Transcripts
1. Course Introduction: Thank you for joining me today. I promise you that by
the end of this course, you're going to know
exactly what is social media platform
that you should use a for promoting
your business? There are so many
social media platforms today that it's
simply overwhelming. Especially when you're
just starting to choose just one or few
for your business. Because social media platforms
have different roles, have different Content Type
and even different audience. And that's why it
might be confusing to understand where
should you start? I see a lot of
businesses that start their advertising on a random
social media platforms, or simply the most popular ones, and then end up
with less results that they expected or
no results at all. Eventually, they start thinking that advertising doesn't work. Or even worse, they think that something
might be wrong with their business and they start changing their services,
their products. And this is very
dangerous process. Let me introduce myself. My name is Rita. I'm a digital
marketing experts from Israel and I work in this industry for more
than 12 years now, helping our clients to create a perfect story and to
promote it on social media. In this course, we're
going to go over different social media
platforms like Facebook, Instagram, TikTok, and others. We're going to overview them. See who are the audience that
are using this platforms. See what other targeting options available on these platforms. Targeting Options are very important in case
you already have the ideal customer profile that she wants to use to
promote your business. It's important to understand if specific social media platform can actually allow
you to do that. They have all the different
features that you would require to promote your business than all the different
demographics. So we're going to
review that as well. And in addition to that, we're going to see what content type can you
use on these platforms. For example, there are
platforms that allow you to use only videos. And video is type of content that is the
hardest to create. So if you don't really have
the ability to create video, this black, one big
good fit for you. And we're going to talk
about it in this course, as well as what type
of assets do you need in order to advertise
on different platforms? But before we going to start, I would like to invite
you to follow me on my YouTube channel
where I share different tutorials
and updates for social media advertising
on a weekly basis. I would also like to
invite you to follow me or even send me a connection
request on a lyndon. I share a lot of useful content on there
as well regarding different showcases
of my advertising and successful
Advertising stories. So we're going to
learn a lot together. And this H for this lecture, let's start our next lesson.
2. Key Factors for Choosing Social Media Platform: Before we jump into overviewing each
platform individually, I would like us to understand what are the key metrics
that are important for us to know in order to Choose a specific
social media platform. So let's start. First key metric
that I would like us to understand is Demographics. Demographics, or in other words, someone who is using
this watch world. Why is that important? For example, if we're
going to take pinterest, I know that more women
are using pinterest. Men. If we're going to
talk about TikTok, I know that average age of users on TikTok or
from ten to LinkedIn. And that's why these factors
are very important for me in order to Choose the
ideal social media platform, who my product or service. Because if I'm walking, target men or to target women, I need to Choose a good social media
platform that will allow me to reach those people. And other key factor
that we need to concentrate on is
Targeting Options. If I have my ideal
customer profile, I know things about
my ideal customer. Where are they from? How old they are, what do they like? What are they afraid
of, and so on. And that's why when I have
that customer profile, I would like to
target most of these fit and why they want to
advertise on social media. I need to be able to help these characteristics,
my Targeting Options. I need to be able to
advertise by age, by gender, by
different interests, groups, and so on. I need to have all of
these options in order to reach the most ideal
customer profile. The next key metric
that I should know all is marketing strategy. What kind of marketing strategy? Different social
media platforms. Health. Is it B2C? B2b? Is it push or pull advertising? We're going to talk about all of these in our next lesson. Another key metric
that is important for us to understand
is Advertising type. If I have my ideal
customer profile, but I can create
a content that is suitable for the specific
social media platform. I am in trouble if I'm going to Choose
TikTok, for example. And TikTok has only videos on the platform and I can create one or I don't know how I didn't do it before
and I'm just starting, I'm just learning and
I'm more comfortable in creating images instead
or textContent. Instead. I need to consider these things before I
choose my platform. Because if I'm going
to Choose TikTok, I'm just going to
waste my time if I can create a decent video piece. And these are main key
metrics that I need to understand when I'm choosing
a my social media blood
3. Marketing Strategies for Advertising: In this lesson, I would like to talk about Marketing Strategy. In this course,
we're going to talk about two main
Marketing strategies. One strategy is push marketing strategy
and another one is pool marketing strategy. What are the main
difference between to wash? Marketing strategy is wrong. The world's push,
you are pushing your Ads into the basis of
your potential customers. It means that no one is
looking for your product, nobody is actively
looking for your service. You are simply attracting
people with your ads. So you're pushing the
content into their faces. Let's face it. No
one goes to Facebook in order to buy something,
not intentionally. They are looking for
updates from their friends, their colleagues, and so on. There maybe posting
different pictures of themselves on vacation. And when you are presenting
them with an ad, it means that you are pushing this Ads into their
Facebook feed. It's a push marketing strategy. And it's absolutely, or even if it sounds
a little bit strong, It's a classic
marketing strategy. No one will actually
hear about you. If you're not going to push
your Ads into their feeds, you can use push marketing
strategy in order to reach you audience for launching new website or new
service or new products, basically selling
anything you want. Another marketing strategy
is pull strategy, is actually a strategy where people are actively
searching for your product pool and
marketing strategy is when you are
using google Ads, for example, people are
searching for a specific topic. Let's say there are
searching where to buy pens, and then they're going
to see your website on the first page
of Google search. Because they were actively
searching those spans and not just scrolling
down their Facebook feed. It's called a
marketing strategy. Which is actually a very good
marketing strategy because the leads that you're going to get are going to
be over a quality. These, they are already actively looking
for your product, but it's not suitable
marketing strategy for all the products, are all the services out there. And few other models that
I would like to talk about is B2C and B2B advertising. B2c Advertising means
business to customer. For example, if your son pens, you are selling pens to
customers and business. Business means that you are
going to advertise something, product, or service
to another business. And this one is a little tricky because when you're
advertising to customers, basically, anyone can
be your customer. Anyone can buy pens if you are making bends
for women or men, these are your customers. But when you are advertising, business is trickier because there are a lot of
decision-makers and that's why you need to have a solid customer
profile to understand. You need to make an offer to. And that's how you
can succeed with B2B
4. Facebook (Meta): In this video,
we're going to talk about facebook as a
social media platform. We're going to talk about different characteristics
of facebook and see why we should use
it for our advertising. So first of all, let's review
facebook, Demographics. Facebook is the most popular social media platform out there. Right now. It has over two points, 95 billion monthly active users. 66% of UK population
are facebook users, and almost 72% of US population. Our facebook users as well. 1.62 billion active
users on a daily basis, and 56 per cent of
facebook users are men. The split between genders
are almost equal. It's a 56 against 44. As you can see, facebook, really a huge social
media platform. Almost everyone uses Facebook. If you're going to
ask your neighbors, your friends, your colleagues, they do have
facebook or they use Facebook probably
on a daily basis. People use Facebook
for different reasons. People like to see what
their friends are doing. Full like to see different
updates from the rents that they alike from products or services that they're using. But mostly people use Facebook
because they are boards. Targeting Options on Facebook is another advantage
of this platform. It's possible to target
people by location. As for location, it's a
very specific location. You can target as accurate
as specific street. So it's not just a region, a state, a country, a CD. That Targeting is a super
accurate gender and age. Basic Targeting Language device you can target by desktop view, by computer view,
interests and behaviors. These are really great options
on Facebook because they have a lot of them
and they actually track a lot of data from users. So what I mean by that, if you would like to find
someone who is interested in going into vacation right now or just being on
vacation right now. You can do it with
Facebook advertising. You can target people
super accurately. People who like different things like what you need to be, Netflix, Amazon
Prime, and so on. So people with
different interests. As for behavior, these can
be people who are Xbox, these could be people who are using specific
internet connection, either WiFi or a
mobile connection. People who use
different devices, it can be that accurate
like people with iPhone, the latest edition right now, I don't even know
what number it is, so it's super accurate
targeting on Facebook. Other advantage of using
facebook for Advertising is connected placements
that you are able to get when
your advertising. Instagram, WhatsApp, Messenger,
and audience network. You can reach people on Instagram when you
advertise on Facebook, which is huge amount of
people as well, What's up? You can reach people on WhatsApp so they can send you messages directly to your WhatsApp or to your messenger and
audience network. Is it additional placement
that facebook is offering? Is different apps that facebook has purchased placement there. And you can now
advertising people will see your ads
on different apps. For a marketing strategy, facebook definitely uses
push advertising strategy. You can really huge actively
anything on Facebook, but you can use bush advertising strategy
in order to launch new products or services in order to lunch in your
business or website. Brenda Veritas, and
attract new audience. You can use all the
different interests and audience behavior that
facebook is offering. And you can reach new people. You can explore your
Targeting if you are not sure who your
potential customers are, facebook is a really
good platform to reach your people and to do
Your brand awareness. As for Advertising types, you can use image ads, Carousel ads, video
ads, and text ads. And right now system has a lot of different tools
to assist you with that. For example, if you
can't create an image by yourself using different tools
like Photoshop or Canva. You can create an
image on Facebook. They have image library
which you can use, drawn your image, add
into the video ad. So it's really easy to create an Ads right now on Facebook. In order to start
your advertising, the assets that
you're going to need, our Facebook page and
advertising account on Facebook, which is super easy to create. As for facebook page, you do need to invest in your design and fill in all
the unnecessary fields first, which can take you
about 15 min to do
5. Instagram: In this video, we're going
to overdo instagram Platform and see if it's a good fit
to advertise your business. Let's talk about Demographics. Over 2 billion monthly
active users on Instagram. Most users are between
ages 18 to 34. That's a very important fact
that she need to consider. If you're going to start
advertising on the platform, 127 million users are
from United States. It's a lot of users
from United States. 70.54% of world population
uses instagram. It means it's very
popular platform. 51% of instagram users are men, so it's almost 50, 50. Instagram is a variable
blurred platform. A lot of people using it
because it's so easy to use it. Not a lot of people are actively posting
images on Instagram, but they definitely spending
a lot of time there. Age of users on Instagram
is not so periodic. It's 18-34, but not
all the products or services can be suitable
to this age group. Instagram is used
only on mobile. They do have computer version. You can browse
instagram from rap, but almost no one is doing
that is the mobile Up first. As for Targeting Options, there are the same as
on Facebook location, gender, age, language, device,
interests, and behavior. So everything that
we have on Facebook, we do have on Instagram. It's the same Advertising
Manager for both platforms. We do have access to WhatsApp and Messenger and
audience network where we want to advertise on Instagram
as well as on phase. That's rarely great
opportunity here because we do target everyone on
other platforms as well. Marketing strategy is
to push advertising. People are not
actively searching and we are pushing our Ads. So it's good for
brand awareness, is good for Advertising
new products and services. As for Advertising Type, instagram offers image Ads
and video adds up to 60 s, is a very short video. You need to attract
your audience, fest pink of instagram as a super fast and then
dynamic platform. People are not
staying here to read articles or to read use. There are browsing,
Instagram fast. So whatever creatively using, you need to have bright colors. You need to be
professionally designed and you need to grab
attention of your users. As for us is you need to have
Instagram business profile. You can have your
personal profile, but I would suggest to turn
it into Business profile is just one button
click away from you. And you are going to use
advertising account on Facebook in order to
promote ads on Instagram
6. Twitter: This video, we're going
to review it twitter, and we're going to see if it's a good fit for your business. Twitter has over 395
million users globally, 19.5 million users in UK and
76.9 million users in US. Singapore has the
highest reach rate on twitter, or 53.9%. And 74% of twitter
users are men. It means that men are
dominating the platform. And as you can see it, twitter is popular
all Old World. And you need to check your desert country if you would like to
advertise on Twitter, for example, which isn't
super popular in Israel, but it's super popular in UK. You can see how many users
are using twitter in UK. So you need to consider
those elements before you start investing in
advertising on Twitter. As for Targeting Options, you have location,
gender, language. By the way, gender isn't
super accurate on Twitter. Just so you know that you
can't really rely on that. You can target by device, by keywords, keywords, it
means different phrases, different words that been used in different widths, interests, and also movies, TV shows, events, and conversation topics. Basically, you can target
people by location, by their language, by device, and by different
keywords that they were interested in when they
were reading other tweets. So for example, if I
liked tweets about kits, you can find me
underneath keywords, kits if you're selling
Guilford for example, marketing strategy on twitter is still pushed advertising, you can launch new
product and service, lunch she business and
website brand awareness and attract new audiences
and new audience. On twitter means
really new audience you can target by keywords, by interests, by
conversation topics. These are differently in
you options to target. And that's something
that is not similar to any other social
media platform. As for Advertising types, you can use image ads, Carousel ads, and video ads. You need to create those yourself before you start
advertising on the Platform. As for assets, you need to have twitter accounts in your
register on the platform. And you need to have
advertising account as well
7. Pinterest: In this video, we're going to talk about
pinterest and we're going to review if it's a
good fit for your business. There are 445 million monthly active users
on the platform. And these users are
between ages 24 to 35. Almost 86% of users are
also use instagram. And 42% of Pinterest users
of Chrome United States. So most of the users on
the platform of Rome, United States, 60% of
Pinterest users are women. This is super important
facts that you need to consider when you are choosing
Platform for Advertising. Most of the users are women, and most of the users of
Chrome United States. So if you want to
reach other countries, you might check your
potential reach there because it can be limited as
Targeting Options. There are not a lot
of Targeting Options. You location, gender
and age, also language. And then there are
interests and keywords. I would say that these
are super generic. And she jumped really target accurately on pinterest
because people on the pile, simply switching between topics, marketing strategy is
still push advertising. It's still good for
brand awareness and testing out different
advertising offers. As for Advertising type, the most popular
advertising type on platform is
definitely an image. And there are some video as
well as for platform itself. You don't really have
any tools that can help you create those
advertising types. You need to come prepared
to the Platform. As for assets, you need to
have your Pinterest account and you can create your advertising
account within minutes.
8. LinkedIn: In this video, we are
going to overview Linden and see if it's a good fit
to advertise your business. As for demographics
and linen has 900 million active
users in 200 countries. It's a huge platform
with world wide reach. Almost 200 million users in US. Average visit to the
platform is over 7 min. It's a super important fact. People do care about Indian
red updates on their feed. And since no one is rarely sharing any party
images on Lindon, It's triplet business
to business platform. People do like to receive a
serious piece of content. That's something to keep
in mind if you would like to advertise on linden, 50% of users are more
than 75 K in here, and 57% of Lyndon users are men. As for Targeting
Options on linden, their options are
unique and impressive. You do have location, is general location you
can target by country, state, or city, gender and age. I would say these details are not that important
on LinkedIn. I would suggest not
to use them language. And then other Targeting Options are business related options. You have industry, you
have company size. You can even target
company by name. Other than that, you
have different jobs, seniority functions
and job titles. You can type whatever you want. For example, you can
find CEO of Microsoft. It's not Bill Gates anymore or CEO of Google in United States. That's how accurate you can use Targeting
Options on LinkedIn. As from marketing strategy. Marketing strategy here
is to push advertising. You do different content into your potential
clients feet. But it's also mostly B2B since people are not looking for any foreign
activities on linden, they usually come to
the platform with different purposes to learn about different business trends, to find help with a different issues in their
business to find work. So it's a really serious
platform and that's what you need to think about when
you are creating your Ads. Advertising type. There are a lot of advertising
types on the Indian, including text ads,
which are working fine. So image ads Carousel ads, video ads, texts as an
even conversation Ads, which are mostly text ads, you are simply sending a message directly to your potential
customers in mailbox. And if you can create a
very attractive offer, this can definitely
work super good. As for different
tools to help you out with your image of
video creation, you don't have
those on LinkedIn. As for assets, in order
to start advertising, you need to have your
Linden business page, not only your private
personal account. And you need to create
advertising account on LinkedIn
9. TikTok: In this video, we're going
to review TikTok and see if it's a good fit for
Advertising Your Business. Let's talk about
TikTok demographics. When to five per
cent of TikTok users are between ages 10.19, you would like to target
people who are older. That's not a platform for you because these people
are super young. 50, 70% of TikTok
users are females. So most of the users that
are using TikTok females, you need to consider that when advertising most of TikTok
users are from China. That's another fact that
you need to consider that you're TikTok population
is from China. 136 million users are wrong us. So there are still
enough people from United States who you can
target on the platform. Targeting Options are location, gender and age, language, device, and interests
and behavior. Interests and behavior
are not super accurate. On TikTok. Interests are based on previous videos that
your users watched. So for example, if I saw
a cat video right now and then I saw a video about
the white project. If you're going to Choose DIY and you're going
to choose paths. Tiktok will probably
show me your Ads. It doesn't mean that I'm
really interested in pets. It means that I was bored and
I had nothing better to do. Then just to scroll
down the TikTok and which different videos about
cats or about the a white. That's what you need to consider your Targeting
Options here, or not. Accurate. Marketing strategy is definitely push advertising. You can use TikTok
for brand awareness. You can definitely do
receive a lot of impressions and a lot of use to your videos. Advertising type is only videos. You can use images
or any other type. It's a mobile app that
uses videos only. For your assets. You need to have a TikTok
account and you need to create advertising account
to advertise on TikTok
10. Google Ads: In this lesson, we're
going to talk about google Ads and we're
going to see if it's a good match
for your business. Before we start, I'm just
going to say that google Ads are usually the main
Advertising Platform for every business because
most of the times people are actively searching
for product or service that we
would like to offer. So I strongly recommend to start with google Ads almost always. And if you have budget, then to split it between
few different platforms, but google, as should
be one of them. Regarding the demographics,
it's super easy. Anyone who has
connection to Internet, because everyone is
uses Google for search. Targeting Options are
pretty simple here as well. You can target by location, you can target by radius. So it's very accurate. You can target by CT
country state language. You can use multiple languages
to target on Google, but Google themselves advice
not to use language at all. If your ad is in English, google will make sure
that everyone who uses their google search in
English will find your Ads. If it's in any other language, the same will apply. You can target by device. This is also very important for google Ads and it depends
on your website keywords. That's super important parts and basic part in google Ads, you need to do your research. It's not just one
or two keywords. It's a lot of them. If I'm looking to buy something or if I'm looking for
a specific service, I might use different
phrases to find it. For example, if I'm looking
for Marketing Consultant, I might search for
Marketing Consultant. Helped me with my marketing, marketing, advertising,
the system, Marketing Advisor,
marketing expert, new-generation
expert, and so on. As you can see, there are
different phrases and words that I can use in order to
find one specific service. And that's what you
need to understand. Before getting into
advertising on Google, you need to do your research in addition to your keywords, you can use different topics. For example,
Marketing Consultant for business or
marketing consultant, or for a specific industry, for finance industry, or for technical
industry and so on. So that's where
categories come in. Connected placements for Google. They are YouTube and different websites
across the Internet. Youtube is a J gonig
social media platform and you can advertise
on it using google Ads. Google has purchased locations
on different websites, even the most popular
websites, like news websites. So whenever someone is searching
for a specific keyword, for example,
Marketing Consultant, and now they are
browsing CNN news on marketing topics
that Ads might appear. Marketing strategy. It's a different strategy from all other social
media platforms. It's a pull strategy. You can grow your traffic. You can increase yourselves and orders using these
marketing strategy because you are not pushing any offers in face of
your potential customers. You're actually
pulling your customers with the right keywords. There are already actively searching for specific
topics on Google, which makes it even
better because it's a really quality
potential customers. It's just they're already
searching for the subject. Advertising types
are mostly text ads, but you can also use image
Ads and video ads on YouTube. As for you assess, the only asset that you
need to start advertising on Google is google Ads account
11. Course Summary: Hello again. I hope this class was helpful to you
and now you know exactly which social
media platform to use for your business. Don't forget that there's
also a project to this course and
it's a one to x2. I will personally to provide my feedback to you
for this project. So I talked to you soon
Rita Zinger, Digital Marketing Expert
