Keeping up with the latest trends in marketing and social media are imperative for your business. Utilizing the growing social media mobile opportunities in apps such as Facebook, YouTube and Snapchat (just to name a few) is the best way to do this. The newest research for social media marketing shows that well executed mobile strategies are offering the biggest payoffs. The latest research is below:
Facebook Mobile is the largest source of social traffic today. 53% of Americans are now smartphone users. 874 million people have used Facebook's mobile app as of Sept. 2013. That's up 45% from 2012. A recent report by Sharaholic shows that the average referral traffic from Facebook mobile grew 253% from Sept. 2012 to Sept. 2013! How's that for growth?!
As a small business owner, you must figure out your mobile strategy and Facebook should be a huge part of that plan. You can start with these simply steps:
- Your status updates should be short and get right to the point.
- Use a lot of visual content on Facebook.
- Make sure graphics are simple and easy to understand and can be viewed easily on a mobile phone screen.
- Your links should be short. Use bit.ly or any other URL-shortening tool.
The recent advancement of geo-targeting is a really exciting tool for social media mobile marketing. You can now pinpoint the exact location of your customers to deliver relevant ads. You can buy geo-targeted ads as part of your social media mobile strategy if your business is in a physical location. You can also explore geo-targeting and couponing, which appeal to consumers looking to make their dollar go a long way. Almost 100 million Americans used digital coupons in 2012. Apps like Foursquare and Facebook places offer a strategy where customers can redeem at a high rate. Make sure to offer a coupon that is worthwhile and relevant.
Instagram and Snapchat
Just behind Facebook are Snapchat and Instagram. Photo and video sharing have become a vital part of a user's online social experience. Snapchat is driving photo-sharing traffic at an astounding 350 million photos per day. Pew Research found that 18% of mobile users now use Instagram and 9% use Snapchat. Although these figures might not seem huge, these mobile apps are relatively new and are growing at a rapid pace. Marketers can produce big results by conducting real-time engagement and using the right approach with its target customers. Here are some marketing tips for Snapchat and Instagram:
- Offer a discount. You can use Snapchat to offer a coupon or discount. The customer can take a Snapchat image of themselves using the product and send it to your company's Snapchat account. You can then automatically send a Snapchat image of a discount coupon back to the customer's account. Make sure the user knows they need to wait to open the Snapchat until they are at the register, because the image is only good for 10 seconds.
- You can send images of your latest product or information about a new idea to your most loyal customers. This will create excitement and interested around your brand.
- Create a Product Demo video in Instagram and answer frequently asked questions. You can add narratives and helpful information for your followers.
- Highlight special events and offers using Snapchat or Instagram. You can add a hashtag to your video so you can track conversions or extend your reach.
Create a Marketing Video
Mobile apps like Facebook, Vine, Instagram and YouTube are at your customer's fingertips. A recent poll by eMarketer found that 93% of marketers have used a video for online marketing, sales or communications during 2013. That is up 81% from the previous year. The cost to produce these videos has gone down significantly and now the opportunity to distribute them is available easily and convenient. Your video marketing strategy should take into account where your target customers are in the sales process (beginning, middle, etc.). You can then create multiple videos that align with the varying stages:
- Beginning: You can make a video to introduce potential customers and create brand awareness.
- Middle: You can offer your customers a video aimed at solutions to address some of their challenges with the product or service.
- End: A video demonstrating how your product works or its benefits is a great way to target the customer and the end of their sales journey.
Use a Professional Social Media Marketer
A survey by Altimeter Group found that social media skills by basic employees is seriously lacking. Only 18% surveyed believed that employees had a good understanding of social media. 61% of organizations have no training programs for social media. Using an untrained social media employee can be detrimental to your business. They can damage your brand and reputation and might disclose confidential information. Using a professionally trained social media marketer is imperative.