We’re now in the social revolution. Social media has taken over as the biggest consumers of attention. Advertising on these platforms is
The golden rule of marketing: be visible on media platforms where your audience spends their time.
15M Australians spend 9.7hrs per week on Facebook
9M Australians spend 16.9hrs per week on Instagram
4.2M Australians spend 1.6hrs per week on LinkedIn
4M Australians spend 22.2hrs per week on Snapchat
4M Australians spend 18.5hrs per week on Twitter
Can you afford not to be on these platforms? They’re the biggest and most accessible media platforms in the world – and the cheapest.
The average social media user maintains 5.54 accounts, so hit them with value everywhere.
Great marketers open up as many media channels and lead generation sources as possible. Play for the long game. Brand awareness & trust builds over time.
It’s harder than ever to cut through. Every minute we are bombarded with 2 million pieces of information. In 2012 the average consumer had to see something 12.8 times for them to feel familiar with it and take notice. In 2020 this number is expected to go up to 18-20.
The answer? Great content marketing.
So what is the secret to great content marketing?
A well executed, consistent 3 part approach:
Curated content marketing plan
Created content marketing plan
Ads to reach your audience.
… and use plenty of video.
Different sites have different nuances, so tailor your efforts to complement the site you are working on to get the best results. are several social media venues and tips to help you navigate them.
Once a place to learn song lyrics and post footage of birthday parties, YouTube is now a legitimate powerhouse in the e-commerce and advertising arenas. (They boast 300 minutes of video uploaded every minute.) Additionally, the site reaches more than 80 percent of Internet users, and the viewership crosses all age demographics. You can hardly go wrong targeting your efforts towards YouTube.
Options for advertising on YouTube
Skippable vs. non-skippable ads: You have the option of skippable and non-skippable advertisement. Each kind has advantages that make it worth considering. The skippable promotion (TrueView) gives your audience a choice to watch or skip. You only pay when someone watches your video for at least 30-seconds. Non-skippable advertisements are often seen as aggressive and lead to the highest percentage of video abandonment. This does not immediately make them a poor choice. An entertaining well-targeted video advertisement will engage viewers and is a useful tool in lead generation.
Search listings: You can opt to have your promotions appear in the search listings. This is a popular method often used by small business owners. Many believe it gives the best of both worlds. A potential customer may choose to watch it or not, but your name and what you offer is still in front of the viewer.
LinkedIn is an incredibly powerful B2B networking site. The platform allows professionals to connect with others in similar fields, potential clients and even alumni of the same universities. It’s a great platform for targeting potential clients by job title. LinkedIn is also an effective advertising tool, especially if you are interested in business-to-business promotion.
Ways to advertise on LinkedIn
Top of the newsfeed: This is meant to be a premium place for a banner. However, this is limited to text only. When vying for consumer attention, text is no longer your best option.
Native advertising: When you choose this option, your promotion becomes a part of the LinkedIn newsfeed. It looks as if it belongs there, thus the term native. This platform gives your audience a chance to engage without feeling as if you are aggressively pushing your products or services at them. Videos are great to capture attention on LinkedIn – ensure the content is something your key demographic will value. You can link to infographics, webinars, case studies, or virtually anything useful to members of your audience.
Although Facebook Ads sound like a relatively simple way of promoting your product or service, like anything worthwhile – it’s difficult to master.
Navigating Facebook advertising
One of the first things you need to remember is that you are not working with hot leads. You and your business promotion are disrupting the flow of someone’s news feed. It is essential to have something unique and compelling, so the consumer feels they must stop and learn more. This could be an offer of free merchandise or free shipping, a downloadable with relevant content, or a free strategy session. The most important thing is for your offering to be irresistible for your audience.
When you set up a Facebook page for your business, you must be prepared to attend to it. If a potential customer is intrigued by your advertisement, there is a very high probability that they will visit your Facebook page. You want them to find an engaging page that tells the story of your business or your products. A customer who lands on your Facebook page has shown they are interested in your product or service, so it’s an opportunity to make a sale. Make sure they’re not disappointed when they get there.
Although Facebook and Instagram are owned by the same company, the method of marketing on each is distinctive. Instagram requires a more attractive, visually appealing form of content. While stunning images are the more effective on Instagram, video is getting more and more attention. Just be aware that you have a maximum of 59 seconds per video.
Social is now a big part of any well-rounded campaign. The higher the quality of content on your social platforms (video in particular), the more likely you will be to connect with your audience. These days, posting a video on Facebook (and advertising it) is the equivalent of a TV ad – but a fraction of the price. Putting time and effort into producing great social content will pay dividends.