Social media campaigns
We create targeted social media campaigns that build traffic, promote brands and increase sales. Our social media engagement solutions make it easier to measure online conversations and become an essential member of the growing online community.
Our highly targeted media campaigns allow you to reach your audience via Facebook, Twitter and LinkedIn, reinforcing your brand as you reach more customers.
Social media campaigns and the steps to success
‘Our social media campaigns are not making us any money’
Social media has become an integral part of our daily lives, both online and off. Social networks such as Flickr, Facebook, Linkedin and Twitter have permeated the consumer purchasing model, increasing inbound communications, referrals and more.
With the continual growth of Social networks – more than 1.43 Billion users and counting – it is easy to get addicted to seeing how many ‘likes and followers’ you can generate. However the number of fans you have is not significant if those ‘likes and followers’ don’t meet your strategic goals such as increased sales, leads, brand awareness or revenue. As you accumulate those valuable ‘likes and followers’ remember to focus on both turning fans into customers and engaging your already-loyal customers so that they are even more passionate about your brand. Here is what a social sales funnel looks like when it is fed with a large dose of social media and the steps to success.
Listening – What are people saying about your brand and social media campaigns online?
Even if you don’t want to market directly on a social network, it is very important to listen to what people are saying about your brand online. Listening is about gaining insight from social networks that can help inform your marketing decisions. Monitoring social conversations is the process of identifying both conversations and strategic keywords and adjusting your listening to reflect your market and understand your customers.
Let’s look at a specific example of how one brand, Harris brushes, can take advantage of listening by using strategic keywords. To arrive at a set of strategic keywords, Harris brushes needs to understand the keywords associated with its product or service, industry classifications and associated customer pain points. Once these keywords are identified, Harris brushes would need to:
- Track keywords and phrases by using one or more of the free social media monitoring tools, such as TweetBeep, BlogPulse and Google Alerts so they can follow the conversations that people are having about their brand.
- Analyse keyword popularity and relevance and select the keywords that best tie to the company’s social marketing goals.
- Allocate social media resources to drive marketing goals. If driving higher brand awareness within the home improvement and DIY category, Harris brushes would put more resources toward monitoring “DIY” mentions.
- When focusing on sales, Harris brushes would monitor decorating and its keywords (e.g. painting, cutting in, bristle loss) and address relevant posts via the appropriate channel. Harris brushes could use Facebook to respond as shown in the example to the below. If you don’t know what’s being said, you won’t be able to respond.
Target – Where is your audience and what are they talking about?
Once you have started to listen, you need to decide which social media platforms will be most beneficial to your business. Where is your audience and what are they talking about? You need to identify what their ‘passion points’ are so you can engage with them in a meaningful way.
Talking to your audience will enable you to identify who your key ‘influencers’ are. These are the people who post regularly, who receive a lot of comments from others or are linked to other people’s content. These users can help you reach and communicate to a wider audience.
Content – Is your content relevant?
Content is a broad category, which includes original content such as blog posts, video, Facebook wall posts and events, Twitter posts, promotions, as well as responses to conversations happening on social networks
Content is a powerful tool for engaging your followers in the social sales funnel – nurturing them from social to traditional leads, keeping your brand at the front of their mind and addressing specific mentions (positive or negative) about your brand and products or services.
The quality of your content determines your engagement and ability to grow fans and followers over time. Effective content focuses on the needs of your customers and not your company or your products and services.
The flavour of your content depends on your goals, industry, size and social platform. While content differs by target, B2B companies typically need to focus on industry-specific educational content that helps drive better understanding of the issues and challenges particular to that industry. B2C companies need to tie more closely with their customers’ lifestyles while balancing specials offers.
Prospect engagement via content creation
Measuring what content is most effective within a social platform against industry best practice allows you to build expertise around content creation and engagement. This knowledge allows companies to prioritise social marketing resources for an optimum return on social media investment.
Mike Healey, Sales and Marketing Director at Pago, talks about how Pago uses content as part of its marketing mix, “We can see what’s working and what’s not. When we publish educational blog posts around hot topics, such as how to maintain your Pago machine within our Twitter fan page, we get significantly more views and comments than traditional product-focused blog posts”.
Action – How do you turn fans into customers?
As the number of ‘likes and followers’ continue to grow remember to focus on turning fans into customers and engaging your already-loyal customers so that their passion and enthusiasm for your brand increases. Here are eight tips for converting them to the cause:
Use social networks to drive email opt-ins
Social networks give you a fantastic opportunity to boost your email subscribers, where nurturing relationships and conversions are more likely to happen. Start turning fans into customers by creating a unique tab on your social network pages, where fans can sign up for emails without leaving their social media platform.
Give the tab a distinct name such as ‘Email Offers’ or ‘Newsletter’ and use it to describe the contents, such as being notified of special offers before non-subscribers or receiving invitations to events. Let your potential subscribers know what they can expect from your emails by showing them screenshots of recent email newsletters and let them know how often they will receive them. Finally, remember to promote email sign-ups in wall posts visible to anyone who visits your page.
Offer coupons for use in your e-commerce store or at physical store locations
According to a Mintel study, 79% of consumers use social media platforms to take advantage of special offers and discounts and yet only 43% of companies make the most of this opportunity. Give customers what they want by offering vouchers on your social media platforms for use in-store or online. Be creative with your offers, perhaps giving away a free gift when they redeem the voucher or tying voucher redemption to a loyalty programme. This is the type of content your fans will love to share within their social networks.
Display customer-centric videos on your social media platforms
Video offers a great opportunity for an audience to experience your product. Consider embedding videos on your wall or creating a tab on your Facebook page to house videos – or both. You can position your brand as an industry leader with ‘how-to’ guides or online tools. A humorous ad can encourage sales and build loyalty. Videos are also one of the most potentially viral pieces of content you can feature.
Run competitions to get fans to engage with you
Given that 65% of social media users connect to brands for games, contests and promotions, gamification can be a clever way to give your marketing campaigns the edge and connect more strongly with your followers.
Try offering exclusive competitions and prizes to build hype, perhaps hinting at a bonus if the user shares the promotion. With their permission, consider announcing the winners via your Facebook page. Include the winner’s comments to give credibility and encourage interaction.
Offer sign-up for white papers, webinars, how-to guides and more on your social media platforms
Those who ‘like’ or ‘follow’ your brand or business could be at any stage of the buying cycle. Therefore it is important to feature educational resources and thought leadership articles on your page, with sign-up tabs that will highlight these documents. Remember to embed social-sharing calls to action within these documents to help create greater awareness of your content.
Tease fans with product updates, news and announcements, driving them to your website
Although you don’t want to appear too product heavy on your social media platforms, you shouldn’t avoid sharing exciting product news. 55% of consumers connect to social media platforms for new product news which makes this a perfect base for pushing traffic to your website and sharing product news. Consider giving sneak previews of your new or improved products when running promotions – not only does this improve loyalty, it generates conversation and promotes sharing.
Share links to your social media tabs
Teaser posts can be helpful to attract the attention of visitors and direct traffic to “hidden” tabs. Teasing posts on your wall will draw attention to the overlooked tabs while also tackling the issue that Facebook limits the number of tabs you can display at any one time.
It is important to adopt the right tone-of-voice with teaser posts so that you come across as helpful rather than self-promotional. Also the viewer must feel that there is particular value in opening it.
Fan Gates can also be used; they allow those who have ‘liked’ your page access content not available to others. Creating desirable content (e.g. competitions) only available to fans encourages users to ‘like’ your page, which will show your updates on their news feed. Ensure that the content is fun and relevant or fans may block your posts or ‘unlike’ your page.
Integrate social media platforms with your other marketing channels
Your customers and potential customers move in and out of multiple channels throughout the day, so cross-pollinating your message across platforms will help you reach more people and maximise your chances of success. Use your social media platform walls to communicate on your other social networks, mobile apps, as well as promotions on these channels. For example you could invite your fans to join your rewards programme giving them 20 loyalty points if they subscribe via your mobile app or get in-store customers to access their Facebook from an on-site tablet for a 10% discount, there are many possibilities for cross-promotion.
Measure – How do you measure you social media campaigns?
As with any marketing activity, social marketing measurement is tied to the specific goals for your brand or business. Social marketing can be effective in generating both long-term value as well as short-term measurable success:
- Creating and accelerating word-of-mouth – which helps with brand awareness and loyalty over time.
- Building relationships – which creates brand advocates over time.
- Servicing customers – which can lead to lower customer service costs over time.
- Lead generation and sales – helping brands increase sales and improve sales effectiveness over time.
Below we have outlined two key areas, pre-engagement and post-engagement. These two areas will help build and evaluate the return on your social marketing efforts.
Exposing a potential consumer to your brand has significant value in terms of driving brand awareness. Exposure can be gained via social advertising, word of mouth and viral campaigns. We would measure a social advert by the percentage of the target audience which has been exposed to your brand and how many times exposure has occurred. Based on our past experiences the data gathered always correlates to the success of your social marketing efforts.
When it comes to measuring the likelihood of purchase, we must look at building a post-engagement metrics to include likes, shares re-tweets, mentions, sales and conversion rates.
Key Performance Indicators (KPIs)
- Exposure Rate
- Reach (Unique Visitors)
- Available Target Audience
- Sales and conversion rates
There is no doubt that social platforms such as LinkedIn, Facebook, Google + and Twitter have changed the way businesses interact with their consumers.
Increasingly, customers choose to reach out to brands over social platforms. Given this shift, companies of all sizes need to invest in creating a social sales funnel above the traditional marketing and sales funnel – monitoring social conversations, classifying social profiles, and addressing conversations where and when they happen.
Services we offer:
• Social media campaigns
• Social commerce
• Social media trends
• Behavioural advertising and retargeting on social platforms (Facebook and Twitter)