What comes to mind when you think about SEO and online marketing? Probably pop ups on websites and adverts on search engines. However, when it comes to your social media, you can run that yourself, right? There’s no need for a digital marketing consultancy to do something you already do yourself. Anyway, isn’t that what social media is for? To run yourself and express your own personality?
Whilst that is the case with a personal account, things change when it comes to business accounts. They need to be ran differently, working to a different digital marketing consultancy strategy. The basics of social media posting, I’m sure your already familiar with. Using hashtags, posting at the right time and following trends to ensure you have the largest audience available. These are the elements that most Social Media users know, and probably all that most people need.
If you run a business however, you probably also have social media profiles for that. At this level, the Social Media basics are not going to do everything you need. You can still successfully run your own business social media though, no doubt. However, how much do you know about the more complex or specialist options that are available to social media pages?
First, lets discuss all the new elements for the big social media campaigns that are happening right now. If you are aware of these and using them already, that’s great. I’m willing to bet though, you won’t know about at least one thing I’m going to mention here.
It’s okay if you don’t know any of these things though. It just may be time to look into hiring a digital marketing consultancy for your businesses social media.
Instagram has made a lot of changes over the past few months:
Instagram TV is the new system in Instagram that allows users to upload videos. Unlike the videos on stories, however, IGTV allows for full-frame, vertical videos to be displayed. These videos aren’t limited by the 1-minute that Stories allows either; IGTV videos can last up to an hour. Any profile you follow can show up in IGTV with their content. You can switch between profiles in the same way that you switch channels on TV.
This is brilliant for businesses looking to promote shows and get traffic without having to send users to video platforms first.
Instagram first released Shoppable tags back in 2016. They are a way for E-Commerce websites to link to the product shown in their Instagram photos. They currently even running a trial version of Native Payments too. With this, instead of tags linking to the product page on the website, users can purchase the item through Instagram. This feature is being tested on a select few brands currently. If it’s a success however, expect to see it roll out nationally soon.
Twitter analytics is a feature available to any Twitter user. Simply click your profile photo in the top-right and click ‘Analytics’ in the drop-down box. It offers some basic data like Tweets, Tweet Impressions and Follows. By going slightly deeper though, you can find out your top tweets over a custom period, rates of engagement and even how well your Twitter videos are doing.
Twitter started adding a lot more functionality to its analytics as so many users were moving to third-party applications to get this data. As such, expect even more updates to the Analytics section in the future.
Facebook has had a rough time recently. What with the Cambridge Analytica debacle and having a GDPR suit filed against them on the first day of it going live. So, Facebook is having a large overhaul of its policies and setting to make user privacy priority #1.
Custom Audiences is a way for businesses on Facebook to target their existing fans. The data can come from Facebook, Instagram of the Audience Network. New changes mean that when building a custom audience based on customer files, you will need to input specifically how this data was gathered.
This means that Facebook can ensure the data was gathered in a legal, GDPR-compliant way. Now, when a user sees a targeted advert and clicks ‘Why am I seeing this’, they will know exactly why. The advert can tell them who is targeting them, based on what data and how it was received.
When shopping on Facebook, it isn’t unheard of for users to receive bad service. This is clearly something Facebook would like to resolve.
Facebook has policies about posting adverts on Facebook itself, but its what happens after this that Facebook is concerned about. The biggest complaint is that having clicked an advert on Facebook and going to an off-page website, then they start to have issues. Payment issues, bad customer service or products never turning up.
The Ads Activities tab shows all the adverts that you have recently interacted with. With any of the adverts you can now click the ‘Leave Feedback’ button and tell Facebook about your experience. Any negative feedback will be sent directly to the business to allow them to improve their services. Continued or large amounts of negative feedback, however, may lead to Facebook taking action against the advertiser.
Facebook may reduce the number of ads the advertiser can run or simply ban the advertiser altogether.
Social Media is a complicated sea of options and possibilities. Any strategies you undertake will require a lot of time and effort to run efficiently. Let’s use the example of George Takei to illustrate this point. George Takei is an American actor, well-known for his portrayal of Sulu in the TV show Star Trek (1966-1969). He became an internet celebrity of sorts and so, in 2011 he created a fan page for himself on Facebook. Over the years, this fanbase has increased exponentially, which led to him needing to change his digital marketing consultancy strategy.
The fan page became successful as Mr. Takei began posting interesting articles, photos and videos he found online. Today, this Fan Page has over 10 Million likes. The page posts multiple times a day; once per hour at peak times. By this point, it’s very unlikely that it is still George Takei sourcing and posting each and every post. Instead its likely the page has several full-time employees to find the content instead.
To begin with, George Takei could easily run the page himself. As it grew in popularity and demand for content however, he needed to expand to help streamline this process.
This is exactly the same situation with your business. You can run the social media yourself, but only to a degree. After a certain point, you will need to have some outside assistance to help the pages expand and grow. This frees up your time, so you can get back to running the business as a whole.
Before we finish, let me discuss the idea of PPC Advertising with you. PPC Advertising is the process of bidding on ad space at the top of a Search Engine results page (SERP). You bid on keywords relating to your business and your ad may show up when those keywords are searched for.
In general, PPC campaigns are used to draw in traffic to a website. Often to a specific page that is asking for a sign-up or offering some kind of deal. Did you know, though, that PPC advertising can also link to your social media channels? YouTube, Instagram, Twitter: All of these platforms can be linked to through an advert on AdWords. Issues with this exist, such as what application will open the page and AdWords strict Ad policies, but it is possible.
Google AdWords (soon to be Google Ads) also has a specific YouTube section. With this, you can create videos and adverts to run on YouTube videos or as buffer ads before a video. If you run a YouTube channel, this is a great opportunity. You can get your channel seen by a far bigger audience than it would organically.
PPC Campaigns are a great way to bring in a lot of traffic to your YouTube in a short space of time. The issue, however is that it can be a very complex process and costly if badly managed. Many businesses new to AdWords can find they are spending their weekly budget within a few days and have nothing to show for it.
Again, this is where a trained expert within PPC Nottingham can save you money and optimise your potential reach.
I think you will agree that social media may be very simple to get started with. Deeper down, however, it can be far more complicated than you may have imagined. You may have known some (or all) of this information already. That doesn’t change the fact that utilising this all takes a lot of time and leaves you will less time to run your business.
Hiring a digital marketing consultancy can help by taking that weight off your shoulders and optimising these campaigns for you. If you are looking to hire a digital marketing company, consider Intelicle. They’re a digital marketing firm specialising in SEO services in Nottingham and PPC Nottingham. They strive to get great results at affordable prices. Why not get in contact and see how they can help your business.