Important Messages/Take-Aways from Social Media Examiner’s 2018 Marketing Report

Social Media Examiner’s 2018 Social Marketing Report offers some great pieces of information. The 2018 report is the 10th annual report by Social Media Examiner and covers the major social media channels. The report is 44 pages long and reveals tons of findings, but there are six key takeaways in the report valuable to home care businesses.

Message 1: Measuring ROI Is a Challenge

What Should Home Care Agency Owners and Marketers Know About Social Media in 2018? 3Of the marketers surveyed in Social Media Examiner’s report, only 10 percent felt they could effectively measure return on investment (ROI) for social media activities. Others felt they could somewhat measure ROI.

What It Means: Figuring out ways to better track ROI for specific social media marketing campaigns is key. Tracking “Thank You” pages, Clicks, and have a tracked and recorded phone line can help calculate ROI.


Message 2. Having Marketing Partners is a Growing Trend

More than 50 percent of those who’ve marketed on social media for three years or more added new partnerships. These relationships are particularly valuable to smaller businesses that might not have the resources to accomplish big events on their own. By teaming up with other businesses, however, they can host events or afford more expensive marketing campaigns than they could manage on their own.

What It Means: Don’t focus all your social media marketing on B2C. Focus on B2B as well, with an eye toward building new bonds between you and like-minded business owners.


4. Marketers Continue to Focus on Facebook

The report revealed that 67 percent of marketers prefer Facebook over all other social media platforms, an increase of five percent from 2017. Other platforms come in far behind Facebook, with LinkedIn at 12 percent, Instagram at 10 percent, and Twitter at only five percent.

The intuitive internal algorithms of Facebook are likely the key reason for this preference. The platform offers the ability to focus advertising on a specific audience with very specific behaviors.

What It Means: It’s vital for your home care business to have a strong presence on Facebook. However, effective Facebook advertising requires narrowing your target audience to fit your niche. This specificity will earn you the most traction from your Facebook advertising.

  • Likes- narrow to 50-mile radius of your local area, target many not few.
  • Traffic- narrow to 50-mile radius of your local area, target many, but in an older demographic (30 and up)
  • Leads – narrow to a 10-mile radius of your local area, target ages 35+, and other parameters.


5. Snapchatting Isn’t Gaining Traction

Snapchat still isn’t very popular in marketing circles, likely because Snapchat content is fleeting in nature. Only six percent of marketers indicated they’d increased Snapchat promotions in the last year, and only 16 percent said they had any plans for increasing Snapchat marketing. Snapchat may be an effective way to reach younger generations, but Instagram also targets a similar audience without the inconvenience of one-off posts that disappear quickly.

What It Means: If you feel your marketing efforts are already stretched thin, Snapchat may be low on your list of potential online marketing channels.

6. Advertising on Facebook Is a Must

Marketers shared that, in addition to organic activities, they’re also taking out paid ads on Facebook. Around 72 percent of marketers used Facebook for paid social media advertising, while only 31 percent used the second-place choice, Instagram.

What It Means: Split your advertising budget by shifting more focus to Facebook. If you have $100 to spend, invest at least half on Facebook advertising, and spread the rest to other outlets as needed.

Social Marketing for 2018

The face of social media marketing changes quickly, but Facebook remains a vital player year after year. Regardless of where you focus your social marketing, learn who your audience is and where best to reach them, then factor in statistics about which platforms work best to draw in new leads. By combining this information, your social media marketing is certain to succeed.

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