Implementing Social Media Marketing to See Exponential Business Growth

Social media has been a fad for most firms and entrepreneurs in the past. To them, it was a temporary interest that faded with the passage of time. On the other hand, there have been some entrepreneurs and businesses that have used social media widely for their business promotion and marketing. They have received immense success. When it comes to targeted traffic to their websites and revenue generated there has been no looking back at all.

Social media is an excellent tool for businesses today to grow and establish their brand presence in the market. However, when it comes to the use of social media for their market needs and promotion, most entrepreneurs are not even aware of how to use it correctly. This is why they get no results and abandon social media entirely for their promotion and marketing uses. Lack of understanding is the key issue that makes them leave social media for the benefits of their company and business.

Why is social media popular today?

There are solid reasons as to why you as an entrepreneur should embrace social media for your business today. The following are the primary reasons for you to embrace social media and make it a part and parcel of your business:

  • Wide platform – it gives you a comprehensive platform, and this is why you should use it for promoting your brand. You can provide followers descriptions of your product or service. Post images and videos of them to invoke trust.
  • Cost effective –  platforms are free and if you want you can make an affordable social media ad to market them to your followers and their network. The costs of these ads are cheaper over conventional advertisements for your brand or product.
  • Accessibility – platforms are accessed by people from all across the globe. All you need to do is create an account and make a business page for your company. All updates, content, and posts can be uploaded and shared with ease.
  • Reach – it helps you to transcend local barriers when it comes to customer reach. In fact, when customers get regular posts and updates from your end, brand loyalty increases. This goes a very long way to make your presence felt in the market.

It is a useful tool when it comes to your business promotion and marketing. No matter how big or large your business might be, it is prudent for you to create a profile on prominent social media platforms like Twitter, Facebook, LinkedIn, Google Plus, etc.

Education and awareness

Companies and businesses claim that when it comes to social media marketing and promotion, the platforms help them in spreading awareness and education. If you take a look at people today, they will log into their social media platforms at least three to four times a week. Some people have social apps installed on their smartphones, and this gives them the chance to check their social pages even every time they receive a notification. This is an added advantage to the company specializing in a particular niche to reach out to their followers and spread information and knowledge about their services and products.

Social media improves your visibility

With the help of the above social media pages, you can establish and invoke your visibility. This primarily helps you to get the best for your needs. At the same time, when you take a look at social media platforms, you will find that if any of your followers find your post or content interesting or engaging, they share your posts with their followers. This chain is created, and so you get better visibility on the search engine ranks. This boosts search engine optimization and the chances of you receiving better-targeted traffic and profits.

Invokes trust and confidence

In addition to online visibility, social media pages also help you to invoke confidence in the market. You can help your followers with recent news and updates. You can give you practical solutions especially if you are dealing in a niche where education and awareness are important. For example, in the case of business debts, you might need some guidance as to how to apply or even repay debts. Social media pages of debt relief companies will give you information on useful tools like debt consolidation services that will help you understand the process and procedures for repayment of all your debts without tensions and stress.

Reputation for your company

It is important for you to open an account on social media platforms and begin to communicate with your followers to give them a personal touch. This will help you receive feedback from customers and clients for the improvement of your services and products. Moreover, when you receive real feedback from your customers or clients, you get the chance to improve and innovate your business. Even their ideas and suggestions can promote massive transformation in your business.

Therefore, social media platforms are indispensable for the development and the growth of your business today. Reap their benefits and connect with your customers or clients in real. With this simple gesture and some amount of time on your social media platform, you can improve brand awareness, customer loyalty, consistent revenue, web presence and targeted traffic on your website without any hassles at all!

learn how social media can help entrepreneurs grow their business

How meaningful is your social media marketing?

world of marketing.

Not only are big budgets no longer necessary, but in many ways, they get in the way. We can all thank and curse social media for delivering that reality.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing. Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting-edge post-reform success strategies, comprehensive service provider listings, educational webcasts and videos, resources from industry leaders, and informative eNewsletters.
  • Exclusive discounts on ALM, BenefitsPRO Magazine and events.
  • Access to other award-winning ALM publications including and

Do the Math: Out-of-Pocket Healthcare Costs

Your clients’ top performers are likely spending over $10K on healthcare expenses each year on routine expenses alone. Watch this…

Your Renewal Nightmare: Losing a Top Client

Keep competitors from scooping up your best accounts by showing clients your value.

Why Offering Executive Medical Reimbursement Remains a Viable Option

Your clients can still offer executive health plans in a post-ACA landscape. Discover how it’s still possible.

More Resources

eNewsletter Sign Up

Benefits Broker Pro

Stay up to date on the latest voluntary benefits/health care statistics and studies – FREE Weekly eNewsletter. Sign Up Now!

Mobile Phone

Featured Topics

Texas’ Big Pharma troubles

Dan Cook

Big Pharma’s efforts to somehow put a lid on the brewing opioid controversy received a major blow in what was once a pharmaceuticals stronghold: Texas.


Finally! Your Complete Guide to B2B Social Media Marketing

What is B2B Social Media?

B2B social media is using websites and applications that enable users to create and share content or participate in social networking to achieve specific business goals. Beyond brand awareness, the main goals of B2B social media are to generate leads and establish thought leadership. To reach these goals, B2B marketers commonly focus their strategy on:

  • Creating professional and valuable content types (e.g. ebooks, case studies, webinars).
  • Distributing content across LinkedIn, Twitter, and Facebook.
  • Measuring engagement and conversions from social media.

B2B Social Media Strategy

To fully maximize the potential of social media you need to have a planned-out strategy by following these steps:

  1. Step 1: Identify your goals and metrics.
  2. Step 2: Understand your target audience.
  3. Step 3: Create and curate content that provides value to the reader.
  4. Step 4: Focus on the right social media channels to engage your audience (Facebook, LinkedIn, Twitter).
  5. Step 5: Categorize content by campaigns and promote it organically through your social channels.
  6. Step 6: Constantly measure and improve your campaigns’ performance.
  7. Step 7: Leverage the power of social media through employee advocacy.

To help you create a social media strategy, we’ve broken the steps down into these three articles: Part 1, Part 2, Part 3.

B2B Social Media Listening

B2B social media listening is about creating a two-way communication channel between you and your audience. This is done by tracking specific keywords, mentions, and competitor pages to understand what your audience is saying about your company, product or brand. You can then leverage this information to create better content.

You’ll find more information on how to become a powerful social listener in this article.

How to Measure B2B Social Media?

Among clicks and engagement, the most valuable social media KPI that B2B marketers should be focusing on is the number of leads the generate. This is the only way for them to understand how their social content, networks, and campaigns are performing and translating into real business value.

B2B Social Media Analytics

To understand how specific posts, networks, and campaigns are performing on social media, B2B marketers need in-depth analytics that focus on measuring clicks, engagement, and most importantly, conversions. With Oktopost’s B2B social media analytics, marketers are able to attribute leads to their social media activities.

How to Measure B2B Social Media ROI?

To measure social media ROI, B2B marketers first need to understand how much money they are investing into social media marketing (i.e. training, tools, business overhead). Then, they need to measure the number of leads they are bringing in from social media and understand how much those leads are potentially worth. With a B2B social media management platform like Oktopost, marketers can easily track leads from social and establish their true ROI of social media.

B2B Content Distribution

One of the main content distribution channels that B2B marketers focus on is social media. Using a B2B social media management platform, marketers can easily schedule large amounts of content across Facebook, LinkedIn, and Twitter to expand their reach, increase engagement and conversions. Besides social media, there are free content distribution tools like Medium, GrowthHackers, and, which are designed to help B2B marketers reach their target audience.

Ben Green Ben is the Director of Operations at Oktopost, prior to which he built the lead demand activities for Nolio, where social media played a key role in the lead generation program. He rides his bike to work and takes way too much vacation!


Finally! Your Complete Guide to B2B Social Media Marketing

Local Businesses: Social Media Marketing Tips Explained

Local businesses have it great! Thanks to the advent of the digital world, a local business owner can grow his or her customer base with very little effort

Read More

New Social Media Marketing Package for Restaurateurs! –

Social media promotion for restaurants differs greatly from that of other industries. That’s why we’ve made a Social Media Package just for restaurateurs!

Read More

The Key Secret To Social Media Marketing Success

Landing Pages 101: The Secret To Social Media Marketing Success

Social media landing pages give you the power of whole networks to promote your message for you. And that’s true whether you want your page to deliver hard sales or sales leads for you to follow up. For many businesses, targeted social media landing pages are more effective and affordable than whole blitzes of emails.

Such landing pages have three unique qualities. They enable visitors to share the page or offer it promotes through their own Twitter, Facebook or other networks. They ensure social book-marking sites can log them. And they allow visitors to leave comments.

So here’s how to optimize your social-media landing page:

Include buttons for the right networks

Each time a visitor clicks a social-network button you’ve included on your landing page, they make that page available to their whole network. In addition, if it’s a Facebook ‘like’ button, clicking adds an entry to your Facebook wall stream, adding credibility to your offer. And if it’s a Twitter tweet button, the visitor can add a message to your landing page before sharing it, for an extra personal touch.

Show you’re for real

You can use the Twitter Faves widget to show a live stream of network comment on your products, services or offer. Crucially, this feed is verifiable – visitors can click on the widget to view the profile or stream of anyone commentating, proving that they’re genuine.

Be discreet

Remember the response you want your landing page to deliver, and be sure your page’s social connectivity doesn’t get in the way. You may want to place your social-media buttons in a secondary position on your landing page. Or better still, on a subsidiary ‘confirmation’ page they see once they’ve fulfilled your desired call to action. That way, they won’t compete too strongly for your visitors’ attention.

For non-professional designers especially, perhaps the easiest way to create effective social network landing pages is with a dedicated step-by-step application.


Landing Pages 101: The Secret To Social Media Marketing Success

Goals of Social Media Marketing

This blog provides four main goals that are important for social media marketing.

Read More

10 Social Media Marketing Tips To Try Right Now

With the growing no. of internet users, the no. of social media users is also growing at a rapid rate. According to the , there are already over 2.5 billion social media users with the Facebook being the social media platform with the highest no. of active users. Other popular social media platforms with more than millions of active users are the Twitter, Snapchat, LinkedIn, Pinterest, and more. All these social media platforms have their own specialties.

Many people from all over the world spend a lot of time on various social media platforms. This is one of the reasons why the social media marketing is gaining a lot of popularity. In order to appeal the social media users with your post, you need to have a great strategy.

For developing a great strategy, you got to have some ideas on how to develop a great social media marketing strategy. In the next part of the article, we will provide you with some tips to help you generate a good return from your social media marketing campaigns.

Implement These Social Media Marketing Tips

You may have tried many things to promote your posts on the various social media platforms. Try these 10 tips and see the result.

Social Media Marketing

1. Establish your Page and Channel as a resource to get important updates

One of the major mistakes that many people make is that they only use Facebook Pages and other accounts as a medium to promote their products and services. You got to realize that the people do not come to social media platforms to purchase the products. Instead of only promoting your products and services on your pages and channel, it is necessary to be a page or channel that provides valuable information for educating, entertaining and inspiring the audiences, which will boost the effectiveness of your social media marketing campaign.

If the people consistently engage on the posts published by your page on the Facebook, there is a greater chance for your page’s posts to appear on its followers’ news feed.

2. Diversify with multiple content formats

Do not limit yourself to only a written content or a video content. Think of diversifying your content format to increase your reach and to further engage your audiences. For an instance, you can convert your blog posts into an e-book to increase your subscribers or you can convert related facts to infographics.

3. Use the power of image

The image you choose for the post will greatly determine the reach and engagement on your posts. The people will judge the book by looking at its cover, and you cannot deny this fact. If you use an attractive image for your posts, you’re more likely to get more engagement and post clicks. It’s also equally important to design an attractive landing page for your Facebook page.

4. Use actionable hashtags

There are many brands that have enhanced their reach and engagement with the help of actionable hashtags, and there is no doubt that you can do it too. There are many micro-influencers who have got a good return from their micro-influencer marketing campaign with the use of relevant hashtags. The Nike managed to get a huge engagement with the help of a hashtag, #chooseyourwinter, in 2014.

5. Analyze your past contents to improve your future campaigns

There are various tools and websites that can help you to check your past performances of your posts. By analyzing the past performance, you will get to know about the trends, your mistakes, keywords, what post perform well on a specific social media platform, and so on. Knowing all these analytical tools will help you develop a better social media marketing strategy in the future. Use the sites like Buzzsumo to get an idea of how your past posts are performing.

6. Be consistent

The famous YouTubers and the Facebook Pages are able to gain many followers because they publish valuable content consistently. Publishing the posts consistently will increase your engagement and it also increases your likes and subscribers because the people will take you as a source from where they can be updated on important events and facts.

7. Do some research on social media channels

Each and every social media channel has its own specialty. To do well with your campaign, you must first understand the nature of your business and which social media channels to emphasize. For an instance, a professional consultant can do well on the LinkedIn platform, whereas a travel brand can do well on the Pinterest.

8. Narrow your targeting

You should aim to reach the people that fall under your target market. It is of no use to reach men with ladies perfumes. Both the Facebook and the Twitter allow you to specify whom you want to reach with your ads. You can choose to reach only the people of specific age-group, interest, gender, and more.

9. Schedule your posts

You won’t be able to get maximum reach and engagement on your posts if you post it whenever you like. There are certain periods of time when most of the people are online, using social media platforms. Search for the best time to post on various social media platforms to get a better result.

10. Make use of various features offered by various social media platforms

You must have noticed pages and channels getting a lot of engagement with the help of contests, Hangouts, Facebook Live, and more. The people who are not flexible cannot get success in their campaigns. Use all the features like events, contests, going live, and more to increase the effectiveness of your campaign. There are many of brands getting a lot of success because of the Facebook Live feature. The study shows that the videos are likely to get more engagement when they’re live.


Getting a good return from your social media marketing campaign is not an easy task, especially when there are many pages competing for the same niche. The tips mentioned in this article will help you stand out among the huge no. of posts on the users feed. According to the study, the digital marketing budget allocated for the social media marketing is expected to rise from 9.9% to 22.5% within five years. Learning more about an art of social media marketing can help the marketers to succeed even more in the near future.


10 Social Media Marketing Tips To Try Right Now #SMM

Social Media Marketing – Linking Insight and ROI

Social Media Marketing – Linking Insight and ROI

By eliot mannoia


Explore our Social Media Marketing Toolkit

I am fortunate in that I get to spend a lot of time with clients on a daily basis and my current portfolio includes 86 agencies. One increasingly frequent topic of discussion at meetings is measurement, ROI and social media in particular.

*For more guidance on social selling, check out our quick win, What is Social Selling and Why is it effective?, which includes detailed advice and activities on the B2B social selling platform LinkedIn. It will help you locate, connect and engage with mre if the right type of people and how to turn them into paying clients.*

Amongst clients across varying sectors I see a lot of focus on owned channels, and I believe the potential of big data enabled by social media is often underutilized. What’s more, with in-house teams growing their own capabilities, agencies will need to diversify where they add value.

Beyond owned, earned and paid are two such areas where consultancy and insight can add real value, and in this post I focus on the measurement of earned social media. Paid, with all its attribution models and programmatic buying, is another post altogether.

PR agencies have an advantage with earned social media, as they already have decades of relationship building experience with journalists and in creating content. Therefore, engaging with social communities and influential bloggers, for example, may come easier to a PR professional than perhaps advertisers. They also know to listen first and not to be the proverbial loud guy at the party – join the conversation, don’t broadcast.

But PR’s do need to step up their knowledge of paid, even if not to execute paid campaigns but to be able to converse on the integration of all activities. Especially as native advertising, in the form of sponsored content, is becoming more and more prevalent and indistinguishable alongside earned media.

What opportunities does social media hold for us when we venture beyond our owned channels?

I’ve put together a short list, which is by no means exhaustive and I welcome your comments to grow and develop this.

  • Campaigns (e.g. how are people reacting to your activities beyond your channels)
  • Influencers (e.g. greatest audience vs. genuine influence and influencers vs. advocates)
  • Trends and bench-marking (e.g. always benchmark to know where you’ve come from)
  • Competitors (e.g. competitors which achieve high engagement rates with their content could help you with ideas for future campaigns)
  • Communities (e.g. what are key fashion and health bloggers saying, irrespective of if they mention your brand? Learn so you can join the conversation)
  • Subject matter / themes (e.g. sector research on soft drinks or weddings)
  • Complaints / reviews (e.g. reputation management)
  • Key industry figures (e.g. shifting sentiment on sugar by a given politician could affect you if you’re a biscuit company)
  • Crisis management (e.g. the life of a story – how effectively have you handled a situation, do people still tweet about it one week later?)
  • Audience research and segmentation (e.g. understand who’s talking about you by analyzing content by demographics)
  • Business unit performance (e.g. which Ben & Jerry’s flavour is generating the most buzz and content?)
  • Sentiment
  • Location
  • Second screening and ad correlation (e.g. analyzing time stamps of content can tell you if people were second screening, or if a new ad influenced them to engage with you)

Always consider what the objectives are:

  • Generate awareness
  • Create leads, increase sales
  • Increase sign ups, registrations, app downloads
  • Deepen relationship with customers
  • Horizon scanning
  • Crisis and reputation management
  • Research
  • Optimise Content
  • New product development

The right mix of what to measure will always depend on your key social media objectives, which in turn must always tie in with the wider business objectives.

I have seen communications strategies unaligned with the overarching businesses objectives, and doing so may well work from time to time, but it can jeopardise the longevity and perceived performance of an activity/campaign.

I would strongly recommend to start at the top, the business objectives, and then work your way down.

Framework for setting your business and social media objectives

Below is a framework which I have put together that can be used as a rough guide. (Message me @eMannoia if you would like a blank framework to use and I can send you one.)

Here a sample framework I completed:


Ideally, you should use one measurement framework, but different metrics for different objectives. Where possible, utilizing metrics which the wider business employs such as sales, Net Promoter Scores (NPS), market share, footfall, ROI etc. will streamline reporting up to senior management and make it more effective. Always link results back to business objectives.

Be aware of some common pitfalls:

  • Twitter impressions – Aggregated impressions, which are simply added up followers, will quickly give you figures in the millions but as Danny Sullivan writes ‘you may have to tweet 14-21 times in a week in hopes of reaching only 30% of your total audience’. Twitter can provide you with actual served impressions, other providers will just show total potential impressions.
  • Sentiment – As this is automated the accuracy can sometimes be atrocious. More so when you’re a consumer brand such as Red Bull, where people may say ‘I’m dying for a Red Bull’, ‘Red Bull is sick’, ‘Red Bull is badass’ etc.
  • Scores – Such as Klout can lack transparency, context and can be rigged
  • Location – Facebook, Tumblr, some Twitter content and other .com domains can skew the results to appear to be originating from the U.S.

A holistic measurement solution should capture both quantitative and qualitative results, utilising social listening tools, social campaign execution tools, web traffic data and ideally sales figures. That’s when you can go beyond measuring simple outputs, and look at actual outcomes. This is when you can prove a return on your investment.

Did a spike in content after a given campaign cause a surge in sales, sign-ups, museum visits or, if you’re a charity, volunteers – is there a correlation?

Multichannel integrated campaigns are almost the norm these days, so for a more sophisticated analysis of contribution one can also use econometric modelling. Besides correlation analysis and econometric modelling, market research is another tool which can determine behavioural shifts, changes in NPS and general awareness.

Also keep an eye on the absence of data and the corresponding insight derived from that, and conversely, do not simply measure data that’s readily available but perhaps not relevant. Once you have the results and look to interpret them remember, as Rob Clark put it, ‘Not what, but so what and now what’.

What intelligence do you gather?

Eliot currently consults clients on digital and social media strategy at IPG Mediabrands, along with the responsibility of aligning the agency’s paid, organic, content and strategic social offering. He previously provided strategic advice around mainstream and digital media to premium clients at Gorkana, part of the Cision Group, as account director and senior consultant. He brings over thirteen years of experience in marketing, digital and social media across the environment, technology and media sectors. Past clients include United Biscuits, Microsoft, Asics, Skype, Red Bull, Unilever and Starwood. You can see more of his work here or connect with Eliot on LinkedIn.


Social Media Marketing – Linking Insight and ROI

11 Absolute Truths of Social Media Marketing

web video marketing

Read More