Today Social media marketing creates a real opportunity for businesses to connect and communicate with current and potential customers. There is no standard approach that works for every company; but there are some „good practice” techniques and some common mistakes we all need to keep in mind, regardless of the company’s profile.
Choosing the right networks.
One of the main reason for a small ROI (return on investment) is the poor decision when it comes to choosing the communication channels. Find out where your potential clients are and go there. For instance, if you are advertising for a nail salon, there is no point in going on LinkedIN. Meanwhile, if you are selling industrial equipment, you may not get the expected results if you advertise on Facebook.
Setting your goals.
“Increasing our sales” or “Raising awareness” are not smart goals. Of course, we all want that, but in marketing, the goals need to be not only reachable and realistic, but also measurable. A good goal might sound like this: “Increase the conversion rate by 2% for clients referred to the website by Facebook, by May 1st”.
Give something to your social media fans.
There are many reasons why your clients are becoming brand or location fans of Facebook, so make sure you keep them happy. Tailor network-specific offers, something that the non-fans will not find on the website. This gives a sense of exclusivity.
Watch your budget!
Of course, you will have to invest in social media ads, but don’t go overboard. Spend smaller amount at first, a test budget, and analyse the results. Don’t forget, great content (with a potential of becoming viral) can reach great results organically.
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