Lindsey Carnett is the president of Marketing Maven Public Relations, Inc. and an expert on how to make a marketable impact on social media for your business.
(Photo courtesy of Lindsey Carnett)
Are you able to make our commercial go viral?
Engaging content is king, and video is vital. You cannot force something to go viral. Humor or feel-good stories perform the best in the viral world. If you are authentic as a brand and offer a product or service that makes someone laugh or truly care, you have a great chance of consumers and media rallying around you. Be less of an advertiser and more of a problem solver.
Which social platform should I use to advertise? What should the budget be?
It takes eight to twelve touch points to close a sale when generating the lead via social media. You can track your social conversions by linking your shopping cart to Google Analytics. Social media will provide direct conversions, but it is important to keep in mind that part of the sales funnel and drive new traffic to websites. Social media retargeting with a unique offer is especially helpful for closing in on the sale and measuring your ROI on the backend.
- Facebook has become a pay-to-play platform, but it is still essential to growing as an e-commerce brand. There’s no way around it. It has the best advertising options available and lowest cost-per-click for driving direct traffic.
- Twitter is so noisy, and advertising is expensive. It is important to have a presence for customer service related questions, but unless your brand has already taken off, I wouldn’t focus on growing this platform from the start.
- Instagram is the place to tell your story visually. There are currently fewer advertisers here than any other mainstream social platform and followers can truly focus on your content as one image at a time fills their mobile screens. Instagram is slowly rolling out their less expensive advertising, but as of today, for most startups, Instagram is more of a branding play than a major referral source since the only hyperlink allowed is in the profile bio.
- Pinterest is perfect for products targeting females in the parenting, beauty, fitness and home categories. Promoted Pins are relatively inexpensive and have unlimited targeting options. Pinterest users are very motivated to buy. The only downfall is that as they let more advertisers join the program, the brands who were first to the Promoted Pins party are experiencing less amazing, but still good, interaction on their ads.
This article was written by Robin D. Everson of Examiner.com for CBS Small Business Pulse.