The session unearthed some interesting figures from the polling done on the day:
- The biggest challenge or frustration with businesses polled was how best to use and optimise social platforms at 30.8 per cent. However help is on hand: Smarter's covered how best to use LinkedIn in your business and a guide to the various platforms you can invest in (and their benefits).
- Many of the businesses polled had experienced poor campaign performance and lack of platform knowledge, along with resourcing issues and not enough time to manage paid advertising
- More than a third of businesses polled said that they don’t have KPIs in place, making it difficult to understand if success has been achieved
- From a messaging perspective, finding the time and getting relevant content was identified as the two main challenge areas
Discussion in the session was robust, with Sahil Jahn providing in depth insights onto what platforms businesses should be on, how to evolve the conversation from offers and how best to manage multiple channels.
Of particular note were his thoughts on where small businesses should start:
“Be sure to start by creating a Twitter handle, Facebook Page and perhaps LinkedIn Company Page for your business. From there, create content your audience will engage with and begin building up a presence.
“Once you have started creating a reasonable treasure trove of content, start promoting that content using paid ads so that you can target new followers who may be interested in your brand.”
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