There are lots of really useful tactics for using Facebook & Twitter to drive sales, leads & ultimately results for your business, which I'll be discussing in more detail at my upcoming workshop for SME's in South Dublin, April 10th.
Let’s take Facebook first, there are a few really cool recent features of Facebook advertising, which marketers should be trying out to drive good results:
- Use the targeting features to get the right message to the right people:
- Facebook’s own targeting by interest, demographic, lifestage etc
- Your own custom audience (i.e. bringing a list of customers/prospects you already own, matching them on Facebook to reach them with relevant messaging)
- Your website custom audience (retargeting people who have recently visited your website)
- Lookalike audiences – targeting people who are similar in profile to your best customers, or people visiting your website.
- Ensure that your publishing is valuable to your audience and complementary to your business goals e.g. page posts & page post ads which showcase your products/services, and include links directly to the webstore or registration form.
- Include Call to Action buttons in your ads. Check out my recent blog post about how to do this. So now you can add a button to your ad to 'book now', 'buy now', 'install now', 'learn more', or 'download now'.
- Bid via oCPM, ie optimized for conversion. Read this independent research carried out by Jon Loomer to test the effectiveness of oCPM.
- Make sure your tweet includes the key elements to drive response:
- a need (/question/mystery)
- a solution
- a call to action
- a link to a destination
- Limit the use of hashtags in these tweets – so they don't distract from the primary call to action
- Target the right message to the right target audience
- Test different messages to various target markets
- Measure success to inform how to improve your campaigns.