Facebook, Instagram and Twitter
Social Media Marketing on Facebook, Instagram and Twitter
A website receives traffic when it is directly in front of a consumer. One of the best ways to reach hundreds, thousands and potentially millions of people is through the use of social media.
Using social media as a business strategy can have several benefits. It can increase brand awareness, drive more traffic to a website and even increase conversions. They now provide analytics and insights to help improve and understand marketing efforts on their platforms.
A business page on Facebook provides an in-depth look at the demographics of viewers and how that page is performing on a daily, weekly or monthly basis.
Instagram, a Facebook-owned company, also provides analytics and Twitter have followed suit. A successful social media account has a specific goal and shares content that works towards that goal. For example, the goal of Apple’s social media accounts is to increase sales. Their content showcases the power behind their products and motives people to buy them. Understanding your business’ audience is crucial to social media success. By targeting content to that audience, a business can improve engagement and possibly lead to more traffic, sales, newsletter subscriptions or leads for your business.
Just as Google suggests webpages that relate to user’s search queries, social media capitalizes on similar algorithms. Since users are consistently inputting information about their location and interests, social media provides a unique way to better understand your audience.
The three main social media platforms are Facebook, Instagram and Twitter. Each platform provides unique benefits and different ways to engage your audience. Therefore, before launching content onto social media it is worth spending time creating a plan and strategy for the type of content, frequency, audience or niche of your audience, value proposition and branding. For example, just because you sell products on your website does not mean you should sell products on Instagram. A fashion chain may use Instagram to show different looks or how to accessorize. You may also choose to use influencers and you should consider how they would work in to your broader strategy.
Facebook Business Page
The Facebook business page template provides the most space to put information about your business in comparison to Instagram and Twitter. When a user first clicks on a Facebook business page, the first thing they’ll see is the cover image. The optimum size for a cover image is 851 x 315 px, which means there’s adequate room for promotional and informational text.
What text would be useful on a cover image? Customer reviews, ratings, as seen in, promotions, address, hours, phone number and more. Remember to always take aesthetics and branding into account when creating social media pages. Text should be on brand and pleasing to look at. The profile image for a business or website should be the brand logo.
If the website is created under a specific person, use a professional close up of that person. Profile images are 180 x 180 px. There is also a place for a summary and about us section within the business page. The summary is a place for concise copy about the business’ products or services.
The about us section elaborates on the copy and provide a more in depth look at the business. Facebook takes the information that businesses input on their profiles and places it in front of consumers with the highest chance of conversion. For example, a Facebook user living in Austin, Texas is going to see advertisements for businesses in Austin. A user in Nebraska is not going to see those advertisements. When Facebook sees that a user liked an airline’s business page they are going to promote other airline’s pages to that user. For this reason it’s important to use keywords within the context of a Facebook business page.
Another way to get ahead in Facebook’s algorithm is to understand the edgerank feature. Edgerank is how Facebook chooses what posts a user is going to see. Even if a user likes a business’ page, they won’t always see the content the business posts.
The formula Facebook uses to determine what shows up is based on the individual’s profile and varies for each user. Edgerank takes into account how often the user interacts with the business page, whether the post is text, video or picture and how long the post has been live.
To increase the chances that an individual user sees a post, create a call to action that involve engagement. The likes, comments and sharing will make Facebook want to continue to promote the post. To further motivate a user to perform one of those actions, offer an incentive. For example, “Share this post to win THIS product.” The most obvious way to get in front of a target audience is to pay Facebook to promote posts.
The benefits of running ad campaigns on Facebook is that they know a lot about their users. They have the ability to put a post in front of the exact demographic that has the highest chance of conversion. Ad campaigns available on Facebook include promoted posts, sponsored stories and facebook ads. These involve bids, like AdWords, which will be discussed later.
To open a business Instagram account, that business must have a Facebook business page. The Facebook business page verifies the that the person opening the Instagram account has ownership of the business.
To have a successful business Instagram account a business needs to get creative. If you decide to use Instagram, it is highly suggested to develop your strategy first. There are 150 characters in an Instagram biography.
Aside from the written biography, one form of contact, location and a label are on a profile. Examples of these labels are public figure, retail company, and product/service. Let’s look at techniques that can help a business grow their Instagram presence and increase website traffic and sales.
- Take advantage of Each Instagram post can have thirty hashtags maximum. Using hashtags tells Instagram what the post is about and who to put it in front of.
- Hold contests that involve users sharing content in return to be eligible to win a prize. This contest can involve reposting a photo from the business’ page with a particular hashtag. These contests have users promote a page for free by sharing their picture, profile and hashtag with their followers.
- Post aesthetically pleasing pictures of products. Instagram can be seen as the new catalog. It’s where potential users are digitally browsing the shelves. By showcasing products it increases the chances of a viewer turning into a customer.
- Go behind the scenes. This technique works for specific industries. For example, Apple doesn’t need to take us behind the scenes of their warehouses. Marketing success comes from posting high resolution photos of their products. Businesses that could benefit from behind the scenes photos are personal brands, food companies and start ups that are looking to create consumer relationships by adding a relatable factor to their branding.
- Post reviews, rating and testimonials. Don’t forget about the power of reviews. Show potential customers the current customers that are happy with the businesses’ product.
- Find influencers in the same niche and have them market the products. Influencer marketing is currently one of the most effective marketing techniques. Just as people trust in reviews, they trust in the influencers who’s lives they follow on a daily basis.
Instagram also offers business profiles the chance to advertise. As stated before, Instagram is a Facebook owned company and so their advertising formula is very similar to Facebooks. Both are discussed below.
To create a successful business Twitter account, just as with Instagram, it’s important to take advantage of the minimal text space given.
Twitter profile bios are 160 characters long. Information that can be placed in separate sections are location and website link. Like Facebook, Twitter has cover photos which can also be used to tell viewers more about a business.
Another key aspect to providing as much information in a small amount of characters is to use Twitter’s pinned tweet option. A pinned tweet stays at the top of an account and can be used to promote offers, call to actions and more.
Twitter also capitalizes on promoting posts to advertisers. There are four types of Twitter campaigns and each optimizes ad promotion based on the goal of the campaign.
Website visit campaigns aim to increase traffic to the advertiser’s link of choice.
Follower campaigns focus on growing the business account’s following.
Brand awareness campaigns put an ad in front of as many people as possible. In this strategy, the advertiser bids on how much they are willing to pay per 1,000 impressions. The user decides on a daily maximum or a total budget for the campaign and Twitter automates the bidding process.
Engagement campaigns focus on getting as much buzz around a promoted tweet as possible. This buzz involves likes, replies and retweets.