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Marketing on Facebook & Twitter
The document outlines strategies for effective marketing on Facebook and Twitter, emphasizing the importance of understanding your audience and developing a balanced content strategy tailored to different lifecycle stages. It provides practical tips for creating engaging posts, utilizing both organic and paid advertising effectively, and stresses the significance of continuous interaction and relationship building on social media. Additionally, it highlights the importance of measuring engagement and tracking campaign performance to refine marketing efforts.
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Marketing on Facebook & Twitter
- 1. MARKETING ON FACEBOOK & TWITTER OR G A N I C & P A I D S O C I A L C A M P A I G N S
- 2. WHICH NETWORK SHOULDYOU FOCUS ON?
- 3. WHICH NETWORK SHOULDYOU FOCUS ON? • Ask yourself: – What’s your audience interested in? – What’s their demographics? – What are they looking to do on each social network? • Or just ask them! • Remember… no presence is better than a bad one.
- 4. WHICH NETWORK SHOULDYOU FOCUS ON? • Pretty much everyone has an account • Getting popular with older people now • But… declining amongst Gen Z • … not always useful for targeting larger B2B clients • Mixed audience • Awesome to reach journalists, blogger, and potential B2B clients • Great for approaching people directly
- 5. DEVELOP A CONTENTSTRATEGY
- 6. WHY DO YOUEVEN NEED THIS? If you don’t think about content, social media will be really hard to do.
- 7. STEP 1: CLIENTPERSONAS • The premium traveller: John • Married, 50+ years old, children have left the house • Time-rich • Retired or semi-retired • Loves: Great food experiences, safety features, expert local knowledge, nice hotels
- 8. STEP 2: WHATDO THEY WANT AT EACH ‘LIFECYCLE STAGE’? •Clients won’t see your Facebook post and buy from you right away •More likely to buy if they’ve engaged with you for a while
- 9. STEP 2: WHATDO THEY WANT AT EACH ‘LIFECYCLE STAGE’? Awareness “A holiday could be nice!’ Consideration “I definitely want a trip to Asia!” Decision “Now I just need to decide who I book with.” Post-decision After the client has booked • Epic travel photos • Travel videos • Best food experiences • ‘What type of traveller are you?’ quiz • … • ‘Experience of the week’ • Free Travel Guide to Sri Lanka • We won a British Travel Award! • What’s our holidays really like? • Photo competitions • Blogs written by their consultant • Company news
- 10. STEP 3: GETTHE BALANCE RIGHT You’ll need all of those, but balance them out: • Simple, engaging content • Content that sends people to your website/blog • ‘Company news’ posts • Sales posts • Current events • Try to use video! – https://www.facebook.com/experiencetravel/videos/vb.1724274 94871/10153702491799872/?type=2&theater – https://www.facebook.com/experiencetravel/videos/vb.1724274 94871/10153628136584872/?type=2&theater
- 11. FACEBOOK & TWITTERIN PRACTICE
- 12. FACEBOOK: ORGANIC POSTS •Make sure you get the balance right! – Use videos and photo albums to maximise engagement (awareness & consideration stage) – Use link previews to maximise clicks (decision stage)
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- 14. A WORD ON‘BOOSTING’ POSTS • Controversial • Can be useful (and cheap) but be careful • Only use if the people who like your page are very targeted
- 15. FACEBOOK: PAID ADVERTISING •Firstof all, what is your aim? – Drive sales from your existing contacts? – Engage previous customers? – Generate new leads?
- 16. DRIVE SALES FROMYOUR EXISTING CONTACTS • People who opened an email and then saw a social ad = 22% more likely to buy • Step 1: Upload an Excel list with e-mail addresses • Step 2: Click ‘create ad’ • Step 3: Set ‘increase conversions’ as campaign objective • Step 4: Select URL Use UTM code (more later!)
- 17. DRIVE SALES FROMYOUR EXISTING CONTACTS
- 18. ENGAGE PREVIOUS CUSTOMERS •The India launch video I showed you before… –6,000 people took the time to watch it… –200 people liked, commented or shared it… –It only costs £100 to promote and, most importantly: • Generated 10 bookings already!
- 19. GENERATE NEW LEADSON FACEBOOK • Refinery24 test brand storytelling • Remember that people will usually have to see your ads more than once before they react! • Transferwise have done this really well
- 20. GENERATE NEW LEADS Transferwise… –Were ALL OVER my news feed for YEARS – Lookalike targeting – Combination of relevant blog articles, branded call-to- actions, videos – https://www.youtube.com/watc h?v=LbEkto5TGzA
- 21. GENERATE NEW LEADS •Select ‘send people to your website’ to maximise impressions • Lookalike audience
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- 23. TWITTER: POSTING CONTENT •Make sure you have a good mix – feeds are full with links these days so sometimes something that doesn’t require people to click a link stands out! • Some people say ‘tweet x times per day’ but it really depends on your business. • But generally, tweets are more frequent than FB – so it makes sense to automate with a tool like Hootsuite or Buffer (more on that later)
- 24. TWITTER: PRACTICALITIES • Don’tstart Tweets with an @ sign, unless it’s directed to someone specific won’t show in your feed! • 140 characters, but doesn’t fully count URLs • Can now do videos and photo albums – videos limited to 30 secs
- 25. TWITTER: GETTING NOTICED •Twitter is great for B2B relationships • But it’s a long-run effort – just following people or adding them to a list won’t work! • Secret Birds have done this really well
- 26. TWITTER: GETTING NOTICED •Anotherexample: let’s assume you’re after a feature in a popular tech blog. •Lists are a great idea to keep track of your key targets. •Think of a nice and specific list name and add the most important folks to it.
- 27. TWITTER: GETTING NOTICED •Favourite their Tweets, retweet the ones you like most, and write replies to them AS LONG AS these are useful. But DON’T get too sales-y without offering something back! • Another idea: link to an article they’ve written and @ them, or, better yet, write a blog post with them included (‘The top 10 Techology Bloggers’) and tweet at them with the article. Changes are they’ll retweet you! • Once you interacted with them for a while, you can send them a direct message. • To find people: Twitter search or google search.
- 28. TWITTER: WHAT NOTTO DO
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- 32. SHEDULING TOOLS •Drawbacks withFacebook •Makes sense if you lack time •Hootsuite, Buffer, MeetEdgar, …
- 33. A WORD ONINTEGRATION •Super important that it’s all communicating the same message! •Use to social media to drive people to your website and to support your e-mail campaigns
- 34. MEASURE IF ITWORKS • Wrong to just measure ‘likes’ but also just measuring direct sales misses off parts of the picture • Definitely use UTM tracking codes!!! Posts: • Engagement rate is a good one to track • So is ‘people engaged’ • Hootsuite has good metrics (show dashboard). Ads: • Definitely track what you’re spending – direct response campaigns are easy to track directly on Facebook, but also look at your GA as Facebook only just tracks one type of conversion
- 35. THANKS Social Media& Marketing Consultancy @LindaSandhoff www.linkedin.com/in/lindasandhoff
Editor's Notes
- #11 https://www.facebook.com/experiencetravel/videos/vb.172427494871/10153702491799872/?type=2&theater