Social Media Marketing for Businesses
A lot falls under digital marketing: design, audience targeting, optimizations, analysis, and more. One area that is often under-strategized is social media advertising. It is easy to overlook since most of the population navigate their personal social media on a variety of platforms. For businesses, social media marketing requires far more intentionality. We will break down how you can have compelling social media, organic and advertising, that will draw your audience and prospects into your business. When you fully understand social media, your posts will create awareness that develops into trust.
Social Media as a Whole
Practical advice we suggest to businesses and marketing directors is to do as many videos as possible. Short videos tend to have higher completion rates. However, if you’ve got a compelling message, you can go a little longer. If quality videos are not a possibility or are limited to the number of videos that can be created, use branded graphics. Post intentional, eye-catching graphics if you don’t use impressive photography. The goal is to stand out and make the scroller stop in their tracks on your post. We can’t suggest professional photography enough, and if you don’t have that, then be intentional with the photography you take. Be willing to put in the work. It’s harder to do this, but strive for it to be done right. So, you stopped them in their tracks…now what? Keep them engaged and get them interested in your business with your content. Write content that converts. Ensure it is compelling, communicates your value proposition clearly, and that it is actionable. Nothing is worse than captivating your audience but losing them to confusing content.
Advertising on Social Media
According to Hubspot, “70% of businesses say they generate leads on social media, and 58% of marketers say social media has helped them boost their sales.” For small businesses, this will likely come from your intentional involvement of being tagged in a post. People tend to say they’ve tried it, and “it didn’t work.” Usually, it is because they don’t have the solid foundation mentioned above and based on their knowledge of it, which may not be much.
There are multiple types of social media ads: Facebook ads, Twitter ad campaigns, sponsored messages on LinkedIn, Instagram ads, Snapchat ads, Pinterest ads, Youtube ads, and Tik-Tok. Ads on most social networks are sold in an auction format. You set a maximum bid for a target result (such as a click) or a maximum budget per day. As you create your ad, the ad manager interface will provide a recommended bid based on your stated goals. The advertising methods include cost per click (CPC), cost per 1000 impressions (CPM), cost per conversion, and cost per video view.
Let your organic social media posts inform your ads. Some of the organic posts will resonate with followers, while others won’t. Track which ones are being clicked, liked, commented on, and shared. These high-performing messages make the best candidates for social media ads.
Looking into insights and recognizing any trends of engaging posts will allow you to pay for what matters. Refrain from boosting a post just to see what happens. Be intentional.