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Twitter is one of the key social networks that we use on a day to day basis, we love how Twitter gives you access to all of it’s users rather than only those who follow or like you. Even if that does mean you have to use hashtags to access everybody you want to, there is still a lot of exposure to capitalize on. But to properly understand how to engage and attract your ideal customers on Twitter you must first understand how they behave on the social channel. In this post I review an Infographic from Hubspot that provides fascinating stats on how the world uses Twitter…
In my opinion, the key stat and takeaway from this Infographic is the time per month a user spends on Twitter. 170 minutes per month is roughly 5 minutes per day, you don’t have a lot of time to get your tweets seen and get the attention of the people you want to talk to. How can you get around this? Well, I propose a couple of ways:
Using images in your tweets will make them stand out. Buffer show this brilliantly in this blog post. By getting the attention of your audience you are more likely to get a click, retweet or favorite. However, don’t just stick any old image in there. Think about it, size your image correctly so that it looks awesome and is visually attractive. If your tweet is about Twitter, you’d be wise to have an image that denotes Twitter in some way or that is relevant.
Tweeting at events
By events I am thinking about Twitter chats that your audience might be interested in and you can get involved in. If they know the time of the Twitter chat they will likely be active at that time and be tweeting and also engaging with people in the chat at that time. This is a prime opportunity to get in their feed and get interacting, they are active. The other way I see an event being a good way to get in conversation with your audience is by planning some clever real time marketing posts. For example, if there is a major event that is in some ways associated to what your customer would buy from you or be interested in, you could use this as a springboard to reach them. Just make sure the event is actually relevant to your brand, otherwise it would seem very random and out of line. Plan a tweet or series of tweets. You could use images too. This is all taken from just one statistic in this Infographic.
Twitter activity by time
I think that the times people are active is also very interesting. It seems to be centered around the times we are leaving work and on our way to work when we are most active. Perhaps on the train or just before entering the workplace people are having a check up on their Twitter feed. This seems to be the case for lunchtime too. What does that mean for a marketer? Adapt and schedule your tweets for these times if you want your tweets to be seen by these people. Admittedly, this doesn’t apply to all industries. For social media marketing, people are active nearly all day but for B2C perhaps your target audience are working and not able to be on Twitter for so long. You need to be careful and plan this out before you go all out scheduling for lunchtime and after work!
For the full article from Hubspot around this Infographic visit this link. Here’s what the Live And Social team think…
Jonnie Jensen – Founder
The stat that stands out for me most is that 68% of tweets are replies. This is encouraging for the future of the service. I would have liked to have seen tweets by subject more than events and in particular how the use of hashtags effects engagement rates. Twitter really needs to be used effectively and that means having a plan. Key times of day are useful to know but don’t take it for granted that means they are the same for your audience. Check your analytics and create some headline findings for yourself. Audience sex, age and location. Popular subjects and hashtags and of course what time of day and day of week is most successful for you. If you get good clicks at a certain time of day then focus your own content around those times to get that traffic and lead gen pumping. Its a pretty infographic but the it’s a bit ‘info for info’s sake’ and could do with more substance – but then who am I to knock the Hubspot content machine. We’re talking about it aren’t we?!
Natasha Aidinyantz – Content & Community Manager
Twitter is my second favourite social media channel to use. Facebook is my first but Twitter has an awesome ability to let you build relationships with people you’ve never met before and only in 140 characters.
I like this infographic because it really shows the power that Twitter has to bring people together over a certain topic. This was especially obvious during the last two super bowls. We don’t even have super bowls in the UK but I can imagine that for a while everyone in the UK was aware that it was super bowl time and wondering what the hell it’s all about!
The challenge with Twitter is sifting through the noise to find the right people and also being noticed in the noise yourself. Make sure you use the right tools and create processes to save time in your day to day role.
Anthony Stretten – Technical & Operations Manager
One key element of these stats that I would like to point out is that 80% of twitter users are active on mobile.
This is such a bit big insight that many business owners need to understand. Sadly there are still too many companies that do not make their websites, landing pages and emails device responsive. It’s been almost 3-4 years since we have been recommending this to people and yet they are still out there.
Putting it in simple terms, If you share content from your site via Twitter and the user is on their mobile, once they click the link to see your non-device friendly article or product page, we know from experience that the user will more than likely close the page and go back to Twitter to read someone else content.
The end result is a potential loss of sales, which defeats that whole reason that you should be using Twitter for business.
What do you think? Let us know on social media and don’t forget to share this post!
They say blogging is free. But how free is it when you spend so much time crafting the right post and resources on a content marketing team? The truth is a business shouldn’t be blogging without purpose and without wanting to achieve a return on investment from their efforts. So how do you take your regular blog and turn it into a powerhouse for lead generation?
If you are like most businesses you are probably churning out a variety of blog posts, social media updates, podcasts, videos and other such medium to promote your products or services. Nothing is wrong with what you’re doing – in fact, you have seen an increase in website traffic and maybe even a slight increase in referrals and reviews online. But can you actually attribute any of your blog content to actual sales on your website?
In this blog I will go over the formula for seeing a return on investment on your social media activity. The formula involves several steps and a whole lot of teamwork so don’t feel like you have to be doing this all on your own!
If you want to track the sales of anything online, you must have the functionality available on your website. If you have a product for example, each product should have a landing page where I can register and purchase the product on your website.
Some businesses might not be able to directly sell a product online but there is still some option for lead generation such as call back forms, contact forms and sign up forms. Once a form is submitted you can pass this on to a member of your sales team and ask them to inform you if a sale was made or feed the contact back to you if a sale wasn’t made so you can continue to market to them via email or advertising.
If you want to create several landing pages for different products/services and forms then you don’t want to have to call your web developer every time or you could lose an arm and a leg in cash. A great alternative is to invest in LeadPages. It’s an awesome tool that allows you to create landing pages by dragging and dropping. Literally as simple as that!
Here's an example of a landing page created using LeadPages
To start selling effectively on your blog you need to start thinking of all your activity as ‘campaigns’. For example your day to day blogging can be look at as a traffic building campaign alongside your monthly emails and day to say social media activity. The aim of these is to build your audience, gain awareness and traffic. Notice that I did not say the aim is to sell.
This is a crucial point in selling online. Your day-to-day activity is only there to help build your audience, actual sales will come from targeted and planned campaigns.
Marketo have created this awesome slideshare to help you plan your campaigns:
Immediately the first slide gives away the most important part of planning any campaign. You must always be thinking about the overall aims of the business and creating campaigns that help to achieve those goals. Most businesses will only ever have three main aims: generate more revenue, cut costs and improve satisfaction. Think about your business goals and start by writing these down on paper so you can see them.
Next you look at some of the more departmental goals in the business. what are the sales targets? What are the HR targets? What are the customer services targets? And finally what are the financial targets? Make sure these are SMART (specific, measurable, achievable, relevant and time-bound).
You couldn’t possibly attempt to achieve all of these targets with one campaign, but if you create a campaign well enough, you can leave it running for as long as you want. Over time you would have built up several campaigns that are all automatically generating revenue for your business without even doing anything! Isn’t that every marketers fantasy?
At Live And Social we recommend creating a campaign for each quarter and planning it around seasonal subjects, business goals and a specifically chosen target.
A fashionwear retail chain for example might have an overall goal to increase revenue and a departmental sales goal of achieving 200,000 sales of their new swimwear line. It’s summer so you would plan a campaign all around that including a variety of content from blogs, videos, articles, emails, social ads, interviews and more. Each piece of content will be in keeping with the tone of the brand and in some way advertising or mentioning the swimwear line. After each piece of content you would include a call to action lead readers onto a landing page to purchase items from the line. Now you can create social ads to send people to the content or create a competition to get people talking about your content and before you know it you have created a pathway for your audience to move from your general content to your campaign content and then to sales.
And just to make sure that the next three months aren’t all about swimwear you also have the normal monthly content, emails and social updates running.
Why UTMs are now your life
In the world of campaigns it’s not easy to track how many people came from a particular social post to your blog to your landing page but it’s so important to be able to analyse behaviour in this way.
This is why Google now has created a URL builder to help us track where our site traffic is coming from.
Say you have used the URL builder to create a personalised Pinterest link to promote one of your blog posts. When you go to the blog post in Google Analytics you will be able to click on source/medium and it will tell you what campaign your traffic is coming from. Is it from organic traffic? Pinterest? Facebook? Email?
Armed with these metrics you can now measure the conversion rate for each stage of your campaign. The below video is a tutorial on tracking your campaigns with UTM builder.
The reason that campaigns always win
The best thing about a campaign is that you can always make adjustments while it’s running to improve it’s efficiency and result in higher ROI.
The first thing you need to do if you’re going to decide what adjustments need to be made is document each stage of your campaign. Each piece of content needs to be written down and the main metrics associated with that content. If you create a blog post then you need to write down your page views, sessions, average time on page, bounce rate, social referrals and any other metrics you deem as important for that stage.
Next you can calculate your conversion rate for each stage. If I reach 10,000 people with my pin on Pinterest for example and go into Google Analytics to discover that 10 people were referred to my blog from the Pinterest post then I know my conversion rate to be 10%. Now you can start asking yourself questions to help optimise your conversion rate.
Was the post copy good enough? Did I use a good enough image? Did the time and day of the post have an effect? And now you can experiment with new posts to get the optimum results for your campaign and make 10% conversion rate into 20% or even higher.
This is an example of a content pyramid and you can see how this would lead to a landing page right at the top
Where ROI meets its maker
The reason that it’s so difficult to calculate the ROI of your day-to-day social media activity goes back to my point above – because your main aim isn’t to sell but to grow your audience. Now you have crafted a campaign that you can be proud of you have something you can calculate ROI from.
To accurately gauge the ROI of your content campaign you must first ensure that you have set up your goals and all of your UTMs like I mentioned above. You need to have the right tracking in place to ensure you are actually getting people to convert. Here’s a quick tutorial on how to set up a goal and how to set up and track a UTM if you haven’t already. The goals will help you see how many people are taking that final lead generating step like buying a product or signing a contact form.
At Live And Social we know that an hour costs our business £60. So I can calculate that if I spend 10 hours on this project we as a business have lost £600. On top of this I can look at any spend on social ads, outside resources and other such costs to deduce that I have spent X amount on my campaign. For this example let’s say I spent just £600 on the whole campaign.
If I generated 200 sales resulting in £30,000 then I can deduce my ROI is £30,000-£600 = £29,400. All easy peasy for a retail brand but what about the B2B market where online sales occur less often and we are working with contact forms and sign ups?
In this scenario we must be a bit more tactful about how we calculate ROI. Results won’t be as accurate but we will have an average and we can still use the figures to help us develop new campaigns and adjust old ones.
Take the example of a recruitment company. The aim on the website is to submit a CV or a brief if you are looking for a role or looking to hire. After this you are contacted by a sales representative who will help you find a job or fill a vacancy. In the case of ROI what you must do is calculate the average amount of money your company makes from filling a vacancy (numbers like this are normally already calculated and with the finance department). Let’s imagine for this example that filling a role is worth £10,000 to this recruitment company.
You then need to calculate the average amount of CV submissions until someone is hired. If there are 10 CV’s submitted for every 1 person hired then you can divide the £10,000 figure by 10 giving you £1,000.
Now when you are in Google Analytics all you have to do in the goal settings is tell google that each CV submission is worth £1,000 and for every 10 submissions you will reach your average revenue. I do recommend that a B2B company goes over these figures once a quarter to make sure the revenue generated stays at an average and doesn’t skew. You will have to keep an eye on the numbers too.
Angie Schottmuller developed this worksheet to help you take your business goals down to tactics to help you develop campaigns
Lead generation success
So there you have it. A formula to make money from blogging, generate increased revenues and grow your business all with a touch of a button. Once a campaign is made and adjusted enough times then it can be left to it’s own devices to run as long as you want it to. That means you are making money without even doing any work and can move on to the next campaign!
We have developed something called a blog strategy masterclass to help teach you everything you need to know about running a successful blog for your business. This includes design, writing, management, planning, strategy, SEO, selling and more. If you want to join the masterclass you can apply to be one of our 6 per quarter here:
If you need help developing your campaigns or simply want to discuss the role of lead generation and content marketing then feel free to tweet me @MyCreative_UK.
About Live + Social
We are a social media marketing agency. We don’t do the ‘social’ bit though – you do. We help companies to engage existing and new audiences online with a simple approach which empowers their staff and the wider organisation.
Our services span social media monitoring, strategy, training, content, and engagement. Our focus on reporting and analysis ensures that our clients can see measurable returns on their investment.