2. Social Media Marketing
In this Chapter, you will learn:
- What is Social Media Marketing
- The key difference between the top social media sites
- Step by Step instructions how to Setup your Facebook Ad Campaign
- Step by Step instructions how to Setup your Twitter Ad Campaign
- Step by Step instructions how to Setup your LinkedIn Ad Campaign
What is Social Media?
Social media are websites or apps that allow users to create and share content and/or collaborate with others. This often describes what we post on sites and apps, like Facebook, Twitter, Instagram, Snapchat and others.
Websites and apps, such as forums, social networking, social bookmarking, and wikis, are different types of social media. Other people don’t consider blogs to fall under the social media category.
But doesn’t that almost describe almost every website in the internet? Yes, it’s a broad definition, because it is a very broad term.
There are many social media websites and apps people use today. According to Hashmeta, 46.2% of Singaporeans first research product reviews, user experiences, and comments through social media, such as Facebook.
The typical goal of social media marketing is to develop content on social networks that users will share to help a company increase brand exposure and broaden customer reach.
Key difference between Facebook, Twitter, Instagram, Pinterest, Google+ and LinkedIn in Social Media Marketing
There are many social media websites and apps people use today. According to Hashmeta, 46.2% of Singaporeans first research product reviews, user experiences and comments through social media, such as Facebook.
This social media marketing comparison infographics will help you take the best advantage of each platform and take your business to the next level.
- Pinterest has over 70 million users
- 80% of users are female
- Social Media Marketing is best for specific industries, such as health, fashion, cooking, décor, and crafts
- Twitter has 289 million active users
- 9,100 Tweets are posted every second
- Largest market is the US, but they are spreading across the continents, steadily and slowly
- Micro-blogging site that limits their post to 140 characters (tweets)
- Facebook is top social media network in Singapore with 3.8 million registered users
- Globally 1.5 billion active monthly users
- Globally 1.3 billion monthly active mobile users
- Every 20 minutes, users share 1 million links
- Mobile ad revenue makes up 76% of all ad revenues
- 300 million active users
- It is all about sharing pictures and 15-second videos
- Many brands participate in Instagram, using #Hashtags and posting pictures that consumers can relate to
- According to Google Trend, Instagram has overtaken Twitter to become the 2nd most popular social media network in Singapore
- Most followed brand is Nike
- 300 million users
- Google’s social networking site allows users and brands to build circles
- Although few brands are active, but those who are, tend to be a good fit with a great following
- Posts remain as “streams”, while Hangouts and Photos have been separated from Google+
- Over 380 million users
- It is a social networking site for businesses
- Most social media marketing activities are from brands participating in LinkedIn are corporate brands, giving current and potential associates a place to connect and network
- Most users (79%) are 35 or older
- In Singapore, about 25% of the total LinkedIn users are in a managerial role
Step by Step instructions how to Setup your Facebook Ad Campaign
How to Create Campaigns on Facebook
Step #1: Create your Ad. To start your social media marketing campaign, log in to your Facebook account, and on the top right-hand side of your browser, click on the green button, “Create an Ad.”
Step #2: Choose Your Objective. There are plenty of social media marketing options on Facebook. You can advertise URLS, events, apps, web pages, places, and even domains. You might want to promote your Facebook page and get more likes, or maybe you want to drive traffic off Facebook to your site.
Step #3: Choose Your Audience by Location: You can target your audience on Facebook by selecting a country, state/province, city, and zip code. Alternately, you can even type your city, as I did for my ad campaign.
Step #4: Choose Your Audience by Age, Gender & Language: Next, select what age group, gender, and language speaking audience you want to target your ads to. You can type more than one language to target more people who might be interested in your offers.
Step #5: Choose Your Audience by Their Interests: At this stage, you can target your audience by their hobbies, interests, industries, background, among other options. These options can get as broad as Business/Technology and as specific as Gaming (console), which is awesome.
Step #6: Add a Connection Type: Next, you can narrow your audience by selecting your connection type. If you’re promoting your Facebook page(s), you can display your ads to those audiences who like your page, or friends of people who like your page, or exclude people who like your page.
Step #7: Define Placement for Your Ad: Then mention where you would like your ads to appear. If you select the default option (which is recommended), your ads will display where you will most likely reach your target audiences.
Or, if you are an advanced ad campaign manager for your business, you could choose the second option to display your ads on the mobile news feed, Instagram account, and desktop news feed of your audiences.
If you are targeting mobile devices, Facebook also lets you choose between Android and iOS devices.
Step #8: Choose Your Budget & Schedule: Finally, you will set aside a budget (daily or lifetime) for your ads before scheduling when to display your ads. You can run your ads continuously from the first day of creating it or specify the start and end date manually.
Here are more details about how they differ.
Daily budget: If your objective is to run your ad continuously throughout the day, this is the option you’ll want to choose. Using a daily budget means Facebook will automatically allocate your spending per day. Remember the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
Lifetime budget: If you’re looking to run your ad for a specified length of time, select lifetime budget. Facebook will automatically space your ad budget over that period.
Step 9#: Optimize Your Ad Delivery: Facebook allows you to optimize your campaign based on your objective, clicks, or impressions. (This will alter how your ad is displayed and paid for.) By doing so, Facebook will show your ad to people within your target audience, who will more likely complete your desired action.
By default, Facebook will charge you on CPM pricing (or cost per 1000 times your ads are displayed), rather than Post Engagement (e.g., cost per click your ad receives). If you select CPM, then change nothing. But if you prefer CPC, then select the Post Engagement option shown below:
Step #10: Review Your Ad: Last, review your ads to check every detail (ad copy and payment information) are correct before launching it.
Here is a good example of a well written Social Media Marketing Facebook Ad.
Step by Step instructions how to Setup your Twitter Ad Campaign
Did you know that 42% of Twitter users follow brands and companies? If you are not using Twitter for your business, learn how to incorporate Twitter into your social media marketing tactics with these step-by-step instructions. (Twitter ads can be highly effective to reach a large audience, even on a relatively small social media marketing budget.) So, let’s get started.
Step #1: Decide What You Want to Promote (Tweets or Accounts)? Promoting your tweets will display them in the users’ Twitter newsfeed or in Twitter search results; however, promoting your Twitter account(s) will display your profile under the “Who to Follow” section in your audience’s home page.
How do you decide? To gain more followers, promoting Accounts is good for you. If you want to generate leads, then promoting Tweets is where your money must go. Promoting tweets, rather than your accounts, will allow you to customize your tweets to your landing and offer pages, where those Twitter users can be converted into leads.
Step #2: Determine Your Targeting Criteria – With Twitter, you can target your ads only to those audiences who will be fit for your business, so you will only pay for those who might be interested in what you offer, downloading your content, or learning more about your products. services. This helps you to improve your social media marketing campaign results.
In Twitter, you can target your campaigns in three ways:
a) Interests & Followers: This option allows you to target a bunch of Twitter users and target users following those users. You can use the targeting method to fetch a list of people who are top influencers in your industry. If you are promoting a post How to Set Up a Killer Twitter Ad Campaign, then you want to target people interested in SEO and Web Traffic. This way, you will create a large audience, who may be interested in your offers.
b) Keywords: This option allows you to contact people searching, engaging, and talking about tweets with specific keywords. You can select to have your tweets to display in either user’s Twitter timeline or in search results. This targeting allows you to find a more qualified audience, as they are already searching for that keyword that relates to your offers. If I was promoting a post How to Set up a Killer Twitter Ad Campaign, I might create a keyword-based Twitter ad campaign with these specific keyword phrases:
c) Tailored Audiences: Finally, you can target your audiences by running retargeting campaigns through Twitter. You can choose your tailored audience sources: a) website visitors target people who visit your website, or b) target people who are your email list subscribers.
Step #3: Besides targeting your audience by their interests and keywords, you can also reach your audience by their location, gender, device, etc.
a) By location: Go for this option if you run a local business or sell specifically to certain regions in your country.
b) By gender: Go for gender targeting if you are trying to sell products that appeal to either males or females. You can display your ads only to men if you are selling men’s products – men’s deodorant, men’s shaving kit, men’s t-shirts and pants, etc.
c) By device: If you want to target your tweets on mobile devices, rather than to desktop users, you can go for the device targeting option. This targeting option is great if your products and services appeal specifically to people on the go, or if your users are more likely to convert when they are in their office.
Step #4: Create Your Tweets: Once you have set up the social media marketing campaign and chosen your target audience, create the tweets you would like to promote. You can either select existing tweets from your Twitter account or create new ones. When creating a new tweet, click on the eye icon to select the delivery type – standard option will deliver your tweets to all of your followers (just like your organic tweet), or promoted only will deliver your tweet as a part of a Promoted Tweet campaign.
Step 5# Budget & Max Spend Limit: Finally, assign daily budget and maximum spend limit for your Twitter campaign and launch. Monitor results and continue to optimize your ads for better results.
Here are examples of Good Social Media Marketing Twitter Ads & 7 Quick Tips by Twitter.
Tip#1: Emphasize urgency by using phrases such as “hurry,” “fast,” “now,” “quick,” “running out,” “supplies last,” and “limited time.”
Tip#2: Express discounts in percentages.
Tip #3: Mention “new” products or services.
Tip #4: Avoid distracting hashtags. Don’t include a hashtag in your Tweet copy.
Tip #5: Keep it short and sweet.
Tip #6: Offer the audience the chance to win.
Tip #7: Spark interest by asking a question.
Step by Step instructions how to Setup your LinkedIn Ad Campaign
LinkedIn and Facebook are the preferred B2B social marketing marketing platforms in Singapore.
There are two ways you can set up LinkedIn Ads:
- Cost per Click (CPC): Choose this method if you sponsor content. LinkedIn will keep displaying your ads until they get their money. This method of advertising is great if your main goal is to gain recognition and visibility to your business.
- Pay per Impression (PPM): Choose this method to promote text ads, as they are a great way to generate leads. You can offer a free eBook on a particular topic that your audience may be interested in or any incentive (free coupons or limited discounts, etc.) to get your audience into your marketing funnel.
Now, let us look at how to set up a LinkedIn Campaign.
Step #1: Set Up a Company Page.
To display ads on LinkedIn, you need to create your company page. The setup is easy. Simply click Interests and then from the drop-down menu select Companies. Click the “Create” button on the next page.
Finally, enter your company name, email address, and hit the “Continue” button. Upload your company logos and some posts to make your LinkedIn profile more real for your social media marketing campaign.
1) Create Sponsored Update Ad
Step #1: Set Up a Sponsored Ad: Click ‘Get Started’ button to set up a LinkedIn ad.
Step #2: Choose Ad Option That Fits Your Goal. In the Campaign Manager, choose the option (Sponsored Ads or Text Ads) that best fits your goals. If you want to promote your ads to LinkedIn users feed, select Sponsored Ad option.
Otherwise, select the Text Ads option to drive targeted leads to several LinkedIn pages.
Step #3: Open up a Fresh Ad Account: Open a fresh ad account by entering your company name (created earlier), or select the Showcase Page on LinkedIn option to promote your LinkedIn Company URL. Next, enter a name for your account (required).
Finally, select the currency you will pay for the ads (remember, you cannot change the currency later) and click on the ‘Next’ button.
Step #4: Create Sponsored Update Campaign: Enter your campaign name and specify the language you want to run your campaign in. (Make sure the language you select is the same one your audience speaks).
Step #5: Choose the Update you would like to Promote: You can either sponsor your existing updates (blog posts, articles, news feed, etc.) from your LinkedIn Company page or create a new update. To promote an existing update, you can use up to 600 characters and an image.
However, if you promote a new update, you cannot use over 160 characters for your ads (it will not show up in your company page). Once you have selected sponsored updates, click the Next button to target your audience.
Step #6: Choose Your Audience: Now, let us target our audience. You can reach out to the ‘right’ people by choosing specific targeting criteria, such as their location, industry, job title, company name, gender, age, skills, degrees, and other criteria.
At a minimum, select the location of your audience. But, we highly recommend you target your audience by their country and industry. Then, select their job titles, age, gender, and education to reach highly targeted audiences, who might be more likely interested in your offers.
In addition, you can also limit who views your ads by eliminating specific groups, skills, job titles, etc. If you want to target your ads to marketers, but do not want certain companies to see your ads, you can exclude specific companies from your list.
Step #7: Paying for your ads. Once you are happy targeting your audience, you can pay for the ads. As mentioned earlier, go for CPC on sponsored ads if you want to raise brand awareness, because the pay per impression is often more expensive.
Start with a minimum social media marketing budget, and if you are not getting the results you have been looking for, maybe increase your spending, somewhere between the recommended and suggested bid. Then, set the daily budget (min $10/day) for your ads. Specify the end date.
2) Text Ad Campaign
Step #1: Basic Info. To create a Text Ad campaign, enter your campaign name and choose a language. Remember, you do not have to select a company for this ad.
Step #2: Build Text Ads: For text ad, you will need to choose a catchy title, an image, and a copy. The title can only be 25-characters long, the image 50 by 50 pixel, and the ad description 75-characters long. Because the image is small, choose a simple one. Also, be careful while creating your headline and copy – it cannot be in all capital letters. The word “BUY” will be tagged, and your ad may not be approved.
Tip: You can create up to 100 ad variations to discover which combination of text and image will appeal the most to your target audience. (It is always a good idea to run 2-3 versions of your ads to see which performs the best.)
Next, enter ad destination. It could be a page on your LinkedIn account (such as your company page) or a URL.
Step #4: Target Audience: Next, pick your audience by their location, industry, job titles, gender, age, among other targeting criteria.
Tip: Make sure to keep your estimated target audience between 60K to 600k visitors. Select only 20 targeting criteria
Step #5: Bid, Budget & Duration: For text ads, the best thing to do is pay for impressions (Cost per Impressions) if your main goal is to generate more leads to your offers. The suggested bid is $18.58; other advertisers are paying between $18.58-$26.82. The minimum bid is $2.
The daily budget is the maximum you will pay for your ad (minimum is $18.58). You can set the Start Date to start immediately (your campaign will run in the morning of the start date and end midnight of the end date), or you can start your campaign by specifying the date.
Step #6: Pay & Launch New Campaign: Finally, check your account details and enter your payment details, and click Review Order button to make sure information is entered correctly. Your ad will launch on the particular Start Date.
Here are some good examples of Social Media Marketing Ads on Linkedin by Bizible.
Tip#1: Target ads to specific by job levels or functions.
Tip#2: Targeting your ads by asking users a specific, qualifying question can pull the right user in. Offering a giveaway works.
Tip #3: Target verticals with industry specific ads.
Tip #4: Offer inspirational content.
Tip #5: Use Video Content.
Tip #6: Use headlines that empathize with prospect’s challenges and pinpoints. Then be the solution.
In the next chapter, we will take a look at how you can rank your website higher on Google, through a process called Search Engine Optimization or SEO.