Social networks, such as Instagram and Facebook, have become a powerful tool for companies to get closer to their potential consumers and boost sales. Brands know that in Spain, they can thus access 27 million users aged between 17 and 70 who have a profile on these platforms, according to the report Study of social networks 2021, published by the world association of communication, advertising, and digital marketing. In addition, according to Hootsuite, 78% of companies that use them sell more than those that do not have a presence. But not just any strategy is worth it. According to experts, it is necessary to know which platforms. It is convenient to be present and, above all, to know how to differentiate yourself from the competition. There are many ways to boost sales with social networks. One way is through advertising agency in Adelaide. An advertising agency will be able to create a social media advertisement that is centered on a specific product. They may also be able to help with the design of the advertisement and can create a successful ad campaign for you.
Among other platforms, Instagram, Facebook, and TikTok allow companies to get closer to users and convert them into potential customers. Knowing in which of them to promote yourself and what tools to use is key to achieving it.
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What can be promoted on social media?
All kinds of goods and services are promoted on social networks, but Alba Prieto, responsible for paid campaigns on social networks at the Reprise agency, a company belonging to the IPG Mediabrands network of agencies, highlights that on Instagram and Facebook – both main— the products that generate the most interactions are those that belong to the fields of fashion, beauty products, and leisure.
Each time, however, other sectors such as automotive or real estate are gaining more ground, which is also capable of promoting their products and services on these platforms, explains Nacho Martí, director of audience analysis and social networks in the digital marketing group Rebold. And it gives a hint: campaigns that redirect to the dealership page to reserve a trial of a vehicle at the dealership.
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In which social networks is it convenient to be present?
Each social network attracts different groups of people. It is important to know them to assess where it is convenient to manage an account. Currently, Instagram is the main channel that users use to search for information before buying a product, followed by YouTube, Facebook free mode – the most popular social network – and Twitter.
TikTok, one of the most recent additions, has experienced meteoric growth in recent years, especially in 2020, as a result of the situation derived from the pandemic. Today there are already three million followers, and, by its nature; it allows users to share short and viral videos on other networks such as Instagram and YouTube. “If you sell beauty, fashion, or tourism products, your platform is Instagram. Whereas, if your sector is leisure, TikTok is the ideal network”, indicates Prieto.
Given the benefits of so-called social selling (sale through social networks) to companies, there is a significant disadvantage, which, according to Martí, lies in the enormous competition within each network. They compete with brands in the sector through publications in video, text, or image format, but also with those of the users. “This is an opportunity for not-so-big brands to get a space if they analyze the target audience well and know how to be attractive,” he says.
How to differentiate yourself on social media?
Paid ads, user-generated content, and direct messaging are three strategies that help businesses capture users’ attention.
Paid Ads: Advertising to Differentiate Yourself
Social networks allow you to reach customers with traditional advertising. They use the data provided by the users of the platform and their daily activity to show them personalized ads. In this way, the advertiser benefits because the effectiveness of the advertising is ensured, and the user, since he receives advertisements related to his interests.
Martí highlights that these tools use an algorithm in which they reward the most relevant content for the consumer, aiming to appear in the top positions, something that also affects advertising content. “This implies high competitiveness between advertisers. The platforms will disseminate with greater power the publication that gets more visits, more time of consumption and with a lower percentage of rapid bounce [number of users who enter a website and leave it without browsing it] “.
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User-generated content
Companies can share content generated by other users of social networks if they mention them or if they have some kind of relationship with them. For example, retweeting something voluntarily posted by a user, posting a story from another Internet user on Instagram, or sharing an image on Facebook. Consumers are 2.4 times more likely to find content generated by other users more credible than that created by the brand itself. According to the Stackla marketing techniques platform. TikTok also encourages companies on its website to grow their brands through creative content. Therefore, the chances of success will be greater the more the content of the brands is similar to the one that users generate.
One-to-one messaging
The most direct form of communication with the consumer is a conversation, and social media can be used as effective customer service through private messaging. Prieto warns that if the company does not resolve the doubts and questions of the users; it runs the risk of blocking the conversion funnel – the process that a user goes through from the moment they decide to purchase until they consume it. If it takes too long to answer customer questions or solutions are not offered. The opportunity to build customer loyalty is lost.
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How much should be invested in social networks?
Prieto, responsible for paid campaigns at Reprise; explains that the investment varies according to the breadth of the audience you want to reach and the prices of each action within each platform; so the experts do not rush to offer figures. But for a national launch of mass consumption, Prieto recommends investments starting at 30,000 euros.
Facebook, however, allows campaigns from five euros a week. For example, for a small business new to the market that wants to raise awareness, it might be enough to spend $ 10 on ads each week, recommends marketing company Rock Content.
The Benefits Of ‘Influencers’
The influencers are social networks capable of attracting many Internet and act as opinion leaders and prescribers. For this reason, many brands start hiring them to boost their sales. The main advantage is that the advertiser reaches a specific audience. “Get closeness and trust and, therefore, greater credibility and authenticity; through a person who has established a community transmitting values through the generation of content,” he argues.
Before collaborating with any influencer. This expert recommends carrying out a preliminary analysis to verify that that person is suitable for the brand’s interests. To do this, Moreno points out; it is necessary to make sure if its publications and its language are in tune with the company’s discourse; if it collaborates with other brands and, above all, detect if it has false or inactive followers and, therefore; if it says have more impact than the real thing. After campaigning with influencers, you must have access to the metrics to assess their impact.
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