Social Media Advertising For Businesses – Social media marketing is a powerful way for businesses of all sizes to reach prospects and customers. People are discovering, learning about, following and shopping with brands on social media, so if you’re not on platforms like Facebook, Instagram and LinkedIn you’re missing out! Great social media marketing can make your business remarkably successful, create dedicated brand advocates, and even drive leads and sales.
Social media marketing is a form of digital marketing that harnesses the power of popular social media networks to achieve your marketing and branding goals. But it’s not just about creating business accounts and posting whenever you feel like it. Social media marketing requires an evolving strategy with measurable goals and includes:
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Social media marketing also includes paid social media advertising, where you can pay to have your business appear in front of large numbers of highly targeted users.
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With such widespread use and versatility, social media is one of the most effective free channels for marketing your business today. Here are some of the specific benefits of social media marketing:
The larger and more engaged your audience is on social media networks, the easier it will be for you to achieve your marketing goals.
With regard to the above benefits, don’t just take our word for it. Let’s take a look at some social media marketing stats that prove its power:
A successful social media marketing strategy looks different for every company, but here are the things they all have in common:
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Now that you know the essentials of a social media marketing strategy, it’s time to put it into action. Your social media marketing plan is the step-by-step plan to execute your strategy. It brings structure to your efforts so you can measure your success and ensure you spend your resources wisely. Here’s how to create your social media marketing plan:
Ready to get started with social media marketing? Here are a few social media marketing tips to kick start your social media campaigns.
Consistent with other areas of online marketing, content rules when it comes to social media marketing. Make sure you post regularly and offer really valuable information that your ideal customers will find useful and interesting. This includes:
It also means leveraging the variety of formats that social media offers, including images, videos, stories, live streams, online stores, and more.
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Using social media for marketing allows your business to project your brand image across various social media platforms. While each platform has its own unique environment and voice, your company’s core identity, whether friendly, fun, or trustworthy, should remain consistent.
In other words, don’t log in once a month to schedule all your posts. Social media channels are communities. You need to pay attention to who engages with your content and respond back: reply to comments, like, share and comment on their posts, run live streams, post polls and real-time questions to spark discussion, and post others’ content again.
Don’t let anyone tell you that Instagram is the most visual social media platform. They all are! If you want to stand out in someone’s feed, you need to accompany your posts with attractive visuals: photos, illustrations, text turned into art. Content creation tools like Canva have templates and features that help you quickly create images that look professional, have your logo on them, and are consistent with your brand.
Social media is a busy place, so if you want to gain traction with your audience, you need to post great content regularly. The secret to doing this? The three Rs:
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We’re always looking for ways to appear in other people’s feeds, but we forget that value can be derived from our own. Track your competitors so you can keep an eye on them, get ideas to adapt to your own strategy and identify gaps to fill. Follow influencers to keep up with trends and educate yourself. Follow brands that share your values or have great content strategies for inspiration and out-of-the-box ideas.
You can’t determine the success of your social media marketing strategies without tracking data. Google Analytics can be used as a great social media marketing tool that allows you to measure your most triumphant social media marketing techniques and determine which strategies are better abandoned. Add tracking tags to your social media marketing campaigns to keep track of them. And be sure to use the analytics within each social platform for even more insight into which of your social content is performing best with your audience.
One of the many reasons to advertise on social media is that it is a very cost-effective way to increase your reach. If you play your cards right, you can get your content and offers to a huge audience at a very low cost. Most social media platforms offer incredibly granular targeting capabilities, allowing you to target your budget at exactly the types of people likely to be most interested in your business. Below are some tips and resources for getting started with paid social media marketing:
Speaking of Facebook ads, how is your account really performing? Find out with our free Facebook ad performance grader.
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The best social media marketing platforms for businesses are Facebook, YouTube, Instagram, LinkedIn, Twitter, TikTok, and Snapchat. Different social media marketing sites require different approaches, so here’s a quick overview of each: its user base, key vibes, pros and cons, and content types.
You can get a comprehensive overview of each platform here: the biggest, baddest and most popular social media platforms and how they can wield their power.
Facebook is the largest social media platform worldwide and one of the largest local business directories. People of different age groups use it to communicate with friends and family, participate in groups and forums, find and visit businesses near them, and follow brands. Facebook is a great social media marketing platform to:
Organic reach on Facebook is limited, so if you want to generate leads or find new audiences, advertising on Facebook is your best bet.
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You might not think of YouTube as a social media marketing channel, but it fits the bill: you can post videos to your channel; share, comment and like other videos and follow other accounts you like. In addition, you have a curated feed on your homepage with recommended videos. The key to social media marketing on YouTube is not to try to “go viral” but to add value. It’s best for:
Though it came onto the scene years after LinkedIn and Twitter, Instagram soon surpassed those platforms, reaching one billion monthly active users in 2018. It is popular for its diverse content formats, including feed posts, stories, lives, reels, and IGTV. People use Instagram to follow influencers and brands they buy from and support their personal values. Create your Instagram bio and then use it for:
The cost of Instagram ads is generally higher than Facebook, but the good news is that organic reach is also higher.
LinkedIn may be a professional network, but it’s also an inspiring community that celebrates leadership, learning, and core values. So in addition to using it to network, find prospects and share industry insights, it’s also a great place to express your corporate culture and build your personal brand in parallel with your corporate brand. There are plenty of LinkedIn company page features to take advantage of, so be careful when building your page. LinkedIn is a great platform to:
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Twitter is a beautifully jumbled network of quick thoughts, helpful tidbits, and energetic discussions. You should be regularly active on every social media platform, but it is especially important here. Many people use Twitter to get news, follow brands, and get customer service. Be sure to retweet when a customer has something nice to say about you, and don’t forget to answer people’s questions when you can. For effective social media marketing on Twitter, you may want to:
Snapchat isn’t just for teens. The largest age group (75%) ranges from 13-34 and with Snap Maps, geofilters and the partnership with Gannett, it’s more locally focused than you might think. While you can’t build relationships on the platform, you can build an audience through fun images and short videos. Use Snapchat for:
TikTok is the fastest growing social media platform of all time, taking just five years to reach one billion monthly active users. Although it is known for dancing, there are tons of popular categories on the platform that continue to grow. Businesses are finding ways to use it as a marketing channel, but remember that the main reason people use TikTok is for entertainment, so make sure your videos align with that. Use TikTok to:
You can find our roundup of the best social media marketing courses here, but of course these are our favorites. Use them to increase your social media presence through organic and paid methods.
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