Today, building a business or brand from the ground up requires more than simply cold-calling marketing techniques and viral word-of-mouth campaigns. In order to truly stand out and scale up with your business, brand, or idea, using social media is a must. With 97% of all digital consumers accessing social media monthly, it is no wonder that social media has become a major player in the online digital marketing industry.

Why Use Social Media Marketing?

Social media platforms such as Facebook, Instagram, Pinterest, and Twitter, provide individuals, brand ambassadors, and digital marketers with the opportunity to reach and appeal to hundreds of thousands, if not millions, of users worldwide. With Facebook amassing more than 2 billion active users, it is now easier than ever to scale any business or brand globally, regardless of the market or industry you intend to reach. 

FACT: According to SEO stats, social media marketing and backlinks rank as the #2 and #3 more effective ways to increase traffic in 2021. (Safari Digital)

Setting Up Campaigns on Social Media

Once you make the decision to launch campaigns via social media, there are a few steps to consider and keep in mind to prevent overspending or missing your intended targets.

Before You Begin

Before you set aside any budget for your social media campaigns or promotions, take the following steps:

• Research and define your target audience
• Learn the wants, needs, income level, and location of your target audience and the demographics you intend to reach
• Consider your financial goals as well as the mission or objective of your brand
• Put yourself in the shoes of prospective customers or clients you intend to serve
• Verify that there is a need for your product or service
• Determine whether or not your product, service, or idea is solving a problem on the market today
• Spend time researching your local and online competitors to ensure you have the ability to create a unique and quality item that can also remain profitable over time

Choosing Your Social Media Networks

Choosing your social media networks is the next decision when creating an online presence and setting up your brand’s overall online image. Today, the most popular networks include Facebook, Instagram, Pinterest, and Twitter. Some image and media-heavy brands are also utilizing both Snapchat and TikTok to help implement video promotional material on a wide scale basis. Here’s a great illustration of the users by platform:

(Image credit: Hootsuite)

Using as many networks as possible is highly recommended if you are targeting a wide audience or if you are looking to reach a niche community. 

Streamline Your Social Media Accounts

Streamlining your social media accounts can help to improve your brand’s overall image while also ensuring that your business and brand makes a professional first impression to those who come across your page(s). Upload the same high-quality logo, cover photo, and background to any customizable social media page you generate for your business and brand. Always implement the same color scheme across all of your pages to help with boosting brand awareness while also leaving a positive and professional impression on potential followers or prospective customers. For example:

Include similar headlines or promotional bylines as well as links to your website across all of your social media platforms to help users identify your page as authentic and legitimate. 

Research optimal sizes for posts when creating graphics and uploading images to each individual social media page, as these may vary depending on the type of content you intend to publish and share. 

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Launch an Official Website

Whether you intend to promote an idea, services you provide, or products you are currently selling, launch an official website to link all of your social media pages together. Having an official website will provide you with your own unique and personal platform to provide news, updates, and promotions to your followers and loyal customers. With a website, launch your very own blog, showcase featured products, and even promote testimonials as well as user-submitted photos or media to help build your reputation and brand image. For example:

(Above is an example of a company blog)

(Example of testimonials that can be showcased)

Some of the benefits that come with having an official website while building a business or brand with the use of social media include:

• Maximize your online reach
• Boost your professional image and reputation
• Improve your brand’s ranking within top search engines such as Google, Yahoo!, DuckDuckGo, and Bing
• Improve SEO, or search engine optimization of your website, blog, and social media pages
• Link your social media networks with your website, blog, or eCommerce store
• Use your website to communicate directly with followers, readers, and loyal customers
• Implement plugins such as live chat features, FAQ sections, and even ticket support systems to help provide even better customer service
• Allow comments, questions, and complaints to better serve your customers to prevent negative reviews or write-ups online
• Outperform competitors who are simply limited to having their business or brand only available via social media

Creating a Sales Funnel

While you are building your social media and online presence, it is also imperative to consider the type of sales funnel you intend to implement for your business. Sales funnels vary with each business or brand depending on the target audience you are trying to reach as well as the industry or market you currently represent. 

Sales funnels formerly were known to include cold-calling as well as sending direct mailers or visiting a prospective client on purpose. However, with the advent of social media, email, and the internet, digital marketing has since come to the forefront and become more powerful than ever. Here is a visual of the digital marketing sales funnel:

Sales funnels today typically include using third-party ad campaigns, banner ads, sponsorship posts, endorsements, influencer marketing, viral marketing, as well as paid social media promotion. Before you can set up a sales funnel that is right for you, you may need to take the time to test multiple funnels to determine which is most likely to appeal to your intended audience and demographics.

Ask yourself the following questions once you begin creating sales funnels to put to the test on your website and with the use of your social media platforms:

• What product, service, or idea am I intended to sell or present to my audience?
• Does my business or brand serve a purpose? If so, what is the purpose and why does it matter?
• Does my product or idea solve a problem that is currently unresolved by competitors and other producers or manufactures in my designated industry?
• How will my prospective customers discover my brand?
• Will my customers find my products or services via search engines, email, or social media?
• What type of technology and online services are my users and prospective customers most likely to access and interact with most?
• How can I track and test engagement levels on each sales funnel I create?
• How can I incorporate social media into my sales funnel to help increase web traffic and drive additional sales to my website or business from social media platforms directly?
• Which social media platforms are more likely to engage my prospective customers with the campaigns I launch and promote?

Taking the time to ask a variety of sales funnel questions can help you to gain valuable insight into the wants and needs of your target audience. The more you know about your industry as well as the audience you want to appeal to, the easier it will become to launch successful paid advertising campaigns with the use of just about any social network or platform you choose. 

Benefits of Paid Social Media Advertising

Understanding the benefits of paid social media advertising is essential before settling on the campaign strategy that is right for you and the budget you have for your business and brand. When you are familiar with all of the benefits that paid advertising with the use of social media has to offer, you can better optimize the individual campaigns you intend to launch. Some of the most notable benefits of paid social media advertising include:

• Track, monitor, and compare statistics and results of your campaigns to better optimize future digital marketing strategies for your brand
• Monitor your paid social media campaigns in real-time to better understand your audience as well as how they navigate your website along with the content or media you promote using social media platforms
• Utilize and track any keywords or trends to truly optimize the overall effectiveness of each individual paid campaign and post you publish
• Choose to target your audience by age, income level, gender, location, and even specific hobbies, interests, or keywords
• Scale your audience locally, regionally, nationally, or internationally
• Take advantage of A/B testing tools to determine which type of language is appealing most to your intended audience of prospective customers

Paid Social Media Advertising Examples

Paid social media advertising examples of campaigns can range from traditional banner advertisements to Flash campaigns, video campaigns, and even sponsorships deals with influencers and online celebrities. Depending on the type of business or brand you intend to promote, paid social media campaigns can be fully customized and tweaked to fit your brand’s overall message and vision. Here is an example of influencer marketing:

The most popular formats for launching a paid social media advertising campaign include:

• Banners and image ads
• Animated, Flash, and video advertisements
• Sponsored commercials or ads 
• Pre Roll advertisements on community-uploaded and published videos
• Endorsements from notable and key figures involved in a specific industry or market
• Influencer marketing
• Email marketing endorsements, testimonials, and promotions
• Quizzes, polls, and other interactive content
• Informative, unique, and engaging content that is relevant to your audience and the type of product, service, or idea you intend to promote with your ad

Social Media Advertising Cost

Before diving into social media advertising cost potentials, it is important to distinguish organic vs paid social media campaigns. Organic vs paid social media campaigns involve both viral, or free-of-charge growth campaigns versus paid campaigns utilizing social media to expedite the process of generating web traffic, sales, and ultimately, revenue. 

The overall cost of social media advertising will vary based on the type of social media marketing you are interested in as well as your own budget and the number of individuals you want to reach simultaneously. Most social networks provide the opportunity to launch campaigns for as little as $5 a day to get started.

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Tips for Pixel Placement

Facebook Pixel is an essential tool for marketers as well as website managers and developers today, especially if you are utilizing Facebook Ads to launch, monitor, and track your online campaigns. Any time you intend to send traffic to your website with the use of a Facebook Page, sponsored post, or paid advertisement, having Facebook Pixel implemented and activated is a must.

Once you have accessed the Facebook Ads ads manager, you can select “All Tools” followed by “Pixels” to get started with the implementation process of Facebook Pixel. On the following page, simply select “Create a Pixel” to initiate and complete the process.

(Image credit: andreavahl)

Some of the advantages of using Facebook Pixel in conjunction with your online marketing strategy include:

• Track leads, registrations, as well as completed sales generated by Facebook Ads campaigns you have launched
• Generate similar lookalike Facebook audiences within just a few seconds
• Gain valuable insight into how much revenue each campaign has generated with the use of Facebook Ads
• Launch and run Dynamic Product Ads on Facebook
• Create retargeting campaigns and audience for future Facebook Ads campaigns
• Optimize all conversions using Facebook instead of solely focusing on reach OR web traffic

To help with streamlining your use of Facebook Pixel, consider using solutions such as Pixel Caffeine to help you get started. Additionally, you can also utilize Pixel for Shopify if you are connecting your Facebook Ads campaigns with your official eCommerce store with the use of Shopify itself.

Developing a Stellar Content Marketing Strategy From Start to Finish

One of the most important elements of owning a successful brand today involves content marketing. Content is still considered king by both old school marketers as well as digital and social media marketers of today. Developing a stellar content marketing strategy from start to finish with the use of social media and your own official website can mean the difference between failure and success. 

Why Does Content Matter?

Building a reputation as a professional business or brand is not an overnight process, especially if you are entering a highly competitive or saturated market as a new company. Without engaging, unique, original, and authoritative content, it becomes increasingly challenging to build a positive and professional reputation. Providing readers with useful and needed content can help to gain their trust while incentivizing them to return back for more again in the future. 

What Kind of Content Should I Create?

Choosing the type of content you create for your business and brand highly depends on your company’s purpose, mission, and overall objective. Before you begin creating and publishing content, it is important to consider the audience you intend to reach and what type of content they are most likely to find value in. Easy-to-read, digestible, and relevant content goes a long way when building a new brand with the use of social media. Here are 4 types of content:

Once you have an idea of the type of content you intend to create and publish for your audience, use tools such as Google Trends to research, track, and monitor keywords as well as current industry trends that are most relevant to you and your audience. Researching popular trends, hashtags, and keywords can help to put you on the right track once you begin writing and publishing your own content. 

After you research various keywords and trends, be sure to crosscheck content ideas you have by searching for similar titles you intend to use via a popular search engine. If you discover hundreds or thousands of results for a topic you have in mind, you may need to create even more niche and unique content to truly stand out and set your website and brand apart.

Diib®: Get the Most Out of Your Social Media Ads!

Creating a success as a business or brand online is not always an overnight process, but it is possible with an understanding of all of the digital tools you have available at your disposal as a marketer. Once you become familiar with a variety of social media platforms as well as social media advertising solutions, you can begin streamlining your digital campaigns to ensure success while maximizing your online reach at all times. Diib can help you manage and monitor your social media presence and customize your campaign for the best results. Here are some of the features you’ll love:

• Social media integration and performance
• Platform specific audience demographics
• Keyword, backlink, and indexing monitoring and tracking tools
• User experience and mobile speed optimization
• Technical SEO monitoring

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