Social Media Success for Technology Providers
Companies who provide technology products to both B2B and B2C markets live and die by effective social media campaigns. You only have to look at the success of Monzo and Starling Bank to see how disrupters are driving real results using social media to launch a product to the B2C masses. Having been successful thus far it’s interesting to watch Starling Bank, now use the same form of delivery to target business customers.
Irrespective of the nature of the technology, be it an App or a piece of B2B software, social media will allow you to define your audience very specifically. The function to target by job title, as well as the potential to target by competitors, means that social media marketing is the number 1 channel for technology companies to utilise for growing their customer base.
A solid understanding of all the key components to enable this success is critical when looking to implement a social media strategy. For example, is the website with further information adequate for new visitors to understand what’s on offer? Another big consideration in the B2B arena is how to target the decision maker. Quite often the end user needs to be targeted with a different set of product features and benefits, to the ultimate decision maker, who may only be influenced by ROI and KPI objectives.
How to be Successful on Social
Testing, Testing 123
Success will be driven by testing content to controlled audiences to understand which content gives the highest number of outcomes for the best possible price. Understanding people and cultures are essential, especially when dealing with globally available products. Its highly unlikely that a potential customer in India will engage with the same piece of content as someone in the US. Account for this in your creative process and be prepared for different regions to react differently to different bits of content. Finally, don’t b precious people won’t always react to your favourite bit of content.
Make lots of content in as many colour ways as your brand guidelines will allow.
Test Content Globally and look for unsaturated markets
Instal tags to allow remarketing to occur based upon website actions
Create organic content to supplement the paid campaign
Have a clear understanding of budget and desired outcomes
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.
What Does Success Look like?
This depends on the product and the age of the company. Some companies are focused on a mass market app installation. Other with a higher price tag is based upon brand awareness and driving people to sign up for a demonstration.
Below are headline stats from a company with a premium software product, who was launching a new website. The results were achieved by testing a very high volume of content to find geographical hot spots.