There’s no fighting it… a strong social media presence is essential to your brand’s success. We’ve been telling out clients this for years, but money talks and according to a recent report, marketing and advertising professionals are now spending more on social media than ever before and its only going to increase.
Over the next six months, nearly half (47 percent) of advertisers are expected to increase their social media advertising spending.
Business intelligence firm Advertiser Perceptions says in its Social Media Advertising Report that this will be predominately on sharing networks and buying programmatically.
Advertiser Perceptions interviewed more than 300 agency and marketing executives on their opinions on social media advertising, their buying plans and perception of networks and platforms.
Advertisers now dedicate, on average, one quarter (24 percent) of their digital advertising budgets to social media, Advertiser Perception found. And that social media spending is predominantly for brand, not performance advertising—61 percent of advertisers are out to build brand awareness, while only 38 percent are focused on generating offline sales.
“Social media has the capacity to drive brand advertising online,” says Randy Cohen, president of Advertiser Perceptions. “More marketers are looking to social media for awareness and engagement campaigns than for performance measures.”
Advertiser Perceptions’ research revealed that advertisers are prioritizing sharing networks, with nearly 90 percent advertising on personal networks—e.g., Facebook and Twitter—while 40 percent advertise on e-commerce platforms such as Amazon and Etsy, and 27 percent advertise on instant messaging apps such as Skype and WhatsApp.
Over the coming year, marketers expect to increase programmatic buying by 20 percent with a corresponding drop in direct buying.
“Many advertisers want to do more social advertising, but they need to know how to improve and optimize,” said Cohen. “The more they do, the harder it gets to measure, and the further away a performance barometer seems to get.”
Only 10 percent of respondents in the survey consider their organisations expert in social media advertising and less than 50 percent have advanced social strategies and infrastructure. A large group of clients rely on outside agents for social expertise.
Whether you seek out an agency like Social Media Authority or planning to wrestle the task head on, according to Entrepreneur, it’s important to understand some fundamental ways social media can strengthen your brand.
Concentrate on networks that support your brand image.
Start by defining the brand image you want to portray. Who is your audience and what do they want to hear? Are you a B2B or B2C company? Entrepreneur argues that Facebook is the best social media site to promote consumer brands while LinkedIn is the go-to choice for developing business-related content and spreading brand awareness in your industry.
2. Craft valuable (and shareable) content.
It’s a well-known fact that you need compelling content to build your brand’s social media presence. Otherwise, followers won’t share your content with their networks. Furthermore, every single piece of content should support your brand image, while posts with images may resonate better with your audience.
3. Enlist the help of influencers.
An excellent way to expedite your brand’s social media strategy is to leverage influencers who already have a respected voice in your industry. Reach out to influencers on social media and ask if they would like to write a guest blog or participate in an interview. Chances are they’ll say “yes” since it will benefit both parties in the long run.
4. Promote content with social media campaigns.
Reaching social media audiences organically can be a tough sell, but there are numerous alternatives. Many brands use contests and other social media campaigns to improve visibility as well as generate leads. Provide valuable incentives that encourage participation and appeal to a broad audience. The last thing you want to do it alienate a group of prospective clients.
It goes without saying that social media is a cornerstone of every digital marketing and advertising campaign, and even though starting from scratch seems like a daunting task, Social Media Authority is here to help.
Get in touch and let’s discuss how we can assist you in positioning your brand for success. Email us today.