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Social Wayfinding: Navigating the Noise

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Originally published on the official blog for the National Institute for Social Media (NISM). For more information on (NISM) check out their website.

Imagine you are sailing on a vast ocean. You have all the tools to get to your destination–sail, maps, and GPS–but how well you use the tools will determine how fast you get there. 

And let’s be honest, you want to get there faster. Because the sooner you get to your destination, the sooner you get paid.

Unfortunately, brands often get lost at sea when they begin campaigning on social media, and it’s easy to see why. 

Social media is not child’s play

According to Hootsuite, 70% of people in North America are using social media daily. Worldwide, people spend an average of 2 hours and 15 minutes on social media every day. How can you possibly determine what information is most relevant to your business or campaign objectives? 

Do you find your eyes glazing over all the data in your Facebook Business Manager account? We get it. It’s intimidating and confusing. Perhaps it’s a throwback to some traumatic memories in math class. But just like any other form of marketing, the key to social marketing success is to get in front of the right person at the right time. You could be missing some key metrics that would’ve connected you with the right client who’s looking for the very services you offer. 

Modernizing word-of-mouth advertising

Having a social media presence is the digital equivalent of word-of-mouth advertising–the holy grail of marketing for businesses of all sizes. So it is no wonder that space has grown to be so lucrative. Used to capacity, social media marketing simultaneously builds trust and expands your reach with limited manpower. The collected data then quantifies your wins, losses, and potentials instantly allowing you to evaluate performance, engagement and overall value of each campaign (here’s how).

So how do you get the data you need to create campaigns that reach the potential customer who needs you? 

You could do it in-house, or take on a contractor that’s going to cost extra. You can try to offload the responsibilities of social media advertising to your marketing manager, but without a team to help monitor social interactions in real-time, the likelihood they could miss opportunities is high (they’re only human). But if you’re a smaller business without the budget for a dedicated marketing team, are there alternatives for you?

Of course. There are a plethora of additional tools available on the web to make your brand known online. They can enable the digitization of everything from tasks and reminders to regular email campaigns and scheduled social media posts. Many are free and can save considerable time and money for your business.

Social Media Advertising requires a bit more love and care. But our clients know it’s worth it.

In 2015, a study showed that Facebook influenced 52% of consumers’ online and offline purchases, the previous year the same study reported that only 30% of consumers’ purchases were influenced by things they had read on Facebook. People rely on social media to inform their buying decisions and you need someone (or something) that can stay ahead of every trend and Facebook update. 

Calculating intent: Evaluating your ads with needls.

This is why we started needls. We created a proprietary purchase intent engine that adds business value to the otherwise crowded social media figures that crowd your dashboard. Remember all those numbers and acronyms you still can’t fully make sense of? 

This purchase intent software can automate the seemingly endless setup and reworking that social advertising campaigns require. Using a combination of machine learning and human support, we help you optimize the presence of your ad on social media. It starts with a simple questionnaire, and within 24 hours you can have your first campaign ready to launch. 

It’s important to know that the initiation of ad creation rests almost entirely on your team. We don’t want to control your brand message. Needls. is simply the engine to speed up your success by getting to know the audience you’ve created an ad for. Then we make sure they see you. 

Social media offers vast opportunities to reach people that are looking for exactly what only you can provide. Being lost at sea is no way to get better business, and it’s no reason to give up on the leads simply sitting there, waiting for you to discover them.

Want to learn more about purchasing intent and how it can help your business grow, contact us or schedule a call with a campaign specialist from needls. today.

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