HOW SOCIAL FIT INTO YOUR STRATEGY ?
Simply put, there can be no strategy if there are no measurable goals - So set the objectives first. Then, with vast advertising tools at your agencies disposal, the deliverables should be integrated into your core sales strategy funnel - rather than a siloed exercise for ancillary brand awareness. You'll be astounded at its demographical capabilities.
WHAT RESULTS SHOULD BE MEASURING ?
Beyond easy to understand metrics such as likes, comments and shares, your social strategy should entail a strict set of KPIs. If product sales are your goal, your monthly reports should be value/cost centric (E.g. How much have you spent, including management, per sale). After all, post likes are great to look at but do they truly pad the wallet?
Did you know that social media marketing, according to Hubspot, has a 100% higher lead-to-close ratio than any form of outbound marketing? No matter what you sell and who you sell it to, social media marketing should be your next port-of-call for on your exploration agenda.
WHY SOCIAL MEDIA MARKETING?
Over the course of a decade, social media has turned from being a luxury commodity to an absolute essential in digital marketing. With over 2 billion Facebook users, and a marketers dream where demographic targeting platforms are concerned, paid social advertising allows you not only to reach your exact audience en mass but at a time when they are most likely to purchase. Not to mention all the customer-buyer-journey insights that can be drawn to fuel your other strategies!
STRONG PAID SOCIAL MEDIA STRATEGIES TO EXPLOIT
At Digital Next, we believe in using a multitude of digital strategies when executing a marketing campaign – and social advertising plays a major part in this mix. That’s why we always look to tie Facebook’s fantastic demographic capabilities with Google’s mass-market reach to ensure that your adverts are seen by the most important people, at the Goldilocks moment.
CLOSING THE LOOP
With varied touch points across the user buying journey, and what could eventually become over time a complex media mix, it’s important to be able to ‘close the loop’ when an in-market customer converts. As such, Digital Next stop serving adverts to identified prospects the moment they complete a funnel or otherwise are removed for advertising fatigue. The converting users would then be caught under a separate returning converter campaign with varying creative messaging.