Market-Specific Social Media Tactics

Our team on #MACCosmetics recently ran a short sales-driven campaign on social, with a check out via the website and the results speaks for itself! They used the creative device of a make-up stock market to entice a consumer purchase via live bidding and interactive polls on Instagram stories. Insight: >> Consumers love discounts and when the discount is time-bound, it creates a sense of urgency >> Leveraged the intrigue and curiosity of the audience by introducing a makeup market with a unique twist >> Focused on transparency and inclusivity, building trust and engagement with the audience Idea and Execution: >> Teased the campaign effectively to pique audience interest before unveiling the makeup market concept >> Implemented interactive polls featuring product tiles to simulate bidding, creating an engaging experience >> Revealed product details and prices an hour before the market opened, establishing transparency >>Adopted an inclusive "something for everyone" strategy by offering a 20% discount to all customers Metrics: (Everything Organic) >> Achieved over 550 link clicks, surpassing the average for regular posts and offers >> Ranked among the top 6 stories in terms of story reach, link clicks, and profile visits over the past three months >> Showcased an 85% increase in revenue compared to the average for other days of the month Why it Worked: >> The campaign capitalized on audience curiosity, driving higher engagement and interest >> Interactive polls and transparent communication enhanced the overall user experience >> The inclusive discount strategy likely broadened the appeal and participation >> Financial success demonstrated the effectiveness of the campaign in driving sales and revenue >> The acquisition of new customers indicates the campaign's positive impact on expanding the customer base This one is a classic example of how a social campaign can drive bottom funnel results! Let me know what you think of the idea? #SocialMedia #Instagram #BottomFunnelMarketing #MakeUp

Can social media marketing for B2B actually bring clients? I worked as a social media manager for several years and believed that company social media pages were just informational channels. It was a huge mistake! Then I discovered the effectiveness of personal profiles and thought that only developing personal profiles made sense - company pages weren’t necessary. I still believe that personal profiles are central of B2B social media communication but now I can see a more holistic picture and implement a more systematic approach. ➡️ How does it work? ⭐️ Social media marketing in B2B is based on the account-based marketing approach. ABM treats each target company as a unique market, and ABM marketers create tailored marketing activities for each. This is especially relevant when working with enterprise-level companies. ⭐️ Personal profiles are the key channels (as I mentioned before 😀) Personal profiles help build deeper, trust-based relationships with target clients in B2B. At ModumUp, we assist clients in developing employee profiles at various levels - founders, top managers, department heads, and other team members. ⭐️ Social Selling: a comprehensive approach through personal profiles We use LinkedIn as the primary platform for Social Selling because it proves to be the most effective across many markets. Social Selling approach includes several steps: 0️⃣ Goal setting: define project goals and objectives 1️⃣ Target audience identification: find and connect with the right people on LinkedIn 2️⃣ Content creation: regular posts about case studies, experiences, and personal stories 3️⃣ Networking interactions: comments, likes, and skill endorsements help strengthen connections and build trust 4️⃣ Personal messaging: don’t just stick to public interactions; personal messages are the most effective way to arrange specific next steps ⭐️ LinkedIn Live: a warm interaction opportunity LinkedIn Live allows you to host broadcasts and webinars directly on LinkedIn. This format helps interact with your target clients on a deeper and warmer level. You can invite important prospects to your events personally. ⭐️ LinkedIn Ads: not a lead generation channel LinkedIn ads are very precise because users are categorized by company, position, industry, and other criteria. Within the ABM approach, you can run ads aimed at specific companies. In B2B, especially in the enterprise segment, ads are less about lead generation and more about keeping your brand in front of the target audience, so they remember you and respond better to personal messages. ⭐️ Measuring the effectiveness of social media marketing Account Engagement is the main metric in ABM. It reflects the depth of interaction with target clients. There are also specific metrics for Social Selling, livestreams, LinkedIn ads, and other approaches. It's essential to take a systematic approach to social media marketing. Wishing you success with social media marketing in B2B!