Six social media marketing strategies that work and convert

As an estimate, 3.499 billion people that make around 50% of the earth’s population are active social media users. Of that, Facebook alone has over 2.375 billion active users. WhatsApp, an instant messaging app by Facebook, has more than 1.6 billion users.

Other Facebook developments: Instagram has one billion, and SnapChat has 190 million daily users.

Despite the fact that Facebook owns a majority of leading social networks, there are many other social platforms where users love to engage and spend time. YouTube, Twitter, LinkedIn, Pinterest, and TikTok are some of the most popular, non-Facebook social media platforms at present.

Marketing on social media is quite different from traditional marketing. In 2018 alone, $74 billion were spent on social media marketing worldwide. Why? Because social media marketing yields better visibility and ROI than traditional and TV advertising do.

This blog covers six new and proven social media marketing strategies on the following key areas. Implementing these strategies, you will be able to bring in new customers, build strong relationships and trust, and win back customers that seem to have been lost forever.

Start creating Instagram stories

As mentioned earlier, Instagram has over a billion users. And, roughly, half of its users use Instagram Stories every day.

And that’s where you have a chance to cash in via your Instagram Stories.

Considering the fact that you can build your audience and convert them through your stories, you should have a separate dedicated strategy for your Instagram Stories.

If you too are planning to use Instagram Stories, here are some of the best practices to create Instagram Stories that get views, engagement, and clicks –

  • Add hashtags (#)
  • Tag your location
  • Run polls and encourage users to participate
  • Use trending stickers and icons
  • Follow the right image and video formats so your stories look good on mobile screens
  • Put your popular updates, content, and stories in highlights
  • Add links to stories
  • Place strong CTAs

If you have a verified business account or more than 10000 followers, you could also set up your shop on Instagram. And then, you can promote your products through your Instagram Stories and ask watchers to take the desired action to buy.

Get started with YouTube Ads

With its 1.9 billion users, YouTube is the largest and most active video social network. At an average, its users spend at least 40 minutes every time they open YouTube.

If you are a YouTube user, you are already aware of YouTube ads being run before and during the videos you are playing.

Imagine your ads being shown to users chosen strategically based on whether they fit into your buyer definition.

Wouldn’t that be a great way to boost visibility and awareness?

You can target users – or show your ads to specific users – based on their Google search and YouTube watch history. Put simply, if a user has searched for a product or term on Google, and you have a product that falls into that category, you can choose to show your advertisement to that user.

YouTube reaches more people than any TV network in the world. Using YouTube Ads could give your brand massive visibility and your sales a big boost.

To set up your video ad campaigns, you will need to create attractive and meaningful videos to engage and delight your audience. Here is a complete guide to create and run your video ads campaign on YouTube.

Increase your reach with Facebook Ads funnel

Facebook’s more than two billion users access the platform eight times a day, either through web or mobile. That makes it the most active social network as well.

Given that, it becomes a platform with plenteous sales and marketing opportunities.

26% percent of users who click on Facebook Ads go ahead and make the purchase. 39% of users follow official brand pages expecting to receive the latest offers.

But, to be exact, Facebook is not a place where a user is ready to buy. It is certainly a platform to make a user a loyal customer that not only will buy from you in the future but will also spread your brand through the word of mouth.

If pitched right, Facebook Ads offer higher returns on investment meetings, and in most cases, surpassing your ad objectives and expectations.

The most important element of your Facebook ads is your content, which could be a blog post, infographic, video, live webinar, or eBook. The focus should be on producing quality content that you can pitch your audience.

You can also create the same content in multiple formats so that you can convince people at different stages in different ad formats through different ad sets. Creating and promoting segmented content by targeting it your lookalike audience is the basics of Facebook Funnel marketing.

Remarketing is probably the best feature of Facebook Ads. You could expose your brand (through your ads) to potential audiences multiple times till the time they make a decision.

TikTok Ads for a specific audience

TikTok rose to fame after a revamp, followed by the takeover of Music.ly a couple of years back. This Chinese social network allows users to create 15-second videos while lip-syncing on popular soundtracks, music, movie dialogs, and famous personalities. This fun app is largely popular among teens and those in their twenties.

The platform is available in 150 countries and in 75 languages. On Apple AppStore and Google Store, TikTok is one of the most downloaded free apps.

TikTok is an attractive marketing platform, especially if you have products that interest teens and tweens.

Of 500 million, 26.5 million are from the United States and 43% from India. 66% of its audience is below 30 years. These stats tempt marketers to use TikTok marketing to promote their brand.

IGTV for more views and actions    

IGTV is probably Instagram’s best feature from a marketer’s standpoint. Earlier, it was a standalone app.

Back then, using it was an uphill battle for marketers and a confusing affair for the user. It was challenging for marketers to generate engagement and views on their videos.

Now, things have turned easier.

What’s more interesting is: Users can now see IGTV previews on their Instagram feed. And by tapping the preview on their feed, they can move to and watch the video on the IGTV tab which is existent within the app’s interface.

Your videos are also shown in the search or discover section on Instagram – which gets you more views from users interested in videos, products, and services like yours. Strategic use of IGTV gives your brand a chance to showcase your product videos in an interactional manner and stand out.

With that, Instagram and IGTV offer a completely different approach to reach and convert. So gear up and create IGTV specific videos to deliver quality and value, and to gain more views and engagement.

Here are seven useful tips to get started with IGTV marketing

  • Create videos in Instagram-friendly (vertical) format
  • Keep your video content short and crisp – full of information
  • Choose different backdrops or locations to shoot your video. (it helps create visual interest for the audience)
  • Conduct game shows and interviews (make sure they are relevant)
  • Add subtitles to your videos (and make it easier for users, who watch videos with the sound off)
  • Use pop-up texts to send important messages during the video
  • Design your cover photo showcasing your title and keywords

Live video marketing

To make your marketing efforts perform, you will need to be different. Social media has transformed how businesses are run. The dominance of video-sharing platforms such as YouTube, Vimeo, SnapChat, and TikTok has ignited a new trend within social media.

Since users spend one-third of their time watching online videos, video marketing has now become an integral part of any successful social media marketing strategy. And for that reason, 87% of marketers use video to market their content and brands.

Evidently, every brand and marketer seems to be doing video marketing. So, now is the time to take a step further and indulge in live video marketing.

Live video is the future of video marketing. People love watching live videos more than pre-recorded videos, as it is more trustworthy. Users know that there is no editing involved and what they are seeing is true and unedited.

According to a survey, 80% of customers would be more interested in watching live videos rather than reading blogs, web pages or customer reviews. Videos are easy to digest, and live videos add a dash of reliability to easy understandability.

If you haven’t started a live video, put together a live video marketing strategy for all social networks that support live streaming.

Since you are managing multiple platforms, you would not want to spend all your time navigating from one platform to another. It makes perfect sense to introduce a social media marketing tool in your process. Not only will it save your time, but also streamline your process and makes it easier for you to analyze and develop future strategies.

The success of your social media strategies relies largely on the experience of the user first on your social media and second, on your landing page. This definitely includes, but is not limited to, the content, the navigation, the design, and the call to action.

To supercharge your social media marketing efforts, you could consider working on the SEO part as well. People still use search engines to find products and services they need. Installing an SEO extension on your website, you can improve its SEO-readiness and performance on search engines.

To end with, here is what you should focus on

  • Select the right platform(s)
  • Set your goals
  • Identify your target audience
  • Share what your audience likes to engage
  • Make your social media strategies flexible
  • Be consistent
  • Never leave a chance to interact with the audience

To identify what’s working and what’s not, you should keep a watchful eye on the performance and outcomes of your updates and social media ads. Make necessary changes in your social media strategy as and when needed.

I hope the ideas suggested in this article help you curate an effective social media marketing strategy for your brand. If you have some questions or if you would like to share something, drop a line in the comments section below.

Birbahadur Singh Kathayat is an Entrepreneur, internet marketer and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.

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Luxury marketing search strategy, Part 3: Integrated marketing communication

In the first two articles of my luxury search marketing series, we discussed the consumer mindset, what motivates and drives shoppers to purchase, and then the strategies and tactics that can be used to reach those shoppers and maximize results.

Now, I’m going to tie everything together. In the third and final article of the series, we’ll discuss the importance of an integrated marketing communication (IMC) campaign in the luxury goods industry and why it’s a must if you want to survive in today’s ultra-competitive and highly fragmented search landscape.

What is integrated marketing and why do luxury brands need it?

Today’s consumers are bombarded with messaging from many different marketing channels. Integrated Marketing cuts through the clutter by delivering a unified and seamless brand experience for consumers across channels. Integrated Marketing delivers a seamless experience with one clear message that is relevant to consumers no matter what channel they are using.

In the second article of my series, we discussed how the luxury consumer craves an experience. Luxury shoppers search online to find the luxury items they want, discover new experiences, and to engage with their favorite brands wherever, and to make their purchase whenever they want1. Therefore, creating seamless experiences along the customer journey is especially critical for luxury brands.

Understanding the consumer decision journey is crucial

The consumer journey is no longer a linear path-to-purchase. It has evolved into a complicated and dynamic process during which consumers interact with many different touchpoints along the way. Reaching consumers at the moments that most influence their decisions should be our goal as marketers. McKinsey’s Consumer Decision Journey applies touchpoints for these different opportunities to influence consumers.

The consumer decision journey is a circular decision-making process with four phases:

  1. Initial consideration
  2. Active evaluation – information gathering, shopping
  3. Closure – the moment of purchase
  4. Post-purchase – ongoing exposure to the brand

For search marketers to leverage the consumer decision journey, you need to find ways to get your brand into the consumer’s initial consideration set. We can do this through SEO and integration with other marketing channels.

Integrated marketing and SEO

Search marketers strive to maximize brands’ and companies’ visibility through top search engine rankings. This visibility is key to making it into the consumer’s initial consideration set. I’ll share some integrated marketing strategies that will help improve your SEO and overall business results.

1. Integrate organic and paid search marketing

Numerous studies2 have illustrated how SEO impacts the number of clicks that paid ads receive. Google has shown that when a site has strong organic results, the site is likely to see an increase their click-through-rate for paid search ads on the same search results page. Other studies have shown that the reverse is true – paid search can improve the results of organic search campaigns.

Putting it into practice

Align organic and paid messaging: You want unified messaging, not conflicting messaging. All messaging should be aligned and customer-centric. One way to achieve this is to include top-performing paid ad copy into your organic meta descriptions. For example, one of my paid search counterparts at our agency identified that the term “award-winning” performed the best in their ad copy. We have incorporated it into our meta descriptions to improve organic click-through-rates and to present a unified message to the searcher. This maximizes SEO performance while delivering a seamless experience for the luxury customer.

Improve pages with low-quality scores: Identify the pages where you have a low-quality score and work to increase it. Higher costs-per-click can be reduced by improving landing page experiences and page load times. Identify paid keywords that need organic support. Improving organic content for these keywords can help to drive your paid search campaigns and improve your campaign’s efficiency.

2. Capitalize on events

Leveraging event marketing3 is another way to reach potential customers and build brand awareness. You can leverage specific event types based on your industry to build brand awareness, and as an additional benefit, drive direct and referral traffic. Recurring seasonal events, fashion shows, and international fairs are likely to have strong search volume. These types of events present a great opportunity to increase your brand’s visibility during key moments throughout the year among a highly engaged audience.

The luxury watch brand, TUDOR, created a dedicated page on its website for Baselworld, an international watch and jewelry industry event. This dedicated page is optimized for “New TUDOR Watches – Baselworld 2017” and the content speaks to the new models of watches that would be debuted at the show. This type of page offers another avenue to generate organic visibility and traffic to the website.

Putting it into practice

Create a dedicated event page: You can create a page on your website that’s dedicated to a specific event type. For example, brand.com/eventtype-2019. This page can be used for PR and shared on social networks to help build search authority and brand awareness. Make sure that the brand message you share is consistent across all customer touchpoints.

3. Utilize visual social networks

Don’t limit your SEO to just Google. Visual and social networks4 like Pinterest, Instagram, and YouTube present a significant opportunity for brands to generate awareness and visibility. Pictures and videos are powerful mediums capable of evoking the aspirational emotions associated with luxury purchases. Don’t forget, one of the primary reasons people buy luxury goods is to display status. Brands should be taking advantage of this by publishing content that helps luxury consumers fill this need.

CHANEL frequently creates this type of content. The “Inside CHANEL” campaign is a great example of how you can leverage images and videos. “Inside CHANEL” gives people an exclusive look into the brand’s history and it does this by sharing the brand’s story through pictures and videos. In addition to the “Inside CHANEL” website, the campaign’s videos are hosted on YouTube making it easy to share them among your social networks.

Putting it into practice

Create visual, aspirational content for social networks: Think about the type of content that people will want to share to impress their friends and peers. When creating this content like pictures or videos remember that it should evoke the types of emotions that make people want to share it.

Content creation tips

  • Define your target audience and ensure that they are searching on the channel where you want to publish your content – Are they females and/or making the buying decisions? If so, Pinterest can be a good fit.
  • Ensure this content has an exclusivity aspect to it. Ensure that people feel like they have access to something special. It should be original and unique.
  • Make the content easily sharable across your social networks. The last thing you’ll want is to have a great piece of content that’s difficult for people to share.
  • Ensure that the messaging is seamless across channels. Remember, the hallmark of an integrated marketing campaign is messaging that is consistent across channels.
  • Ensure your content is optimized using descriptive image alt text. Make sure you are using the right image format and file size that is optimal for the channel. Each social channel has different tips to maximize visibility within their platform. Make sure you consult their guidelines.

Recap

We’ve covered a lot of ground in this luxury marketing search strategy series. To wrap things up, let’s summarize some of the key points for successful SEO and search marketing in the luxury industry.

The first article discussed the reasons why we buy luxury goods—because of how they make us feel and because we crave an experience along with the exclusivity. Let’s not forget about the role of dopamine in the process, which is where the anticipation of the reward comes in.

The second article covered the SEO importance of creating emotionally fulfilling content and keyword intent research. We also discussed why you need to invest in your meta description to make it more enticing. It’s important to win the click and entice consumers to learn more about your brand, and ultimately, convert.

Finally, the third article covered the role of integrated marketing for luxury brands and the benefits of a consistent brand theme/message across all customer touchpoints. Aligning your paid and organic search efforts, capitalizing on events, and creating visual, aspirational content that can be shared across social networks is a must.

Final thoughts

As marketers, our goal should be to support the organization’s vision, mission, and values, and work hard to improve the company’s bottom line, regardless of the channel. It’s a collaborative effort between multiple marketing channels. It’s all too easy to default to a siloed approach, so we constantly push ourselves to think outside the box and develop inventive solutions for the challenges facing our customers. That’s where our real value as SEOs will shine through.

References

  1. The Meaning of Search Engine Optimization for Luxury, LuxeDigital – https://luxe.digital/digital-luxury-speakeasy/search-engine-optimisation-seo/
  2. How Organic SEO and PPC Impact Each Other, Brightedge –https://www.brightedge.com/content/how-organic-seo-and-ppc-impact-each-other
  3. Why Luxury Brands Should Capitalise on Events, Luxury Society – https://www.luxurysociety.com/en/articles/2018/03/seo-strategy-why-should-luxury-brands-capitalize-events/
  4. 10 Marketing Strategies for Luxury Brands that Deliver Results, VentureHarbour – https://www.ventureharbour.com/luxury-brand-digital-marketing/

Jennifer Kenyon is a Director of Organic Search at Catalyst (part of GroupM). She can be found on Twitter @JennKCatalyst

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Interview with Tony Uphoff: Digital Marketing for B2B Manufacturing Industry

Most of my clients are from B2B industrial manufacturing. I have many challenges with this industry because my clients’ products and services are very specific, niche websites.

I have developed new B2B SEO and PPC strategies in my everyday hands-on experience by managing multiple projects. In addition, there is another challenge that the industry is facing, the adaption to digital transformation.

Tony Uphoff interview on B2B SEOI decided to talk about B2B with Tony Uphoff, the CEO of Thomas. Thomas is a leading resource for product sourcing and supplier selection. Tony is the video host of the popular, “Thomas Index Report” on industrial sourcing trends, and he is a regular Forbes.com contributor who writes about the industrial marketplace.

I was curious to know what Tony thinks about the challenges that B2B manufacturing companies are facing when adapting to digital transformation and data-driven culture. I know that my fellow B2B marketers who are dealing with the same challenges will find a lot of value for themselves as well as B2B manufacturer business owners. We also spoke about SEO, KPIs, and lead generation in B2B. Here is my interview with Tony.

Karina: How do manufacturing and B2B advertising differ from wholesale and B2C advertising?

Tony: There are some key differences, but also some similarities that many people overlook. One difference is that B2B purchasing often involves a longer sales cycle. Buying a piece of capital equipment or choosing a new supplier is not something to be taken lightly. A lot of research and vetting goes into the process as there is a material risk for the buyer, both, personally and professionally.

Another key difference is that B2B buyers aren’t typically completing a one-off purchase. They’re looking to find a supplier they can partner with for the long-term. As for the similarities, a B2B purchase is more personal for the buyer than many people understand. While B2C purchases are often very personal, consumers identify with certain brands that they want to be associated with. But with B2B, purchases are often personal similarly because the buyer that makes the decision on the purchase has a lot on the line.

Karina: Manufacturers have long relied on trade shows and other physical events for marketing and sales. Do you see this trend changing?

Tony: Yes. Many businesses understand that the digital transformation of industrial marketing and sales is here to stay, and they’re trending away from traditional methods such as trade shows and word-of-mouth exposure. There are still several well-attended mega-trade shows, as well as smaller ones, hosted every year, but we’re seeing that those types of events are typically taking up a smaller percentage of the marketing and sales budgets of the customers we work with.

Karina: Are U.S. manufacturers finding a greater need to make their marketing more data-driven?

Tony: Yes, because the buyer is in control of the sales process in today’s industrial world. Today’s buyers have unprecedented levels of information at their fingertips. Buyers are as much as 70 percent of the way through their buying process before they engage with a sales rep. This is a massive shift in the way businesses need to reach, engage and sell to industrial buyers thanks to the digital transformation of marketing and sales. Companies that still rely on old-school marketing tactics to try to drive growth and retain customers are going to find it increasingly difficult to stay relevant in today’s market.

Karina: How long do you think will it take for B2B to fully adapt to data-driven, analytics, and digital marketing?

Tony: The industry is still in the early stages of the digital transformation of marketing and sales. While we’re seeing a good number of businesses that are aggressively and enthusiastically embracing the transformation, we are also seeing a significant number of businesses that have yet to make a real commitment to a digital strategy. It may be a generational challenge as these incredibly successful industrial and manufacturing businesses were built and grown by Baby Boomers whose expertise is in engineering, product design, and manufacturing. Nearly half of the users of Thomasnet.com are millennial buyers who are helping to accelerate the digital transformation.

Karina: The industrial manufacturer’s market is very niche and faces big challenges in content marketing due to specialization and sometimes very low search volume results. How can content marketers take advantage of this?

Tony: For our customers with niche markets, the niche works to their advantage simply because it’s in the lower competition of their industry. From an SEO perspective, this makes it easier for them to stand out on result pages. There are a huge number of categories in manufacturing that are not at all niche. However, there’s massive competition in areas such as “CNC machining” and “metal stamping”. Whether in a highly competitive category or a niche category, we’ve learned from our customers that the pillar page strategy works well for overarching terms. Then we drive users to niche terms.

Karina: What is the right approach for digital marketers to run successful digital campaigns for the B2B Industrial manufacturer sector?

Tony: Getting their website in order is the foundation for everything else. Is it responsive? Is it secure? Is it easy to use, comprehensive, and informative? It’s also important to implement a program that reaches buyers at every phase of the industrial buying process. Understand that building brand awareness is often just as important as generating leads. In terms of strategy, it’s easy to get caught up in all the tactics and solutions, but while the vehicle is important, the most important thing industrial marketers need to keep in mind is that whatever they’re putting out there. It needs to resonate with a specific persona that has a specific job to do. Marketing and advertising content should be focused on helping your ideal customer(s) solve problems and accomplish important tasks, specific to where that buyer may be in their buying journey.

Karina: What does the future of publishing look like?

Tony: While it’s obvious that much of the publishing world is moving to digital platforms — if they haven’t already — a more relevant question is “What does the future of advertising look like?”. For years advertisers have relied on display networks, buying data on users and employing programmatic advertising. Not only has this proved to be quite costly and relatively ineffective, but privacy laws such as GDPR are making this approach obsolete. The trend today has publishers moving away from those broad ad-serving networks to the “walled garden” approach. A “walled garden” approach is one in which they’re creating their own ad networks and selling advertising directly on their online assets. Interestingly, this approach mirrors the ad sales approach that publishers in the print world have used for over a century.

Karina: What KPIs should B2B businesses focus on in marketing?

Tony: Obviously, lead generation in the form of marketing qualified leads and sales qualified leads are a key KPI for digital marketing. But as I mentioned earlier, it’s important to build brand awareness as well. The reason is simple – when your sales team calls a lead that has never heard of your company, just getting that lead to continue the conversation is a challenge. When the lead is aware of your brand before the salesperson calls, that person is more likely to be receptive to the call. Other important KPIs are the cost of acquisition and average order value – and internally, businesses should also focus on RFI/RFQ response time. We’ve surveyed tens of thousands of industrial buyers, and invariably one of their pet peeves is the lack of responsiveness from suppliers to which they’ve requested information. Today, all the great marketing in the world will have little value if you aren’t following up on incoming RFIs and RFQs within a day – and preferably the same day you receive them.

Karina: How is Thomasnet.com using data and analytics to add services that bring new elements of value to their advertisers?

Tony: The first-party data generated by users on Thomasnet.com®, as well as data that is captured by buyers interacting with customer product information generated by our Thomas Product Data Solutions and our Thomas Marketing Services, gives us incredible insights into in-market buyers of products and services. We’re approaching three petabytes of buyer behavior data that helps us understand what buyers are interested in, how their purchase process works and when, where and how they’re engaging with content as a part of their buying journey.

Using our free Thomas Webtrax™ platform, our customers (as well as other qualifying industrial companies) can see and use that data to turn anonymous web traffic into leads, and create more targeted, meaningful messaging when targeting those leads. We’re also introducing a weekly data feed that businesses can use to determine exactly which buyers are actively in-market within a certain segment or vertical of industry. Our Thomas marketing services team also leverages the buying and sourcing trends from our data to help their customers enhance their organic and paid marketing.

Key takeaways from the interview

  • Clarify the differences and similarities between B2B and B2C
  • Discuss the reasons why B2B is trending away from traditional to digital marketing
  • Understand how B2B marketing is adapting to digital transformation
  • The importance of B2B manufacturers companies to adapt to a data-driven culture
  • The challenges of content marketing in niche B2B businesses
  • The steps to run successful digital marketing campaigns for B2B businesses
  • The KPIs that B2B businesses should focus on

I had a great conversation with Tony where I understood better the transformation of the B2B manufacturer industry. The industry has evolved from hard copy directories like yellow pages to an entirely data-driven culture (happening now). This is a huge opportunity for marketers to generate leads. Then, it is key to fully understand and overcome the challenges.

Note: This interview has been condensed for publishing purposes.

Karina Tama is a contributor for Forbes, Thrive Global and the El Distrito Newspaper. She can be found on Twitter @KarinaTama2.

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