Social Selling Blog

 

Are you looking to find the perfect digital marketing strategy for your business? Search marketing can work well for you if you want to raise brand awareness, boost website traffic, and increase your revenue. However, for you to run your campaign well, you must familiarize yourself with the most popular search marketing strategies, SEO and SEM.

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Marketing professionals often use the terms SEM and SEO interchangeably. However, these strategies are different from each other, and you need to know their differences to better manage your search marketing campaign.

 

In this post, we will discuss the similarities and differences between SEO and SEM. But before tackling them, let us first familiarize ourselves with these terms.

 

What is Search Engine Optimization?

 

Google Knowledge Graph defines search engine optimization (SEO) as the process aimed at optimizing the traffic to a website by making it appear on the first page of the results list of a search engine called search engine results pages(SERP) during a search query. Actually, SEO is part of SEM.

In an SEO campaign, brands employ organic methods to rank high in SERPs. You can use several SEO strategies to increase your visibility to search engines like Google during their searches. Experts usually group these SEO techniques and tricks into three categories, namely:


  • Technical SEO – Technical SEO involves the strategies to improve the technical aspects of your website to optimize its foundation and backend structure. Among the website aspects tackled by these procedures are mobile-friendliness, page speed, crawlability, indexing, structured data, security, and site architecture. This category aims to improve both the user and search engine experience.
  • On-page SEO – On-page SEO includes all activities you do to improve your website’s researchability. Among the strategies in this category are HTML source code optimization, content creation, strategic keyword choice and placement, heading optimization, title tags, and meta descriptions. The implementation of an excellent on-page SEO strategy will result in better visibility with search engines and higher SERP rankings.
  • Off-page SEO – Off-page SEO includes activities aimed at building your website’s reputation to the search engines. The main strategies include link building to authority sites and managing directory profiles and local listings. Other off-page activities you can do to boost your website include influencer outreach, guest blogging, brand mentions, social networking, and broken link building. If you have reputable website connections, the search engines will consider your site as dependable and trustworthy, and will favor you during their search.

 

What is Search Engine Marketing?

 

Wikipedia defines search engine marketing (SEM) as a digital marketing strategy that uses paid and unpaid advertising and optimization techniques to promote a website and boost its visibility in SERPs. Aside from SEO, the other SEM strategies are:


  • Display advertising – These are image, video, or text-based advertisements aimed at convincing users in digital platforms like social media and websites to make a specific action.
  • Remarketing – This strategy involves the posting or showing ads to users who previously used your app or visited your website to boost brand awareness or sell a product or service.
  • Shopping/product advertising – This is a campaign to establish and maintain product awareness with prospective customers.
  • Pay-per-click (PPC) – Under this SEM strategy, you will pay a certain amount to websites or search engines like Google when your ads get a click.

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Similar Features of SEM and SEO

 

As search marketing strategies, SEO and SEM have similarities as they both aim to increase your brand’s ranking on SERPs. Among their similar features are:


  • They both are intended to increase your website visitors by making your brand appear high in SERPs. Users are more likely to click on the top-half results of the SERP’s first page.
  • They both require you to know your target audience’s behavior, wants, and needs to become effective. By learning your audience’s personality, you can develop effective content to convince them that your products or services will resolve their needs and wants.
  • They both use keywords to bolster your website’s visibility to the search engines. To find the most effective keywords in your campaigns, you may use tools like UberSuggest and the Alexa Keyword Difficulty

 

Differences Between SEM and SEO as Digital Marketing Strategies

 

Although they are often used interchangeably and believed to be the same, SEO and SEM have major differences. You can elect to use both these strategies in your digital marketing efforts if you want to get immediate tangible results, and you have the money to spend. However, if you need only to choose one, here are their different features to help you decide:


  • Cost – One of the primary differences between SEO and SEM is that SEO is an organic approach, meaning, it will naturally attract traffic to your website over time, while SEM is a paid scheme wherein you will pay each time a user clicks your ads. Cost-wise, SEO is a better approach.

 

However, your choice will depend on several factors, like your budget, business goals, and your business experience. If you are a startup and want to gain immediate impact, SEM would work well for you if you are prepared to spend. If you have several years in the business, SEO will help you expand your business with minimal cost and high returns.

 

  • Search results – Paid strategies like SEM could produce an immediate impact on your SERP and web traffic. It is because you can specifically target a group of users with your ads. SEO, meanwhile, takes time before it could produce tangible results. Also, you need to produce quality content to build brand awareness, establish a relationship with your market, and build their loyalty.

 

Furthermore, SEM is an excellent strategy for testing. If you are new in business or the advertising arena, you can use SEM to get immediate results for your campaigns and change strategies if the results are dismal. SEO, meanwhile, is ideal for those who want a gradual but steady growth of their business.

 

  • ROI – When it comes to return on investment (ROI), SEO could have the advantage as your costs are minimal. In SEM, you need to invest money if you want to get results. However, if you are a risk-taker, spending some for higher returns will work well for you.

 

A solid SEO strategy will bolster your web traffic significantly in the long term. If you already establish your SERP ranking, you only need to post regular content or update your existing ones to get results. Meanwhile, in SEM, you need constant monitoring to determine how your ads are performing. Your losses could also be significant if you don’t do SEM the right way.

 

Factors to Consider When Deciding Whether to Use SEO or SEM in Your Campaign

 

With a better understanding of SEM and SEO, you are now ready to choose which is better for your search marketing. But wait, don’t get too excited. Consider these factors in your decision making:


  • Determine your business standing – Your choice partly depends on how long you are doing business in your market. If you are a startup and your website is newly launched, it may take several months or years to develop your SEO and start to appear in organic search. Your best strategy, therefore, is to launch an SEM campaign while planning for your SEO. This way, you will get immediate traffic. You can also leverage your SEM when advancing your SEO plan.

 

  • Assess your industry – Your knowledge about your sector will also be a factor in your choice. If you have been actively doing business for several years and have a good idea of your customers’ needs and wants, an SEO strategy is an excellent way to grow your brand organically.

 

However, if your experience is limited and unsure of how your competition or market will respond to your content, SEM is a great way to experiment and test what works best in your industry. To know more about your market and your business standing, you may research on these sites.

 

  • Examine your competition – To decide your strategy to compete against your rivals, investigate their approach and the performance of their marketing campaign. Look at their organic keyword and paid strategy and device ways to outperform them. In your analysis, look for weaknesses in their campaigns that you can exploit.

 

There are several tools you can use to examine the keyword strategy of your rivals. You may utilize Alexa’s Competitor Keyword Matrix or SEMrush to do your research. Through these tools, you can get a glimpse of your rivals’ top organic and paid keywords attracting web traffic to their pages.

 

  • Know the average cost-per-click in your market – Driving traffic to your website and complete a sale is your primary goal in your marketing campaign. SEM is the right strategy for you if you want immediate results. However, to maximize your ROI or avoid too many losses if your campaign flops, know the prevailing CPC rates in your industry.

 

Several factors affect CPC like your keyword competition, quality score, ad rank position, seasonality, and bidding strategy. However, there are ways to lower your CPC rate. To determine your CPC performance compared to similar campaigners and how to reduce your CPC, you may use the free tool AdWords Performance Grader.

 

  • Analyze your regular customers’ buying cycle – There are three stages in your customers’ buying journey, namely, awareness, consideration, and decision. In the awareness stage, they realize their need, but they may lack money to buy or don’t know what to buy. In the consideration phase, they are now actively looking and weighing the solution. In the decision stage, they are now ready to make a deal.

 

The length of your customers’ buying cycle is also a key consideration on whether to use SEO or SEM. If you have a short customer buying cycle, wherein they are already prepared to buy when they search a product, an SEM strategy is a good fit. However, if your customers’ buying cycle will take weeks or months, an SEO campaign is better.

 

  • Consider the performance of your website – Examine the status of your website to better decide on your marketing strategy. If there is already a potential for an SEO campaign, you should exploit it and save money. However, if the potential is low, go for SEM for immediate impact. You may use the Alexa SEO Audit tool to analyze the status of your website.

 

Final Thoughts

Understanding the differences and similarities of SEO and SEM as search marketing strategies allows you to optimize your campaign strategy. You may also opt to combine them to make your marketing technique more effective. But if you are not confident or not sure where to start, we are here to help. Our professionals know the ins and outs of search marketing. For additional inquiries, call us today.

 

 

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Are you not attracting visitors to your website despite your digital marketing campaign? If yes, there must be something wrong with your strategies, particularly on your search engine optimization (SEO) push. It is essential to do a regular SEO test or analysis to monitor the performance of your campaign.

 

Conducting a regular SEO assessment allows you to discover the fine points and flaws of your SEO campaign and make the necessary adjustments to optimize results. With proper working SEO, you can attract valuable site traffic and potential leads. This article will discuss the common SEO mistakes you might incur, how to conduct an SEO analysis, and how to improve your SEO performance.

 

What Are the Common SEO Mistakes to Avoid

 

SEO is one of the most effective digital marketing strategies to boost your sales. Becoming updated with the latest SEO optimization strategies will maximize the performance of your website. Here are some SEO missteps you should avoid to ensure the effectiveness of your SEO campaign:

 

  • Practicing keyword stuffing – You might think that using your keywords a lot will boost your content’s rankings by Google and other search engines. However, it could be the opposite as too much keyword use or overstuffing will make your content spammy. If your content is labeled as spam, it will become useless and will hurt your SEO campaign.

    To avoid this label, use your keywords naturally at strategic placements. The best practice is to use your keyword in the first 100 words and include latent semantic indexing (LSI) keywords or variations of your main keyword throughout your content.

 

  • Posting plagiarized or non-original content – Using plagiarized or copied content on your website will make it a ‘pariah’ to search engines. Invest in producing original and valuable content to improve the performance of your website. Make sure to post relevant, informational, and error-free content to build the reputation of your site.

 

  • Failure to invest in a mobile-friendly website – The majority of Internet users nowadays use their mobile devices to access and consume content. In the United States, 94% of people use their smartphones to search for local news or information. Your rating on search engines will be severely affected if you fail to make your website mobile-friendly. To avoid a possible drop in your ranking, test if your website is mobile-compatible.

 

  • Using the wrong keywords – The wrong choice of keywords will leave your content at the bottom of search engine rankings. Even if your content is top-notch, if you fail to use the keywords preferred by users and search engines, it will be useless.

    To make sure you are using the right keywords, use optimization tools like SEMrush, Google Trends, and Google AdWords Keyword Planner. It would be best to use different types of keywords to increase the ranking of your content. These types are broad keywords, long-tail keywords, fat head keywords, and chunky middle keywords.

 

  • Failure to use title tags, image tags, and meta-descriptions – These SEO elements are important to search engines when crawling for content. Failing to include these essential components will hurt the researchability of your content.

 

  • Linking to low quality or unrelated internal and external links – Your use of internal and external links also affects the performance of your content’s SEO. Make sure your internal links are related to your content. Also, use reputable and well-ranking websites as external links.

 

  • Unwillingness to leverage social influencers to share your content – When sharing your content on social media, you should consider leveraging social influencers to promote it. Having an influencer to share your content will gain instant attention, while having them to promote your content will increase its visibility to the search engines.

    The many benefits of leveraging influencers to build your relationships and conduct structured outreach make this a must in your optimization plan.

 

  • Lack of SEO performance analytics and monitoring – Failure to analyze your content’s performance will leave you in the dark about how your SEO campaign performs. You may use tools like Google Webmaster Tools and Google Analytics to regularly monitor and evaluate your SEO campaign.

 

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5 Steps in Conducting an SEO Analysis

 

An SEO assessment is a vital part of your SEO strategy to boost your website content’s ranking potential in search engine results pages (SERP). This process will allow you to identify what’s working and what’s causing your content’s failure to rise. Let’s discuss the steps you should take to find out your website’s flaws:

 

  1. Investigate your visibility on search engines like Google – Start your analysis by determining your content’s SERP performance and the overall visibility of your website on search engines. Having a clear view of where your website sits on the rankings will allow you to develop an optimization plan.

    In calculating your search visibility, collect all the rankings of your keywords and compute the estimated click-through-rate (CTR) based on each ranking. Add all the CTRs and divide the total by the number of your keywords. The higher the result, the better is your website’s position in the Google rankings.

  2. Analyze your content – Your content is an essential component of your content marketing strategy. Make sure you have no duplicate content by eliminating every duplicate you found immediately. Start your analysis with your top ranked pages.

    There are several things to check in your content. Make sure your URLs are around four to five words long, and your meta-descriptions contain your primary keyword. Ensure your titles and headings are relevant and attention-grabbing and should also contain your keyword.

    Check the quality of your backlinks or external links. Try to link your content to ranking and trustworthy websites to increase your site’s reputation. Your internal links should also be relevant to your content. Make sure to fix any broken link to improve user experience and avoid its negative effects on your SEO.

  3. Check your domain, images, and technical SEO – To improve your SEO, use a simple, short, and easy to remember domain name that reflects your brand or business. Don’t use hyphens and special characters. To optimize your images, use alt tags and include keywords in your brief descriptions. Also, compress your images for faster loading of your content.

    Your technical SEO also affects the visibility of your website. Some of the technical components you should check are your XML sitemap, robots.txt file, and website security. You may buy a Secure Sockets Layer (SSL) certificate to boost your security.

  4. Scrutinize your spam score – The quality of sites linking to your content can affect your spam score. Make sure to investigate your inbound links and eliminate those from low-authority sites to improve your score. To eliminate bad inbound links, you may request the websites to remove them or use a disavow links tool.

  5. Monitor your page speed – The loading time of your page is among the metrics used by Google’s algorithm to rank your content. Having slow speed affects your page’s indexation and your user’s experience. It would be best to improve your page’s loading time for better SEO performance.

    There are several strategies you can use to improve your page loading speed. One of these techniques is by compressing your images to make them load easier. You may also use file compression software to compress your HTML, JavaScript, and CSS files larger than 150 bytes.

    Other strategies include increasing your server response time, activating your browser caching, and using content delivery networks (CDN), also called content distribution networks.

 

3 Ways to Fix Your Mistakes and Improve Website Performance

Your SEO audit or analysis is the start of your effort to find and fix your website’s flaws and improve your SEO campaign. Use the results of your audit to develop a plan to boost your SEO ranking on search engines. Here are the three steps you can take to fix your SEO issues and optimize your campaign:


  1. Evaluate the results of your SEO analysis – Your audit report will reveal what’s working and what’s not in your SEO campaign. Analyze the results intently and determine the areas that need immediate actions and focus on them. Also, find the components that significantly affect your SEO and improve or optimize them if necessary.
    The quality of your analysis will determine your overall campaign’s success, so don’t take this process lightly. You may use tools like Ahrefs’ SEO checker to help you in your assessment and redesign. These tools can offer you possible solutions in fixing the flaws and shortcomings of your content marketing strategy.

 

  1. Tweak or develop your SEO plan based on the results – Your next step is to redesign your campaign to eliminate the flaws and improve performance. If you already have a plan, integrate your solutions to resolve your mistakes. If you don’t have, it’s time to create one.

    There are several key steps in creating an SEO marketing strategy. These steps include:

 

  • Deciding your target market – Identify your target customers and website visitors and research their online behavior, wants, and needs. It will allow you to develop a plan that caters to them.
  • Listing your keywords – Your content’s visibility to search engines will depend mainly on your keywords’ quality. Research and list the keywords your target users will likely use when searching online. Use tools like Ahrefs and KeywordsFX to facilitate your search.
  • Investigate your competition – Studying your rival’s strategy will allow you to create a plan to compete or gain a competitive advantage. You can also learn new SEO strategies by monitoring your competitors’ SEO campaigns.
  • Plan your content – Create your content and develop a schedule for posting on your site. Also, consider a social media campaign for your content to maximize its reach.
  • Monitor performance – Track the users’ responses to your content and make the necessary adjustments.

 

  1. Execute your redesigned strategy and adjust moving forward – After your redesign or plan creation, you need to implement it to determine its effectiveness. Make sure to monitor and assess your campaign’s performance regularly. This way, you will know immediately if your solutions are working or not.

    As you move forward, continue to refine your campaign based on your monitoring or regular SEO analysis results. You should also be aware of the changes in your market’s behavior and updates on search engine algorithms and use them in your strategy.

 

Final Thoughts

 

SEO is a crucial component of a content marketing campaign. Learn the things to avoid and how to conduct an SEO analysis to help optimize your content. Also, know how to adjust your content to make them perform the way you envisioned. However, if you feel you need assistance for these tasks, our experts know the ins and outs of SEO campaigns. Set an appointment today, and we will be glad to help.

 

 

 

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The coronavirus disease continues to spread around the world with no signs of slowing down. It already infected millions of people and killed tens of thousands worldwide. It also caused widespread unemployment, as well as permanent or temporary business closures.

Based on the current situation, the impacts of COVID-19 will likely get worse before things get better. If you are a business owner, you need to think smart and look for opportunities to market your company to survive the pandemic. Make a plan to be active and be relevant in your community to boost awareness of your brand and reputation. You also need to maintain your social media marketing to bolster your brand’s recall.

Things You Can Do to Help Your Community During the Pandemic

The coronavirus has wreaked havoc to the lives of millions of people worldwide. The social distancing and lockdown measures implemented by governments have caused economic difficulties and mental health issues to people.  As a business, the pandemic is an opportunity for you to make a difference in your community and show you care. Giving back to others during this dire situation can reap significant rewards for your business when things go back to normal. Here are some things you can do to help your community during the crisis:

 

  • Donate funds to volunteer organizations – Millions of people need help during the crisis. Responsible government agencies and organizations need funds to provide relief to the vulnerable. If you have extra funds, you can donate them to hospitals, health centers, and volunteer organizations that provide financial aid, temporary shelters, and foodto those in need.
  • Take care of your employees – Make sure to support your staff first before others. You can continue to pay their salaries and communicate with them regularly to check on their conditions. If you cannot afford to pay their full wages, you can provide them with an allowance.
  • Provide relief to vulnerable families in your community – If you can, reach out to your friends, relatives, and neighbors who need help financially and emotionally. You can assist the elderly and disabled, and those who suffer from depression and anxiety. Giving support to others can also provide you with an emotional boost.
  • Contribute without spending cash – You can also offer assistance without spending money. For example, you can donate some of your non-perishable food supplies like canned goods, rice, beans, and pasta to food banks. If you have computers at your office, you can lend them temporarily to others who rely on the Internet for access. You can also donate unused clothing, and hard-to-find necessities like hand sanitizers, rubbing alcohol, paper towels, and toilet paper.
  • Donate blood – Due to the pandemic, there is a significant decline in blood donations that resulted in shortages. You can encourage your friends, relatives, and staff to donate their blood to the Red Cross to help those in need.
  • Promote self-care – Another way to help is to make sure you stay healthy and avoid risky activities that can make you vulnerable from COVID-19. Follow the public health guidelines like wearing mask and physical distancing in public to prevent you from becoming part of the problem.
  • Volunteer to provide mental health support – Mental health issues have increased during the pandemic. You can help by volunteering for organizations like Crisis Text Line to provide help to individuals in crisis.
  • Show support to healthcare personnel – With the high number of coronavirus patients they handle every day, medical professionals face a tough battle physically and emotionally. Expressing your gratitude and showing your support can make a big difference in boosting their morale.

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How to Promote Your Business on Social Media During and After the Pandemic

As you help others during this public health crisis, don’t forget to manage and prepare your business for the future. The social media platforms are the best place to do it as most people use them to connect with others during the lockdown. Here are some strategies you can use based on your business condition:


  • Maintain your communication with customers – The pandemic has caused considerable stress, anxiety, and fear to millions of people, including your customers. By communicating with them regularly, you show you are sensitive to their plight and empathize with them. You are also sending a message that your business is ready to assist them and provide their needs.
  • Design a new strategy to promote your products or services and bounce back after the crisis – The business landscape has changed significantly due to the virus. To remain competitive, create a new strategy to promote your business while on isolation and bounce back when the situation improves. You can target companies that are thriving, or launch other products or services that are in-demand.
  • Sustain your social media presence by posting new content – Prepare your business for the post-pandemic scenario by focusing on content creation during the lockdown and business closures. Make sure to create relevant content that answers your customers’ pain points during the crisis. It will give you a competitive advantage over your rivals when things go back to normal.
  • Adopt your automated marketing campaigns to the pandemic – Update your automated activities, like advertising and email messages to reflect the changes due to COVID-19. You can also use social listening and sentiment tools to keep updated with your customers’ sentiments and design your strategies based on them.
  • Maintain your social media marketing budget – Although the pandemic will surely affect your bottom line, it should not affect your social media campaigns. It is the best time to promote your business and bolster your marketing efforts. Boosting your social media activities will enable you to gain market share and become the dominant voice in your industry.
  • Follow these steps to manage your social media during COVID-19

 

The COVID-19 pandemic has significantly altered the way businesses conduct their operations and communicate with their customers. As a business owner, you need to adopt a strategy that fits the situation. By maintaining your social media presence during the crisis, you are positioning your brand for success in the new “normal. “

 

Many people use digital marketing and social media marketing interchangeably. They believe that engaging in different social media platforms is digital marketing, but this is just a part of it.

Digital marketing is an umbrella term that encompasses all types of marketing activities that a brand performs digitally, both online and offline, to promote their services or products. Social media marketing, on the other hand, is one of the channels of digital media marketing. It involves marketing on social media platforms such as Facebook, Instagram, Twitter, etc.

What is Digital Media Marketing?

According to the dictionary, marketing is the action of promoting business' products or services to make them more noticeable to the people and drive sales. The addition of the word 'digital' to marketing means utilizing digital media channels to promote your products or services.

Digital marketing is about the implementation of a variety of customized digital media marketing channels to achieve any of the following objectives:

 

  • To grow your products or services sales and profits
  • Create your brand awareness and build a strong relationship with your target audience
  • Create and add value
  • Promote your products or services or brand
  • And many more!

 

 

Remember that it is not necessary to include all available digital media marketing channels in your marketing campaign to accomplish your goals. Digital marketers develop a customized digital marketing strategy that includes the most appropriate digital marketing channels that fit your business, target audience, and of course, your budget.

 

Using all the digital marketing channels is not a wise decision and do not have the right impact. The choice of digital media channels depends on your industry, business, and type of audience. Due to this, you often need to test, make changes, retest and measure the outcomes of your digital marketing campaigns to determine which works best for your brand or business. Based on these results, you can drop those digital marketing channels, which fail to provide satisfactory growth or ROI.

What exactly is Social Media Marketing?

Social media marketing is only one aspect of digital marketing. It implies the use of social media channels such as Facebook, Twitter, Instagram, YouTube, Pinterest, Snapchat, TikTok etc. to market your products, services, or brand. Typically, it involves engagement with your target audience, followers, seeking industry influencers, posting fresh and unique content, arranging contests and adopting a variety of other means to grab the attention of the audience present on different social media channels.

What are Digital Marketing Tools?

Modern digital marketers have to be active on several forums at the same time to stay on the same level as their competitors. Whether you require digging through information or data or fine-tune your marketing strategy, numerous digital marketing tools help you to save your time and keep your sanity. Some of the digital marketing tools according to the strategy include:

 

  • Email marketing
  • Paid social media marketing
  • Video hosting tools
  • Social media channels
  • Website analytics
  • Content creation tools
  • SEO tools
  • Customer service tools
  • Affiliate marketing
  • Display retargeting
  • Organic social media marketing
  • Content curation

Why Should You Include Social Media Marketing in Your Digital Marketing Campaign?

Today's world has become increasingly social. Research shows that internet users spend nearly 30% of their online time on social media platforms. If you want to place your business in front of people and expand your reach globally, social media marketing is a must for your business.

Most of the businesses and brands experience a quicker response rate from social media marketing campaigns as compared to other forms of digital media marketing. But this is not enough to achieve the set marketing goals. To harness the optimal benefits and achieve maximum ROI, it is necessary for businesses and brands to include other digital marketing components in their digital marketing campaign and not only focus on social media marketing.

What is Digital Marketing versus Social Media Marketing?

These definitions make clear that social media marketing is a part of digital marketing. The comparison of both strategies side by side:

 

  • Digital marketing uses both online and offline digital means to reach out to the target audience, while social media marketing is limited to online boundaries.
  • Your digital media marketing campaign may use a variety of channels such as mobile advertisements, TV, online advertising, SMS, etc. while social media marketing may focus on one or more than one social media channel such as Twitter, Facebook, YouTube, etc.
  • The success of your social media marketing campaign depends heavily on your content strategy. It means you need to keep posting fresh and unique content on your social media accounts to interact and engage your target audience. While for digital marketing, you can only use the banner advertisements on different digital platforms like TV, the Internet, or billboards to promote your product, services or brand.
 

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It may sound like an outdated joke, but it’s true nonetheless — if your business isn’t on social media, it’s almost as if it doesn’t exist. Over 40% of Internet users look up companies on social networks, and the reasoning behind this is simple. Social networks allow them to get to know a business, establish a relationship with it, and start trusting it. 

 

As a financial services provider, you’re aware of how important it is for your customers to trust you. So, if you’re to build a pool of loyal customers, you need to invest in establishing a strong social media presence. 

 

It all starts with understanding social media networks themselves, specifically Facebook and LinkedIn. These are the most popular networks for businesses. 

 

Let’s take a look at this cheat sheet that will allow you to enhance your presence on these social networks. 

Image Sizes for Social Media Platforms 

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What’s the first thing that your leads will notice on your social media accounts? Dedication to your work? Your professionalism? Your time-management skills? No. The answer’s much simpler than that. It’s your images. Your profile picture, cover photo, the image of the last article that you’ve shared. 

 

You have to make those images count. 

 

Each social media network will have its guidelines for the best image quality and size. It’s best to adhere to those guidelines if you want to see the results.

 

Facebook 

To improve your social selling on Facebook, you have to make your entire profile page look professional and uniform. And you should start with the pictures. 

 

You can share a variety of different images on this social network, and the purpose of the image will determine its ideal size and quality. Paying attention to this will ensure that all photos are perfect when viewed from different devices. 

 

Here are the image guidelines that will ensure your Facebook profile is picture-perfect: 

 

  • Profile image: 180 x 180 pixels 
  • Cover image: 820 x 312 (and no less than 400 x 150) 
  • Timeline image: 1200 x 630 (no less than 600 x 315) 
  • Shared post image: 1200 x 630 
  • Preview image of a shared link: 1200 x 628 
  • Event cover photo: 1920 x 1080 
  • Highlighted image: 1200 x 717 

 

If you don’t adhere to these guidelines, your images can easily be distorted. Smaller images will be stretched to fit, while larger images will be cropped. It will hurt the image quality and on your overall appearance on Facebook. 

 

For best results, use a higher resolution for larger images and upload either in .JPG or .PNG format. 

 

LinkedIn 

LinkedIn is among the most extensive professional networks out there, boasting over 610 million users. Since the competition here is harsh, you need to do everything in your power to enhance your LinkedIn profile. 

 

Financial service providers can greatly benefit from following the LinkedIn picture guidelines: 

 

  • Profile image: 400 x 400 pixels or larger (photo files of up to 8MB are accepted) 
  • Cover image: 1584 x 396 
  • Company cover image: 1536 x 768 
  • Company logo image: 300 x 300 
  • Square logo: 60 x 60 
  • Company page banner image: 646 x 200 
  • Preview image of a shared link: 180 x 110 
  • Shared image: 350 
  • Blog post link image: 1200 x 628 

 

LinkedIn crops photos differently on different devices. Check how everything looks on both mobile devices and computer screens before you finalize the changes. 

Etiquette on Social Media

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While every social network has some community guidelines, there are no written rules on social media etiquette. Even so, businesses should still pay attention to some do’s and don’ts of Facebook and LinkedIn. 

 

Facebook 

To present yourself as the leader of your niche, you should follow the basic rules of Facebook etiquette: 

 

  • Don’t spam! 

A few Facebook posts a day can work wonders for reaching wider audiences, but avoid spamming at all costs. No one wants their news feed filled with posts from a single company or person. Remember, quality over quantity.

 

As long as your content has value, your audience will take notice. 

 

  • Do have a posting schedule 

Inactivity is always a sign of disinterest. If you don’t want to commit to your own Facebook page, why should others? Keep a posting schedule, and stick to it. You can always hire someone who can keep your page updated and provide meaningful content on a regularly. 

 

  • Don’t be over promotional 

You will promote yourself and your financial services by engaging with your audience, answering questions, replying to comments, and more. There’s no need to update your status and promote your services regularly. 

 

  • Do keep it lighthearted 

Facebook is a social network, after all, and its users primarily want to enjoy their time on it. Be a bit more casual on your Facebook business page, but stay true to your brand image. 

 

LinkedIn 

LinkedIn tends to be a bit more professional network, and its tone is slightly more serious. These are some of the unwritten LinkedIn etiquette rules: 

 

  • Don’t lock your profile 

The whole point of having a business social media account is connecting with others. You can easily remove the connections that you do not wish to have, but otherwise, keep everything public. Your posts, pictures, and business information should be available to everyone. 

 

  • Do personalize your messages 

If you want your connection requests to be accepted, and your messages to be appreciated, personalize them. This will make your business stand out from all the other spammy requests and messages. 

 

  • Don’t send irrelevant information 

Whenever you get in contact with your audience on LinkedIn, be sure to keep your messages as relevant to them as possible. Otherwise, the messages will appear spammy, and your account will be blocked. 

 

  • Do respond to comments 

Promptly responding to comments (and messages) is the best way to build relationships with your connections. Be professional and polite, even if the comments are negative. 

Paid Advertising Options 

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Paid advertising is an excellent way for a financial services provider to reach a wider audience. Even a small investment in paid ads can work wonders for enhancing your business performance. 

 

Facebook 

Facebook has astonishing targeting options that allow you to reach exactly the type of people that you need. The following are your best choices for targeted Facebook ads: 

 

  • Image ads 
  • Video ads 
  • Slideshow ads 
  • Carousel ads 
  • Messenger ads 
  • Stories ads 
  • Dynamic ads 

 

Don’t forget to track your ad performance and ensure that your marketing is effective. 

 

LinkedIn 

LinkedIn paid advertisements come in a few different formats as well. The best types of paid ads for financial services providers include: 

  • Lead Generation forms 
  • Dynamic ads 
  • Sponsored content 
  • Sponsored InMail 
  • Direct sponsored content 

The social network has surprisingly good targeting capabilities that can enhance your marketing strategy. 

Useful Tools to Help Remain on Top of Things 

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There are many tools available at your disposal that can help you improve your social media presence. You don’t have to be an expert in social media marketing to take advantage of them. 

 

Facebook 

Some of the best tools that you can use to improve your Facebook page are:

 

It’s a comprehensive tool that gives you an overview of your page activity and helps you schedule your posts and campaigns. 

Ideal tool for developing customized tabs, designing cover photos, creating lead generation contests, and more. 

Used for improving the visual aspect of your Facebook, Canva can help you perfect images for your Facebook ads, posts or banners. 

 

LinkedIn 

There’s a wide variety of third-party LinkedIn tools that you can take advantage of as a financial services provider. 

 

Used to collect and analyze data about your audience. You can use it to find out more about your audience’s preferences, likes, and dislikes. That information can help you enhance your marketing campaigns. 

This tool allows you to gather information about the profiles you visit on LinkedIn. The collected contact information, email addresses, and more will be compiled into a .CSV file, which you can take advantage of later. 

Nimble is a Customer Relationship Management (CRM) tool. It will help you nurture the relationship with your contacts and ensure that your engagement levels are unmatched. 

 

General Tools 

If you’re more interested in finding general tools that will help you manage all of your social media, these can be of use to you: 

 

Buffer is among the most popular tools for scheduling social media posts. It works with Facebook, LinkedIn, Twitter, Pinterest, and Instagram. 

An all-encompassing tool for analytics, scheduling, and monitoring. Hootsuite can be used with over 35 different social media networks, including Facebook, LinkedIn, and YouTube, among others. 

Besides simplifying your scheduling, publishing, and monitoring on social media, MavSocial gives you access to thousands of stock images. 

Don’t Work Hard, Work Smart 

Enhancing your social media presence as a financial services provider doesn’t require much. Primarily you need to ensure that your images follow the network’s guidelines and that you follow the etiquette. Then, invest in paid advertising and make use of the variety of social media tools you have at your disposal. 

 

Working smart on social media will boost your lead generation and conversion, your brand awareness, and eventually — your bottom line.

Sales Pro Central

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