the power to drive traffic and conversions when fashion brand links are placed on their blogging sites. Brands such as Hugo Boss, Louis Vuitton, H&M, Piaget, Dior, Gucci and Dior have already collaborated with fashion bloggers to tap into this huge potential. Fashion bloggers are a business unto themselves; the most influential blogger of 2015 is set to make $9 million.
It is estimated that a collaboration of River Island with Man Repeller could expand River Island’s audience by 223%. Brands like H&M and Topshop have already seen their cross over audience increase by 26% and 25% respectively. If there is anything fashion brands can conclude by looking at the success of fashion bloggers is that a partnership can generate revenue. It is thought that Armani, the high end Italian fashion house could expand their online audience by 25% if they collaborated with fashion bloggers.
Clamouring to colloborate with fashion bloggers could be the savvy move fashion brands are looking for to connect with millenials or anyone on social media. Fashion is a particularly competitive industry where perception can make or break the brand. Customers are much more discerning than before, choosing to believe peers and influential social media personalities than ad campaigns on magazines. According to statistics, 84% of customers would choose word of mouth and peer recommendations over advertising, something that brands can no longer ignore.
In a recent statement by Snapchat CEO Evan Spiegel, Snapchat’s daily active users is close to the 100 million mark. In spite of the large number of active daily users on Facebook, Spiegel reveals that Snapchat users watch half as many videos as Facebook users.
Snapchat daily active users are growing by the day
In April, Snapchat revealed that vertical videos were the most viewed on Snapchat. In order to view a video, Snapchat users had to keep their finger on the screen, a huge indication of user engagement with the platform. The advantage of this was user engagement but for longer videos this would make users uncomfortable. Spiegel revealed that Snapchat might implement changes to how users can view videos, without placing their fingers on the screen all the time.
In an interview with Spiegel, he talked about the possibility of a market correction and Snapchat being ready for this. What Snapchat is not ready for is an acquisition: Spiegel insisted that Snapchat will be more fun as an independent company.
Brands that are exposed to Snapchat daily active users
Savvy marketers realised the potential of Snapchat and access to the iPhones of 18-34 year olds around the world. The Comscore report found that penetration was 32.9% with Snapchat and amongst the 18-24 year old user base, penetration was as high as 50%. In addition to the visual rich content on Snapchat, brands could also leverage the huge amount of ephemeral content that would grab user’s attention.
Not one to miss out Snapchat’s potential, Taco Bell launched a Spicy Chicken Cool Ranch Doritos Locos Tacos as part of 6 minute mini movie. The informal footage was filmed in under 24 hours with creative agency Deutsch LA but the effect was instantaneous in tapping into millenial’s love for celebrities, fast food and music.
Using exclusive photos of Le Bron and star athletes such as Richard Sherman and Johnny Manziel, MacDonald’s was able to engage Snapchat users in a creative and fresh way. Instead of using the same content on other platforms, MacDonald’s have really differentiated content for Snapchat users and created a strong social presence.
In the fashion circle, Rebecca Minkoff is a brand that used Snapchat to great effect. They gave Snapchat users exclusive glimpses into the 2014 Spring Collection before they appeared on the New York Fashion runway. The fact that Snapchat was so ephemeral meant users had to pay attention and they felt like getting the inside scoop.
2014 was the tipping point for the number of mobile compared to desktop users
Every where you look, people are using smartphones, tablets and hybrids to keep connected with the world around them. The Digital, Social and Mobile survey conducted by We Are Social in January 2015 shows that 3.6 billion people use mobile devices with a penetration of 51%. In that same survey it was found that there was a 5% increase in the unique mobile users from January 2014 to January 2015.
According to GO Gulf Web Design Dubai, conversion rates on mobile devices is 300% that compared to a desktop. Mobile devices already accounts for a third of all sales transactions online around the world and the figures point to growth for 2016 and beyond. In the State of Digital Marketing 2015 infographic, it was found that 80% of people primarily accessed the internet using their smartphones.
Implications of mobile marketing growth
Mobile marketing is taking over desktop marketing. What are the implications for marketers and brands?
1. There will be an increased investment in mobile apps
The Adobe Mobile Marketing Survey 2014 found that there has been increased investment in mobile app development. Although it is possible for brands to market using Facebook and Twitter (there are 1.2 billion Facebook monthly active users with 30% only ever logging in from a mobile device), marketers will want to write their own code for apps. A mobile app has the advantage of being user friendly for customers and for data collection, targeting, location tracking and push notifications. Customers will be notified immediately when a special offer or advertisement is published; it is hyper targeted marketing.
2. Created for mobile users
The tipping point occurred for mobile when the number of mobile users surpassed desktop users (ComSCORE, 2014). The implication of this statistic is that marketing should be focused on being mobile first. A mobile-first approach includes mobile responsive website designs, touch friendly ad banners, optimally placed CTAs, QR codes and other ad placements.
3. Marketing based on location
Real time location based marketing is a powerful method to target customers. The technology requires GPS and geolocation; there is insufficient advances in this area so far. Location based targeting is different from check ins where the customer does not receive ads prior to checking into a location. Implemented properly, location based marketing can track customers and adopt different personas for ad campaigns. Customers can be notified of special promotions when they are in close proximity to a venue. There is greater scope for interaction and customer conversions when the mobile technology senses a lead.
4. Personalised for mobile
The close proximity of a smartphone to their user makes this more personal compared to tablets and laptops. The ease of access implies faster intake of information. 76% of people in a survey by SAP 2014 said that they were more likely to read a message delivered via SMS and that SMS was the best way for businesses to contact them. The psychology behind mobile marketing is increased personalisation. Getting the mobile user’s attention using their name, recent purchases and updates on discounts are all examples of mobile personalisation. Allowing the mobile user to opt out and disable notifications when in different time zones should be considerations.
5. Payments via mobile
Mobile security and customer’s perception of mobile security has been increasing in recent years. Mobile payments are now completed through mobile apps when the customer finds the product in store and there are many retails outlets that participate in mobile payments. PayPal, Apple Pay and Google Wallet are the mobile apps available in 2015 but marketers are interested in customers paying through their own apps. Mobivity, a patented technology that drives sales, has projected a 60% increase in mobile payments for 2015.
6. The serious matter of privacy
Any device that collects data will be vulnerable to hacks and other privacy breaches. A mobile app contains a lot of sensitive data which is why customers are reluctant to opt in. Sometimes, the benefits will override the risks, such as personalised ads and promotional offers. Customers are willing to hand over data only if the marketing is clear about what will be done with the data and if there are parameters of data usage. Difference Data Protections laws should inform mobile marketers about how to deal with sensitive data.
Mobile marketing is growing fast and will disrupt the way ecommerce companies target and advertise to customers. The statistics supporting this growth should give marketers plenty to think about in the coming years. Mobile marketing is no longer a matter of speculation-it will happen and it will be led by customer demands for mobile friendly shopping.
According to Google’s latest findings, 54% of promotional video clips has viewability on phones, desktops and tablets. YouTube had 91% viewability and it was found that the larger the video format, the higher the viewability. To determine what content is viewable, Google has published a guide.
Video viewability statistics reflect responses on different screen formats
According to Google’s findings:
Audibility was an factor in influencing customers. People who heard a YouTube ad recalled that brand 33.1% more frequently than people who did not hear anything.
The main reasons for video ads not being seen is due to being played in the background on a hidden tab (76% of cases) and because the user skipped them in under 2 seconds (26% of cases).
Size matters for viewability. The most viewed ads were also the ones played on larger video screens (88%). To generate views, a video has to take up 50% of the screen.
Only 19% of video ads use the largest 848 X 477 video format.
Videos had more viewability on mobile devices than on desktop; 83% of videos were viewable on smartphones.
Page position mattered for video viewability: the most viewed position was just above the fold of the page
The most viewable ad sizes were vertical units
However, being positioned above the page fold did not mean being viewable: 68% of ads above the fold was viewable
Contents that held the viewer’s attention were the most viewable across all industries.
Years ago, shooting your videos vertically was an amateur mistake that no one wanted to make. Watching vertical videos on a normal laptop screen format was a nightmare because of the black bars around it. However, things are changing fast in the digital space and horizontal video format are no longer de rigeur amongst tech savvy people.
The mass adoption of apps such as Snapchat, Periscope and Meerkat have changed our thoughts about conventional video marketing. Videos shot in a horizontal format looked bad on these new apps and where new apps lead, video formats must follow. Some will argue that due to the ephemeral nature of live streaming, the vertical video formats naturally compromise on quality. If you are looking to shoot a video masterpiece, therefore, a horizontal format is still preferred.
When it comes to adapting to the needs of millenials, digital marketing statistics for videos don’t lie. Snapchat reported in April 2015 that vertical ads were viewed nine times more frequently than horizontal ones. People using Snapchat watched videos with their mobile the right way up, the way it should be. The challenge for digital marketers will be to change the way they’ve been producing video content for the last 10 years. Despite the disruption in video marketing, changing the video format is inevitable as more smartphones are being used by consumers as their primary internet browsing device.
The popularity of video mobile advertising
Popular apps that stream vertically are also the ones used to reach millennials. Adding vertical video marketing is a smart move that will pay off in terms of engagement with millenials. In addition to short lived visuals, Snapchat also offers a network of media channels such as Comedy Central, Cosmopolitan and ESPN.
Vertical videos format for a new medium
Snapchat is a relatively new platform and many marketers are apprehensive about changes to a vertical format. In comparison to vertical video apps, other horizontal video sites have wider distribution. This may change in the future but the new medium is still at the early stages of implementation.
Facebook marketing is great for targeting a very specific demographic of consumers. It is possible to target potential according to their gender, relationship status, location, sexual orientation, shopping habits, browsing habits, political leanings and even what people or pets are in their household. The wealth of data offered by Facebook is fantastic for reaching and converting target consumers and their is no other platform quite like it.
If you wish to use Facebook marketing, and this is strongly recommended, focus on great content first and then target your potential consumers like there is no tomorrow! Once people click through to your Facebook page, it is your opportunity to make them stay longer with relevant and high quality content. Once people see how your business can help them, the conversion rates will go up.
Facebook Marketing Utilizes The Power of Consumer Behavior Analysis
There are some Facebook ad managers that allows you to access The Open Graph to look at user behaviors and demographic on Facebook. Adespresso, Qwaya and Sizmek are just some of the Facebook management systems. Using Facebook Ad management tools, you can target users based on their connections, psychology and behaviors. Searches can be as specific as education degrees, past employers and different languages spoken.
Once your page reaches 5000+ likes, you also have the the option of using targeted posts. This means that any content you post on your Facebook page can be targeted to specific users based on age, gender, relationship status, educational status, sexuality, location and interests. The beauty of targeted post is that you waste no time in getting your message across to the leads you need for conversion.
Clearly, there is great potential in targeting the exact Facebook users you want in order to convert. Facebook ad managers work well if you know who your demographic of customers are. They are fantastic if you know who your Buyer Persona is. What about if you don’t know who your specific Buyer Persona is? Many businesses find that their initial instincts about a Buyer Persona is completely wrong.
The other alternative is to market according to buyer intent.
Facebook Marketing Versus Google Ads
In contrast to Facebook marketing, Google Ads works with buyer intent. When people input some keywords to help find a product or service they will get the relevant Google Ads. Marketing for user intent has its advantages but it is important to remember that nurturing leads will bring greater conversions in the long run. Facebook user specific marketing allows you to have leads in the sales funnel ready for nurturing.
The other great advantage of using Facebook marketing is the relative low cost of running ad campaigns. You can actually test campaigns using little money before launching into the actual marketing. This makes Facebook marketing cost effective and once you start marketing you always have control over your budget.
In the past, social media marketing was unheard of. Following the success of popular social networking websites, it would be unwise not to engage potential customers through social media. The sheer number of social media users meant that brands could really exploit this channel for marketing. The question is, how do you connect with social media users and turn them into followers or buyers of your product?
Provide Value for Social Media Users
Businesses that only want to dabble a few weeks or months in social media will be disappointed by the results. Social media marketing is a long game, and believe me, the wait is worth it. Creating a good social media profile is the starting point for your social media marketing. After that, you will need to nurture the relationships you build with potential customers through social media. Be a listener and provide value, value and more VALUE!
Create a Facebook Page
In 2014, Facebook users reached 1.35 billion per month. Facebook is still the largest social networking channel and fertile ground for your brand to get attention. Creating a Facebook Page will make you look more professional and let Facebook users engage with your business page through likes and comments. The ripple effect of Facebook Page advertising is great, because for every like and comment, other Facebook users will see this on their friend’s wall. Find out your target demographic of potential customers on Facebook and make your content relevant, or interesting to them.
Tweet Valuable Content
Twitter has a reputation for being fast paced! You can connect with potentially millions of Twitter users and get your information across quickly. When setting up a Twitter account for your company, it is a temptation to tweet about your product or services constantly. Find valuable content, tips or information that your followers will find helpful. You can alternate promotional tweets with tweets that offer tips and other valuable information.
Get Down to Business on LinkedIn
LinkedIn is the professional version of Facebook so build business networks and forge professional connections through this channel. You can post blogs, start a discussion or reach out to potential employees, and join groups relevant to your industry. Creating a polished LinkedIn profile will make you look more professional and serious in offering your products and services.
Be Short and Sweet on Youtube
Don’t upload videos that are over an hour long. Or even, more than 30 minutes. Video marketing on Youtube is powerful but you have to remember there are millions of videos being uploaded. Shoot short videos that get straight to the point and provide both informative and interesting content. People search on Youtube for answers so get to the point.
Google+ Your Way to More Exposure
Google+ has communities of passionate users that are connected through a similar interest or profession. Once you know who your targeted audiences are, you should be able to post both informative and interesting content on your Google+ page to get their attention.