One of the major problems we experience when first working with business owners is their knowledge about social media, and how to utilize it to grow their online business.
Content marketing is essential to any company trying to succeed online in 2019, but in order to maximize the ROI on your content, you need to know how to properly integrate social media into your content marketing strategy.
Mainly, this results in two main types of usage:
We wrote this article to help business owners understand which social media platforms are best for their business, and understand exactly how to use social media to grow their online presence effectively.
Which Social Media Platform is Best for My Business?
Depending on your industry, some social media platforms may perform better for your business than others.
The key is to choose the social media platforms that convert best for your business. We do not recommend that business owners with very limited time choose any more than 2-4 social media platforms to start.
Let’s take a look at which ones may perform best for you in order to help you promote your business online with a low marketing budget.
There is no getting around the elephant in the room. Facebook has over 2 billion users. Just let that sink in for a second. That is legitimately more than 20% of the humans on our planet.
Now, when it comes to marketing a small business, Facebook is a great tool for owners in just about every single industry.
We always suggest that this is one of the two platforms that small business owners start with because of the:
Overall, your strategy with Facebook to start should just to develop a brand identity and build brand awareness.
A solid way to build your social media presence on Facebook with minimum budget effort and maximum return on your investment is to:
While Facebook is more of a B2C platform, you can still connect with a lot of people who are in your target audience in order to build your brand on a low marketing budget online.
Building a group and engaging with people in your industry whenever possible is a great way to gain knowledge, develop your brand, and increase your exposure to people in your target audience.
How to Structure Your Content Marketing Strategy for Facebook
On Facebook, you want to make sure that your content marketing strategy involves a high level of engagement.
In the last 3 years, Zuckerberg has been pushing for Facebook to be far more video focused, as he is obsessed with it. To prove this, Facebook video views have increased over 70% YoY in 2018, and have increased over 350% since 2014.
As a result, video content performs much better on Facebook than other types, so we highly recommend using video content for on this platform.
You will also want to center your content around an emotion. Audiences on Facebook are much more likely to interact with something that makes them mad, or happy, or sad, or grateful, or fearful. It is just human psychology.
You want your content to strike a nerve and invoke a specific response in your users when creating a content marketing strategy for Facebook.
Paid Ads on Facebook
Paid ads on Facebook are perhaps one of the best consistent ROI marketing campaigns you can purchase on the internet.
While other platforms may have higher engagement, it is hard to find a platform other than YouTube or Google which offers greater insights into your audience.
Paid ads in 2018 are still ROI positive across all industries, and have an average return of nearly $2 for every $1 spent on effective content marketing campaigns on Facebook.
We are all visual learners to some degree.
The internet is finally starting to reflect this. With 72% of all internet traffic worldwide being video related in 2017, and that number expected to grow to upwards of 80% by 2020, video is now an essential marketing medium for anyone who is trying to build a brand online.
Even if you have a low marketing budget, and a small amount of time, YouTube is a platform that is worthy investing in for online marketing.
Knowing how to rank your videos on YouTube can help you to grow your channel extremely fast compared to other social media platforms.
When it comes to how to use YouTube to your advantage for marketing your business online with a low budget, there are a few things you will want to make sure your videos accomplish:
Essentially, you are probably not going to see an immediate return from your social media efforts at first. That’s fine. But you cannot just give up because of this. If you want it to work, you need to be able to work for free, just like with anything else.
Growth Hacking YouTube
YouTube is perhaps one of the easiest social media platforms to growth hack. What we mean by this is that with the right guide to how to grow your subscribers on YouTube, you can gain popularity far quicker than many other social media platforms.
On top of this, YouTube can also help improve your website traffic and subscriptions to email newsletters by properly linking other value added pieces of content within your descriptions.
The Importance of YouTube Ads
YouTube ads have some of the highest conversion rates of any types of content marketing campaigns. The reasons for this is because people like visual content.
On top of that, YouTube allows to fine tune the exact audience you want to reach, down to the very channels that they follow. This is so powerful for businesses.
Also on your ad campaigns, you get to pay based on the outcome you desire, meaning that if your goal is clicks and no one clicks on your ad, you will pay a much lower amount, but still get the brand awareness from the ad.
More than 58% of Americans use YouTube on a daily basis. Of that 58%, a study done by Google found that mobile users comprise over 80%, and of that 80% of mobile YouTube users, 65% of ad time was watched using eye-tracking technology.
Lastly, YouTube is one of the few ad platforms that appeals to both B2B and B2C clients, making it a very unique and effective platform for content marketing campaigns.
LinkedIn is the go to B2B platform for businesses. 70% of B2B marketers use the platform as the primary source of marketing for their clients or companies.
As the business owner, you will want to create a business page, but also have a personal page through which you promote your business’ content.
The best part about LinkedIn as a way to promote your business online on a low budget is that while you may get less engagement, every single one is high quality and could potentially become a lead.
We recommend that all business owners have a personal LinkedIn account and at least make a business page.
When it comes to using LinkedIn for social media deployment of your content marketing, you want to make sure that you are being efficient in the way that you approach your audience in order to grow your LinkedIn marketing and maximize your time and energy inputs.
In order to do this, you will want to utilize the power of groups on LinkedIn, in order connect with people who are in your audience and are potential leads.
You want to be careful though because a lot of groups have a very low tolerance for people who are trying to sell too hard on LinkedIn and will remove you instantly.
The goal of your involvement in groups should be to promote your content, but in an organic way, by providing it as a solution to problems and an answer to questions.
LinkedIn Ads for Content Marketing
LinkedIn makes up for over 50% of traffic to B2B blogs and websites.
This stat alone should be enough for you to take your content marketing strategy on LinkedIn as a B2B business a bit more seriously.
You want to target decision makers with your content in order to make it more efficient. You also will want to make individual landing pages for each of your campaigns which are extremely specific to the campaign goals and buyer persona of the people in your target audience.
This combined with a lot of testimonials should make for an effective social media platform for B2B content marketing campaigns.
We live in a visual world. Instagram is one of the best places for companies to build brand awareness around their product offerings.
When it comes to how to leverage Instagram in order to promote your business online for low cost, there are a few things you will want to do:
Working with Influencers on Instagram
Influencer marketing is quickly becoming one of the most effective ways to promote content and build your online business at a low cost.
The beauty of working with influencers on Instagram is that each of them appeals to a very specific audience, and they all work very differently.
Often times you can find promotion at a very low cost, or even FREE to a completely new audience that you are able to filter through in your selection process.
Most of the time, if you know how to find the right influencers on Instagram for your company, you should be able to get exposure to 10,000+ people by simply sending them a sample product.
For a commission based structure, influencers will usually work even harder. By paying them a base fee for promotions, and then a commission for sales from a code specific to only them, you can incentivize them to continually promote your product in a unique way to their growing audience.
Benefits of Using Instagram to Promote Your Business Online
Content Marketing on Social Media – Think About The Long Run
While starting out on social media with your content marketing efforts can be a bit of a bore, and somewhat of a task, you can quickly automate most of the processes with apps and routine posting.
While it may not take off for a while, as long as your content is doing well, and you have the time to put into it, adding social media to your content marketing strategy is much worth the while.
In the long run, you will want to get your audience honed in on early, and will also want to have existing content in place and audiences in place when you begin working towards paid campaigns later.
The biggest thing you want to make sure that you do is not spread yourself too thin, especially as a small business owner. Pick 2 or 3 platforms that work well with your niche, and begin using them as places for secondary posts of your content, such as videos and blogs.
Over time, the snowball effect will begin to build some momentum and in the long run you will be thankful that you took the time to invest in understanding your audience and how to reach them on social media through content marketing.