The Strength & Power of Social Media
The UK has 31 million active Facebook users. Are you advertising to them?
When it comes to online marketing, having a website just doesn’t cut it in 2017. Most people won’t actively look for your website, but they do check their Facebook on average 14 times per day. This is where your audience is, so this is where you should be advertising.
The simplicity and direct nature of social media makes it perfect for businesses, making customer service a breeze. Many customers would happily send a Facebook message to a business with an enquiry, but wouldn’t necessarily pick up the phone or send an email. This direct point of contact makes turning general enquiries into sales a lot more likely.
So which platform is right for you?
Who’s it for: Everyone (even your mum!).
What to share: A huge variety of content, events, advertisements. The more visual the better – avoid text-only posts here.
How often to post: Once or twice a day – you don’t want to put people off by oversharing.
Positives: Powerful advertising, most-used social network, visual.
Negatives: Not as strong as LinkedIn for B2B.
Facebook is all about personality. Yes, the platform’s incredibly powerful advertising makes it ideal to promote your business, but your page shouldn’t look like one giant advertisement. You should be looking to inspire and engage, starting conversations by asking questions. The average person checks Facebook multiple times per day, so putting your brand in these people’s eyeline can be an invaluable form of marketing. In our humble opinion, Facebook is an absolute must.
Who’s it for: Restaurants, lifestyle, travel and luxury brands. If your business look good, show it off.
What to share: Stunning imagery plus short videos (less than 15 seconds).
How often to post: Once a day.
Positives: Visual layout lets you show off attractive products and services.
Negatives: Links in comments aren’t clickable.
If you’re business lends itself perfectly to visual content, Instagram’s right up your street. Own a coffee shop, travel agent or a fashion brand? Sign up right this instant. If you don’t have a photogenic product, however, or the ability to take regular photos, it’s best to leave this one out. Instagram began solely as a mobile app, so it’s unsurprising to hear that 90% of users access the platform via mobile. If your audience relies heavily on desktop, again this might not be the right choice. However, Facebook now allows you to display certain adverts on Instagram, whether you have an account or not. Bonus!
Who’s it for: Everyone – from one-man bands through to multinational firms.
What to share: Short-form content, real-time updates and direct responses to your customers and other users.
How often to post: At least four times per day.
Positives: Relevant, a way to make your voice heard.
Negatives: Needs to be regularly updated, multiple times per day.
Twitter is fast becoming the number one news source online. Its snappy content and fast-paced nature makes it a great way to join conversations, and its direct nature makes it a great way to handle customer service. However, maintaining a strong Twitter presence needs work, so don’t take on the task lightly. As Tweets roll through users’ newsfeeds in chronological order, it’s easy to see your content go unnoticed, and therefore it’s advisable to repeat any important updates to increase your potential reach.
Who’s it for: B2B businesses, recruiters and job-hunters.
What to share: Jobs, educational content, blog posts.
How often to post: Two to four times each week.
Positives: Possibly the best way to target business owners.
Negatives: Not ideal for B2C.
LinkedIn is aimed primarily at job seekers and recruiters, allowing people to make connections in order to further their career. It’s this demographic that makes the platform ideal for B2B companies – think insurance brokers offering business insurance, security firms and digital agencies. Keep everything super-professional when using LinkedIn. This is a must in general, of course, but your spelling and grammar needs to be especially spot-on in this case. Proofreading is key! Posting blogs on LinkedIn works well, as this type of content shows you are knowledgeable with your finger on the pulse.
Don’t just take our word for it…
• 74% of consumers rely on social media to guide purchase decisions
• 33% of people prefer to contact a business using social media rather than by phone
• When companies engage and respond to customer service requests via social media, those customers end up spending 20% to 40% more with the company
• 71% of consumers who have a good social media service experience with a brand are likely to recommend it to others
Now, we’re not suggesting that you scrap all of your traditional marketing methods. Social media is the perfect way to complement your current marketing set up, offering an additional tool in your arsenal. What’s more, advertising on social media can generate incredible results, at just a fraction of the cost of traditional advertising.
Need a hand with your social media?
Get in touch with us today! Just fill out the form or give us a call on:
0800 808 9980