A VIBRANT ONLINE PRESENCE
Cost-effective social media advertising campaigns and engaging organic content that generate healthy sales
Eye-catching, affordable, easily-updated websites created, designed and maintained
SUCCESSFUL SOCIAL MEDIA ADVERTISING
& oNLINE MARKETING
BUILT UPON extensive EXPERIENCE
Experience gained from the responsibility of social media advertising budgets of more than 15 top-selling productions - totalling a spend approaching £1.5m per year - provides Gary Mac with an invaluable insight into what works, and what doesn't, when promoting performances on social media channels.
Traffic or engagement; image vs video (including optimum dimensions and, in the case of the latter, duration), targeting, timing and content: how to maximise your campaign budget. . .
Plus implementation of tracking pixels, data collection and analysis - see where your custom is coming from and how it can be increased.
Website search engine optimisation, email marketing and vibrant video channels - ensure you're seen in the right places.
Insightful report analysis establishes key performance indicators are being met - including the most relevant click-through-rates and accurate return-on-investment figures available in real time.
Whether your campaign is business-to-consumer or business-to-business, funnel down to that
all-important call-to-action. . .
common b2b pitfalls
Social media for social media’s sake - activity should add value to the business with clear objectives implemented and key performance indicators identified to enable quantification of success
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Absence of strategy - social media activity should be planned as part of a comprehensive marketing roadmap incorporating the full range of marketing tools including aps, blogs, webinars, online advertising, email marketing and videos
Weak content - content should be engaging, relevant and spark interest in the recipient. Building a company’s status should be a demonstration of experience and expertise justified by example, not a hollow claim. Questions should be answered, not proffered. Copy should be created and edited by a professional (well, I would say that!) to ensure it remains on script and in no way damages brand image. Supporting images/video should be on-brand, relevant and of high quality
Lead generation opportunities overlooked - premium content could be offered in return for contact information
Unreactive - a businesses may miss valuable newsjacking opportunities if it lacks the creative staff and flexibility to respond. Great care should be taken to ensure this technique does not misfire or cause offence
Dormant accounts - consistency is king and businesses need to create regular, worthwhile content
Overwhelmed by activity - although a presence on a multitude of platforms is possible through social media management tools, depending on resources, it could be better to excel on the social media that pays the biggest dividends rather than spreading oneself thin
Poor website presence - even the most brilliant social media campaign will fail if it directs response to a website that fails to convert a call to action into prospective sales. Conversely, a website itself should harvest relevant data proficiently
Lack of courtesy - sharing relevant content generated by businesses followed can be of reciprocal benefit and a “thank you for sharing” costs nothing. Politeness will shape a company’s image within the business community
Absence of analysis - social activity on its own is only half the job done. With a multitude of metrics available, analytics will see mistakes avoided and results improved on the next campaign.
To summarise, every post/Tweet should be created backwards from the objective/call-to-action to the beginning of the message and have its place in an overall strategy. Content needs to be of high quality and relevance, remain on-brand and achieve the goal identified. Analysis should be undertaken to inform future campaigns.