Consumers use social media today more than ever before. With Facebook exceeding 1.86 billion users monthly, it’s hard to ignore the power of social media.
People are busier than ever, so it’s crucial to interact with consumers through the channels they prefer. Not only is it important to be active on these social media platforms, it’s imperative to know how to market to this audience.
Maybe you aren’t sure where to start. Check-out these top tips for social media marketing.
Mobile is everything
Remember that statistic about how many people are active on Facebook each month? In December 2016, 1.74 billion were mobile users (up 21% from the previous year).
Smartphone users in the U.S. spend more than 87 hours per month on their phones—that’s nearly three hours each day.
To succeed with social media advertising, you must embrace a “mobile-first” mindset. “Mobile friendly” is no longer the norm.
When you create web content, you no longer ensure it works well with mobile, you design for mobile first. Once you make sure your priority message resonates in mobile, then you should expand upon that messaging for desktop viewing, too.
After switching your strategy to “mobile first,” it’s crucial to think through the user experience. If the ad is designed for mobile, then the path should follow the same design on your website and online banking interface as well.
Think about the last time you checked your Facebook newsfeed or scrolled through Instagram. What else were you doing? Were you standing in line at the grocery store? Sitting at a soccer game? Waiting for the oven to preheat?
Social media is a distracted arena: People quickly scroll when they get a few free minutes. This is why your creative development is crucial.
Video is disruptive (in a good way) in a newsfeed. Endless scrolling can be distracted by moving visuals, people, and bright colors. In fact, video ads have the highest click-through rate of all digital ad formats, according to marketingland.com.
It’s also important to think about developing video that can be digested without sound. Think again about the last time you were scrolling your newsfeed: Would you have the privacy to turn the sound on for a video?
Maybe you would, but more often probably not. Make sure your content can be digested with the sound off to reach more users.
Another rule of thumb for video: The shorter the better.
The best practice used to be 60 seconds, but that has continued to drop over the years. Fifteen seconds is the new sweet spot for engagement.
And while we’re talking about social media, remember it doesn’t just work on earned content alone anymore. Organic reach has drastically declined, and a big piece to winning in the social space is using paid advertising.
By “paying to play” in the social arena, you’ll get seen by large, new audiences and can be very specific in how you target demographics.
Align the consumer journey
The times have definitely changed. With consumers using their phones for everything from staying connected with friends, making to-do lists, and paying their bills, it’s safe to assume they also are comfortable with making purchases from their mobile device.
Keep in mind this is the consumer’s preferred method of communication and for getting things done. A missed opportunity would be communicating to consumers in a different manner.
If you called a repairman would you be shocked if they sent you a piece of mail to confirm your appointment?
Think through a consumer mindset from their first touchpoint with you all the way through to their last. This will ensure a trusting, long-lasting relationship with your credit union for years to come.