Do you want to promote your brand on Social Networks and are wondering if you are doing the right thing or if there is something you can do to improve? Here you are in the right place. In this mini-guide I will suggest 5 concrete things you must do to successfully promote your business on Social Networks. And you must start right away.
NB In this guide, when I talk about Social Networks I will refer in particular to Facebook and Instagram.
In your Editorial Plan, plan a good mix of contents
Getting results on Social Networks is very difficult if you don’t plan a good Editorial Plan , a strategic document of the content you will have to publish. When you choose what to publish, it is essential to first have a clear idea of the objectives you want to achieve with that content (Brand Awareness, Brand Consideration, Conversion, Social Customer Care, Retention) and who the people you are addressing are. When I say who the people you are addressing are , I mean that you need to know in detail who your target personas are and that a serious mistake consists precisely in dwelling on the generic. How can you understand which content may be relevant for your target audience if you do not have an in-depth knowledge of their needs, desires, curiosities, tastes and interests?
After analyzing your goals and targets, you can decide what content to post on Social Networks and what formats to use. My advice is to plan a good mix of content:
some will have to tickle people’s desire to participate
Reaching the goal of interaction, which is very important to involve people and establish a relationship with them and to promote brand visibility. Interaction will also help you create Custom Audiences starting from people who interact with your page’s fans and to whom you can dedicate specific promotional campaigns;
other content, especially blog links, should be designed to drive traffic to your website. These will also be important to establish your authority in the industry;
other content, especially sponsored content, will have the goal of generating leads and selling ;
other contents will still have to be thought to encourage customer loyalty . Always remember that a loyal customer costs 5 to 10 times less than a new customer to acquire.
To promote the brand, nothing is more concrete than a content that is truly capable of speaking to its target audience, of answering its questions, of satisfying its specific curiosities and of doing so by speaking in its language.
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Lead ADS and Link ADS: plan and test
What is the ultimate reason why you want to promote your brand on Social Networks? Because you want to find new customers. Well, then the management of your social channels cannot ignore the planning of Lead Generation strategies , that is, finding new potential customers, contacts interested in your offer. How to do it? You have two paths you can take:
Lead ADS , a Facebook advertising format that allows you to create a form that people who see your ad
can fill out and sign, and which, therefore, allows you to collect contacts. Facebook also offers you the possibility of connecting the list of contacts acquired through these campaigns to your CRM (such as Mailchimp);
Link ADS , or Lead Generation strategies that consist of sending targeted people, through paid advertising campaigns on Social Networks (but not only), to an optimised Landing Page with the aim of collecting profiled contacts.
Which of the two strategies is preferable to use?
There is no single answer, as there almost never is when it comes to marketing and communication strategies on Social Networks. You have to test and evaluate which one works best for you, for your target audience, for your sector, for the 9 benefícios do software de repositório de descrições de cargos context in which you operate and for the budget you have available.
Increase the likelihood of convincing the user by using the levers of persuasion
Do you want to increase the chances of convincing your target audience to take the action you want them to do? Well, you need to use the levers of persuasion (in this regard, I recommend you read The weapons of persuasion , by Robert B. Cialdini). These are psychological levers that influence our behavior and our decisions. The main levers of persuasion that you need to use when building content (visual + copy) for your target audience are:
The principle of scarcity
The scarcer something is, the more canada email lead attractive it will be. This is why messages like Hurry, there are only 10 spots left! or You only have 24 hours work. My advice? When using levers like this, make sure the message is true. Don’t deceive your target;
social proof . If others have bought that product or made that specific decision, then it means that the choice is the right one for me too. Testimonials and numbers ( 10,000 satisfied customers in the last two years ) work precisely because they reassure people;
the principle of reciprocity . Giving something in return is useful to get what you want from people. This principle is also the basis of Lead Generation strategies: I give you something useful and, in return, I ask you for your contacts;
the contrast rule , also known as the retreat after rejection . The most used tactic? Offering a product or service that costs X and comparing it to an even more expensive one to induce a purchase by making the cost of the first one appear more accessible and sustainable.
Are you using Custom Audiences and Lookalikes?
Custom Audiences and Lookalikes are two types of audiences that are particularly valuable for your promotion and conversion strategies on Social Networks. Custom Audiences are warm audiences , people who have already come into contact with you, know you and have shown interest in your brand, and are therefore more likely to take action. The Custom Audiences that Facebook allows you to create are:
customer file , or an audience built from a profiled database of contacts you already have;
website traffic , which is a target audience of website visitors for up to 180 days; visitors to certain pages of your website; visitors who have stayed on your website for a certain period of time);
app activity , which means people who took action and interacted in your app;
offline activities , that is, you can create a list of people who have interacted with your brand in the physical store or through other offline channels, but to implement this list on Facebook you must have a CRM or a POS or other customer management systems to integrate with Mark Zuckerberg’s social network.
Interaction , that is, you can build your
target audience starting from the people who have interacted with your Facebook page and/or your Instagram profile.
Lookalikes or Similar Audiences are target audiences that you can create from a specific source that allows Facebook to find people with characteristics, interests and behaviors similar to those of the source. What are the sources from which you can create Lookalikes? Custom Audiences created from the contact database, from the Facebook Pixel (website visitors), from mobile data and from those who have interacted with your page or with your Instagram profile. The proximity between the Similar Audience and its source can vary between 1% and 10%, but usually the best performing Lookalikes are those with characteristics very similar to those of the source (i.e. 1%).
An effective advertising strategy on
Facebook and Instagram cannot ignore Custom Audiences and Lookalike Audiences.
Optimize CopywritingImages and videos play a central role in posts published on social networks, whether organic or paid. Images, in particular, must be clear, simple, emotional and must focus attention on a single element. Copywriting plays an equally important role . A mistake that is made very frequently is to give little importance to the UVP, Unique Value Proposition , or the brand’s unique value proposition . What makes your company unique? Why should people perform the action you ask them to do? What is the concrete gain that people get? The value proposition of your brand and your offer must be immediate, clear and must be perceived immediately by the target that reads your content.
