In 2020 Social Media Marketing (SMM) is more important than ever before for local business owners. As technology continues to advance, so does the method in which consumers shop for products & services. Remember, Google is for intent and social media is for awareness. You don’t spend hours a day looking at Google, instead you go do your search and find what you were looking for and that’s it right? Social media is where people spend hours a day looking at pictures, videos, blogs, news, etc.. Hopefully your business is being represented there. Surely you’ve noticed that when you go online to shop for a product you’ll more than likely see an ad for it when you get back to Facebook. Advertisers know what you’re looking at, what you’re buying and what you’re interested in. It’s called data mining and it’s the newest way for companies to advertise more specifically to you.
Updated March 31, 2019.
- Worldwide, there are over 2.38 billion monthly active users (MAU) as of March 31, 2019. This is an 8 percent increase in Facebook MAUs year over year. This is compared to 2.32 billion MAUs for Q4 2018. (Source: Facebook 4/24/19) Facebook is simply too big to ignore as an on-going part of your digital marketing communications program. Please note the last item on this list for the total number of people who now use Facebook, Instagram, WhatsApp, or Messenger every day on average.
- 1.56 billion people on average log onto Facebook daily and are considered daily active users (Facebook DAU) for March 2019. This represents an 8 percent increase year over year (Source: Facebook as 4/24/19). Sixty-six percent of Facebook’s audience would be considered DAU versus Monthly Active Users (MAU). The Implication: A huge and vastly growing number of Facebook users are active and consistent in their visits to the site, making them a promising audience for your marketing efforts.
- Mobile advertising revenue is reported according to Facebook to represent approximately 93 percent of advertising revenue for Q1 2019. This was the same percentage for Q4 2018 which was up from 89 percent in Q4 2017. There were 1.15 billion mobile daily active users (Mobile DAU) for December 2016, an increase of 23 percent year-over-year. This is hugely significant and shows the dramatic growth of mobile traffic on Facebook. Please note that this was the last official notice received in IR press releases of a delineation of mobile DAU from other metrics.
- There are 1.74 billion mobile active users (Mobile Facebook MAU) for December 2016 which is an increase of 21% year-over-year (Source: Facebook as of 02/01/17).
- On average, the Like and Share Buttons are viewed across almost 10 million websites daily. (Source: Facebook as of 10/2/2014)
- In Europe, over 307 million people are on Facebook. (Source: Search Engine Journal) The Takeaway: This isn’t just a U.S. phenomenon – a worldwide market is available via Facebook.
- Age 25 to 34, at 29.7% of users, is the most common age demographic. (Source:Emarketer 2012) What this means for you: This is the prime target demographic for many businesses’ marketing efforts, and you have the chance to engage these key consumers on Facebook.
- Five new profiles are created every second. (Source: ALLFacebook 2012) The Implication: Your potential audience on Facebook is growing exponentially.
- Facebook users are 76% female (out of 100% of all females) and 66% male (out of 100% of all males). This stat is one that you really have to think about because it’s comparing the percentage of all females against the percentage of all males who are on Facebook. Sorry for the confusion. To dig a little deeper take a look at this study which does a much better job at explaining the nuances – Source: Brandwatch – https://www.brandwatch.com/2015/01/men-vs-women-active-social-media/) The Takeaway: Since this isn’t a large statistical difference, you should be able to effectively reach both genders on Facebook.
- Highest traffic occurs mid-week between 1 to 3 pm. (Source: Bit.ly blog) On another note, a Facebook post at 7pm will result in more clicks on average than posting at 8pm (Source: Forbes). Go figure. How this can help you: You have the potential to reach more consumers and drive higher traffic to your site during peak usage times, but people may be more likely to be more engaged in the evenings. This statistic may be a factor when you are planning social communication scheduling. (Also consider that Facebook has a global audience, so you may want to plan around the time zone of your key market.)
- On Thursdays and Fridays, engagement is 18% higher. (Source: Bit.ly blog) The Implication: Again, use this information to determine when to post in order to optimize your social media marketing efforts.
- There are 83 million fake profiles. (Source: CNN) The Takeaway: Nothing is perfect, so always remain thoughtful and strategic in your efforts. Also, fake or not, these are still potential consumers. There are various reasons for fake profiles, including professionals doing testing and research, and people who want to segment their Facebook use more than is possible with one account.
- Photo uploads total 300 million per day. (Source: Gizmodo) The Implication: Again, this is an indication of engaged users; also, it is an indication that there are a lot of photos, as well as other information, competing for users’ attention, so target your efforts strategically.
- Average time spent per Facebook visit is 20 minutes. (Source: Infodocket) What this means for you: You could have a short time period to make your impression, so use it wisely with relevant, interesting and unique posts and offers in order to get the most return on your efforts.
- Every 60 seconds on Facebook: 510,000 comments are posted, 293,000 statuses are updated, and 136,000 photos are uploaded. (Source: The Social Skinny) The Implication: Again, there are a lot of engaged and active users, but also a huge amount of information competing for their attention, so quality and strategy on your part matter.
- 4.75 billion pieces of content shared daily as of May 2013 which is a 94 percent increase from August 2012. (Source: Facebook)
- 50% of 18-24 year-olds go on Facebook when they wake up. (Source: The Social Skinny) What this means for you: Facebook is important to these users, and potentially, if done correctly, so is the content you post on it.
- One in five page views in the United States occurs on Facebook. (Source: Infodocket 2012) How this helps you: This is a huge market on the web; if you use social media marketing efforts on Facebook well, you could have huge returns to show for it.
- 42% of marketers report that Facebook is critical or important to their business. (Source: State of Inbound Marketing 2012 The Takeaway: This is a crowded marketplace, but you can’t afford to sit it out, because odds are fairly high that your competition is there. The key is to use Facebook marketing correctly and make sure that your efforts stand out from the crowd.
- 16 Million local business pages have been created as of May 2013 which is a 100 percent increase from 8 million in June 2012. (Source: Facebook). Facebook marketing has transformed how business is conducted, and its use by local businesses to extend their markets continues to explode.
What About Results?
Those are alarming statistics from Facebook, but how does a business generate results from SMM? The answer is in three stages:
1 People already know what you sell, there is no reason to belabor the point to them. I see a lot of businesses that advertise on Facebook by using their services to lure in the consumer. Take a moment here – When is the last time you saw a commercial for Coca Cola where they said they sell soda and you can buy it at the store? My guess is you’ve never seen a commercial like that. So what does Coca Cola really do? They inspire you with their message by using unique content, memorable messages and fancy new products and deals. To be successful on social media you must create unique content, be memorable and introduce new things at all times.
2 Become invaluable. Work your butt off so that no one knows more than you. We call it our – Ask the Expert Program. You are an expert of your industry, but your customers are not, that’s why they buy from you. There is a lot of competition for what you do though, so how is a consumer to decide which one to buy from? Most of the time they pick the one they recognize or trust the most. You establish branding and trust by becoming an expert. Think about the questions you get asked most often in your business and create video content where you share information that consumers need to know. Become a teacher of your industry. If you’re a plumber, make a video showing people how to shut the water off at the street in case they have a leak in their house. This makes you an expert, it also provides content people care about in social media.
3 Always want more, never settle with what you have. Consumers are out there waiting to find you every day. If you have a sign out front of your business, think about how many cars pass it every day and don’t come in. Why don’t they all come in? Because they don’t need what you’re selling right now. However, what if your sign said something else besides what you’re selling. What if you had a sign that said “FREE GAS TODAY ONLY”! I bet you would have a monstrous amount of people stopping then. I’m not telling you to give away what you’re selling but think for a moment why “FREE GAS” would encourage people to stop. It’s not because it’s free. It is because it’s unique and it’s exciting! Be exciting with your social media content and above all else, stand out from the crowd and watch what your competition is doing. They’re either gaining on you, or you’re pulling away. Brakes or Gas, you choose the pedal.
You shouldn’t ever consider advertising on social media unless you have a clear plan that is reasonable thought out ahead of time and you’ve determined what your goal is during the campaign. A lot of businesses say they want to triple their business this year from next year by using social media ads. That’s not a goal, that’s a dream.
First you need to carefully evaluate who your target audience is and where to find them. Look at several factors when deciding like:
- Marital Status
- Political Views
Just to name a few, however there are 100s of demographics you can use to identify who your audience is out there. Then you need to look at what you want to promote. DO NOT ADVERTISE YOUR SERVICES. Again, people already know what you do so telling them again in an ad isn’t going to change anything. Maybe you are a licensed massage therapist and you have some valuable information to share about the health benefits of massage therapy. Maybe you are a furniture retailer and you have some incredible specials on love seats that just came in. Be exciting, informative and unique. You can promote all kinds of things like:
- How To’s (DIY)
- Customer Reviews (videos)
- Shocking content (videos) – Shocking means that the video you make doesn’t have anything to do with what you do. There was a turbo tax commercial during the super bowl last year that had a woman hiding in her closet terrified, when she opened the door there was a dancing teddy bear standing there. The commercial said… “There is nothing to be afraid of with Turbo Tax”. It was memorable and shocking at the same time. You had no idea what advertiser that was for until the very end of the video. But people remember it!
Whenever you run an ad on social media you have to think about your spending budget. Don’t spend too much at the very beginning. You can launch a Facebook Ad for under $20.00. It all depends on how many people you want to reach and where you’re located. The more you spend, the more people you’ll reach. However, that doesn’t always mean results. It’s important to track your social media ad daily to evaluate the success of it in results. If you’re ad budget is 100.00 for 5 days you’ll spend 20.00 per day. After the first day if you aren’t getting results then you can stop that ad and save yourself 80.00. The more results you get the higher your budget should go. Don’t spend money out of your savings account in hopes to get new business. Use the money made off results to invest back into your social media marketing.
Why Should I Hire Someone To Do This?
We’re experts in the field of internet marketing. We can do a simple interview with you to gather the information needed about your customers and your goals to put together a comprehensive plan that fits for your business. It takes a lot of time to be successful with social media marketing and unless you have a full time marketing person who is just dedicated to social media it’s hard to maintain that and running your daily operations at the same time.
We’ll walk you through every step of the process so you have a clear understanding of what we’re doing and how we’re measuring results. You’ll have the opportunity to create video content that showcases your business and what makes it unique. No matter what – Results are all that matters.
Process for social media marketing
1 – Find out if the customer is already using social media and what accounts are they using. Facebook, Twitter, LinkedIn, etc..? Ask the customer if they are getting any results from their social media marketing?
(reference above blog for information on results to sell our services)
2 – Price accordingly using our existing price brochure on social media to give the customer an idea of how much it costs before moving forward.
3 – Arrange an interview, preferably with me over the phone where I will ask them to tell me about their business, how long have they been open, how are they tracking results, how many calls, messages or emails do they get weekly from the internet, what skills they possess that they could use on social media to create expert videos. Then I will explain to them the benefits of social media marketing as explained above in the blog.
4 – Get the contract signed and first month payment.
5 – Ask the business owner to make us an EDITOR of their business Facebook page by going to SETTINGS, then PAGE ROLES and adding the email address of to add editor. If they don’t have a Facebook page already we will set up a new one with their business information using our email address and adding them as an ADMIN using their email address.
6 – Using collaborative efforts we will post for them weekly according to how many posts a week they signed up for using their products or services to create, find and share unique content to their Facebook page that pertains to their business but reaches their customers in an awareness method.
7 – We will create the Facebook ad audience under your Facebook page. Once I create the audience that consists of all their demographics and zip codes we can save that audience inside our ad manager for all future ads so we don’t have to create it over and over again.
8 – The customer will select their budget and I will consult with them on how much to spend. Once I find out what their goals are I will advise a starting out budget in which they need to deposit into our PayPal account which should be connected to our Facebook ad manager for all payments of ads.
9 – We will measure the results of the ads weekly and provide the customer with a print out of all activity from the page each week. Or we can email it. Facebook has a report inside the ad manager that will show the results every day but we can share that with our customers weekly so they know what’s going on.
10 – Month to Month. The wheels on the bus go round and round, round and round, round and round. The wheels on the bus go round and round, all through the town!