Your Digital Marketing Toolbox
Digital marketing can be totally daunting for someone running a business. Maybe you got into business to sell shoes or to run a cause-based non-profit or to create software for healthcare companies. You laced up your boots and built the best company, product, or service possible – but now you have to market it. And in 2022, that means you have to delve into the complex and ever-changing world of digital marketing.
But never fear! This guide will give you a bird’s eye view of the different platforms and how you can make them work for you.
The Billboard.
As of July 2022, Facebook reported 2.9 billion active monthly users. People come to Facebook to connect with their friends, family, and colleagues. This is the perfect opportunity to invite them to also connect with your brand!
How to use Facebook:
Think of Facebook as your second website. Keep the information fresh, polished, and easy to interact with. Make posts, promote events, share videos, and call for followers to act and share these things.
Use Facebook Ads to target your desired audience with specific and compelling ad formats. This is a great way to increase brand awareness and generate leads.
Google Ads
The Yellow Pages.
Google processes over 63,000 search queries every second on average, which translates to over 5.4 billion searches per day and 1.9 trillion searches per year worldwide. 90% of online searches are done through Google! If users are actively looking for the product or service you offer, this is where they will find you.
How to use Google:
Generate leads and increase conversions using Google Ads. There are many formats for ads so you can find the one (or several) that best suits your business.
Keep your business listing current, including your normal hours of operation and holiday hours if you are a brick & mortar business.
The Photo/Video Album.
Instagram is an extremely visual platform, so aesthetics are especially important here, and video is highly favored by the algorithm. It’s another place where hashtags can drive growth. Posts with at least one hashtag average 12.6% more engagement than those without any.
How to use Instagram:
Share curated images that are thoughtful and on brand.
Make video reels that pertain to ideas and topics you want to highlight within your area of expertise (reels get 22% more engagement than ‘standard’ video posts).
You can use the same ads built for Facebook to also target users here.
The Water Cooler.
LinkedIn is a great platform for B2B marketing. Long-form content gets the most shares, peaking at about 1900 words, and LinkedIn Ads see 2x higher conversion rates for B2B brands.
How to use LinkedIn:
Engage business-minded users with long form content, relevant posts, and ads.
Thought leader type of posts do well here, and the ad platform allows granular targeting (so you’re talking to the right people).
On top of all that, many new ad formats on LinkedIn see high conversion rates.
The Conversation.
Twitter is the place for conversations, hashtags, and influencers. There are currently 217 million monetizable daily users on the platform, and the largest portion of that audience falls into the 25-34 year old range (38%). This is a great place for B2B brands to engage as well – 82% of B2B content marketers use twitter for organic growth.
Twitter moves fast and is very collaborative, so if your business does the same, it’s a great place to connect.
How to use Twitter:
Engage in active discussions around the topics that affect your company or brand.
Be responsive, and lift others up with retweets and comments. Make use of the fast-moving hashtags that are relevant to your business.
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Once you have an idea of how each of these tools work, it’s much easier to develop a creative strategy that grows your business.
Want some help developing that strategy?
