Social Media has come a long way, from everyone’s number one friend, Tom Anderson founder of Myspace to the multi-billion dollar hoodie and jeans poster boy for Facebook, Mark Zuckerberg. It wasn’t always easy for these innovative leaders. Brands didn’t come flocking to these social media platforms as quickly as the users did. However, with the new trend of Social ROI, brands have shown a tremendous increase of activity on social media, especially B2B. According to Aberdeen 84% of B2B marketers use social media in their marketing mix. Social Media ROI is the practice of seeing the direct results of social media marketing. Depending on your goal, it can be sales, generate leads, brand awareness or growing your online fan base.
Social Media ROI’s advancements with Mobile Advertisement
Just recently, Facebook announced on August 13, 2014 that brands will soon be able to track the conversion rates from their mobile ads. This feature will allow businesses to directly pinpoint what device was used when a lead was generated, after how long they first experienced the ad and even capture an audience similar to the lead. This is huge breakthrough in B2B social media marketing. Since 2013, mobile ads have doubled in the North American region, not including the 90% increase in Europe and the astonishing 215% in Latin America. This feature came what seems like hours after Google’s announcement of traceable cookies on mobile devices and mobile apps. This trend doesn’t just stop at the traditional social media platforms. LinkedIn has even shown a drastic increase of mobile users. In 2011 only 8% of LinkedIn users logged in to their profiles with their mobile phone. Now that number has more than quadrupled. It’s currently at 43%. LinkedIn’s response to this growth was Sponsored InMail on mobile. Similar to the desktop version, users would be able to generate leads through targeted messages outside of their LinkedIn network. Pinterest isn’t too far behind from creating a mobile advertisement feature for business-to business clients to generate leads.
Generate Leads using Mobile Advertisement
Before you start running mobile ads on LinkedIn or any other social media platform, here are a few things you should first consider:
Are you speaking the same language as your targeted audience? Ads will be ignored if they do not feel relevant to the user. A strategic message that takes the audience into consideration, will be more successful. Technical or well-known terms in your industry will resonate better with other professionals, whereas broader terms may not catch the eye of your targeted audience and/or generate leads from outside of your targeted demographics. Creating an A/B test will help you maximize your ROI by seeing exactly what keywords people react positively to.
Does your image accurately compliment your business or your message? When advertising on a mobile device, images can look a little distorted, unflattering or they can simply get lost. When you’re advertising for a smaller screen, your image will need to draw eyes. Images with heavier text usually don’t perform as well as images symbolic of what’s being advertised or of the brand. The less cluttered the better.
What do you want your end user to do? Sometimes as marketers we forget to simplify the message and ask for what we want from the lead. A simple call-to-action will deliver the results you need. Ask for their e-mail, contact information and/or how they would like to be reached by email or phone.
Is your website mobile friendly and easy to access on a smartphone or tablet? It is easier for your business to be displayed on a 16” or 32” computer screen. However, it may be harder to condense the same layout, graphics and information down to a 4” smartphone or 9” tablet screen. Most websites that aren’t optimized for mobile devices run on a Wireless Application Protocol (WAP). This can cause an issue with loading and formatting. If you’re website takes too long to load or is confusing to read, the user will click off without generating a lead and leave.
Does it make sense for my mobile ad to run during a specific time of the day? Depending on the type of industry that you’re in, your working hours should mirror the time on which your mobile ad will become available. According to iAcquire, 70% of mobile searches result to an action on the company’s website within one hour, a potential lead! If you are offering your 24/7 IT support desk services to another business, you’d probably want to run your ad based on the traffic you receive during the week. If your services expand outside of the U.S you’d want to also include the time differences in other countries.
BONUS TIP! Once you’ve successfully started generating leads, start reaching out to them. Develop a process or CRM database where your sales team can accurately obtain the contact information to reach out to those mobile leads. You never want to let your leads sit too long. The quicker the better.
Contact S.O Creative If you’re having problems with making your website mobile friendly, difficulties communicating your brand across your demographics or would like to see what S.O Creative can do with your brand. Contact us today! Follow, like and subscribe to our social networks or send us an e-mail at inquiry@SoCreatives.com. Don’t forget to check out our award-winning case studies on our B2B clients on our website: https://www.socreatives.com/. At S.O. Creative we create “ideas that drive business”.