It’s no secret that social media marketing is disrupting the marketing world. In as little as ten years Facebook managed to connect 1 in every six people on the planet.
In this guide, I’m going to explain to you exactly what social media marketing is all about and how you can utilise it to help you take your business to a whole new level.
But, let’s start at the beginning. What exactly is social media marketing?
What is social media marketing?
In a nutshell, social media marketing is any form of marketing that happens on a social media platform like Facebook, Twitter, Instagram, LinkedIn and many others.
This kind of marketing can be both in the form of free or paid advertising. Before we start, allow me to share some stats with you.
Some interesting social media stats and facts:
- According to The Drum, back in 2015, 52% of consumers were influenced by Facebook marketing and lead to an offline or online purchase. This percentage was up 36% from 2014.
- According to Facebook, there are roughly over 50 million small businesses on its platform, and 4 million of those businesses are utilising paid advertising.
- According to Zephoria, over 300 million photos are being uploaded to Facebook every single day.
- The average time spent on Facebook is roughly 20 minutes per user.
- 80% of Instagram users are outside of the U.S. according to Wordstream.
- Six in every ten adults have an Instagram account
- There are over 8 million registered business on Instagram
- 60% of Instagram users say that they have learned more about a product or service from a business while being on the platform.
- 300 Hours of video are uploaded to YouTube every single minute according to Fortunelords.
- Over 5 billion videos are watched on the platform every day.
- Six out of ten people say they prefer online video platforms to traditional T.V.
- 80% of all YouTube views occur outside of the U.S.
- 9% of U.S small business use YouTube to help promote their products or service.
Advertising is all about getting your message across to customers, and to do that; you need to know where your customers are spending their time.
The above stats indicate what customers are doing when they have free time, and by looking at the numbers, the perfect place to target customers would be social media platforms.
Which social media platforms are the most popular?
Facebook is in first place by far. According to Newsroom.com, Facebook brags with over 1.3 billion daily users, and 2 billion monthly users.
And according to Web Africa, 13 million South Africans are on Facebook.
YouTube is in second place with over 1 billion monthly active users, while 2 million videos get viewed every second.
YouTube has over 8.28 million South Africans using the platform.
According to Tech Crunch Instagram is currently the world’s third most popular platform with over 700 million daily active users, and over 1 million active advertisers.
When it comes to South Africa, approx. 3 million users are using the platform.
This means that Facebook is more than 4x more popular than Instagram under South Africans.
Twitter used to be more popular, however, in the last couple months the platform has shown no to little user growth. Twitter currently has over 320 million active users of which 157 are using the platform daily.
Even though the platform might be stagnating it’s interesting to know that 7.4 million South Africans are on the platform.
Snapchat and Twitter are neck and neck when it comes to fourth place. According to Expanded Ramblings, the platform has over 301 million active users a month.
However, when it comes to daily active users, Snapchat smiles back at Twitter with 166 million users compared to Twitters 157 million.
These are the top 5 social media platforms South Africans, and the world, spend their time on.
Don’t make a mistake thinking that there are only a few platforms out there!
According to Wikipedia, there are over 200 different social networks in the world.
With that said, platforms like Pinterest, Tumblr and LinkedIn might not have made the top 5, but these platforms still show tremendous potential for advertisers.
By looking at the stats above, we can see that these platforms offer a great opportunity for brands and businesses to engage with customers.
And that is exactly what social media marketing is all about.
How can you use these social media platforms to market your business?
In this guide, I’m going to mainly focus on Facebook, only because it’s by far the biggest and most common platform in the world, not to mention the most attractive to market one’s business.
Here are a few simple ways to market your business on Facebook for free:
Start a Facebook Page
The best way to engage with customers on Facebook would be in the form of a Facebook page.
This allows you to talk to potential customers and clients on behalf of your business as opposed to your personal profile where people can also find your family photos and more.
Why you need a Facebook Page for your business:
There are numerous reasons to start a Facebook page today. If you are still on the fence, then maybe these benefits can help change your mind:
1A Facebook page can teach you more about your target audience
Once you start a Facebook page, you will gain access to Facebook insights. Facebook insights allow you to learn more about your followers and their interactions; this can help you streamline and improve your marketing efforts.
2Facebook pages help boost your SEO
In Part 2 of our Beginners Guide to Digital Marketing in South Africa, I broke down what SEO is all about and how it can help you grow your business.
Having a Facebook page can help boost your organic reach in search engines which means free traffic and higher ROI.
3Allows you to advertise on the platform
Later in this guide, I will breakdown how to utilize Facebook’s paid services, but for now, know that having a Facebook page allows you to advertise on the platform.
Without a page, you won’t be able to advertise to potential customers.
4Connect with more customers
A Facebook page allows customers to find and connect with your business.
This opens the door to a conversion or sale which I’m sure no business would want to turn down.
What can you do with a Facebook Page?
You can call your Facebook page whatever you want. However, best practice would be to give it the same name as your business.
This will make it easier for people to connect and build a relationship with the correct entity.
You can store your company’s information on the page which will make it easy for potential customers and clients to reach out to you.
Make sure you add an email, contact number, physical address, a link to your website and some of your biggest accomplishments as well.
This will help increase the authority of your business.
SHOWCASE PRODUCTS AND SERVICES
Using Facebook, you can showcase your primary services and products. This will help customers understand your business while providing them with more information on what you do.
BUILD YOUR AUDIENCE
As the admin of the Facebook page, you can invite others to like your page. Once someone has clicked ‘like’ it tells Facebook that this person is interested in following your business and its updates on the platform.
Facebook will then show your updates to the individual via their news feeds. However, before you get too excited, Facebook has an algorithm called EDGE Rank, and this determines whether your update will make it into your audience’s news feed or not.
STATUS UPDATES AND OTHER POSTS
Facebook is designed with the purpose to share information.
As your business, you can share whatever you want with your audience, and you can do it at any given time, whether it’s latest news or updates about your company, a new product, more information on how you make your goods and/or even just something to get customers smiling; Facebook’s updates are the best way to engage with your potential clients and customers.
Did I mention that you can also share offers and discounts? Make sure you look into it the next time you are running a special.
SEND AND RECEIVE MESSAGES
You can engage with customers in the form of messages using Messenger, the Facebook messaging platform.
If customers have specific inquiries about your business, they can ‘inbox’ you which provides you with the opportunity to make a personal connection and to provide them with the necessary information needed which can hopefully assist in making a sale.
GET CUSTOMERS TO REVIEW YOUR SERVICE
Customers who have experienced your services can review their experience and inform the public about it.
This provides future customers with an idea of what to expect. If you have an excellent rating, it can help convert more customers as it will automatically help increase creditability of your brand.
Start a Facebook Group
What’s the difference between a Facebook Page and A Facebook group?
A Facebook page allows you to advertise on the platform where a Facebook group won’t.
A Facebook page can help customers identify your offerings, location, company details, and achievements.
With a Facebook page, a customer can see what others think about your business while allowing them to message and reach out to you directly.
A Facebook group, on the other hand, puts more focus on community.
What I mean by this is that a page it’s more of a one-way conversation, where a group is more of a two-way conversation due to the fact that groups allow customers to share their thoughts with you and other in the group.
If you run the kind of business where you prefer to connect with clients in a personal manner, then Facebook groups might not be a bad idea.
What can you do with a Facebook Group?
A Facebook groups are all about sharing. You or anyone in the group can share updates at any time in the group’s newsfeed (in the form of a status update, video, photo and more.)
This is the two-way conversation we talked about, and this is great to connect with customers on a personal level.
Allowing people or customers in the group to connect with each other also helps build a stronger and more loyal following.
Facebook groups work well for the following businesses:
- Small to medium-sized businesses
- A business in a small town
- Software companies who want to ensure their customers have a platform to ask questions and learn more about how to utilize its products
- Universities and colleges etc.
An overview of advertising on Facebook
Having a Facebook group or page doesn’t cost you anything, it’s free. As I mentioned before, you can only advertise on Facebook if you have a Facebook page, having a group only won’t allow you to tap into Facebook’s paid services.
With that said, let’s have a look at what you can do with Facebook’s advertising abilities.
TARGET SPECIFIC CUSTOMERS
Most of the popular social media platforms allow you to advertise your business and products on its network.
Facebook, in my opinion, is the best at targeting customers, and I will explain why.
Facebook (because it’s the biggest social network on the planet) gathers the most amount of data on its users.
For the users, it’s probably not always a good thing, but for us as marketers, it’s the best thing since sliced bread.
Let’s say you’re an online golf equipment retailer looking to grow sales by utilizing Facebook marketing. Where do you start? Who do you target?
Well, you’d be happy to know that Facebook allows you to narrow down your target audience, so you can ensure you show your ads to individuals who are most likely to engage with your sponsored content.
With Facebook ads, you can target 45 – 50-year-old golf enthusiasts in the Johannesburg area, who play golf regularly.
But that is not all; you can narrow your audience even further by targeting regular golf players who have a habit of making online purchases.
That’s right, that is how targeted you can be.
GROW YOUR FAN BASE
I mentioned before that you could invite people to like your Facebook page, however, keep in mind the people you invite might not all be interested in what you have to offer.
So, how do you get more relevant customers to follow your business?
Well, you can pay Facebook to advertise your page.
The same way that you targeted customers to buy your golf equipment, you can target customers to follow and like your page so that they can be notified about regular updates.
What are some of the best ways to advertise on Facebook?
Below are some of the best ways you can market your business on Facebook.
- FACEBOOK BRAND AWARENESS ADS
If you’re the new kid on the block and looking to get the name of your company out there, then this objective might be for you.
However, if you have a small marketing budget and need to ensure every cent goes to something that can lead to an ROI, then this is not ideal.
Even though Facebook allows you to show your ad to individuals who will most likely recall your ad, this won’t necessarily mean they are the perfect fit or will engage or make a purchase.
- FACEBOOK REACH ADS
This is objective here is essentially just to get your ad in as front as many people as possible.
It’s very similar to brand awareness ads. However, they do not have the backing of Facebook’s algorithm which allows your ad to be seen by people that might recall your ad.
The primary objective here is just to get people to see it. Your cost per mile or cost per 1000 impressions (people that saw your ad) might be lower, but there is a good chance none of them will remember it.
- FACEBOOK TRAFFIC ADS
If you have a website and want to drive people to a particular page or product on the site, then this is the ideal objective!
When it comes to Facebook traffic ads, one can target your audience according to location, age, gender, interests, etc.
The beautiful thing here is that you are reaching people most likely to click-through to your website.
- FACEBOOK ENGAGEMENT ADS
Engagement in Facebook slang mainly means people that are more likely to comment, like, and share. This doesn’t mean they are going to install your app, download your e-book, or make a purchase on your site though.
This might be a good idea to help drive a particular action. I’ve experimented with engagement ads, and sometimes they work just as well as brand awareness ads.
The reason for this is because if people engage with something, they are more likely to remember it. They also have a better chance of going viral because people might end up sharing it with their friends.
- FACEBOOK APP INSTALL ADS
If you’re a software or app development company or recently launched your own app, then this is perfect for you!
This objective allows your ad to be seen by people who have a higher probability of downloading your app based on their previous behaviors around ads. The moment you click the ad you will be taken to the specific app store associated with your device.
- FACEBOOK VIDEO VIEW ADS
If you have a video explaining how your product or service works then this is the solution for you. By choosing the video view objective, Facebook will assist in showing your ads to individuals who are more prone to watching your video based on their behavior on the site.
If you scroll through your Facebook newsfeed, you will most probably see that half of the posts, if not more, are videos. Video marketing is currently growing at a rapid pace, and most marketers believe that video will drive 75% of traffic by 2020.
- FACEBOOK LEAD GENERATION ADS
I feel so strongly about lead generation ads that I want to approve it even before I explain why.
Facebook lead generation ads allow you to advertise and collect important data from potential customers while growing your database and mailing list.
Any marketer would tell you that an email and contact number is gold so with that in mind, the moment you collect that data, you have a direct line of communication with your new potential customer and now it’s just up to you to make the sale.
Social media marketing is for everyone, no matter what the size of your company, and no matter whether you are online or offline based.
Facebook makes it easy for you to target exactly who you want to target, and by putting your ad in front of the right people, you can ensure a higher ROI.
When it comes to Facebook marketing keep in mind that you can either set up a Facebook page or a Facebook group. Ideally, I suggest you have both.
If you want to spend money on Facebook advertising to start marketing your brand and products, then it’s essential that you start by setting up a Facebook page.
There are numerous ways to advertise your business on Facebook. However, it’s up to you to determine what your main objective is before starting your first campaign.
5 Steps To Grow Your YouTube Channel In 2019
As you make your strategic plans for 2019, look no further than YouTube.
With over 1.9 billion active users per month – nearly the size of Facebook – YouTube is one of the most visited websites online and second only to parent company Google among the most searched websites today.
On the surface, one might look at YouTube as a place to watch music videos, stream video games online and tune in to one’s favourite vlogger.
However, YouTube is an untapped goldmine for small businesses and creators to make money – and it’s easy.
Whether you’re a real estate agent, photographer, website developer or a local coffee shop, maintaining an active presence on YouTube can help you gain precious website visits and drive leads as a result of the videos that you post. As an added benefit, your YouTube videos are discoverable via Google search also.
Because Google owns YouTube, you have a higher likelihood of being discovered through a video that you upload to YouTube related to your topic or subject matter expertise than a traditional Google search which crawls the entire internet.
For example, a quick search on YouTube for “Social Media Keynote” will pull up many videos from Gary Vaynerchuk and myself which dominate the first page of search results.
As a public speaker, YouTube has been critical in growing my business over the last year, which is why I have invested in having my keynote presentations recorded and uploaded to YouTube. Besides having excellent SEO ranking, YouTube also offers me a resource to host my video content as a digital portfolio so whenever a potential conference organiser reaches out to inquire about the services that I provide I can point them directly to my YouTube channel.
As you make your strategic plans for 2019, look no further than YouTube where 35-plus and 55-plus age groups are the fastest growing demographic.
From sports to music to business news, YouTube is the new cable television. Below are five tips for beginners on how to grow on YouTube when you’re just starting.
1. Have a purpose
As shown in the video above, I began my channel in 2014 and have created over 500 videos to date despite only recently hitting the coveted 10,000 subscriber milestone. YouTube growth is slower than other social networks. Therefore, you should have a clear objective or purpose for why you want to create video content.
In 2014, while working a full-time job, I started my channel to vlog my life, which to be candid isn’t all that exciting, and gave up after not seeing a significant number of views. It wasn’t until I began to record social media how-to, tutorial style videos like the ones you see today that my purpose became clear. So, what’s your purpose for being on YouTube?
2. Optimise video titles and descriptions
Think of YouTube as a video library meets the Google search engine. To get video views and subsequent subscriptions on your channel, you should research what else exists in the same genre or category. My process for creating videos on YouTube involves writing out the titles of topics that I am passionate about teaching and then researching both Google and YouTube to see what currently exists and what the top-ranking titles are.
Also, your description will contain critical keywords and phrases to help your video become discovered in search and also in Google’s algorithm. For example, if you’re creating a video on website optimisation titled “5 Ways to Rank High on Google!” you will also want to add in your description “Discover how to rank high in Google search,” “How do you rank high in Google search results?” and “Watch to learn how to rank high in Google search results with these easy tips.” The more times that you use a combination of phrases with keywords in your description the higher chance you have of your video being found.
3. Use TubeBuddy and VidIQ for tags
Similar to descriptions, you will want to ensure that your videos have keywords as tags to improve discoverability. Two tools which I use and recommend are TubeBuddy and VidIQ. Both tools offer a free and premium version and can be downloaded as a Google Chrome plug-in. With TubeBuddy and VidIQ you can get recommendations on what tags to insert into your videos as well as see how your videos rank in search results for set tags.
Going back to the “Social Media Keynote” search example, the reason why my videos rank high in search is that I have optimised the tags using TubeBuddy and also have the tags as phrases in the descriptions of my videos. The same methodology can be applied for any video or genre.
4. Teach your audience with how-to tutorials
I work with a lot of real estate agents and often advise them to start a YouTube channel dedicated to all of the things people can do in their city or town versus the traditional approach of sharing listings and home tours.
The same is true for most industries and professions. What are you able to teach that people are running a Google or YouTube search for (e.g., “How to do … “)? There are two reasons why people go on YouTube: to be entertained or educated.
5. Outsource what you cannot do alone
The most common objections that I hear from business professionals who want to dive into YouTube to create but don’t are access to equipment, lack of expertise for editing and time. In the beginning, a lot of my YouTube content was recorded with a handheld camera that I would carry around with me and prop up using a table tripod for how-to videos. I learned how to use iMovie and edited 200-plus videos – albeit not the best quality edits, but I taught myself a new skillset. Eventually, I began to outsource recording and editing to save myself time so that I wouldn’t be “in the weeds.”
Today, you can hire a videographer on TaskRabbit or Thumbtack for anywhere from $150 to $300 for the day. If you run a small business and need content, consider hiring someone who can shoot and edit and bring that person in every week. During your shooting sessions, have her record enough material for at least three or four YouTube videos which can then be turned into short-form, 60-second videos for Instagram, Twitter, LinkedIn and Facebook.
Following this formula, you would have over 200 YouTube videos in a year if you’re starting from zero and looking at or less than $10,000 of an investment to ensure that whenever someone runs a search for your industry, service or subject matter you are the person who appears and not your competition.
This article was originally posted here on Entrepreneur.com.
How To Know Whether Your Social Media Strategy Is Working?
Most business owners and marketers by now know that social media provides a huge opportunity for growing a business.
It’s a fact that the strategies provided in the above article might not necessarily work for everyone, however, another fact is that social media gives us the ability to build an audience, high quality traffic to our website, engagement with potential customers and lastly, but most importantly, it allows us to drive more sales.
The sad thing is that only 43% of marketers measure their digital marketing return on investment (ROI), and the main reason for this is because it can get quite tricky to measure the success of a strategy if you are not sure what to look for.
Similar to billboards and radio ads, social media is not a linear marketing channel. Yes, you can set up the necessary tracking scripts to show money in vs money out if your business revolves online, however, it’s a bit more complicated than that if your business has a physical footprint.
So, How Do You Measure the Success of Your Social Media Strategy?
1. Fan and Followers Growth
Because social media is not a linear line, we do have to include some “vanity” metrics into our reporting.
The main reason for this is because before someone becomes a customer, they first have to discover your brand and understand what you are all about.
Believe it or not, it’s never a bad idea to build your own audience on a channel like Instagram, Snapchat, Facebook or YouTube.
Yes, organic reach on these platforms are declining, but there is still a huge amount of value in building an audience.
For one, it helps you lower your cost per mile over time. On Facebook, small to medium sized pages can still get up to 10% reach.
This means if you have a 1000 followers on your business page, posting something will get approx. 100 people to see it free of charge, given if the quality of the post is good enough of course.
On Instagram some business pages are reporting a 30% reach!
So, the first thing that you should actively be tracking is your fan growth. Not necessarily your overall growth, but most importantly you’re your total amount of new fans per week.
Also make sure you are measuring the difference between organic and paid growth, as this will give you an indication on whether your paid strategy is actually working.
For those looking for some advanced tips and tricks to grow your Instagram business account, make sure to read our article on How to Grow Your Instagram Account for Free.
Related: 10 Laws Of Social Media Marketing
After discovering your business, the next step would be to get these prospects to engage. By measuring your overall engagement rate you will get a clear indication on whether you are building a quality audience.
An average engagement rate on a platform like Instagram would be around 2-5%. This means that if you have 10k followers on Instagram, approx. 200-500 of them should be engaging with your content.
On Facebook the engagement rate will be a lot less, but it’s essential to measure your engagement rate so that you can get an idea on whether your audience is engaged with your brand or not.
If they are, then it becomes a lot easier to turn them into new and long-term customers.
3. Traffic to Your Website
Using Google Analytics (GA) you can track how whether people are actually taking the time to learn more about your business.
GA can help you dissect between organic, referral, email, social media traffic. Ideally you want to see an increase in social media traffic if you are spending money on social media.
Also, ensure to measure the bounce rate and time on site of your social media traffic as this is usually a strong indicator on whether you are reaching the right people on these networks.
Lastly, by using UTM links you can actually measure what social channels are driving the most traffic. The reason I would advise using a tracking link is because GA isn’t usually that accurate when it comes to differentiating between Facebook, Facebook Messenger, Instagram, etc.
By using a tracking link you will just be gathering more accurate data.
4. Repeat Visitors
Again similar to a billboard and radio ad, it’s about putting your brand in front of people all the time. This is why tracking repeat visitors, as well as where they are coming from is so important.
If someone has visited your site for a second, or third time in a period of a month, then it’s a good chance that he or she might convert into a customer once pay day arrives or once you launch that promo you’ve been thinking about.
Related: The Seven Rules Of Social Media
5. And Finally, Sales
If you’re an online business, then it’s a lot easier to measure your ROI from channels like Facebook and Instagram, as by having a Facebook Pixel installed on your website you will be able to track how many purchases have come from your social media ads.
This will give you a clear indication of money in vs money out.
However, if you are a physical store it might be a bit more tricky. Facebook launch offline conversions a few years ago and has been approving on the functionality of the feature.
By using Facebook offline event tracking you can request your customer to provide his or her email address and if you import that into Facebook it can identify whether or not that customer has seen one of your social media ads.
Now, that doesn’t always mean the person became a customer because of your advertising, but at least it’s a metric that can help you sleep better at night knowing your ad potentially had impact on an in-store sale.
WordPress Vs The World: Building A Website In 2019
Building a website on your own can be daunting, but it doesn’t have to be. With CMS platforms like WordPress available for free, anyone can design their own website.
Just How Did WordPress Capture 60% Of The Web?
To the everyday person, WordPress may be well-known as an online platform where anybody can set up a quick site and create a personal blog about their hobby. However, for many, many businesses worldwide, this leading Content Management System (CMS) is actually the foundation of their entire web presence and the back-end editor of their website and landing pages.
WordPress emerged about 15 years ago, amidst the rapid growth of the World Wide Web, and has quickly become a solid favourite of website builders, both amateur and pro. But why? WordPress’s popularity has, in a large part, been thanks to its strong and active community of followers and users. WordPress is user-shaped with hundreds of developers worldwide contributing continuously by imagining, building and supporting thousands of themes and plugins for the CMS platform that keep it constantly evolving into a better version of itself.
Just How Popular Is WordPress And Why?
According to web survey organisation W3Tech, WordPress runs a little over 32% of all websites on the Internet. That’s nearly a third of the entire web! Once narrowed down to only sites that are run using a CMS, the numbers translate to WordPress having nearly 60% of the pie. Aside from nurturing a growing community of user-generated plugins and themes, what else contributed to WordPress’s success?
Who doesn’t like a freebie?
The answer is “nobody”, and that’s why WordPress’s most crucial drawing card is that it’s accessible for free. It’s easy to download and offers an open source code, so you can make changes to tailor your website in the ways that you need.
WordPress is accessible and easy-to-use, with a wealth of features to choose from. You don’t need to be a professional coder or web developer to design a website with WordPress. In many ways, WordPress has cut out the middleman and provided an opportunity for any and everybody to try their hands at web design.
Innovative Plugins & Themes
The ability to mix and match features and looks is among the key components of WordPress’s consistent growth. With plugins, you can customise your website’s features with additional software. With the various themes that are added daily, you get to choose a style for your website that goes with your business look.
When its not WordPress, it’s…
WordPress may own 60% of CMS-based websites, but who is ruling the rest of the coop? There are a variety of other CMS options to consider for building a website, and often these options are catered specifically to the type of website you’re looking to build. There’s:
- Wix – an incredibly simple and user-friendly website building platform that’s probably best known for “not having as much to offer as WordPress”. This might sound like a negative, but for many first-timers building a website, this is actually a much better alternative to what can sometimes be a bit of a complicated WordPress back-end.
- Shopify – toting itself as the preferred CMS option for anyone wanting to build an online store, Shopify is purposeful, directed and won’t disappoint. The platform is secure and reliable and opens itself up quite well to a multitude of marketing techniques to drive business to the store.
- Weebly – works well for small-scale entrepreneurs, helping them to build websites and even facilitate e-commerce. It’s a simple drag-and-drop platform that is inexpensive and intuitive. However, it lacks the community support of other platforms like WordPress.
So get experimenting and pick a platform. Once you’ve found what works for you, website building on your own is really about experimentation, trial and error and some late nights in the glow of a laptop screen.
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