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How to Sell Clients on a Social Media Marketing Plan

In today’s day and age, it’s hard to believe that anyone wouldn’t understand the importance of social media marketing. It’s true, though. Many people in many industries feel that social media is too time consuming, and provides too little ROI, despite the massive amounts of potential customers they could reach on Facebook, Twitter, LinkedIn, Instagram and other social media platforms. But, when you present people with certain key pieces of information, they will see that they need social media as a part of their marketing plan.

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Show Them Social Media Platform Statistics

Really drive home the stats on different social media platforms, in terms of number of users and engagement. Brandwatch tells us that there are 2.3 billion active social media users worldwide. Facebook boasts 1.71 billion active users, adding 6 new profiles every second. Twitter has 320 million. LinkedIn has 450 million, and Instagram has 400 million and rising. With all those people active on so many social media channels, why wouldn’t a brand want to engage with them? Show your client these statistics, and then break down which channels they should be using based on their target marketing demographics. For instance, if they target baby boomers in their advertising, show them how many people between the ages of 60 and 69 are active on Facebook. In a survey conducted by DMN3, 82.3% of their respondents were Facebook users. When they see that social media is where the business is, they will get on board.

Show Them Their Competitors on Social Media

If that doesn’t work, show them their competitors on the different social media channels. When you can show them things about their competition’s social audience, like the number of fans and followers they have and how much engagement their pages have, you’ll be making a strong case for their use of social. Facebook’s public insights data is available by just clicking on the likes on their page. Twitter Counter can show Twitter stats, and a brand’s Instagram account is a snapshot of their popularity. Most business owners, when presented with the cold, hard fact that their competition is already active on social media, will realize that they need to get with the program.

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Teach Them The Potential of Viral Social Media Content

You create a post. The post gets liked. It gets shared. It gets shared A LOT. All of the sudden, thousands, if not millions of new people are exposed to the post. It’s a branded post. Those people now know about the brand. Some of those people will click on the call to action. And some of those people will buy. The more people that see a post, the more potential business. Show your client some examples of viral social media campaigns to drive the point home. Then show them how you plan to create contextual, viral content for them. PromoRepublic’s layered content calendar will help you prepare sample posts that are sure to wow.

Show Them How Cost Effective Social Media Really Is

Social media marketing is, in fact, one of the least expensive, most effective marketing methods. Media buys are particularly expensive. A national TV spot can cost as much as $400,000, and 30 seconds of radio can run you $50-$100, if you’re lucky. And, TV and radio aren’t as effective as they used to be. With DVRs and iPods, people manage to skip over ads altogether. Traditional media, even print, is priced based on demographic reach. That’s why the cheapest TV spots are in the middle of the night, the cheapest radio spots are when nobody is listening, and the cheapest print ads are tiny. Social media, on the other hand, has amazing reach. It’s free to have an account, and it’s always there. The only cost you have is the social media marketing manager (aka, you), and any advertising cost you incur through Facebook Ads or other social media marketing ad platforms.

Show Them How Easy It Is To Measure Social Success

Facebook Insights, Twitter Analytics, and other non-native tools can give you all the information you need to show how social campaigns are going. The most effective way to show clients this up front is to show them redacted analytics of some of your other clients’ accounts. If this information isn’t available, or you aren’t permitted to show someone this information, you can show them examples online. When they see how easy it is to measure the success of a post or an ad, they’ll understand better why it’s worth it to invest in a social media marketing plan.

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