The future is here! It is possible to talk to all of your potential customers at once. The problem is that it can consume your entire day. Let us handle your Social posts and keep your clients in the conversation while sharing your specials and offers. If YOU are not in their news feed, YOU don’t exist!
Running your own business is no easy task, and your to-do-list is guaranteed to never end. This said, you shouldn’t use this as an excuse to take short cuts when it comes to having online visibility. Beginning with your website, it’s vital to position yourself online with a strong, professional destination that gives customers the impression you mean business and the motivation to want to engage more with your business.
Let’s face it – we live in a world where people Google before they shop, visit online review sites like Yelp before they buy and “check-in” via Facebook as they go about their days. Because of this, you want your first impression to be the best it can be. Beginning with your website, consumers are passing judgement and making decisions about whether or not they will even visit your store, restaurant or office. They’re likely to dismiss you entirely, as well, should they believe your website doesn’t reflect the kind of experience your business – or a business like yours – should offer.
Window Shopping Isn’t What It Use to Be
Strolling down your local Main Street isn’t the only way people check out stores and other small businesses nowadays. With routine visits to Yahoo, Bing, Google, Yelp and other online sites, customers are constantly seeking where they plan to make their next purchases. Make sure your business is well represented on these sites by first and foremost, having a website – but by also being represented among each of the online search engines, review sites and other online spots your business may be considered for customer review. Beyond having your URL address available, also be sure your street address, phone number and email is easily visible. Social media links can’t hurt, either, but only include these if you are actually active on social media.
No Website Means Losing Business
By now it’s clear that if you don’t have a website, you’re missing out on opportunities for customers to identify who you are and if they want to spend money with you. This said, if you have a bad website it is better to have no website. While no website equals missed opportunities, a bad website can actually be worse since it literally makes your business look bad. With so many template based websites available nowadays, such as Shopify.com, for you to customize for your unique business, there’s truly no excuse for your website to look unprofessional and sloppy. If you can’t proudly promote the website you have currently live and available for the world to see online, take it down. A bad website is far worse than no website – but let’s be clear… both are bad for business.
Your website should appear as if you have a team dedicated exclusively to keeping your online presence strong and noteworthy. The key here is “appear” versus actually having someone updating your website everyday. For most small businesses, this is simply not necessary. However, having a professional, polished looking website that functions easily and offers customers easy navigation, strong photo images, professional quality content and an overall experience that engages them enough for them to want to do business with you is key.
The Next Big Step
The major social networks offer advertising options—but not all will be a great fit for every business. When thinking about which social networks to use for advertising, look at which ones are performing well organically. Networks where your content naturally strikes a chord with fans are an obvious choice for your first social media campaigns.
When choosing where to place your ads and messages, it’s also helpful to know which networks are most popular among which types of users. For example, Pinterest has far more female than male users, and Snapchat has massive audience in younger segments.
Facebook ads are designed to help you achieve one of three broad types of campaign objectives: awareness, consideration, or conversion.
- Awareness objectives: Building brand awareness or increasing reach
- Consideration objectives: Sending traffic to your website, increasing engagement, encouraging app installs or video views, lead generation, or encouraging people to communicate with you on Facebook Messenger
- Conversion objectives: Creating online conversions, making catalog sales, or driving foot traffic to offline stores
- Audience considerations: Facebook is popular across demographics and offers detailed targeting options, making it a great platform to get started with social media advertising.
You have several ad formats to choose from.
In addition to a photo, Facebook photo ads include 125 characters of text plus a headline and link description. They can also include a call-to-action button like Shop Now or Send Message.
You can create your photo ad in Facebook Business Manager, or simply promote a post with an image from your Facebook Page.
Facebook video ad options range from short mobile video ads up to 240-minute promoted videos designed to be watched on desktop. With so many options, it’s critical to have solid goals and understand who your target market is and where your video will reach them.
Facebook video ads can work well in conjunction with a TV ad campaign. Even if TV is not part of your marketing mix, video ads can be a great way of drawing people in with compelling visuals that highlight the best parts of your brand.
Facebook lead ads are mobile-only that include pre-populated contact forms. This makes it easy for people to sign up for your newsletter, request a free trial, or ask for a quote. They’re a great tool if you’re looking for leads to pass along to your sales team, or to build your online sales funnel.
Since Facebook owns Instagram, it’s not surprising that Instagram ads support the same three broad categories of campaign objectives as Facebook ads: awareness, consideration, and conversion.
Audience considerations: Instagram is most popular with millennials, but plenty of Generation Xers also use the platform.
The specific Instagram ad types also mirror the Facebook ads types: photo, video, and carousel. You can create each type of ad for either the main Instagram feed, or for Instagram Stories.
Photo and video ads
Your Instagram photo or video will look like a regular Instagram post—except that it will say Sponsored in the top right. Depending on your campaign objective, you may also be able to add a call-to-action button.
Instagram Stories ads
Instagram Stories ads can use photos or videos up to 15 seconds long. These ads display in full-screen format between people’s stories.
Twitter ads work towards six different business objectives:
- Website clicks or conversions: Promote Tweets to people who you want to visit and take action on your website. You’re charged per click.
- Tweet engagement: Promote Tweets with the goal of starting conversations about your brand. You pay for the initial engagement.
- Gain followers: Promote your Twitter account and pay per follower gained.
- Increase brand awareness: Promote your Tweets to a broad audience and pay for impressions (CPM).
- Video views: Promote your videos to a targeted audience and pay per video view.
- App installs or re-engagement: Promote your Tweets and pay per click to open or install your app.
Audience considerations: Twitter is big outside of the USA and Canada—there’s major growth happening in India, and Brazil, Japan, and Mexico are all big markets.
Twitter offers two ways for brands to create Twitter ads: Twitter Promote, which automatically promotes Tweets for you, and Twitter Ads campaigns, in which you set up campaigns yourself based on your marketing objective.
When you enable Twitter Promote, the Twitter algorithm automatically promotes your first 10 daily organic Tweets to your specified audience (as long as they pass the Twitter quality filter), and promotes your account to attract new followers. You can focus on up to five interests or metro locations, and let Twitter do the rest.
Twitter ad campaigns
When you set up your own Twitter ad campaigns, you start by choosing your business objective, which ensures your ads align with your business goals.
This is a quick overview of the top 3 platforms. We are available to help you navigate and effectively use all of the social media networks to help boost your business and brand to new heights and profits!
Keeping your social media advertising budget under control means thinking about whether you’re designing an ad campaign based on impressions or engagements.
If you’re paying every time someone sees your ad (impressions), your message can cast a wide net. But if you’re paying for engagement, you only want people who are really interested in doing business with you to engage. Since you don’t want to pay for engagements that are not relevant to your business goals, the wording of your ad should help people identify whether it’s for them or not.
Both engagement and impressions campaigns can be valuable for your business—you just need to choose the right one to align with your business goals so that you only pay for real business results.