3rd June, 2021
Here’s how you can get started in determining what social media marketing mix is right for you and how to get the most from your content.
Social media has become a powerful tool for marketing a business offering, when used correctly. But knowing which platforms to use and how to get the most out of them can be incredibly intimidating when you’re just starting out.
That’s why MYOB and SmartCompany recently released a free webcast, featuring experienced business owners and social media marketers, to help you get off on the right foot.
The session featured a discussion between Sabri Suby, founder and head of growth for King Kong, Mia Plecic, founder of Slick Hair Company, and Jane Betschel, head of marketing and digital sales at MYOB — and it’s available for you to watch today.
Before diving in, here are just a few of the major points of interest business owners and marketers will discover.
Plecic, who has started six product-based e-commerce businesses in her time, discussed how Slick Hair Company was launched at the end of 2019 and has since grown to service hundreds of thousands of customers worldwide.
And it’s all thanks to, at least in part, some pretty ‘slick’ social media marketing.
“I put a lot of energy into this business during COVID, when we were here in Melbourne in lockdown.
“I saw a huge opportunity using the platform TikTok,” Plecic said.
As a heavy social media user, Plecic said she was already using TikTok and had begun to see a lot of small business owners sharing their business journeys on the platform and realised the platform could act to draw in new audiences.
“I did one video, just kind of sharing the behind the scenes running of my business from my one-bedroom apartment in the middle of COVID.
“It took one viral video that just went absolutely crazy. I had over three million views ion the video and woke up the next morning and we’d had over, like, $35,000 in sales — just from this one video.”
From that point on, Plecic said, she’d begun receiving orders from all over the world, including from countries she’d never even heard of before.
When asked about which platforms marketers should pay the most attention to, Suby pointed out a resounding truth: every platform moves towards a pay-to-play model eventually.
“For me, I don’t just look at… the platforms that are getting the fastest growth, but also that they have the stickiness and the monthly active users… you don’t want to be in this situation where you’re constantly riding a wave of the next social media platform and invest all this time and energy into it.
“All of these platforms invariably move to… a pay to play model… it’s inevitable that there’s going to come a time where your organic reach is going to go down and that you’re going to need to start paying to reach those people,” he said.
But there is one social platform that stands out from the rest.
“The only platform that I have seen that that not happened with over the years is really YouTube, YouTube is it’s an absolutely phenomenal platform.
“And it works in a very different way to other social media platforms in terms of you produce a piece of content, you put it out there, and it just gains more and more momentum over the months and the years.”
In discussing how to determine return on investment, Betschel presented a few models for attributing sales to marketing spend, making it clear there’s no straightforward ‘path to purchase’ in the online world.
“We get a lot of sales that we can attribute to Google, but that might be the last step in the consumer’s or the customer’s journey.
“So trying to understand, you know, that they read a piece of content, the looked at a social media post, they visited the website a couple of times and then they actually made a purchase — that’s the magic,” she said.
By looking at social media as part of a more complex attribution model, rather than ‘last touch’ attribution, allows marketing specialists like Betschel to get a clearer idea of the entire customer journey.
“Before we say, ‘Oh, search is great, let’s put all our money there,’ we really recognise that social media is a huge part of that experience — whether it’s looking at reviews, checking us out to see what we’re like, or downloading content from the business.”
The above insights are just the tip of the iceberg when it comes to the full value on offer in this webcast, so if you’re keen to get started in social, or even just hone your existing skills and apply them to your business’s marketing strategy, now’s the time to watch it.