The Five Steps to Social Media Success

Do you want to make your mark on the enormous world of Social Media?

Here's how to stand out......

Do you use Social Media, but want more out of it? Do you want to boost your engagements and gain more followers? There are so many users out there wanting to make their mark. It is often so easy to compare – when you should be trying to stand out!

We suggest these five steps for Social Media success!

Create Shareable Visuals

All content that is visual will often be most successful because it can be accessed by all ages and demographics. This can be done by creating graphics, interactive content or just high quality images. If your social media follows a high standard, it will imply to consumers that they will be able to expect a high quality product or service from you. The Viral platform TikTok is used to create shareable visuals – it is widely available, simple to use and can be accessed by all ages.

See our blog if your business wants to use TikTok!

Find your Brand Identity

There are many ways to build a brand identity. This links to the logo, colours and designs that all remain in the consumers’ mind. It is crucial to have as it will make or break your product, service or company instantly. Then in future posts, content by you is instantly recognisable. Resulting in your Social Media posting following a structure that is clear and effective to consumers. This applies in particular to Instagram – as it is all about aesthetics!

Update your Platforms Regularly

Experts suggest that updating your Social Media platforms twice a week as a minimum is vital, especially if you are after maximum engagements from each post. At a maximum, posting once a day could lead to a long-term following, that will look for your posts and when you are due to post them. By doing this, you will form a loyal audience who will like and comment, share your content. At the end of the day, aim for quality over quantity.

Research your Hashtags

This step won’t have to be done often, if it is done right. On various platforms, different hashtags will work better. Try to create a bank of hashtags, repetition is often good to ensure you are top of a particular hashtag. However, if you are too generic the ‘social media giants,’ will hold the top spot. Therefore, be specific to your service – but not too generic! If it has been used 1 million+ times before you will struggle to be found! If you were to use Instagram as an example, there are millions of hashtags – so instead of something like #england use #eastsussex, to target a slightly more niche audience.

Doing some research into which hashtags to use, could boost your reach massively. On many platforms you can even search by hashtag, so, if you are using the correct tags you will be viewed by more people. Then to make it even easier on yourself, save a standard bank of hashtags in your Notes on your phone, so you can dip in and out of them – but don’t always use the same range of hashtags!

Read our blog about using Hashtags on Instagram.

Different Content on Different Platforms

Being too repetitive will often mean that your audience will become less engaged. If they saw the post previously on another platform, they are less likely to interact with it on another. Therefore, Social Media experts suggest to only share the same content if it is more important to be widespread then have maximum engagements. Varying your content simply means it will keep consumers more interested when you post. Above all, it is most important to keep consumers interested as listening to your audience can make you very successful!

social media
Make sure to follow us on all our Social Media Platforms: Instagram, Facebook, Twitter and LinkedIn.

Think Heathfield was created with the support of local businesses. It was formed back in 2020 at the start of the Pandemic in order to show what Heathfield as a town can offer to the community. To also help local businesses and to promote the whole ethos around shopping locally and supporting the small local businesses,

You may have seen these dotted around the town, why not scan the QR code to see where it takes you?

From hairdressers to supermarkets – there are many businesses in the area – some of which you may not know even exist! 

Want to find out more?

Think Heathfield has a Facebook and Instagram page, both of which are updated regularly by the team at Sokada. The account posts a few times in a week – normally on Tuesdays and Thursdays but if they see anything else that is great, then they share that too!

Often, Instagram stories are uploaded during the days there are no new posts. If you’d like to use the Instagram story feature for your business and are not sure how, read more here.

From then on they are often liked and shared by many local residents. Look at this page if you want to know more about Heathfield’s small businesses and how they began!

Both accounts provide updates and information all about the local businesses and events.

Think Heathfield has got a very accessible website where all local businesses are linked – perfect if you are looking to stay local!

Think Heathfield

Heathfield truly is a small town, with great choice.

What is TikTok?

The App which is available to all

TikTok is the most upcoming viral platform, with 689 million users.  The app is available on all App Stores worldwide being used by many of the younger generation. However, it is swiftly becoming popular by all. The app allows you to make simple videos by adding sound effects, filters and music. As well as creating videos, you are able to duet with other creators and share videos through direct message.

How to make the most of the App

Once downloaded and past the simple sign-up process, you are ready to start! Create a catchy username, which is easily remembered. Press the plus button on the bottom of the screen; here you can select the duration of your clip, the shorter the better. You can upload pre-recorded clips and pictures or simply start creating. Once you have finished, you can share to the “for you page,” friends, or keep it private. The best part is that it is free!

TikTok has many features which enable you to make a pro account, which is can be used by either a business or creator. Then the account gives insights and analytics all for free. In order to do this, go through the settings to manage account, then switch to a Pro Account.

Getting Out There

If you are looking to take your business to the next level you can advertise for free, using #hashtags. This boosts views as they become personalised for the target audience. However, if you would like to pay for advertisements, it will precisely target a certain niche by linking your product or service through a video clip. You should also aim to keep it interactive. If you want to get seen by more people, use one of the trending hashtags that are displayed on the discover page. These change regularly and help your content get seen by more users.

Using #Hashtags on TikTok on the Discover Page

Remember it doesn’t have to be perfect!

Unleash your brand’s creative side, anything goes, don’t worry about everything being perfect. Viewers love what is original. You want to keep your audience engaged, so be consistent but most importantly have fun with it!

About Me

I am Hannah, I’m 17 years old, and my role here at Sokada is Marketing.

I have completed my studies at secondary school, finishing after Year 11. In September 2021, I will be studying at the Fashion Retail Academy, twice a week alongside working at Sokada. Here I will study the Extended Diploma in Fashion Retail, as an equivalent to three A-Levels. I am particularly interested in the business behind fashion, how products become so widely shared due to their marketing campaigns, and how the internet has such power over something being a success or not!

When I’m not at work I love to spend time with friends, go out to explore new places and take lots of pictures on the way. I love to post on my personal Instagram and share the best spots along with the pictures I’ve taken.

Before Sokada

Before starting here I worked mostly in hospitality, as a waitress or in the kitchen assisting a caterer. I loved to make everything look presentable so all customers would love the food we’d created. These jobs helped me to become more confident when talking to people and enabled me to develop all kinds of new skills.

I have also worked for an Accountancy firm in Heathfield as a Part-Time Admin. In this job my tasks included writing letters to clients, sending emails and being at the end of the phone for enquiries.

Life at Sokada

Here at work, I will be Marketing, by uploading to Social Media. The aim of this is to spread the “word” and inevitably reach new people, so that they will become even more successful! I will also write and edit interesting blog posts which engage all types of viewers. I know I will really enjoy my work as I have a passion for creating, but also love to think big when thinking of new ideas!  

I know how to navigate around social media as I am always using it, so I will constantly be keeping up to date with what people are wanting to see.

I am very excited to work here and show what I can bring to Sokada.

My Typical day at Sokada

I will spend my days at work, researching and creating content for our clients. The social media marketing will include Facebook, Instagram, LinkedIn, Twitter and TikTok. I love to use Instagram in particular as it is so simple to share images with followers and promote further through the Instagram Story feature. I will also use TikTok, which is a very current viral platform where short videos are shared. For many clients this will boost their outreach by promoting products seamlessly to all generations.

Many people say that they don’t think hashtags are working for them. And it really can seem like this sometimes. You work hard at making your Instagram posts interesting, informative, fun and maybe even entertaining and then what? Nothing…

However, using Hashtags in Instagram will grow your profile and get you in front of people who have not heard of you, your brand as well as your products and services.

Hashtags are actually really powerful and should be an essential part of your social media strategy. If you are not getting additional reach, exposure and engagement from the hashtags you are using, and the content you are putting out there is good, then it could be down to your hashtag strategy.

What is a hashtag?

A hashtag is a combination of letters, numbers, and/or emojis. All preceded by the # symbol (e.g., #sokada). They are used to categorise content and make it more discoverable online.

Hashtags are clickable. So anyone who clicks on an Instagram hashtag will be forwarded to a page showing all the posts tagged with that hashtag. This is a great way of seeing who else is using the same hashtags!

Hashtags are an important way to expand your Instagram audience. When you use a hashtag, your post appears on the page for that hashtag. If you use a very popular hashtag, however, then this will be for an extremely short amount of time!

If you use a hashtag on your Story, it could also be included in the relevant hashtag Story, which also appears on the hashtag page.

Instagram hashtags can be a great way of building a community online so people are motivated to engage with your brand. We have seen this with the hashtag #thinkheathfield which is being used to promote shopping locally in our home town.

Some Hashtag Ideas

To help, here are a few ideas to get you going so you get some inspiration!

  • You have up to 30 hashtags per post on an Instagram post. With 10 on a story. Every time you use a hashtag, then it gives you another opportunity to be found. That said, just because you can use that many hashtags for Instagram doesn’t mean you should. There’s no right number of hashtags for every business, or even for every post by the same business.
  • Don’t just use really highly populated hashtags. The more popular the hashtag, the more competition you have and the less chance of being or staying on the Explore page. Try and think of something different, or a hashtag that is relatively new so isn’t overly used yet. Longtailed keywords are great for this! Use niche hashtags that target the specific audience you want to attract. The more specific you can be the better the outcome.
  • Use location-based hashtags where relevant; this can help to push your content further on the Explore page.
  • Mix up your hashtags. Don’t use the same group of hashtags each time. Instagram doesn’t like this and may flag your account. However, to save time, why not save hashtags for future use. Obviously don’t overuse the same ones or even just copy and paste. But pick and choose from a full repertoire of hashtags that will be relevant to that post.
  • You can add them in your main text but also in a comment. They both get you seen. It may be easier to add them in the main text but putting them in a first comment will keep your caption a little neater.
  • Follow hashtags yourself. You will find new people to follow and interact with. They will then appear in your feed which is perfect for you to see.
  • Make sure the hashtags you use are relevant to your business and the content you are posting.
  • Use insights to see which hashtags are working the best. If you have a business profile then take a look through the information within it.
  • Avoid banned or spammy hashtags such as like4like etc. Using these will not help your account to grow with targeted and loyal followers. You will end up attracting bots, fake accounts and it could be detrimental to your own accounts credibility rating with Instagram further down the line.
  • Make sure the hashtag means what you think it means!

How to find the best hashtags for Instagram for YOUR brand

Check out the competition

You don’t necessarily want to model your competition’s strategy too closely, but taking a look at the hashtags they use can give you some good clues about what’s working for others in your industry.

Maybe you’ll discover new hashtags to add to your repertoire. Or you could decide you don’t want to compete for the same wording. In which case you can search for alternative hashtags to use.

See what hashtags your audience is already using

After all, if your audience is already using a certain hashtag, then other people just like them are probably using it too. Finding these existing Instagram communities is a great way to expand your audience and reach the people who are most likely to be interested in your business.

Keep an eye on your top followers and see what hashtags they’re using. Instagram’s search tool can give you some additional information about which hashtags the people you follow care about. When you conduct an Instagram hashtag search, the search tool will show you if anyone you follow also follows that hashtag. (Note that this only works on mobile, not on desktop.)

Written content for your website is vital. For creating new pages, SEO, as well as for people to link to, share and also to be found for. What it also does is to give Google new information to crawl through – which is important to keep you lifted in the gods of search ranking. Creating content for great website marketing gets you seen over your competitors!

And whilst some people will flog content and just spew it out, writing relevant content that is important for your business will show potential customers that you are the person to work with.

Will they read all your text?

Whilst people will probably not read through the whole of the text on your page, they will find your page for the search term you are focussing on and perhaps scan through it. And that is where content works – you can write about all sorts of information which gets you found for different search terms. Having lots of pages with relevant titles are perfect for getting you seen for main search terms as well as “long tail” keywords.

Make your pages interesting:

  • Add bullet points
  • Create images
  • Use videos
  • Add in stats – people love stats! And so do search engines
  • Use “top tips” “top 5” and “how to” titles
  • Title your content with a question?
Creating content for great website marketing

Make important keyword phrases bold or add them as a title

Make important parts of your text stand out. Put them in quotes, make them a title, make them bold… we are always drawn to headings.

People will read what is underneath if they find your heading important. But don’t put everything as a heading – again they need to be relevant!

Having a big block of text with no images will really put people off reading what’s on your page. They’ll read even less than if you break up your content and try and make it a bit more interesting.

Images are another great way of complementing and breaking up your website content. It might also make it easier to get your message across, we all know the saying that a picture can paint a thousand words…

Don’t forget you can also use subheadings!

Make sure you have a call to action!

Always try and add in a call to action, where you can. Like a button to ask people to get in touch, email or call you. Make it easy for people to do this. Make telephone numbers and email addresses clickable where you can – this is really important for conversions.

Creating content for great website marketing

Add in the main keywords to your text that you are writing about. Strengthen your page by making your text relevant to what you are saying. This will lift your page in the rankings!

Add in links to your pages. Internal links as well as external. People can then click from one page to another, which keeps them on your website longer. The longer they stay, the better your website will fair. It’s not rocket science. Search engines like websites that have something useful and important to say, are non-spammy, and are relevant to their title. When people stay on your website, they prove they are finding what you say is useful!

Creating Content for Great Website Marketing

And write interesting articles. They don’t have to be really long, but they need to be relevant to what you are talking about. Creating content for great website marketing will lift your website, you could get some great backlinks if someone links to your information (which is soooo important) and will strengthen your online trust.

Facebook releases some top tips on writing ad copy

Creating ad copy in under 70 characters is no mean feat, so recently Facebook has shared their five tips to help you level up in your ad writing skills. Facebook mentions that brands should create a unique tone of voice to stand out, add value propositions to ads that feature products, showcase why consumers should use them, and how they’ll benefit from buying their product.

Here’s Facebook’s formula to writing successes ad copy

Twitter launches ‘Fleets’

This probably sounds pretty familiar but the biggest news to come out of social media this month is ‘Fleets’, Twitter’s version of ephemeral content. Think Instagram stories.

When using Twitter through your mobile device, you’ll now be able to see a few profiles you follow lined up at the top of your feed. Twitter has described ‘Fleets’ as a way for people to “talk more,” “feel more comfortable joining the conversation,” leading people to share “personal and casual thoughts, opinions and feelings.”

With ‘Fleets’ you can upload text, embed tweets, share an image or video as well as edit backgrounds to personalise. Just like Instagram, you can also reply to ‘Fleets’ through DMs to continue the conversation. This is a great opportunity for businesses to highlight promotions, competitions, new products and see how engaged their audience is as you can see who’s viewed your ‘Fleet’.

Search by keywords through Instagram

So we’ve covered Facebook and Twitter, but what about Instagram? Well they’ve recently rolled out the ability to search by keyword on the app. I know what you’re thinking – you can do this already? Well yes and no… Existing search was based on location tags and hashtags, this new feature now includes the content itself. It uses machine learning to work out the best posts based on your search, the caption used and when it was posted. It’s only been launched in 6 countries so far, with the UK included, so it’s still relatively new but keep your eyes peeled on how you’ll be able to use posts especially for search. All we can say for now is “test, test, and test again!”

Want to work with us?

If you’re interested in using some of these new tips and features but not sure where to start, why not give us a call on 01435 817226 to see how we can help you introduce some of these features into your current social media strategy.

Google Ads and Facebook Ads are giants in their industry. Both, however, offer something different to each other. Here we are going to discuss the benefits of each one and see if one is a better fit for your business.

These two marketing mediums are exceptional tools to reach your desired market. Both are pretty instant exposure and there is definitely a position in the marketing world for each one. These two ad platforms have a lot of common ground, but there a few significant differences that will determine which will possibly be the most beneficial for you business.

If you have not used either paid option for advertising before, then both can seem pretty intimidating. They claim to be easy to set up…and to be fair Google Ads is pretty straightforward. But there are so many variables that will bring your quality score up, keep your costs down and get you seen well, that actually Google Ads can seem a bit of a challenge. With Facebook Ads, the actual adsets and ads are actually pretty easy to do. But you need a Facebook Business Manager page set up first which can also prove a challenge!

The Main Differences

Both are pay per click advertising – you pay when people click on the ad. When you create an ad on either platform, you enter an auction where you place a bid for how much you want to pay for this required ad space. Then you’ll be charged a certain amount of money every time someone clicks one of your ads. Facebook ads can be using a single image, a short video or a carousel of images. Google Ads is just text with no imagery, unless you are thinking of Google Shopping.

With Google Ads, you will see paid Ads either at the very top of Google, normally 3 or 4 adverts, with some at the the bottom of the page as well. You can also advertise on YouTube, the Display Network (paid adverts on other platforms), Google Maps, Google Play and Google Shopping.

Facebook Ads will appear on your customer’s Facebook Wall, through Facebook Messenger, Instagram, Marketplace & on the right hand side of a Facebook page.

Facebook marketing reaches audiences based on location, interests, behaviour and demographics. With Facebook Ads, you are paying to get in front of new customers on social networks, instead of reaching them organically. Pay per click (Google Ads) target customers based on keywords as well as locations and you will see them when you are searching on Google.

The average click cost per action on Facebook is around £13. For Google Ads, it is £37.

Choose Facebook Ads for building awareness, growing your audience and advertising products. Choose Google Ads for immediate possible sales & leads, as well as products or services with a possibly higher buying intent.

Budgets, Cost & ROI

The average cost per click on Google Ads is around £2 but this varies by a massive amount depending on the industry. Solicitors can pay up to and around £10 per click, as can double glazing companies! Whereas with some consumer advertising it will be well under £1 per click. Insurance companies will certainly pay the most! Facebook Ads are normally much less and some B2C advertising can be less than 10p per click. Which can make it a very cost effective way of advertising your products.

Although average CPC is typically more expensive on Google Ads, bear in mind that the people clicking your ads may possibly be later in the buying cycle. Facebook is great for building awareness, although Google Ads can sometimes be better at reaching users at the time of their purchase decision.

Just like Cost Per Click, Cost Per Actions will vary by campaign. It’s largely dependent on how well-targeted your ads are and if you are able to convert at a high rate.  Don’t let what may seem to be a high average CPA scare you off from PPC.

Know Your Market

Some products or services will work extremely well on both platforms. But some will only be beneficial on one or the other. We have recently had great success for a local catering company who were delivering afternoon teas to their local area. This has been exceptional and brought in many new customers through Facebook marketing…and it still is. However we would not have proposed a Google Ad campaign. This is an excellent form of advertising for a possibly one-off service that would make someone smile. And for a Business to Consumer advert. On Google Ads, the cost would have been too high, you would not have had any imagery and it would not have been so successful.

However, if you are promoting a product or service that is not something social, or not something that people would share socially, then Google Ads will possibly be your better option.

Targeting Your Market

Both Google and Facebook Ads give you options for targeting (and retargeting) specific audiences. On both platforms, you can target by age, gender and location, among other things.

However, Facebook is by far the biggest winner for advanced targeting options.

Facebook allows you to create audiences based on a large list of interests and behaviors, thanks to the wealth of information they collect from their 2.6 billion monthly active users.

Want to target someone who is married? ✅ Want to target parents? ✅ Want to target parents with children ages 5-7? ✅ Want to target vegetarian parents with children ages 5-7 ✅ – you can be very specific!

Annoyingly for the UK, you can’t currently target income levels and we aren’t sure when this is going to be an option.

Which Platform Should You Choose?

So….Google Ads Vs Facebook Ads…which should you choose?

Firstly, consider your campaign goals. Are you focussing on making sales as quickly as possible? If so, Google Ads could be the better choice. If you’re looking to expand brand recognition or reach a wider audience, on the other hand, Facebook Ads may be the better choice.

Next, take your industry into consideration. Both B2B and B2C businesses use Google Ads successfully. Facebook Ads often work better for B2C businesses, especially those selling less expensive items. People are more likely to impulsively buy these products after being exposed to them a few times. However, even for B2B there are going to be opportunities on Facebook Ads—especially for remarketing and lookalike audiences.

Your audience also affects which platform you should choose. Do people search for your business or service with an intent to buy? If so, Google will probably bring the best results. But if your client is trying to build their audience for a new product, Facebook will typically work better.

Consider which stage of the buyer’s journey you’re trying to target with PPC ads—AdWords is great for bottom-of-the-funnel prospects, while Facebook is usually best for attracting new top-of-the-funnel prospects.

Finally, consider your advertising budget and your level of technical skill. Do you have the money to invest in Google Ads, even if you’re in a competitive industry? Money can be very quickly wasted if you have not set up the campaign correctly. Do you have the ability to create strong image or video-based ads for Facebook? Discussing questions like this can help you sketch out a strategy that’s realistic and actionable.

Tracking Your Results

Tracking what you have done is critical. Always make sure that you have conversions set up, especially with e-commerce, along with Google Analytics. Google Tag Manager is great for adding e-commerce information as well as recording email conversions. You won’t know whether you are wasting your money if not!

Want to Speak To Us?

If you would like to dip your toe in the water and, having read this, have decided which way you would like to spend your money then why not have a chat with our marketing team at Sokada. We can set you up with either an effective Google Ads account, or perhaps you may be thinking Facebook Ads is the way forward… to do nothing however, will always limit your sales. Give us a call on 01435 817226 and have a chat with us. Or even have a go at it yourself – it can be time consuming but so satisfying when you make that first sale… Best of luck!