Social media Vs your website - which is more important?
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The document discusses the increasing significance of social media for business growth and marketing in 2021, highlighting key statistics about social media usage and its evolution. It emphasizes the need for brands to create valuable, authentic content and re-evaluate their metrics to focus on engagement rather than likes. Additionally, it outlines the effective use of various B2B social media platforms and strategies to future-proof digital marketing efforts.
Social media Vs your website - which is more important?
- 1. Is social media going to be just as important as your website? Presented by Jag Panesar & Danni Johnson
- 2. Did you know that social media usage has increased by almost 100% in the last 5 years? That’s nearly 1.5 billion new users.* Did you know.... Smart Insight*
- 3. In this webinar we will cover: Our future predictions of how social media will change as a marketing tactic Why social media is crucial for business growth in 2021 Each BtoB social media platform and how it can be used How to future proof your digital marketing strategy Useful tools you can use to strengthen your digital marketing strategy
- 4. Studio based in Saltaire, West Yorkshire Full service digital marketing agency Est. 2007 - 14 years in business About Xpand
- 5. SOLAR7
- 6. Our future predictions of how social media will change as a marketing tactic...
- 7. 58% of people said they check social media as part of the buying process... 1 Could social media sit at the heart of your marketing model?
- 8. HOME SOLAR7
- 9. Ways you can do this... Write a blog outlining your expertise Create an E-book Create an industry report Create how-to videos 2 Value adding content will take the lead Posting for the sake of it will get ignored. You need to consider what will add value for your audience.
- 10. It is now predicted that by 2022, 82% of all content online will be video.* 3 Video will continue to take centre stage Cisco*
- 11. Facebook and Instagram have taken the lead with their integrated shopping feature which allows users to purchase without leaving the app, contributing to a good user experience... ...how will this impact the need for websites in the future? Social media channels could double as shopping channels 4
- 12. Authenticity will be vital 5 Brand trust is key Find and project your brand personality Post user generated content
- 13. Personalisation is key 6 Personalising your organic content is near impossible. So, how can this be achieved? The answer: Paid ads... If you’re looking to experiment with paid advertising but unsure where to start, take a look at our recent webinar by our Digital Marketing Manager, Danni Johnson. Top tip
- 14. You need to re-evaluate the metrics that are considered to be important Stop focusing on how many likes your post has and start paying attention to the data that affects your bottom line... 7
- 15. You need to re-evaluate the metrics that are considered to be important 7 Focus on the sales funnel...
- 16. Why social media is crucial for business growth in 2021
- 17. Did you know... There are now 4.2 billion active users around the world with each person spending on average 2 hours and 25 minutes a day on social media.* Smart Insights*
- 18. You can connect with your audience to form long-lasting relationships Increase your brand awareness Reach wider audiences Create and personalise content to increase customer loyalty and engagement Learn about what your competition is doing How can social media help your brand?
- 19. Studies have shown that you need to have been exposed to a brand at least seven times before you decide to make a purchase. The average person has 8 social media accounts. Even with only a few accounts, you can be omnipresent. You can be omnipresent 1
- 20. Social media adds credibility to your brand 75% of people use social media to gauge a brand before making a purchase.* Don't fall at the first hurdle, make sure your social media presence is strong. 2 Show off your customers reviews. If you get negative reviews, don't shy away from them, respond appropriately. It will show you to be an engaging brand that doesn't hide from problems. Top tip HubSpot*
- 21. It can help you to build your personal brand 3 “Your brand is what people say about you when you’re not in the room” Jeff Bazos You can use your personal social media to talk about your expertise in your field, which will positively reflect on your brand. REMEMBER: People buy into people When building your personal brand it’s also important to be omnipresent, just like a brand.
- 22. It can help you to create relationships and build a community It will help you to build your brand credibility Being active in groups and offering expertise to other members will help to position yourself as an industry leader If you create a solid relationship with your customers they're more likely to stay loyal to your brand How does this benefit your business? 4
- 23. Each BtoB social media platform and how they can be used
- 24. LinkedIn LinkedIn is the world’s largest professional network on the internet. Businesses can use the platform to grow their network and brand presence. LinkedIn features you need to know about: To name a few... LinkedIn Analytics Events LinkedIn Live
- 25. Facebook Facebook, it’s one of the longest standing social networks. It allows you to reach and engage with your audience without the spend (unless you’re looking to invest in paid ads). Facebook features you need to know about: To name a few... The Ads Centre Facebook Shops Communities
- 26. Twitter Twitter is a micro-blogging platform that allows users to post short updates limited to 280 characters. The most successful users don’t just ‘tweet’, but use the platform to engage with other users. Twitter features you need to know about: To name a few... Twitter Polls Twitter Lists Spaces
- 27. Instagram Instagram is a simple and economical way to put your brand out there for the world to see. Even though it takes time to develop a huge following, once you do, the benefits can be great for your business. Instagram features you need to know about: To name a few... Instagram Stories Instagram Reels Influencer marketing
- 28. YouTube Every day, YouTube users watch over a billion hours of YouTube videos and yet only a handful of small businesses have started their channels. YouTube features you need to know about: To name a few... Channel Art Channel Trailer
- 29. Examples of companies that are doing it right
- 30. Shouting about their employees Posting images and videos of on site progress Reposting user-generated content and customer testimonials Use of hashtags Jupiter Construction is a great example of a company doing LinkedIn right. They are: LinkedIn
- 31. Instagram Using time-lapse videos to showcase their work Sharing curated industry content Sharing before and after content Using Highlights Using Reels Priestley Construction is a great example of a company doing Instagram right. They are:
- 32. Twitter Demonstrating CSR by fundraising Showing behind the scenes of the business Talking about their work with women in construction Tagging relevant accounts in posts to help further reach Howard Civil Engineering is a great example of a company doing Twitter right. They are:
- 33. How to future proof your digital marketing strategy
- 34. What can you do with it? Give you a better understanding of who your audience is Help you to understand the keywords that your audience is searching for when they find you Use your data The social media platforms you use can give you access to plenty of insights, including information about your audience. Top tip
- 35. Create value-adding content Did you know? A study by Microsoft has concluded that the human attention span has dropped to eight seconds, meaning that it is now more difficult than ever for brands to stand out through the noise.
- 36. How to guides Webinars to educate on an area of your expertise Panel discussions with an expert in your field Thought leadership blog posts Reactive content that discusses what’s new in the industry User generated content A starting point for creating valuable content
- 37. Be honest, are you taking time to sit down and look at what your competitors are doing? Monitor what your competitors are doing
- 38. List at least 3 of your competitors. And then, list at least 3 benchmark companies of a similar size to you that you don’t 100% compete with. No. of followers/ likes No. of posts per day Shares per post Comments/replies per post Hashtags per post Type of content they post. Go on social media and have a look at their profiles. For each one, assess the following: How we recommend monitoring what your competition is doing
- 39. You want to make sure you’re looking out for: No. of enquiries No. of proposals/ quotes written The total value of quotes/ proposals sent out No of sales Value of each sale Review and measure always
- 40. Tools we recommend for improving your digital marketing strategy
- 41. Plus one additional downloadable tool...
- 42. Our future predictions of how social media will change as a marketing tactic Why social media is crucial for business growth in 2021 Each BtoB social media platform and how it can be used How to future proof your digital marketing strategy Useful tools you can use to strengthen your digital marketing strategy You should now know...
- 43. Any questions?