The debate as to whether social media is a passing fad or a necessary marketing venture has been resolved, as statistical analysis places increasing importance on social platforms and mobile users. Moreover, social media is proving to be one of the most significant marketing platforms to strategize for in 2015.
Social Media Marketing Campaign
According to Social Media Examiner’s Social Media Marketing Industry Report 2015, 92% of marketers said that social media was important to their businesses and 84% stated that they integrated their social media and traditional marketing activities. What’s more, 64% stated that they are using social media for six or more hours a week, with 41% admitted to using it for approximately 11 hours per week.
So what results are these businesses seeing for their social efforts? The following statistics from the report offer extensive insight on this subject.
- 90% reported an increase in brand or business exposure.
- 77% reported an increase in website traffic.
- 69% reported an increase in brand loyalty.
- 68% reported a gain in marketplace intelligence and 66%+ saw positive growth in lead generation with a time investment of six hours a week.
- 53% of those who have used social media marketing strategies for over two years actually report an increase in sales, while those who spend six or more hours a week on social media marketing campaigns report similar results.
- 73% of those who spend an excess of 40 hours a week report earning new business from their efforts.
- More than 50% report a gain in new partnerships who have invested time in social media marketing for at least two years.
Of all mediums, Facebook Inc. (NASDAQ:FB) remains the highest used and highest esteemed social media platform for businesses, continuing to dominate at 93%, and employs intelligent developments to stay relevant, which you can read about in our article here. The next favored mediums are Twitter, LinkedIn, Google+, YouTube, Pinterest, and Instagram.
Commonly used types of content are 71% visual, 70% blogging, 57% video, and 10% podcasting. The implementation of video and podcasting in social media marketing campaigns is expected to see a significant increase this year.
Mobile Marketing Campaign
It was projected back in 2010 that mobile traffic would exceed desktop traffic by 2014, and indeed that projection has come to fruition. 80% of internet users are now conducting searches from smartphones, 47% from tablets, and almost all social media traffic is generated from mobile (more than double non-mobile). Put simply, having a social media strategy requires also having a mobile strategy.
Of course, the launch of Google’s mobile friendly algorithm back in March places even more significance on websites to be optimized for mobile since non-mobile friendly websites will now be losing authenticity within the search engine.
Appealing to mobile users requires three major focuses:
- Optimize website for mobile through Responsive Web Design.
- Optimize content for social media platforms and integrate social media channels with website to increase website traffic.
- Optimize social media content and campaigns for mobile platforms.
Responsive Web Design has been talked about in great detail, so that will not be focused on here. However, if you haven’t yet optimised your web design for mobile this will be the first step and you should check out RWD possibilities like what is provided by 1&1 which offer everything from industry-specific templates, to creative tools for personalized web design, and a wide-ranging set of marketing tools.
Optimizing content for social media platforms is the next big key, as well as developing social media campaigns with the mobile user in mind. First things first, you must make social media accessible from your optimized website. This means including accessible social media buttons or tabs. Website content then needs to be designed mobile-friendly, meaning that it will be written for quick consumption and text will be broken down into easier-to-read blocks. Moreover, your site needs to load within four seconds on mobile; otherwise you will lose mobile traffic. You also need to consider when planning your mobile social strategy to create your content in a way that is specific to each social platform; for example, your content for Facebook will not be the same as Twitter (both character count and audience are different).
Finally, like everything you do, you need to analyze your data. Figure out which social platforms are performing best for you on mobile and spend more time and attention by focusing your mobile efforts on these platforms.