By Rieva Lesonsky
When planning your 2014 marketing strategy, make sure some of your working capital is geared towards social media. First, though, you need to know what works best for businesses. There are plenty of case studies to learn from and the platforms themselves can guide you through the best social media tactics to employ. Of course, the case studies tend to show how businesses improved their profits by switching from print ads to ads on social media sites, but you can still learn some helpful campaign strategies. Take a look at these three social media sites and what they say works for businesses.
- Facebook Success Stories: With 1.19 billion monthly active users as of Fall 2013, Facebook is a great place to push your brand due to the sheer number of possible viewers. When it comes to the types of campaigns that work on Facebook, the site’s success story examples show how the fairly recent addition of “promoted posts” helped the featured businesses. If a business only posts content to their own page, Facebook says only 16 percent of fans see their page. Promoted posts, however, get in the news feeds of friends of fans, so the business’s viewer numbers go up exponentially. Other things that work for businesses on Facebook, especially ones with product lines, is to constantly post pictures and updates of new items, answer customer questions posted on Facebook and prominently post the email address for your company’s newsletter.
- Pinterest Success Stories: Although Pinterest only profiles big companies’ success stories, you can still learn some helpful tips from the big guys. It’s easy to create a pinboard of photos on Pinterest if you sell products or if you’re in the food business, but what if you own a services company or an information business? Archdaily is a news site for architects, and its goals on Pinterest were to help readers discover its content, learn more about its audience’s interests and increase engagement. The company uses Pinterest by including pin buttons throughout its website pages so viewers can share photos and content on their own Pinterest boards.
- Instagram: The platform just introduced sponsored content (ads) a few months ago and studied the metrics of four campaigns to see how ads are working on Instagram. Marketers such as Levi’s and Ben & Jerry’s reached 7.4 million and 9.8 million people respectively in just over a week with high recall numbers. Where Ben & Jerry’s used the platform to share new flavors and make viewers salivate for the ice cream, Levi’s posted pictures of their jeans in different beautiful outdoor settings to create a mood for viewers.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at firstname.lastname@example.org, follow her on Google+ and Twitter.com/Rieva and visit her website, SmallBizDaily.com, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.