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When Abraham Lincoln delivered his stirring address in Gettysburg in 1863, his speech of just 272 words was so short, the photographers covering the event hadn’t yet finished setting up their equipment to take a photo. The takeaway? Content is important, but volume or quantity doesn’t always amplify your voice. The delivery, the platform and most importantly, the content’s relevance to your audience is key.

Today’s sales environment is increasingly challenging – while outlets for product information proliferate at the same time the customer has a shrinking attention span. Businesses must identify the platforms most likely used by their target audience, and then craft concise, engaging messages to motivate those buyers to act.

Whether sharing content to followers or targeting potential customers through advertising, social media marketing is a powerful tactic to amplify a company’s voice.

Social Media Platforms

The pandemic has pushed the business community away from in-person events (i.e. physical trade shows and personal sales calls) to the virtual world. And the number of available platforms seems endless — Facebook, Instagram, YouTube, Twitter, LinkedIn and of course, your own company’s website. Does that mean the best course of action is to flood these platforms with loads of content?

The amount and timing of content poses a conundrum for many companies. Too little information or a completely inactive presence on social media and customers might choose your competition. Posting too often could lead to diminishing engagement/ROI.

Hubspot analyzed Facebook data from more than 13,500 companies to determine whether more frequent postings would help businesses reach more people. Only the businesses with more than 10,000 followers saw an increased amount of engagement or “clicks” when posting more than once a day. Brands that posted just 1-5 times per month saw their engagement nearly double. In addition, on Facebook, organic posts reach just 2-5% of your company’s followers.

In terms of LinkedIn, the type of content, more than its frequency, provides engagement and results. As a professional networking site, it pays to attract active account users and share posts related to industry news, business announcements, job postings, etc. Content that draws engagement (likes, comments, shares) will reach a larger audience and help with follower growth.

The Importance of Paid Social Media

Paid social media, with its depth of available analytics, can help target audiences with your message and pull them further down the sales funnel. But is my audience on social media for business purposes, you ask? The answer is yes. International Data Corporation found that 75% of B2B buyers and 84% of C-level executives use social media to help make purchasing decisions.

Each platform differs in terms of the type of campaigns that could be successful, its audience and the amount and type of content developed for your targeted advertising. Strategies will differ depending on the channel and the campaign content and objectives.

In terms of a business to business audience, the online platform HootSuite listed them in order of effectiveness and reach:

  1. LinkedIn
  2. Facebook
  3. Instagram
  4. Twitter

LinkedIn could be tops for business to business reach because it began and continues as a business or professional platform. It draws an audience of 630 million professionals with 63 million in decision making positions, such as purchasing.

In terms of importance in a marketing strategy, social media spending and its returns have improved tremendously in the last year. This year (2020) a survey by the American Marketing Association among CMOs reported social media spending jumped by 74% since February.

In fact, a recent report states that this year (2020) in particular, social media spending soared. Social media spending jumped by 74% since February with marketers reporting that social media this spend result4ed in a 24% improvement in brand performance. Other research shows currently 80% or more of the sales cycle takes place in a digital or remote environment.

Social media differs from other forms of advertising due to the level and types of communication possible with your target audience. Cleveland social media marketing platforms like LinkedIn allow you to engage in online discussions. It helps to listen to what your customers are saying, read the reviews they write and then leverage these insights to make strategic business decisions.

Migrating Social Media Users

One primary objective should be to migrate or move these social followers to your own website or into your CRM system. Paid social media is not an end unto itself but a means to an end, which is one-on-one communication.

Campaigns designed to capture user information enable this migration and then a more pointed and relevant conversation can ensue, through an email newsletter or other form of direct outreach.

It can be a struggle to cut through the noise in a marketplace where voices and volume are expanding at increasingly faster speeds and social media platforms rapidly evolve and change. We can help find and speak to your target audience using the right platform, and help you achieve your goals for 2021. If you’re looking for a Cleveland social media marketing partner, contact us to develop and fine tune your voice.

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Beth is our VP of Digital Marketing Strategy who, besides drinking a ridiculous amount of coffee, helps clients generate more business. Whether they’ve partnered with Proximity Marketing for a decade or just joined the family, Beth helps clients achieve success and achieve measurable results.

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