Why Your Brand Advertising Needs Social Media To Be Effective
All marketing campaigns need to have a social media element. Loud it! If you want to create awareness, shout on social media.
If I see it on Twitter, I remember it more when I find it in Google searches or other Ads 😉
Social media marketing builds relationships, promotes content and influences potential buyers before getting interested in your offer.
We all like to buy from people we want and trust. If friends recommend products to us, we are more inclined to buy them.
That is why we love Payspieloo‘s new PPS initiative. Pay Per Share is the way to go, baby!
Importance of Social Media Advertising
Social media allows companies to show their personality and engage with prospects. A company can have followers on social media sites that grow to become its advocates, followers or fans. Then these fans do the selling peer to peer.
However, social media alone may not do enough, especially when selling B2B (Business to Business). Advertising works, but today it works best when it involves an element of social media. Combine the two, and your campaign will have a broader reach and more effect.
Marketing today is difficult. There are 200 million people on the US “Do Not Call” list. Over 84% of TV viewers admit to skipping commercials. 44% of direct marketing is never opened. Roughly 99.9% of online banners are never clicked. Buyers wait until they have completed 60 – 80% of their research before reaching out to vendors.
Why do I need social media marketing to sell to businesses?
Previously businesses sold through sales reps and sales events. They promoted direct marketing and brand building. Then with the advent of the Google search in 1998, B2B marketing moved to pay-per-click (PPC) and SEO. We wanted people to find our business.
Then being found wasn’t enough. We need to offer white papers and downloads to get people on to our lists. Then we could nurture the prospect before trying to sell. That makes it longer than before.
Today, SEO and PPC marketing still have a place. In fact, email marketing is still the most productive for actually getting sales.
However, social media engagement drives interactions on the internet. Through all the many connections, businesses can create peer-to-peer selling rather than business to clients. They can build valuable relationships and use them to promote sharing and engagement. This is why every marketing campaign needs to have a social element.
Take a look at stats taken from a Social Marketing Marketing Industry Resort by the Social Media Examiner:
- 59% of marketers are using social media 6 hours a week or more
- 74% of marketers reported that social media marketing has increased their site traffic
- 85% of marketers that the number 1 benefit of social media marketing is generating more business exposure
- 93% of B2B marketers use social media marketing for marketing their business
Social Media Marketing Basics
Here are some tips you need to create an effective social media marketing campaign:
- Be social: make the content interesting, engaging and fun – don’t take yourself too seriously.
- Combine your social media profiles with paid (sponsored ads) and see powerful results.
- You still need a reasonable offer and engaging web content.
- Be sure and have a reason for them to leave their data or contact you.
- Give value first, and give away as much value as you can.
- Social media is 2-way, so involve people in the conversation by making engaging content.
- Peer to peer sharing is the best way to get your message spread and heard.
Getting Started – a few questions to ask in planning
This seems like a daunting task, and it can be a bit overwhelming. If you already have social media, you need to bring all channels into line. You get a much greater effect if you have all channels running. But in this highly competitive market, your own social media channels may not be enough. You may need to pool in others’ too.
Before you start a campaign, set clear goals, or you won’t know if you have succeeded. You have to create the content that is shareable and filled with value.
Ask if you have the resources to commit to this strategy fully and for the long term. Social media needs to be worked on overtime.
Is your company website ready for the added attention? What will it do to engage with these new visitors, and how will you capture their data?
Are you committed to having every advertising and promotional initiative include a social media element?
Next, it’s time to make a plan.
Next, you need to ask: Who? Where? How? What?
- Who are you targeting? Where are they on social media?
- How can you reach them and be successful?
- What do you want to achieve from this?
Once you know the answers, you can build your plan. But first, make sure that the stakeholders are fully committed. If you don’t have buy-in for the team, your plans will fizzle and fail.
Before you begin the campaign
Show the reason for taking this action. Not because everyone else is doing it but because it works. Highlight the numbers and statistics. Show the potential ROI of some effort versus the cost of traditional advertising.
Now you can choose your team. Who will be directly responsible for the campaign? There needs to be a moderator to control what is being said as the people speak for the company. That is where Payspieloo comes in.
Here is the proposal:
Brand XYZ creates an engaging content that is shareable to promote.
She decides that her audience are on WhatsApp and they are more there.
She needs to reach out to people all over the country.
She decides to pay for 500 shares with Payspieloo PPS marketing, and she chooses to be shared on WhatsApp.
Thousands of Payspieloo users will be notified of this new offer and only 500 of them will be paid to share the content to promote XYZ on their WhatsApp, and they will upload 500 screenshots to confirm that they have shared on WhatsApp to claim their earnings.
Win-win for everyone!
Depending on the resources you can apply to this campaign, you may choose less or more than 500 people to share your content the platform.
One of the great ways to build content on sites is to have both Facebook, and WhatsApp interlinked. In this way, you can have a broader reach and have more people see your giving value.
Your content doesn’t have to be huge, but it needs to be helpful and engaging enough to push people to write down your contact and reach out to you and not the person who posted it. Use pictures and video to get your audience involved in the conversation.
- Start conversations
- Take part
Forms of content
- Slide share
- White papers/reports
- Blog posts
- Microblog posts
- Idea clouds
Top tips for success
Follow industry experts and leaders and emulate what they do and say. Develop your own angle and take the lead with your version of the story. See what is being talked about and join the conversation. Develop keyword lists from these conversations and then use them to take the conversation forward. Make all your employees part of the story, not just those directly involved.
Ideas and information need to have authority and reliability. It needs to be sticky so that it can be passed on quickly. “Made to Stick” by Chip and Dan Heath shows how to make ideas stick with stories. Google “Story Selling,” and you will see that there are many books and blogs on the concept.
Stories add clarity to an idea or concept and allow people to understand complex ideas from outside of their field of experience by comparing them to something they are familiar with. In this way, they have understanding, and the idea is much more likely to stick. Once it has stuck, it can be told forwards.
Sharing is key to success.
People do not want to be sold to. They want to get informed and inspired. They want to do their research and get opinions. Then and only then will they go out and look to buy.
As marketers, if we do our job properly, prospects will come to us predisposed to buy. Our sales team merely has to take the order. In some cases, it is more involved than that. Still, social media engagement allows us to bring people a lot further through the buying process before they contact our sales departments.
Prospects are doing research online. If they see an advert for your competitors’ product and like its idea, they will do some research online. If you have a more substantial presence and greater social evidence, the chances are that they will buy from you.
Reversely, suppose your advert gets people’s interest up, and you do not back the advert up with social media. In that case, you may end up sending clients to your competitors.
Remember that you need to work social media into every aspect of your marketing. The more your audience wants to engage with your content, the more likely they will want to share and finally become your customer.
Help is at hand
Let us help you with your social media campaign. We will help you promote your brand like a bomb. Put your brand in front of more people today.