Social Media Success for Professional Services
“Our customers aren’t on Facebook or Instagram” is something we have disproved time and time again. “They are on Linkedin” of course they are on LinkedIn, but they will also be on Facebook and Instagram, and are likely to use them 1000% more than they use Linkedin.
When working with professional services we get them to think about transferring their marketing from one social media platform to another. They may gain their attention on Linkedin, but driving customers through to their website gives us the opportunity to obtain their social data, and target them on platforms with higher login rates and usage.
It’s critical for professional services to understand how to utilise the data contained within their professional network and how this can be harnessed to find more potential customers on other social media channels. For example, a company targeting CEO’s can build up a profile of CEO’s using website traffic from LinkedIn, to build a very detailed audience for targeting content to using Facebook and Instagram.
How to be Successful on Social
Creating and Curating
The first thing you need to do is to come up with an effective social media strategy. There are loads of routes to go down depending on how much time and budget you have:
Identify the target market
Directly target content to people to your target market
Use paid strategy to get your message out to new people
Create organic content to supplement the paid campaign
Be clear and direct with your messaging
Remarket ads back to your engaged audience
Target your ads to people with similar data to expand a good quality audience
Our top tips
With years of experience doing this ourselves, we are well placed to offer you tips on how to maximise your success on social media:
- Try as many pieces of creative as possible (graphics or photos) – Aim for 500 – 1000 creatives. You don’t know what will work so try everything until you have an idea of what your audience engages with. If something doesn’t work so what? It doesn’t matter in the long run, just focus your efforts on creatives that work.
- Do the same with posts – The text you write is secondary to your image, but it’s a close second. Experiment with different tones of voice and calls to action.
- Be patient at first – It will take a couple of weeks for everything to average out and show your realistic results, leave it for a while and then come back to it.
- Monitor your campaign regularly – After the go-live period make sure you check your campaigns with regularity. If something blows up overnight you want to react to it and run with similar content for a while. Make checking facebook Pixel and Google Analytics part of your weekly routine. Try to understand how your social media is impacting other acquisition channels into your website
But how do I get my content to the right people?
What’s the point of putting all this time and effort in if you’re showing it to the wrong people? Or worse, no one at all…
The quickest and most effective way of showing your content to the right people is with paid advertising.
Paid ads are great as you can target your ads to people by demographic, interest and behaviour. We used a combination of these things to target paid content towards landlords in a within our client’s operating area – see the details below.