How to Choose the Right Online Channel for Your Business

The benefits of online marketing are: marketing perspective (obviously) which leads to customer engagement, building the brand, product discovery and all of these increase the amount of purchases. Online marketing can be done almost everywhere on the internet, so the question you may have is should you go for email, Facebook, Linkedin, Twitter or Bing? Is the “I don't know where to start” holding you back?


Most businesses have already begun to harness the unique features of social media marketing. These businesses spend as little as 6 hours per week and over 66% of businesses enjoy lead generation benefits with social media. So do not wait! A properly executed social media strategy can improve your business' search rankings, drive more website traffic and increase conversion rates. 


“Internet access has become vital for communication, obtaining information, job-searching, and participation in an ever-changing world economy. The United States, the fourth largest country (by land mass) in the world, is no exception. With over 312 million internet users as of 2018, it is one of the largest online markets worldwide” says Statista.com


It's obvious you are supposed to boost your business online, as well! So how do you find the best online channel for your business? 



Find out:

1) Who is your target audience? Do you know who you should have in mind as your ideal buyer? What are their needs, what do they desire, how and when they like to consume content, and through which channels? To answer these questions, it's extremely helpful to create buyer personas. The personas are developed based on a combination of customer behavior and your understanding of their motivations and challenges. In the process of creating these personas, you’ll gain valuable knowledge about your audience. You will discover the communication style that works for them, and the ways in which they like to consume content. Also, you can find out the ideal price they are most likely to pay for your product. Learn how to create your buyer persona.


2) What are your social media strategy objectives? Being able to link your social media channels to your strategy’s high level objectives is essential. If you can’t explain why or how a particular channel will help you achieve your goals, then it’s more than likely you shouldn’t use it. It would be a waste of time. Always remember that the purpose of your chosen social media channels is to support the achievement of your strategic goals.

3) What channels are the people from your target audience using? After you’ve set social media strategy objectives, you need to consider where your audience is interacting online. For instance, it could be deemed wasted effort if your largest customer segment is composed of retired people and you chose Tik Tok as your prime channel.  


Similarly, it may not be very effective to establish your brand on Facebook if you’re only targeting teenagers. The most effective social media strategies are informed by social media demographics. 


Use data-driven insights to ensure that your strategy, and the channels you choose, facilitate the most relevant, targeted approach possible. This will help increase the chance for conversions. 


To sum it up, when choosing your social media channels, always base your decisions on demographic data, don't just go with the flow of trends. 


Define: What kind of content do you want to create? This is a relevant question as there are a bunch of different content formats you can use – some of which will complement your business goals and brand identity, and some that won’t. Certain content formats will be more suited to particular social channels than others. 


At the end of the day, personas tell you where buyers prefer to get their information. Are they bookworms? Do they like to sink their teeth into 100-page guides, or do they prefer short, concise texts and easy graphics? This information will help you set the way you create your content for each persona and how your buyers will discover it. The same goes for your creatives. Some of the people won't watch a video, some will only respond to a colorful picture and some only to a call to action post. Create content that will engage your buyers more effectively. 


Don't stick to one channel!

As social media has become more integrated into daily life, people are starting to use more than just one network. According to Pew Research Center, more than one-half of adults have their profiles on various social platforms. Most of the brands also administer more than one channel.


If you haven’t yet chosen any channels, or you’d like to expand into other platforms, the Pew Research Center have conducted an analysis that outlines the key demographics for a number of social media platforms. 


Let's talk about the most common channels, so you have some ideas when picking the right ones for your business.


Demography 

Facebook -  very common! 72% of adult internet users and 62% of the entire adult population. 70% of Facebook users visit the platform daily.

Pinterest - It's growing! It's mostly used by women. 31% of adult internet users and 26% of the entire adult population. 27% of Pinterest users use the site daily. 

Instagram - online women are more likely to use Instagram than online men (31% vs. 24%) and 28% of internet users. 59% of users visit the platform daily.

Linkedin - 25% of adult internet users. And 41% of LinkedIn users earn a salary over $75,000! LinkedIn is the only major social media platform for which usage rates are higher among 30- to 49-year-olds than among 18- to 29-year-olds. 22% of daily users. 

Twitter - 23% of all internet users. Internet users living in urban areas are more likely than their suburban or rural counterparts to use Twitter. Twitter is more popular among younger adults — 30% of online adults under 50 use Twitter, compared with 11% of online adults ages 50 and older. 38% of those on Twitter use the site daily.


Are you interested in more information about the demographic of the channels? Check this analysis.


Ask yourself: What is my product/ service? Who is the ideal buyer? Where are they? What content do they like?


Once you know who you are targeting, it's easy to find out which channel or channels to use. 


Also, you can adjust your content to that channel as well as to the audience you are talking to. Once you know who you are talking to, focus on your target audience’s needs and preferences. Your created personas will help you understand your audience’s concerns, preferences, and goals. When you know these, you are able to create content your buyers will find engaging, relevant, entertaining and valuable. Personas help you determine that very sort of content you will need.


Remember:

Because you already know who you are talking to, set the tone, style, and delivery strategies for your content according to your personas. For example, some buyers respond best to a friendly, conversational voice, with some jokes and questions, while others trust a more formal tone and serious negotiation. By creating your personas, you’ll determine the best tone and style for your content. You can even target the topics you should be writing about for each persona. 


Don't try to manage every single channel out there. It will be exhausting, chaotic, time consuming and, most likely, your audience is probably not active on every channel. Pick two to three of them, that are most suitable for your buyer, aka marketing persona, and stick to them. Manage them continuously, engage with people! Plan your posts, represent your brand identity, and track important metrics! When you're ready to manage your growing community, check out this article.

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10 Facts to Know About Facebook Demographics & Stats

With 400 new users every 60 seconds, Facebook is not only the biggest social media platform, but it is continuously growing. Today, there are more than 2,4 billion users which is roughly 60% of all internet users. Nonetheless, some say its audience is getting older as younger internet users are getting excited about platforms like Instagram, TikTok or Snapchat. In this post, we will dig into the most important Facebook demographics and stats, so that you can get a better idea of who to target while creating your marketing persona and your plan on how to reach him or her.


Having a clear picture of how a channel grows is a key component to starting your marketing plan – promotion and content distribution. If you offer sneakers and target youngsters, relying solely on Facebook may not be the best tactic… Why? This audience is more likely to be found using social media platforms, such as Instagram or Tik Tok. Knowing your audience and stats behind the channels you want to use is crucial.


Let's finally dig into the most important Facebook demographics and stats!

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7 Key Reasons Why Your Facebook Ads Don't Convert

We have all been there- investing into an ad that simply does not convert! We spend hours trying to figure out where the pain point lies and NOT being able to get it right… Your goal, as a business owner or marketer, is to get the most out of the investment that you put into any marketing campaign, right? Marketers call it the ROAS – return on ad spend. We are lucky to cooperate with many businesses that continually generate revenue on Facebook and, thus, grow their business. Thanks to this valuable data, we are able to bring you the 7 Key Reasons Why Your Facebook Ads Don't Convert. Let's dive in!


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10 Best Marketing Tools for Small Businesses

There are over 7,000 marketing tools you can use today. And I'm going to name them all. No, just kidding, Scott Brinker already did. Actually, he updates the database every single year, so I don't have to. ;)

  • If you have a lot of time on your hands and want to spend it browsing a list of tools, here is an Excel sheet
  • If you want to print it as a poster for your bedroom wall, click here
  • If you are a marketing expert, I would appreciate your feedback down there, in the infamous comments section.

If you are new to marketing and want to learn about the 10 most useful tools for small businesses, keep reading!

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5 Tips for Good Community Management

A strong community becomes a place where customers interact not only with the brand, but also with each other. This is a great source of positive and authentic reviews and it is also an opportunity to build a relationship with your audience. The best brands have killer community management strategies and this article explains the top 5 tips to help you better manage your community across all channels.

  1. Plan, plan, please, plan

People plan their meetings, their gym sessions, their tasks in general, why not just plan the content, then? Planning weeks or even months in advance gives you the ability to readjust your posts if needed. Set up your content calendar and approval flows. If you are doing the content alone, make sure there are no errors. Stay consistent and relevant. Planning your content ahead will help you to see the overall impression. Try it! It’s satisfying.

Scheduled Posts on Facebook
Scheduled Posts on Facebook

2. Represent your brand identity

Are you a real estate agent, owner of a flower shop or a barber? Representing your brand or business does not mean you should be boring. Be entertaining, so your audience feels good as part of your e-company. Give them valuable information, call them to action so they engage with you. Be consistent and you will become memorable. If it is not in your brand identity to behave cheeky, as for example, Netflix does, find another way to communicate in a friendly and engaging way. :)

Netflix Tweet
Outstanding Netflix Tweet

3. Track important metrics

As mentioned above, the realtor, the barber and the flower shop owner have something in common — they should not be boring. But they can have different social media goals. The realtor might be looking for new leads, because they don’t want to be dependent on one channel like e. g. Zillow. The barber needs more customers and the florist needs to be in the minds of all the guys who live near the shop, so once their special lady has a birthday, they know where to buy the best flowers! It can be difficult to determine how your efforts have contributed to sales and leads directly. Instead, it’s better to determine how you define your own success, depending on your goals.

Think about these points below:

Traffic: Is your community on your website? Do you see growth over time? Where is the traffic coming from?

Engagement: How many people are coming to your page versus those actually engaging? Which topics are they engaging in most often? This may determine your future questions, content and discussion starters.

Members or customers: How many new members do you get every week and how many do you lose? Is this consistent? If there was a drop or growth, find what caused it!

4. Use the data you collected

Analyse your posts, interactions and the feedback you get from your audience. Then OPTIMISE! You are the one who knows the data and your customers best. The value of data cannot be understated — you’ll end up with happier, more loyal customers, as well as more easily converted leads. Use the advantage!

5. UGC!

People trust other users experience more than the companies themselves. Did you know that reviewed a product’s chances to be sold are 80% higher than one without any review? Positively reviewed, obviously. Social media is all about interaction, sometimes the best content will come from your audience.

This is User-Generated Content, or UGC. It is amazing because it is authentic, and reflects what your customers think about your brand and… it’s free. It will show your customers’ experiences, and it drives the conversation forward in ways that you won’t be able to do by yourself. It is the gate to engage with people and get closer to them, making your brand feel more personal and approachable. UGC can be anything e.g. posts or tweets mentioning your brand or reviews.

Two examples of UGC campaigns:

  1. Calvin Klein asked its fans to fill in the campaign line “I_____in #MyCalvins.” Thousands of their followers took photos and posted their briefs, making the campaign go viral. In just a few months, over 500,000 photos were tagged on Instagram. Brand awareness: overloaded. Very clever :)
  2. TVNZ teamed up with World Vision to increase awareness around the 40 Hour Famine challenge and show support, while raising funds for the people of South Sudan, who were affected by extreme drought. Using the hashtag #40hfnz and sharing photos (with their hands outstretched) on social media, participants voiced solidarity. A nice project, isn’t it?

Calvin Klein
Instagram Post (Calvin Klein)

Instagram Post (40 Hour Famine challenge)
Instagram Post (40 Hour Famine challenge)

Remember: Everybody wants the response. And everybody wants the answers quickly or even instantly. Do care about your response rate and response time. It might seem that people take it for granted, but it really makes the user experience unique and enjoyable.

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First of all, be clear on the problem you are facing. What metrics say that your campaign is not working? Is it the ROI (return on investment — easily put, how many dollars are you making out of 1 dollar you invest in the ad), cost per lead (in case of lead generation campaigns) or number of people your campaign reached? When reporting on your marketing efforts, make sure to be as precise on the desired metrics as possible. “Thoughts” are the worst reporting tool.

Secondly, who is running your ads? Is it you who has access to all the important metrics and reporting or do you outsource ad management to someone else? If so, are they fully transparent on the process of a campaign setting? Do they let you “watch the chef while cooking”?

Let us be clear: this point is crucial. Online advertising is not a black box. It truly works and increases the ROI if done well. But if not, there is no positive ROI, just money thrown out of the window… What I am trying to say is, that there will be plenty of companies charging you for the ad management who are not truly willing to help you. As a result, your campaign ends up being inefficient.

Let’s say you are running the ads on your own and still suffering from lack of efficiency. We won’t let you down. We’ve prepared a few points which — when done well — will increase your ad efficiency.

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