Marketing on Facebook & Twitter

transcript

MARKETING ON FACEBOOK &

T WITTERO R G A N I C & P A I D S O C I A L C A M P A I G N S

WHICH NETWORK SHOULD YOU 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.

WHICH NETWORK SHOULD YOU 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

DEVELOP A CONTENT STRATEGY

WHY DO YOU EVEN NEED THIS?

If you don’t think about content,

social media will be really hard to

STEP 1: CLIENT PERSONAS

• 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

STEP 2: WHAT DO 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

STEP 2: WHAT DO 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-decisionAfter 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

STEP 3: GET THE 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.172427494871/10153702491799872/?type=2&theater

– https://www.facebook.com/experiencetravel/videos/vb.172427494871/10153628136584872/?type=2&theater

FACEBOOK & TWITTER IN PRACTICE

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)

NEW ‘CAROUSEL’ POSTS

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

FACEBOOK: PAID ADVERTISING

•First of all, what is your aim?

– Drive sales from your existing contacts?

– Engage previous customers?

– Generate new leads?

DRIVE SALES FROM YOUR 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!)

DRIVE SALES FROM YOUR EXISTING CONTACTS

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!

GENERATE NEW LEADS ON 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

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

GENERATE NEW LEADS

• Select ‘send people to your website’ to maximise impressions

• Lookalike audience

RETARGETING

• https://www.facebook.com/experiencetravel/posts/10153729833349872?ref=notif&not

if_t=like

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)

TWITTER: PRACTICALITIES

• Don’t start 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

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

TWITTER: GETTING NOTICED

•Another example: 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.

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.

TWITTER: WHAT NOT TO DO

TWITTER: PAID ADVERTISING

TWITTR: TARGETING OPTIONS

SHEDULING TOOLS

•Drawbacks with Facebook

•Makes sense if you lack time

•Hootsuite, Buffer, MeetEdgar, …

A WORD ON INTEGRATION

•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

MEASURE IF IT WORKS

• 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).

• 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

THANKS

Social Media & Marketing Consultancy

@LindaSandhoff

www.linkedin.com/in/lindasandhoff