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Social Media

Targeting Your Message Through Social Media

Remember when social media in itself was the trend to watch? Now it seems as if it has always been around. It continues to be fascinating to watch what will happen next. Here are some key LinkedIn and Facebook trends to watch for.

LinkedIn Marketing

We expect LinkedIn marketing to continue to outperform other social networks for B2B marketing. However, there will be plenty of new features (and enhancements to existing list management tools) that will allow you to get super-targeted in your messaging. Tools like InMail analytics enable marketers to make data-driven decisions, analyze performance and optimize campaigns. The LinkedIn Sales Navigator tool is making huge strides to tie sales and marketing teams together. This is a big difference-maker in this day and age with increased pressure on marketers to prove ROI. See related blog.

Facebook Marketing

Facebook’s targeting capabilities now make it a viable option for B2B marketers to promote content, events and services—it’s all about putting your message in front of people at the right time and when they are in the right mindset. There had been some issues with this network’s PPC ad practices in year’s past, but they seem to have righted the ship.

Many B2B marketers have pushed back on this trend as they think B2B buyers are not in the proper mindset when they are on Facebook. The truth is, Facebook has one of the highest engagement rates of any social networks, so it may be time to shift our thinking. Facebook provides a great opportunity for conversions and brand messaging. And, as we mentioned in Trend #1, Facebook is a great platform for sharing and engaging with videos.

It is interesting to note that Facebook’s mobile ads have gained such popularity that the platform is starting to run out of space in its news feed. This could result in a rise in advertising prices (that’s supply and demand); however, Facebook is instead researching more video opportunities for its advertisers to branch some off in a new direction. Stay tuned for more information on that as it becomes available.

Do you have questions about your social media program, or other marketing issues? Please contact Bob Goricki at 440-449-6800 or email Bob.

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