The management of the social media channels is an important aspect of driving traffic towards the company website focusing on generating potential leads through our campaigns and increasing brand awareness through our newly launched online episode based series titled Digital Ventures.
Social Media
1| Our social media platforms currently consist of Instagram, Facebook, LinkedIn, Twitter and YouTube. I'm currently focusing on promoting our FinTech solutions to businesses within the finance industry. The current campaign strategy focuses on generating potential leads by driving social media traffic towards our weekly blogs. Because our marketing focuses on B2B, the main platform we focus on is LinkedIn through a range of statistical and informative heavy campaigns which have included carousels, short videos and infographics.
More recently I'm currently in the process of developing a social media strategy to manage another LinkedIn channel to potentially generate more traffic and leads, so part of that strategy is to create more casual and entertaining content loosely based around the digital automation industry.
Metrics | The metrics that I focus on mainly is the clicks and click through rate. This allows me to see the interaction with the post. I also ensure that any links are trackable using a Google analytics compatible URL builder.
A URL builder essentially allows me to track any traffic from social media. I start by inputing the website url for the link. The source of the campaign which in this case would correspond to the social media platform. This can be set and viewed in Google Analytics to track the links corresponding to each platform. The campaign name is an important parameter as this will give me the ability to filter based on various campaigns.
Social Media Analysis | Here are 3 social posts that performed well in their respective months from the Venture Motion LinkedIn page. All these posts were posted a month a part from each other and show the different types of social media content that I have produced.
Digital Venture Post | I posted the full video to the platform and the reason I have posted the video natively is because the general rule is that platforms tend to prioritise native content over links that direct traffic away from the platform. The main objective for this post with regards to the metrics was views and impressions. Our series is aimed at increasing brand awareness and the metrics compared to the other posts have met my expectations, with a reasonable 103 impressions and 49 views sitting it in the top 3 overall posts that performed the best on LinkedIn in terms of impressions and views.
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Bank Holiday Return Post | The objective for this post was to increase traffic to the website via the blog link, so the metric of focus was the click through rate and clicks. The CTR is essentially the amount of clicks divided by the number of impressions, which is an indicator of ultimately how interesting the post is. The post did reasonably well in both the clicks and CTR, with an average CTR of 2-3% being considered a good number for LinkedIn according to business.linkedin.com.
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Carousel Post | The objective with this post was to educate and provide some insights to our audience, therefore the metric I focused on here was the impression and click through rate. Again comparing the statistics across the board with the other pieces of content, this too did well with a higher than average CTR of 5.1% and 5 clicks. Going forward these 3 pieces of content delivered the numbers in line with their objectives, so our content strategy will be more geared towards producing video content, office updates and informative/education carousels.
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Writing Copy
As part of my role as a content creator at Venture Motion, a lot of my copy is done for social media. Here are few examples with a breakdown of the structure, tone and language.
Decision Engine Post | Our copy guidelines allows us to use emoji's in our copy for social media if the content lends itself to it. We want to position ourselves as a down to earth agency whilst still remaining professional with out tone of voice. It's important to remember who our target audience is, which are businesses within the finance sector. With this copy, I started by being relatable to the reader before presenting a future of how our solution can benefit their business. I then hooked them with a question to peak their interest and curiosity which naturally leads to the indirect CTA.
Credit Checking Post | Straight off the bat I presented the target audience with the benefit of integrating our solution into their processes. I wanted to position the benefits of our solution at the forefront, because generally when it comes to marketing and sales, the average consumer and client alike, tend to prioritise how the product can benefit them rather than focusing on the technical aspects.
Companies House Post | This time I decided to open up with an interesting fact to peak the interest the audience. I then proceeded to hit them with an even juicier fact by revealing how valuable the information is before painting the possibility of how this could benefit their processes. I finished this copy with a direct CTA directing them over to our website so that they can learn how our solution can further benefit them. This post managed to generate an average CTR of 4.17% and 2 clicks, which could shown better results. In terms of how I could learn from this going forward, I would focus more on the automation and integration process, to drive home the benefits that can be gained by speeding up the process.