“The only way to win at social media marketing is for the reader to say, ‘This was written specifically for me.”
The world of social media can be a tricky and somewhat confusing place. Each post that goes out sets the tone for what your brand is all about, and can quite literally make or break you.
But it’s not all doom and gloom (quite the opposite actually). Once you understand the ‘ins and outs’ of social media marketing and how to utilise it to suit your business, you’ll never look back!
The first step to optimising marketing on social media, is to understand that you cannot operate using a ‘blanket approach’ for your social media marketing. What does this mean? Well, this means that it’s important to tailor your content to each online platform, because each platform requires different things.
Facebook is known for being thee universal social media network. With more than 2 billion monthly users, Facebook hosts over a quarter of the world’s population. That’s a lot of user’s ready and waiting to learn more about your business, or better yet, spend money on your products or services.
So it’s not hard to understand why, out of every social media platform, Facebook is the champion platform to get results from social media marketing. This is enhanced by Facebook allowing more advanced targeting than any other advertising platform. Targeting details can range from location, job description and interests to many other variable criteria. You can tailor the audience of your adverts down to every last detail in order to ensure your advert reaches its desired audience.
This is good news for businesses. When it comes to advertising, Facebook does best at generating leads for eCommerce businesses. Facebook adverts can link directly to a high-converting landing page where onlookers are enticed with some sort of juicy freebie. This can be a discount code, coupon or even free shipping. You would be surprised at the high level of engagement that the social media marketing of this nature can bring.
Recommended content ranges from live and recorded videos, to blog posts and high quality curated content. It’s a known fact that videos have a higher average engagement than images and links.
LinkedIn has an average of 227 million monthly users. When you think of LinkedIn, what’s the first thing that comes to mind? Probably careers, businesses, news, yes? All of these things are associated with a certain level of professionalism that other social media marketing platforms arguably lack. This sets the tone for the audience and the type of content posted.
In the past this platform would’ve only appealed to an older generation. But today, LinkedIn is used by individuals fresh out of High School, right up to retirees. It is the ideal platform to find job listings, career information or company news.
Based off a certain level of validity that LinkedIn holds, it’s where you can find the highest quality leads, particularly in certain industries. Unlike most social platforms, LinkedIn is uniquely suited for business-to-business ads and social media marketing campaigns.
The industries that see the greatest response through LinkedIn advertising range from recruiters to business-to-business products and services, and even to adult e-learning courses. LinkedIn also allows companies to have their own page. Your LinkedIn Company Page is a great channel for potential hires to learn more about your company.
Twitter is all about the gift of the gab. With roughly 328 million monthly users, Twitter has revolutionised breaking news and provided unparalleled access for users to connect with each other.
The most common reasons that people using Twitter are to keep up with news, to pass the time, to see what news is trending or to see what other people are doing. This makes it a great platform for sharing news relevant to your followers – industry news, company news, product views, etc.
In that case, what is the best kind of content to post on Twitter, you ask? Well, this ranges from news updates, to general information, to GIFs – never forget to mention GIFs! Twitter has a range of GIFs you can choose from that match with your post, or you can create them yourself so that they’re personalised to your brand.
Seeing as Twitter places so much emphasis on ‘trending topics’, the use of hashtags is also an important aspect in order for your tweet to reach the highest level of engagement possible.
Unlike Facebook, Twitter is still a viable network for organic engagement. Brands don’t need to pay in order to reach their followers, which enhances the platform’s value even when running paid ads. Today, eCommerce stores use Twitter ads primarily to drive brand awareness and promote specific products for direct conversions.
Instagram is the unofficial playground of the millennials. That’s right – 500 million monthly millennials to be exact. Okay sure, we’re generalising, because other generations like Instagram, too! Variations in audiences are slowly rising in the Instagram world, but the majority of social media marketing on Instagram is aimed at, and comes from, millennials.
Unlike other platforms, Instagram is all about the aesthetic appeal. This means high-resolution images and videos. Because it’s all about getting results from social media marketing, remember?
This platform is ideal to showcase your products or services in a glorified manner. The use of hashtags is important to get your content to reach more users, and so high-res images have been known to stand out. They give your brand a professional look and catch the attention of users.
In terms of advertising, Instagram is right up there with Facebook. Yip – high returns baby. Unlike organic posts, Instagram ads can be set to link directly to a product page or external landing pages, allowing for direct engagement with your products.
Instagram stories are another important tool to leverage on this platform. They offer users a more personal ‘insider’ look into the brand. There are many different ways of using Instagram Stories for your social media content marketing, such as: storytelling, promote a blog post, share news and updates, or announce limited time offers and promotions, to name a few.
With all this being said, we understand that the concept of creating an online presence for your brand can be intimidating and, well, slightly overwhelming. That’s where we come in. Check out the BEAN content website for more information on how we do content. See something you like, need, have to have? Let’s hustle.