How To Create A Killer Digital Marketing Campaign Part 2: Social Media Best Practices

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Trends in online marketing and social media are constantly changing, which can be overwhelming and frustrating, especially if you’re just starting out.

Why should you listen to us? If you don’t know who we are, we’re Worbix – a digital content management and distribution platform. We launched in early 2017 and we have tried many digital marketing tactics to promote our platform. Although we’re a startup, we have done extensive research on how to run successful digital marketing campaigns.

If you joined us in part one, you’ve done effective research on your target audience and have found what digital platforms they are most active on. If your research stated that your target audience is active on more than one platform, don’t be discouraged. This is especially common if you have a younger audience and can work to your advantage, giving you a chance to reach your target audience multiple times with tweaked messaging.

Here at Worbix, we chose three main platforms to get us started and once our audience grows and we can determine where else they spend their time, we can begin to add more channels. This gives you time to not only grow your audience, but perfect your messaging. Additionally, it will give you a chance to test the waters with your audience and learn what types of messaging and marketing works for them.

In order to maximize our marketing efforts, we started sharing content via Facebook, Twitter and LinkedIn. Across the board, most brands begin with these three platforms to not only grow their audience but to make a lasting footprint in their industry. It is from here that brands will branch out and create content for Instagram, Pinterest, Snapchat and other emerging platforms.

There are best practices every marketer should know for each platform. To start, your messaging needs to be tweaked in order to resonate with the audiences on each platform. This does not mean that you should be sharing mixed messages. Your brand message should remain consistent across each platform, but your tone and how and when you share your message should be different in order to be effective.

Not sure where to start? Don’t worry, we’re sharing the best practices for each platform in order to maximize your marketing efforts and take you one step closer to creating a killer digital marketing campaign.

Facebook: The Largest Social Platform

Facebook is the biggest social platform in terms of users – there’s a whopping 1.13 billion active daily users on Facebook. In addition, users spend about 50 minutes on Facebook a day. With millions of users spending a large amount of time on Facebook, it makes sense for marketers to utilize this platform to share their message.

With Facebook’s updated news feed algorithms, you have to be smart with what you share with users. This updated algorithm means that the possibility of your content being seen by all of your followers is pretty low. Facebook takes users’ most relevant content and shares that at the top of their newsfeed. This means that your content needs to be relevant in order to be seen in your followers’ feeds. Facebook’s continuous updated algorithms means that you may need to adapt and try different marketing techniques in order to be successful.

The popularity of Facebook video has skyrocketed in the past year. This means that people are sharing and viewing more video content on Facebook than ever before. This gives you the chance to create enticing videos about your brand and receive more reach than any other shared content on the platform.

Tools like Facebook Live grabs users’ attention immediately in correlation with the expiring content trend. Expiring content became trendy with the growth of Snapchat, sending short videos or pictures to your friends and having them expire within a few seconds. Facebook Lives gives marketers a chance to connect with followers in real time and offer live chats and a behind-the-scenes look at your brand. Facebook Live videos are watched three times more than a pre-recorded video, so don’t overlook this trend.

Additionally, the silent treatment has been critical for Facebook video creators to adapt to. This silent treatment means that more users are scrolling through their feeds and are watching videos without sound, thanks to subtitles. If you are considering making a video to share on Facebook, make sure you factor this in if you want to catch a user’s’ attention. You might not think followers will watch your video without sound, but consider the idea that most of the time, Facebook users are scrolling through their feeds in public or in an office, meaning that the capability of using full sound may be obsolete.

Include images whenever possible. If you’re not using a video to engage followers, you should be using an image. Make sure not to use stretched or pixelated images on Facebook. If you’re sharing an image within a Facebook post the image size should be 1200 x 900 pixels. This sizing isn’t universal, this means that sizing for image link posting, cover images and video specs are all different. A shared link photo should be 1200 x 628 pixels, a cover photo should be 828 x 315 pixels and the video specs should be a 9:16 aspect ratio with 4GB maximum file size.

Depending on your goals, you can also set up campaigns to reach more people locally, boost engagement or gain more followers. Facebook’s ad center makes it easier to set guidelines on your budget, who you want to reach and where you want your ads to run. The great thing about Facebook ads is that it makes message and image tweaking easy.

Keep your Facebook posts timely and short. Link titles of more than 100 words will be cut off on Facebook Business Pages which will decrease engagement. A Facebook post between 40-80 characters tends to drive the most engagement. Keeping your posts short will keep your readers’ attention since they don’t have to read longform content or dig to find the main point of your post.

In addition, try to get into the groove of a posting schedule. Try to post twice a day around the same time. Studies have found that engagement is highest in the earlier morning hours and in the early evening. However, we recommend testing various times and determining what is best for you based on analytics and engagement.

Twitter: The Most Conversational Platform

There are more than 500 million tweets sent each day. That is about six thousand tweets every second. Although that number can be overwhelming, it makes twitter one of the most conversational platforms with extremely engaged users. This means that you should be sending out multiple tweets per day to stay top-of-mind..

With only 140 characters per tweet, it is important to keep your messaging short and concise. If you have a longer message to share, consider using a thread to keep a story going or share a link to a blog post for users to get the full story. Tweeting images or GIFs with your messages leads to higher engagement rates. Tweets with images receive 150 percent more retweets, which will lead to higher impressions and engagements outside of your followers. The optimal image size for your Twitter feed is 500 x 253 pixels. Other Twitter image sizes include 1500 x 500 pixels for a header photo, 800 x 320 pixels for a website card and a maximum of 15MB on desktop for GIFs.

Polls are one of the newest additions to the platform. With polls you can ask your followers a question and offer them multiple answers to choose from. Polls can help you engage with your followers, learn about their opinions and gain insights into what they are looking for.

Twitter is the home of the hashtag. If you aren’t using relevant hashtags in your tweets, chances are you aren’t organically gaining any new followers relevant to your brand. Hashtags also allow you to tap into relevant conversations on Twitter, which can lead you to become a thought leader in your industry. You can even use hashtags to tie your brand to a certain event you plan on attending and connect with attendees before or during the event.

In addition, consider replying to tweets that you’re mentioned in, questions about the market or brand and to others’ content. In the last two years, Twitter has seen a rise in customer service conversations on the platform. This means that you shouldn’t be afraid to interact with Twitter users and your followers, especially if they have a concern about your brand. Your quick responses will help you gain credibility and brand positivity in the eyes of consumers.

Twitter makes it easy to curate content and build a following around your industry. You can easily follow and retweet content from other brands within your industry and learn more about the market. Keep in mind that your retweets should reflect your thoughts on the industry and your brand values.

LinkedIn: The Professional Network

Linkedin has 467 million registered users, making it the largest professional social platform. This platform has emerged as the leader in recruitment and sharing information across industry leaders and other professionals. A large percentage of LinkedIn users don’t use Facebook or Twitter, meaning that LinkedIn allows you to reach a new chunk of your target audience that you can’t reach anywhere else.

With such a professional audience, creating an appealing profile and sharing content can be intimidating. However, creating a company page on LinkedIn is really simple. Be sure to include images on your page, like your company logo or tagline, to make your page stand out. Your logo should be your profile image and should be sized to 400 x 400 pixels. Your logo will appear when people search for your company on the platform, as well as show up on your employee’s LinkedIn profiles. Companies that include logo images on their page get six times more traffic to their page than those who don’t.

LinkedIn is SEO friendly. This means that when people type in your brand on Google, your LinkedIn company page will be in the top results. Google previews 156 characters of your page text. Make sure that your company page includes keywords and a strong, enticing description of your brand. In addition, LinkedIn users can search for a company via keywords, so including keywords related to your brand or industry are important for users to find you.

Sharing engaging content is easy on LinkedIn. Start by sharing content at least once a day to gain followers, drive word of mouth and boost engagement with users. Sharing at least once per day fosters familiarity, so your followers know when to expect content from you. Share blog content, company updates or thought leadership pieces. When you post them, consider asking your followers to leave their opinions in the comment section to drive engagement. Including a clear call to action, a concise description of the content and an enticing headline are also engagement drivers. Although you do want to share company updates, make sure these posts offer some sort of relevancy or benefit to your followers.

Make sure your visuals are high definition. Including an image or YouTube video within your newsfeed will boost engagement and help you stand out. If you use images in your LinkedIn posts you will see a 98 percent higher comment rate than posts that don’t include images. Links to YouTube videos play directly in the LinkedIn newsfeed and see a 75 percent higher share rate.

LinkedIn makes it really easy to sponsor content to gain more reach and impressions with users who aren’t following you. You can set your own budget and track conversions from your ads easily.

Managing your content

Managing social media content is no easy task. This is why you should consider an automation system to make your content distribution strategy easier than ever. A simple Google search will show you there are hundreds of scheduling systems to consider. Only you can decide which system is best for your brand. Worbix is one of the only platforms that allows users to schedule both email and social on one, easy-to-use platform. However, we may be a little biased. You can check out a demo of our platform here.

Be sure to check back on September 19th for part three of this series where we’ll dive deep into email marketing. Catch up on part one here and subscribe below to have all the latest posts delivered straight to your inbox.

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Jackie is the Digital Marketing Intern at Worbix. Alongside the marketing team, she manages our social media accounts and creates content for our blog. She is knowledgable in social media best practices and website optimization.

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Worbix is an innovative, content marketing software developed specifically for multi-level organizations, real estate agencies, insurance agencies and associations. From email campaigns to social media posts, Worbix is able to provide all your content scheduling needs in one, easy-to-use platform.

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