Maximising Social Media as a Powerful Marketing Tool

Maximising Social Media as a Powerful Marketing Tool

We recently conducted research using LinkedIn to explore how businesses are using social media; we found that 71% of participants had a social media strategy in place in their organisation and 73% use social media to create brand awareness, while 13% use it to support customers and 7% for lead generation. 7% said they use it for a mixture of all three.

Social media can be used as a powerful marketing tool to raise brand awareness, engage with your audience and create leads when implemented correctly, due to its ability to deliver emotive messages. 

As a result of the pandemic, 50% of participants said their usage of social media had doubled, while 50% said their usage had trebled or more in the last 12 months. The increasing reliance on digital in an ever-changing digital world means brands need a strong social presence to reach, engage their audiences and stay competitive. 

LinkedIn and Twitter are the most effective social media platforms for B2B communication, while Facebook, Twitter and YouTube are the most effective for B2C with the increased use of video and visual content to engage with consumers. 

To achieve maximum impact with Twitter it is essential to nurture and build your following into a valuable community, through a combination of tweeting frequently, utilising hashtags, and engaging with tags, retweets and replies.  

It is important your branding is consistent on all your social accounts, for example that your Twitter and Instagram handles match or the profile and header photos are consistent throughout your social media so that you are easily recognisable.

Goals and Strategy

To be successful on social media it is advisable to set out clear goals and a strategy of how you aim to achieve them, from the outset. This will ensure your messaging is coherent and relevant to the audience you aim to attract. It sounds obvious and simple, but the temptation to post all and sundry is prevalent. 

You can do this by creating SMART targets that align with your business objectives and that can be broken down into measurable indicators of what you want to achieve from your social media and know when you have achieved them! You will then be able to create a schedule of how you plan to achieve this. Through creating a 30-day content plan, you’re likely to be more effective in your marketing approach as you can assess your content and whether you’re sharing a balance of promotional, personal and informational posts. 

Streamlined Approach & Analyse Results

The use of social media management platforms such as Hootsuite and Sprout Social allow for a more streamlined marketing approach through creating a dashboard to manage all your social channels, allowing you to schedule, create and analyse posts from different social channels all in one place. Our research found that 54% of participants always use analytics to plan and review social media posts, while 31% sometimes use them. Metrics such as impressions, engagement and new visitors to your site help to analyse how effective your content is or whether the use of specific hashtags is leading to new visitors to your page. By analysing your posts throughout the 30 days you can change or tweak posts based on how effective previous posts have been. 

Our survey found LinkedIn was the most popular social media channel for companies, with 81% of those surveyed saying they use Linkedin as their main channel. LinkedIn is now established as a platform for regular professional communication with companies and individuals in similar industries, it provides a place to share content with like-minded individuals, with 80% of B2B social media leads coming from LinkedIn. It is also great for engaging employees and encouraging them to share content on their personal page, leading to a bigger audience reach. Through featuring keywords on your Linkedin page, you can boost the SEO of your page, which helps create more traffic to your page and make it easier for potential clients to find you. It is important to have a strong about section on your page that clearly outlines the company vision of what you aim to achieve, how you achieve it, your core values as a business, your positioning in the market that makes you a differentiator, and a brief overview of the products and services you offer. 

The change in social media algorithms towards relevance-based timelines means marketers need to be more proactive in posting relevant content that will maximise engagement. Research suggests that the start of the working day at around 9am is the best time to share content on most social media platforms. Sprout Social conducted their own data analysis and found that the best times to post are Wednesdays and Fridays at 9am and Saturdays are the least effective days (Sprout Social). It is not only important to post content at the correct time but it also important to be consistent in how often you post, so you’re not sharing too little but you’re also not bombarding your audience with irrelevant content, instead you want to ensure the content you’re sharing is relevant and that your audience will engage in

To be most effective in using social media as a digital marketing tool, it is important to focus on executing a couple of channels well rather than trying to have a presence on them all. Carrying out research on which platforms will suit your business model the most, you can be more effective with your marketing and create more awareness and generate more leads as a result. 

SEO and Social Media are a match made in heaven!

A good presence on social media channels will drive traffic and now plays an integral part in your SEO Performance. The reason for this is that in the search for high quality information, search engines are capitalising on individual social networks. The pages coming up first are now to some extent determined by social activity and behaviours online. In short, every move we make (queries, shares, likes etc) helps establish what we see for specific search results each day. 

So, in summary, having a social media strategy is now key for both B2B and B2C marketing, as it is clearly here to stay and will play an increasing role in the ever-evolving search engine algorithms, whilst providing a platform that is best suited for allowing you to stir an emotional response. 

The creators of Facebook, Instagram, LinkedIn, and every other social media platform designed their apps with engagement in mind and those who learn how to authentically engage are rewarded with followers, comments, and leads for their business.

Now after reading that and agreeing that the former makes perfectly good sense, I’m sure you are asking yourself, “Well how do I get people to engage with my content?”. After planning, writing, and posting to no avail you will be thrilled at how simple and again obvious the answer is…

USE SOCIAL MEDIA FOR WHAT IT’S MEANT FOR… BEING SOCIAL. 

Posting on social media and getting no engagement is like throwing a party and no one showing up. But before you feel too sorry for yourself you should ask yourself this question, “Did I invite people to my party?” Well did you? First things first, you must promote your social media accounts through both organic and paid marketing. . Here are 5 ways to engage your followers and be more social on social media:

1) Talk about topics other than your brand. Let your website be your soapbox and your social pages be where you are… social. Social media is your opportunity to show your brand personality! Talk about trending topics within your niche and ask questions for your audience to answer. Post niche related quotes and add relevant hashtags to your content. Another great idea is to create polls and surveys for your followers. Not only will this encourage engagement and comments, but you will also learn something… you have a ready and willing focus group literally at your fingertips.

2) Reply to comments. It is important for your audience to engage with your brand and it is equally important for your brand to engage with its audience. If you ask your followers a question take the time to reply to their answers, both compliments as well as complaints. Use your account to display your amazing customer service!

3) Make your page visually appealing. It is extremely important that your social media feed be aesthetically pleasing and cohesive. The digital space is a highly visual space. Use images and videos. Studies show that people engage with photos and videos up to 80% more than text alone.

4) Don’t be one-sided. share other people’s content. Sharing, liking, and commenting on your follower’s accounts is a great way to connect with your audience and really create a genuine connection. It’s also good to engage with social media accounts that are not currently following you, doing so engages the attention of not only the account that you comment on, but it will be seen by all of their followers as well.

5) Hire someone to engage for you. Social media marketing is a full-time job. It can be overwhelming to have to manage all your brand’s social accounts while still managing the day to day operations of your business. If you need help with the planning, creating engaging content and managing your social media please contact iQ Media.

IQ Media is a trusted and creative digital communications agency here to help you with all your digital marketing needs. Contact us to learn more about how IQ Media can help you.  Schedule a 30-minute consultation here.

USING DIGITAL COMMUNICATIONS IS HELPING TO KEEP THE WHEELS OF BUSINESS TURNING

USING DIGITAL COMMUNICATIONS IS HELPING TO KEEP THE WHEELS OF BUSINESS TURNING

USING DIGITAL COMMUNICATIONS IS HELPING TO KEEP THE WHEELS OF BUSINESS TURNING

The coronavirus pandemic has placed extraordinary and unexpected demands on both individuals and businesses. We are certainly living in unprecedented and challenging times that requires us to support each other as a global society.

It is a rapidly changing situation, with a lot of unknowns and this is obviously causing a considerable amount of uncertainty and anxiety. Dealing with a crisis situation requires both strong leadership and good clear reassuring communication through the available channels to ensure everyone is connected and supported.

When we set up IQ Media as a digital communication agency in 2002, our primary aim was to help our clients use the latest technologies to communicate and compete effectively.  

This underlying philosophy has created a number of exciting opportunities and rewarding challenges over the years. This has led us to develop solutions that have allowed our clients to lead and change their markets, and indeed their business models to great effect.

Following the significant Covid 19 measures introduced by the government to try and slow the spread, we have been providing a lot of urgent digital communication solutions for clients. This has helped them to support their customers, patients, suppliers and employees to maintain communication and contact, to preserve and continue their businesses.

This work has included senior manager videos and website messages, e shots, animations ( including a hand washing animation!), a training video for a client who now needs to support technicians working remotely to operate essential equipment around the world, a video message to play in all stores for a major retailer, push notifications to apps and an e commerce site for a client, to maintain supply to customers.

All our team of thirty plus talented individuals, are able to work from their homes due to the agile business model, we have operated for a number of years.

This flurry of activity to meet these urgent and important needs has certainly helped to keep us distracted from our concerns about the future. We are here to support our customers, employees and suppliers as best we can and in turn rely on them supporting us.

A large part of what we do is help businesses communicate through creative storytelling, to reach and engage audiences effectively. In the current climate of ‘social distancing’ and ‘social isolation’ digital communications provide the perfect and, in some cases, the only solution to keep communications flowing. It is about being tenacious and creative to maintain contact and reach out to your audiences.

Communicating across the different digital platforms with multiple touchpoints is helping to keep businesses operating. This ensures customers, suppliers and employees all receive the support they require when they most need it, as the situation continues to change.

Apparently, Bill Gates predicted the occurrence and effect of a Coronavirus five years ago at a TED Talk and it is alarming that as an advanced global community we now find ourselves in the throes of this terrible pandemic without an immediate scientific cure or vaccine.

What is clear is that we will get through this and significantly reduce its potential impact by working together and supporting each other, with effective, regular and timely communication.

Thank you to our customers, employees and suppliers for your continuing and essential support.

Please do contact me and let us know if there is anything, we can do to help you, by using our digital communications expertise and resources to provide essential communications to keep your business operating and support your stakeholders in these difficult times. 

Stay healthy.

With very best wishes

Simon Poyser

CEO

IQ Media 

IQ Media delivers Quantum digital leap for QPSL

IQ Media delivers Quantum digital leap for QPSL

IQ Media has completed a successful digital campaign for Quantum Profile Systems (QPSL)

The digital campaign included the redesign of their website covering all five brands , in to new responsive websites and the production of videos to raise the profile and increase engagement with visitors to the site. One of the key objectives of the campaign was to extend reach and engagement to improve quality of inbound lead generation.

The site development was supported with an seo campaign which has so far increased site visitors by 70% and doubled the number of leads generated and the majority of the site traffic is organic.

A number of bespoke new features were developed to add value and improve the users experience. These include My Design board which allows the uses to select and design their profile, a Product Selector with finish the option to select palettes and a 3d viewer.

Other key consideration and developments were the internationalisation of the site to help drive export sales and increasing the authority of site, develop as a ‘ go to portal’ with expert and how to video content to ncourage repeat visits and sharing by social media.

The site is powered by IQ Core the cms developed by IQ Media which provide a secure and flexible platform to facilitate the sites unique and bespoke functionality making ease of update and further development easy to facilitate to meet QPSL’s evolving needs as they continue to grow.

QPSL’s Marketing Manager commented ‘ We have worked with IQ Media as our digital partner for a number of years now. We are delighted with the new websites content and functionality and these combined with the strategic seo campaign have delivered a significant impact on our marketing, with a doubling in the number of leads generated, and this is continuing  to rise on a weekly basis. ‘

Please Click here to view QPSL website

New website for Capula enhances market presence

New website for Capula enhances market presence

IQ Media has just designed and developed a new online presence and website for Capula a leading independent technology company that implements control, automation and real-time IT solutions across multiple sectors.

In addition to a strong presentation of the brand mark and proposition, key content and landing areas on the homepage includes an animating video banner of images showing a range of impressive projects to grab attention, wow the visitor, whilst showing the consultation, automation, IT and support services on offer.

A key objective of the new website was to help Capula to promote and attract key target market projects. This was achieved by iQ Media focusing the content on market rather than product and service orientated solutions.

In addition to the main navigation menu  and video banner the home page contains  visual landing areas to promote their key services, technologies, latest news, key  statistics and a twitter feed to provide up to the minute updates.  The website is fully responsive and this combined with the home page and sub pages incorporating prominent call to actions helps to drive visitor engagement, with an effective presentation of the content across all devices.

IQ Media developed a number of bespoke  modules for the website and  a vacancies portal that allows Capula to easily  promote regional and sector  career opportunities on the site. The site content is now maintained and updated on a daily basis by the Capula Communication team, through an easy to use CMS system.

Mark Hardy Capula’s Managing Director commented ‘We pride ourselves on being an independent system integrator offering first-class solutions and the new website allows users to share details of our specialist solutions and pages that interest them with others across social channels including Facebook, Twitter, Google+ LinkedIn and more.

The new website allows visitors to have a very informative experience and it provides an excellent platform to showcase our technologies as we continue to grow and increase our market presence.’

Please contact us for more information and to find out how iQ Media can help enhance your digital communications and online presence.

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Sticky Digital Marketing works for F Ball & Co

Sticky Digital Marketing works for F Ball & Co

IQ Media has worked for F Ball & Co for over 18 years helping them to develop their market leading position through  innovative and effective  digital communications which include – responsive websites ,web applications, corporate videos, numerous training and product launch videos , Recommended Adhesive Guide apps, their own content player the iBall Player and effective use of social media channels, supported with an effective SEO campaign..

We first built and launched their very successful Recommended Adhesive Guide (RAG) App in 2011, this has been updated quarterly with over 5000 downloads since launch and over 300 interactions each week. The RAG App is used regularly by architects, specifiers and contractors.

We have used the above to develop targeted highly effective lines of communications with contractors, wholesalers and specifiers that drive sales significantly from launch and promote products, reduce costly returns through incorrect product usage, whilst providing a high level of customer service through valuable training.

Digital Campaign Delivers for Arthur Spriggs & Sons

Digital Campaign Delivers for Arthur Spriggs & Sons

Digital Campaign Delivers For Arthur Spriggs & Sons Image

IQ media were recently appointed to work with Arthur Spriggs & Sons, one of the UK’s leading providers of haulage, commercial vehicle service and repair solutions. The  need was to develop and implement a digital marketing campaign that would help the company increase its online presence significantly and market the business more effectively, to generate more leads.

After researching and brainstorming with the company, two new responsive websites were launched.  These included a corporate site to promote their service ethos and range of services including haulage, commercial vehicle servicing, palletising and warehousing.  The other website is dedicated to promoting their Mercedes Benz Parts and Service dealership. The sites are fully responsive to help drive engagement across all devices, with clear call to actions and Arthur Spriggs & Sons can manage the content updates through the easy to use content management system developed by IQ Media.

The distinctive blue and red of the Arthur Spriggs & Sons branding, as used on the livery on their vehicles was reflected and reinforced in the design of the site. All the content for the site was created by IQ Media. This included professional photography to showcase their services, fleet  and facilities. A  corporate video was produced to provide the visitor with an insight and overview of the range of services now provided, whilst conveying the pedigree and service values; the business has maintained as an independent family run business, since its inception nearly 100 years ago .  An exciting video outlining Arthur Spriggs & Sons longstanding role as  the transport and logistics partner for the Bloodhound Project was also produced to help promote the company’s  logistics expertise and drive engagement.

Website visits have increased by over 77% since the launch of the new sites, with a similar increase enquiries generated directly and via the website forms.

IQ Media help their clients to communicate and compete effectively, by developing marketing strategies and providing digital communication solutions that deliver game changing results.

Please contact us to explore how our services could benefit your business.